{"id":3882,"date":"2014-02-05T04:22:33","date_gmt":"2014-02-05T09:22:33","guid":{"rendered":"https:\/\/www.instantestore.com\/blog\/?p=3882"},"modified":"2017-06-06T14:12:06","modified_gmt":"2017-06-06T06:12:06","slug":"you-might-be-losing-thousands-of-dollars-because-of-this-silly-mistake","status":"publish","type":"post","link":"https:\/\/instantestore.com\/blog\/you-might-be-losing-thousands-of-dollars-because-of-this-silly-mistake\/","title":{"rendered":"You Might Be Losing Thousands Of Dollars Because Of This Silly Mistake"},"content":{"rendered":"

I was just reading an article on ecommercetimes.com about giving customers a buying experience they can’t resist<\/a>. And right before that I was looking at marketing campaigns of a few companies. I looked at their ads on search results pages, re-marketing ads and call-to-action (CTA) elements on their sites.<\/p>\n

Although I found some of the copy very enticing, I noticed that a few of those companies made it rather difficult for me to actually buy their products. That pretty much slammed the brakes on my buying mood.<\/p>\n

<\/p>\n

I’ve mentioned in previous articles the importance of linking directly to a product page from where you’ve promoted it. It could be from an on-site CTA, an offsite PPC ad, blog mention or a link from a comment, but it should always be linked directly to a product page if that particular product is being promoted.<\/p>\n

The more hoops you try to make your potential customers jump through to make a purchase, the higher the likelihood of them not completing the whole process. That’s a good way to tank your conversion rate.<\/p>\n

A typical short and sweet sales process should look like this:<\/p>\n

Ad\/CTA -> Product Page (Add to Cart) -> Checkout (with one-page checkout option)<\/p>\n

But, this is what I’ve often come across:<\/p>\n

Ad\/CTA -> Main Page\/Category Page (have to search for the product myself) – Add to Cart – Checkout (without one-page checkout option)<\/p>\n

And a couple of times I came across this:<\/p>\n

Ad\/CTA -> YouTube Video Page\/Blog Post -> Main Page\/Category Page\/Product Page – Add to Cart – Checkout<\/p>\n

I would venture a guess that many customers would have given up if they landed on a main page or category page and discovered that they had to search for the product the wanted to buy. I know I did.<\/p>\n

In summary, keep everything direct and to the point. Bear in mind that the main purpose of an ad is not to drive traffic to a site. It is to entice a viewer or visitor to buy a product. The shopping experience need not be memorable, since memorable is a bit hard to pull off in an online setting. It just has to me smooth, a non issue.<\/p>\n","protected":false},"excerpt":{"rendered":"

I was just reading an article on ecommercetimes.com about giving customers a buying experience they can’t resist. And right before that I was looking at marketing campaigns of a few companies. I looked at their ads on search results pages, re-marketing ads and call-to-action (CTA) elements on their sites. Although I found some of the […]<\/p>\n","protected":false},"author":3,"featured_media":3885,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[8,4],"tags":[734,732,733],"class_list":["post-3882","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-internet-marketing","category-site-conversion-optimization","tag-common-sales-mistake","tag-improve-conversion-rate","tag-sales-strategy"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t