{"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":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[8,4],"tags":[734,732,733],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/posts\/3882"}],"collection":[{"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/comments?post=3882"}],"version-history":[{"count":9,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/posts\/3882\/revisions"}],"predecessor-version":[{"id":8062,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/posts\/3882\/revisions\/8062"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/media\/3885"}],"wp:attachment":[{"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/media?parent=3882"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/categories?post=3882"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/instantestore.com\/blog\/wp-json\/wp\/v2\/tags?post=3882"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}