Why Changing User Experience Requires End-to-End Marketing
Why, you might ask, should I focus on end-to-end marketing when I am trying to increase my conversions or improve my click-through rate? End-to-end means you do the marketing only after the sale is made. This can have a couple of implications for your business.
If you are building sales pages, it can be tempting to leave your visitor hanging after the sales have been made. It seems logical to get the customer to buy from you right away because it is cheaper. However, this approach can have a number of consequences. For one, you are losing potentially good business revenue if the customer cannot easily and rapidly purchase your product or service.
Secondly, in many cases, end-to-end marketing is not a highly recommended practice. There are two reasons for this. First of all, if your sales pages are badly written and your content poor, they will not get read. Poor-quality writing will not interest readers, and they will probably move on to a competitor’s page within 30 seconds or so. Worse still, readers will move on to the next site that gives better information.
Second of all, if your sales pages are poorly written or hard to navigate, they will also get ignored by Google or other search engines. The more “judgmental” a search engine can be, the less likely it is that your site will appear in its results. So the problem with end-to-end marketing is that you can be sure of one thing: Search engines will not rank your site very high, no matter how compelling your sales pages are. That means that even if you get visitors who are really interested in buying, you will not get much in the way of profit at all!
A better solution than end-to-end marketing for marketing to your website’s visitors is called content marketing. This is where your sales pages are optimized to offer the visitor something of value. For example, instead of just selling them your product, you could also give them helpful information such as information about the state of your economy, advice on how to save money, and so on. This is valuable content that will help visitors to spend time on your pages, rather than on some low-value sales page your competitors have already created. It will also make your visitors feel more confident about spending their money at your site.
This kind of marketing is definitely not cheap, but then again, your clients are spending their money with you, so you might as well do it right. You could spend hundreds, even thousands, of dollars on end-to-end marketing, but if you use the methods we’ve outlined above, you will certainly reap the rewards without having to resort to this kind of high-priced strategy. If you’re interested in learning more about this strategy, feel free to contact us! We’d be happy to share more with you.
There’s nothing wrong with using these kinds of marketing strategies to build your business; in fact, they are very effective. Why? Because your pages can be a place where your customers go to buy, learn about, and engage in the many activities that help make your site better. As such, it’s important that your pages provide something for visitors to do while they’re on your pages.
For example, instead of being all “buy now”, your pages should encourage the visitor to “get started” by asking them to sign up for more information or to sign up for a free product. Or, instead of being all about “shopping for things”, you could add a “search the internet” element to your page that directs the visitor to a search engine to do just that. By simply re-designing the pages that existent in your site, you can make almost any existing feature work better for your business, increase conversion rates, and generate more revenue. Why not give it a try?
