Marketing

Tips for Empowering your Thank You page

How To, Marketing, Tips / By John / April 17, 2009

Every point of contact with a customer or prospect is an opportunity to provide better customer service, and to plant the seeds for a sale. Your Thank You pages should confer your thanks, but it also can offer customers and visitors to your site something they may not have noticed, and that may be of interest to them.

Most of us don’t fully utilize the Thank You pages that get displayed after purchases, or when an inquiry is made via a form. Too often, those pages, simply say “Thank You” or “Thank You for your order” or something like, “Your request is being processed. We’ll get back to you soon.”

Those types of pages are better than nothing, but they are missed opportunities. So, here are some tips for empowering your Thank You pages.

If you offer online shopping:

Make the words Thank You bigger than the other text. While you are at it, tell them you appreciate their business
Be sure to prominently display your Toll-Free phone number. If you don’t have a Toll-Free number, you are not serious about wanting customers.
Have a link to the Customer Account login page.
Display the special of the day, week, or month.
Display at least two items, saying, “People who bought this also bought these items:”
Have a link to your “Specials” or other RSS feeds
Have links to your Shipping & Returns pages.
Make sure your Thank You page has <meta name=”robots” content=”noindex”> in the header, so you don’t mess up your analytics. The only time anyone should see your Thank You page is after they place an order or fill out another form.
Use Adwords conversion tracking on your Thank You page. If you are not using Google AdWords, you should be.

If you don’t offer online shopping, you likely have a Contact, Request Info, or Sign Up form. Here are some tips for you.

Make the words Thank You bigger than the other text. While you are at it, tell them you appreciate the time they gave you.
Be sure to prominently display your Toll-Free phone number. If you don’t have a Toll-Free number, you are not serious about wanting customers.
Prominently display an email address they can use if they want to contact you later instead of having to use your form again.
Display and have a link to a daily, weekly, or monthly feature or News (RSS) Feed.
Make sure your Thank You page has <meta name=”robots” content=”noindex”> in the header, so you don’t mess up your analytics. The only time anyone should see your Thank You page is after they fill out a form.
If you are using Google AdWords, use conversion tracking on your Thank You page.

Use as few or as many of these tips that are appropriate for your site. As with any page, I am not suggesting a bunch of clutter. Use some thought as to positioning, layout and use of white space.

Turn that Thank You page into a customer service and sales opportunity!

Please add your own tips or thoughts by leaving a comment.

Keywords, Ad Copy, Landing Pages – Triumvirate

Ads - Pay-Per-Click, Google, Marketing, Search, SEO / By John / March 14, 2009

Talking about Pay-Per-Click, Google AdWords mostly, search results and landing pages is pretty much a daily thing around our office. Accordingly, it makes sense to talk about it here.

Recently I had the opportunity, thanks to Andy Lewis, to be a part of a Webinar for “The National e-Commerce Extension Initiative” named “Maximizing Your Pay-Per-Click Campaign.” We concentrated on Google AdWords. Why? It is my humble opinion that for most, a limited advertising budget is a reality. Google is the 500-pound Gorilla, and if you are going to feed web advertising money to anyone, it should be Google with over 72% of U.S. searches reported for February, 2009 according to Hitwise.

Last week I met with several representatives of one our largest clients, and discussed mostly AdWords and Analytics for the better part of the afternoon. In both cases we talked about Keywords, Ad Copy, Landing Pages at length. Why? Having high placements in Google AdWords or Google organic search results is directly related to those three powerful terms. They rule this world as surely as many of the Triumvirates of history.

The importance of Keywords, Ad Copy, Landing Pages, is a simple concept, while not difficult, that is complex in implementation when done correctly. The good news is, you don’t have to spend in inordinate amount of time working on your AdWords campaigns to get some immediate results. Very simply, just make sure your keywords are in your ad copy and on your landing pages (prominently). If you do that, you will see your Click-Through-Rate, aka CTR, improve as well as your placement.

If you, or your search professional, spend the time on your landing pages to write keyword-relevant “Titles,” meta “Descriptions,” Headings, and content including the keywords that potential visitors would using when searching for your product, service, or information, and you write quality ads, as well as conducting ad-variant testing, you will be rewarded with increased, targeted, self-qualified traffic. Serious keyword research, a knowledge of how Google likes your pages coded, and knowing how to write and place that code is part of what will take your AdWords campaign to another level. Of course a thorough knowledge of AdWords and your analytics program is necessary as well if you want optimum results. To that end, unless you have a lot of spare time, working with a search professional who has experience and successes on their resume is essential.

One of the cool benefits, is that, the time you, or your search professional, spend on your “landing pages” will eventually manifest itself as higher rankings in Google’s search result pages, aka SERPs. Google sells relevance. Make sure your site search strategy, both PPC and organic, includes relevant keywords, ad copy, and landing pages.

Keywords, Ad Copy, Landing Pages – The Triumvirate!

Google Adwords making Quality Score improvements

Ads - Pay-Per-Click, Google, Marketing, Search / By John / September 16, 2008

According to a post yesterday in Inside Adwords, Google’s official blog about Adwords, “changes will take effect in all advertisers’ accounts over the next few days.”

They list three main improvements to Quality Score:

Quality Score is now more accurate — because it is calculated at the time of each search query
Keywords are no longer marked ‘inactive for search’ — all keywords are active because they are evaluated for every relevant query
‘First page bid estimates’ replace ‘minimum bids’ in your account — providing a more actionable and useful metric to advertisers

You may read a detailed explanation by reading their “Google Adwords making Quality Score improvements to go live in coming days” post.

My first thoughts are:

I’ll remain from Missouri on their first listed change. We’ll see.

The ‘inactive for search’ change will help most people, but especially advertisers with smaller budgets that have unique products and search terms. While the search volume may be low on some terms, the return is not necessarily so.

Replacing ‘minimum bids’ with ‘First page bid estimates’ more clearly reflects the metric, and is an improvement. Though, as most often the case, Google is encouraging higher bids with this. That is not necessarily bad, just shouldn’t be constued as an altruistic change.

Bottom-line is that almost everyone can benefit from a Google Adwords campaign, and this makes Adwords a little better.

Google – Get Local, Get Traffic Quickly

Google, Google Maps, Marketing, Search, SEO / By John / July 29, 2008

If you are using Google Maps Local Business Center, you can stop reading. If you are not using Google Maps Local, and your potential customer’s search terms include the name of the city, town, villiage, state, or geographical description of where your business is located, keep reading.

Often, searchers narrow their search results by adding one or more location-specific terms to their search. For example, the search term, “auto dealer lancaster wi” yields the following.

Who benefits? You get more visibility. The user gets more relevant results with less work. Win, win! Obviously, if you are in a rural area, there normally will be less competition. Consequently, rural business will generally have even better visibility. Even if you don’t get the click that time, it is still branding, branding, branding.

The position of where Google displays the map and listings varies from query to query. Sometimes, you’ll find it directly below one or more “Sponsored Links.” Other times there may be two or three organic listings above it. Or, there may be a video link above or below the Local business results.

So, how do you get listed? It is easy. You may already be listed. Google pulls your address and other information from public data. If you search for your business, and click on the “Directions and More” link. (see example above), you find more info and you will notice an “Edit” link. In the bubble on the map, you will see “Are you the owner?” and a “Claim your business” link. You’ll need a Google Account, which many of you have. If you don’t have one, you can sign up and follow the instructions here. Note: The street address you enter will be shown in the Google Maps search results.

So, why should you use Google Maps Local?

It gets results.
It is free.
It is easy to use.
Oh, yes. It just plain gets results.

The bottom line is, you get a highly-visible link that most users will notice and click on before they click on Adword advertisements or organic listings.

Bonus Thought: You can safely bet that Google will continue to very aggressively push Google Maps and related advertising in the mobile hand-device market.

Don’t wait. Get Local, and Get Traffic Quickly!

Landing pages – not just for Pay-Per-Click

Ads - Pay-Per-Click, Google, Marketing, Search, SEO, Web Design / By John / November 28, 2007

So, what is a “Landing Page,” and when and why do you need them? Well, practically all of your pages are, or should be, landing pages. Those of you with PPC campaigns should already understand the importance of landing pages. All of your pages that have been indexed by Google and other search engines are defacto landing pages for search terms that are on your pages.

PPC landing pages should be about a specific topic, product, item or event you want to promote or sell. Putting multiple topics, products, items or events on a page will most assuredly not serve you well for PPC landing pages. Nor will they serve you well in organic (so-called free) search results. Your content should be page-specific to compete well (obviously, there are many other factors as well) in organic search results. Talking about more than one thing on a page dilutes the value as far as search engines are concerned.

The point is you should pay careful attention to creating any of your pages. Always follow Google’s guidelines for creating content. The essence of their most important guidelines is as follows:

Write pages that clearly and accurately describe your content.
Think about the words users would type to find your pages, and make sure that your page actually includes those words within it.
Make pages for visitors, not for search engines. (A useful test is to ask, “Does this help my visitors? Would I do this if search engines did not exist?”)

Treat all your pages as potential landing pages, and you won’t have to write one specifically for your next Google Adwords campaign. Just choose one that already exists on your site.

Good landing pages will help you meet your objectives and exceed your goals.