A new “term” has been making the rounds in the Search Engine Marketing industry. It’s honestly something that I should have been thinking a lot more about. Consider for a second what your visitors are doing AFTER they have accessed your site. Are you taking the process for granted? Post click marketing is what you’re doing to market yourself on your OWN website. Radical concept, eh?
The big misconception in success is that your goal is “traffic.” Traffic just means you’re working hard to get people to your site. For many websites traffic is the goal. But traffic isn’t the be-all-end-all – Return on Investment (ROI) is. Post-click marketing focuses on the things you can do on your own website to sell the visitor once they hit your landing page – effectively increasing your return – without increasing your traffic-gaining investment. So we’re making better use of the traffic we’re already receiving.
Not everyone who shops on your site is going to do so in the same way. There is usually a wide variety to your segmentation.
• Bargain hunters will head straight for the “clearance section” (aka specials page)
• Business travelers or concert goers may be looking for your location and proximity to a specific event.
• Families will want to know what activities and amenities you offer for the little ones on the itinerary.
Optimization or paid advertising targeting (i.e. keyword buys and selections) will land these different types of shoppers on the correct section of the site for THEIR needs. By segmenting traffic and funneling it into the correct portion of your site, chances for a conversion increase.
Would you stay in a hotel with shabby 1980’s design elements? If your site was designed and photography taken more than 3 years ago, it’s probably outdated. Time in the “internet world” moves much more quickly than in real life. Think dog years – so a website that is 3 years old – is aged to 21 years in reality (well maybe not that much, but close.)
Now is the time to upgrade and reveal to your visitors what’s fresh and new with your property. Consider the following when revamping your website:
- Upgrade photography
- Clean up color schemes – primary colors are out – soft and warm colors are in.
- Great paragraphs of text are out. Think about how a visitor reads content on a website. They scan for the most part. By moving from a great paragraph of text to short descriptions and bullet points you’re giving the fickle web visitor exactly what they want – and you’re creating the opportunity to show them more of your site.
- Deliver information strategically – on the rooms page, place a quick note about sending booking info to their phone.
- Place your product messages where they will be SEEN – don’t bury them in a paragraph.
Giving a clear and well marked path through your site is going to go a long way towards increasing bookings. Uncluttered, calm, concise and obvious paths through to your conversion process make it easy to find and book online.
The more added-value you give your guests “post click” the more likely they are to stay and book with you. Right now they can book through Expedia.com and have the data saved, sent and resent – printed and emailed whenever they want – can they do the same on your website? If you’re offering these things – MARKET them. Place the message within your site and especially on the landing pages guests are hitting most often.
You’re not selling ice- cream to Eskimos.
If they’re in your booking process, they’re already targeted. Use the process to sell the process.
• Step 1 of 4
• Step 2 of 4
Might be better worded as:
• “You’re just 2 steps away from a perfect beach vacation!”
Use your thank-you page tell them how successful they are and that they’ve made the “Right Choice!” Begin forming a positive outlook immediately – don’t wait until they arrive on your doorstep.
Once they’ve booked – give them a place to go. Take them back to the activities page so they can make restaurant reservations – either right on your site with the contact information you provide. If you offer add-ons such as champagne and chocolates – show the successful booker where they can buy that, or how they can contact you to add it on to a current reservation.
Post-click marketing on your site is something I’m going to elaborate on in future articles. Stay tuned for a variety of tools and suggestions to help you make more out of the traffic you’re already receiving.
mouse photo from sabandija in da house
path photo from jurvetson