Create a Positive Customer Experience with a Microsite
According to Google Analytics a Bounce Rate is: “the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that site entrance (landing) pages aren’t relevant to your visitors. You can minimize Bounce Rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.”
So how do you reduce your bounce rate while increasing customer engagement? Well if you have a simple product that is self – explanatory and doesn’t require any type of interaction with the customer, then a one page narrowly targeted site will be fine. For the rest of you out there, microsites are the way to go. They are one of the most effective and focused online marketing tools available to you.
Microsites can be as complex or simple as you want and can deliver a targeted message no matter how many pieces of additional information is on the page or pages. The size of the microsite and the content used will depend on what your goal is and who you want to target.
On average 70% of visitors won’t make it past a site’s homepage. There are a number of reasons visitors won’t venture any further than the homepage on most sites. A major factor is clutter and confusion right on the homepage. Most customers are looking for a specific product when they search online. If you offer that customer too many choices and no clear path from landing page to end result they will either get frustrated or bored and won’t stick around to purchase anything. Messages need to be simplified and focused. How can you engage a customer and have them purchase your product if they can’t find what they are looking for? A microsite can solve these problems and give your customers a focused and easy to navigate experience when they visit your site. So how can a microsite achieve this while reducing your bounce rate and improving your marketing capabilities?
Microsites can:
Target and reach a specific audience.
If a customer is looking for a red, white, and blue cookie jar they should be able to find it quickly and easily and complete their purchasing process. You could create a microsite that only sells 4th of July products, American Flag themed products, or just multi colored cookie jars. When the customer lands on the site they find what they are looking for quickly and without having to dig around. The more relevant the site the more likely the customer will stay. If you are using ClickWrite’s platform the site can also have syndicated content from your main site. This will enable you to deliver the same message that you would of on your homepage but to a happy customer who is enjoying their experience on your microsite.
Deliver more information more effectively.
If your company offers a variety of products it might be difficult to go into detail about each one. Again the more focused the information the better chance a customer sticks around and the lower your bounce rate is. Using a microsite allows you to go into more detail about a product. You can offer the standard product description but also offer engaging or exciting information that the customer might not know. Including positive word of mouth and press about the product is always a good thing and you have plenty of room to do so with a microsite. Was the product recently featured on a television show? Has it recently won any awards? Was Lady Gaga seen using it? You can also include valuable content that is inspired by the product; pictures, video, blogs, etc. With ClickWrite’s platform you can also include other valuable product and company info with the syndicated content from the parent site.
Make sure customers see you as the expert.
With one giant site you might look like you know a little about a lot. Yes you have hundreds of products but which one are you an expert in? With microsites you are an expert in whichever product you choose. You look like you know a lot about the product you sell or service you provide.
Improve your Pay Per Click (PPC) campaign strategy to bring visitors to your site.
With a microsite it is easier to create a PPC campaign, since you can narrow your advertising focus, keywords, and have a better definition of who your target audience is. Creating a PPC campaign for a red, white, and blue cookie jar is a lot easier, and less expensive, than creating one for generic cookie jars.
Search engines will think you are cool.
Read my lips S-E-O. If you have a domain name that contains relevant keywords for a microsite that is built around a specific product or service provided it will increase your SEO and that is good for you and your customers. Easier to find for them and more conversions for you, win-win.
Help create a more effective product launch.
Every St. Patrick’s day you bring out a limited edition green, orange, and white (Ireland’s flag colors) cookie jar. Wouldn’t it be nice to announce it and not have customers searching a site full of colored cookie jars? A microsite can set your newly launched product apart and get consumers excited.
Bottom Line
A microsite can provide a variety of benefits to your customers and your bottom line. If your microsite is focused, contains key information, and creates a positive purchasing experience for your customers then you will benefit from a reduced bounce rate and a happier customer.
Clickwrite can help you keep the 70% of visitors who tend to bounce away from your site on your site and engaged, while helping you create more conversions by creating individual, unique microsites - with unique URLs - all coordinated from a central administration interface. To learn more please visit What is ClickWrite?And How does it work?
