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Microsites 'can help improve conversion rates'
25/02/2011
Purchasing specific domain names and setting up microsites can boost conversion rates, it has been claimed.
Businesses that want to improve conversion rates for specific products or offers could be well advised to set up microsites to promote these.
Writing for Promotion World, Jeremiah Johnston explained that introducing a domain strategy as part of the online marketing mix can have a number of benefits for companies.
He suggested purchasing a highly-specific domain name that relates to the product on sale or the particular promotion, as this will help customers find the site.
Mr Johnston highlighted the use of microsites to help shoppers focus on one particular product area. He cited the example of Headsets.com, which set up a microsite for its Office Runner wireless headset.
This resulted in a 40 per cent increase in conversion rates, compared with the landing page on the company's main website.
Another way for retailers to improve conversion rates on ecommerce sites is to include expert reviews of the products on offer, chief executive officer of ICEcat NV Martjin Hoogeveen recently claimed.
Posted by Elspeth Williams
Writing for Promotion World, Jeremiah Johnston explained that introducing a domain strategy as part of the online marketing mix can have a number of benefits for companies.
He suggested purchasing a highly-specific domain name that relates to the product on sale or the particular promotion, as this will help customers find the site.
Mr Johnston highlighted the use of microsites to help shoppers focus on one particular product area. He cited the example of Headsets.com, which set up a microsite for its Office Runner wireless headset.
This resulted in a 40 per cent increase in conversion rates, compared with the landing page on the company's main website.
Another way for retailers to improve conversion rates on ecommerce sites is to include expert reviews of the products on offer, chief executive officer of ICEcat NV Martjin Hoogeveen recently claimed.
Posted by Elspeth Williams