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#2.11: The “Keep them on the Page” Issue

1 > Boost your banner response rates
2 > Add new features and maintain objectives
3 > Increasing value on vital real estate
4 > You’ve got to see this: Give a little love

1 > Boost your banner response rates

Was your banner campaign a bust? One of the reasons for declining response in banner advertising is that people don’t want to leave the page they are looking at. Despite the fact that the ad has appeal, the customer’s resistance to leaving the site overrides the desire to visit the advertiser. Try this — accomplish more in your banner. Turn your banners into a mini-site so you can present viewers with all the information about your product or service while keeping them on the same page. Universal Studios used technology developed by PointRoll to maximize the property within the confining banner space. When users mouse-over the banner, a larger screen unrolls, allowing additional content including images, streaming audio and video, and dynamic information.

The lesson: Make use of technology advancements that accomplish your goals while catering to the customer. Making better use of the banner property delivers your message while allowing the customers to remain on their desired page.

More info:
http://www.pointroll.com/Company/CaseStudies.asp

2 > Add new features and maintain objectives

The last thing you want to do to your site visitors is to disrupt the flow. Whether you ask your visitors to subscribe to your newsletter, chime in on a survey, or offer feedback, each option requires pulling your users from the current page so that they can perform the function on the next page. New technology developed by Kettera Software, called AskBox, allows site owners to build in real-time surveys, functional subscription forms, and more while keeping the user on the page. You can create a seamless experience for your visitors — no bothersome pop-ups are needed nor elapsed time for loading pages.

The lesson: Don’t lose the objective of the page when trying to add other features. Involvement with your visitors is a good goal, but participation can be lessened when they are distracted from their original purpose.

More info:
http://www.kettera.com/home

3 > Increasing value on vital real estate

More sites are catching on to this — using the form confirmation page as a productive selling or promotion tool. Don’t leave your site visitors hanging by bringing them to a vacant page. Think about what’s going to happen on the other side of your form. Are you capitalizing on this prime real estate? After a person has bought, subscribed, filled out a survey, or given feedback, his attention span is sharper than normal. Forward-thinking companies have sold space for such purposes as newsletter subscription forms for complementary companies. You can also seize the moment to promote your free white paper, newsletter, or newly announced service.

The lesson: Don’t present your visitors with a dull moment. Make use of every page, especially when you have
their attention.

4 > You’ve got to see this: Give a little love

GasPedal is all about sharing knowledge — so, I guess you’d call us “lovecats.” Tim Sanders, Chief Solutions Officer at Yahoo!, author of the just-released “Love is the Killer App!” is the original lovecat. Already sparking a revolution in the business world, his book talks about how sharing your knowledge wins business and inspires colleagues.

More info:
http://www.timsanders.com

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