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Above everything else, your marketing must deliver one thing for it to have any hope of working.
And that is user experience.
Now depending on the price point of the item, this will vary. You’re not sending out gold embossed invitations for items in a two dollar shop. But you better be doing something special to sell a $30 million dollar yacht.
Regardless of what you are selling – there are few absolute minimums you need to achieve in your customer experience.
The first is speed. If your website takes longer than 2 seconds to load, you’re wasting money on traffic. After 2 seconds – 50% of your traffic will give up waiting for your website to load. At $1 per click, for every 1,000 clicks you get, $500 of that is wasted? (how cheap does good hosting seem now?)
The next thing on the list is good information. You have a person who has been interested enough in your ad to click through to your website. Why – because they want to know more. You need to give them as much information as they need to make the decision to buy. The high the price, the more information they need.
Think about it – you don’t price compare and shop around for stuff out of the two dollar shop. But when it comes to buying a new TV – you’re not going to break out the VISA card for the first one you see.
Lastly – you need to make it as easy as possible for them to make the final purchase with you. No jumping through hoops – that’s pre-qualifying stuff.
A “Buy Now” button start the purchase process, a screen to collect payment details and shipping information – and then a warm “Thank you for shopping with us” screen.
If the process is not quick and easy, people will give up and move on.