Marketing on the Web

Landing page and Adwords

I know a university which spends $5 a click on google adwords clicks for Meditation keyword. Unfortunately the landing page ( The first page of targeted website which will be displayed as soon as consumer click on google adwords) doesn’t seems convincing also shouted me not to visit again.

Wondering how hard it would be if a visitor drove by internet advertising leaves a website without buying or not subscribing to the newsletter?

Directing the traffic alone will not increase the conversion rate. The targeted website as well as the landing page should influence visitor’s feelings of satisfaction and fuel his / her purchase/repurchase intention through the sense of loyalty.

Like well trained sales man, the landing page should call for permanent relationship and sense of positive perceptions on visitor. The Landing page as well as entire website structure should promise the superiority in customer service and higher quality of the products to generate positive reaction on the user.

The web pages offering free information and tools normally influences the visitors to stay longer on any website and prevent them clicking the back button to visit other websites.

Mr. Young in his web design concept theory call them positive switching barrier.
For example, providing free web site analytical tools, free email and webmaster tools Google has increased switching cost for its consumers and ultimately convinced the free bees to advertise on Adwords as well as publishing the Adsense in their websites. Such free tools and information has increased customer (internet marketers and web masters ) loyalty and bind them with google forever.

Johnsons (1982) in his marketing secret article, call such stickiness as structural commitment. But stickiness may not sustain longer if consumer found
• New alternative which has more comforting zones. (for example: Yahoos site explorer which is far better than Googles inbound and outbound links record),
• Customer investment on such relationships
• And customer’s switching cost.

In simple words, following will increase the consumer web site stickiness.

-Search cost,
-Transaction cost
-Learning Cost
-Loyal customer discount
-Customer habit
-Emotional cost
-Efforts on thinking process