|Scooped by Martin (Marty) Smith|
Never Forget The ScentTrail
Arriving at the linked category page showing iPhone 5 accessories from this Tweet:
We're excited to announce the most exciting #iPhone5 accessory of the year - OBEX. http://bit.ly/iPhone5OBEX #waterproof
feels like a bait and switch. Baiting and switching online is when you set one hook, The Most Exciting iPhone 5 Accessory and deliver another a simple product dump page generated by a search query (note the top of the page).
Don't get me wrong, as a former Ecommerce Director, I used search query generated landing pages all the time. The problem here, the "MUST AVOID" is the lack of scent trail on the landing page.
When you set such a great hook as the most exciting X, then greet me with a repeat of the hook. The irony is THEY THINK THEY DID THIS.
Seidio thinks they created scent trail with OBEX and #waterproof. Not so much. I don't know the brand OBEX and I only connect waterproof to the "most exciting" claim NOW. The hook was so great I wanted to see the answer on the landing page.
Easy to solve this problem through repetition and a graphic. When you make a claim and an award such as "most exciting" that is best communicated graphically.
If Seidio wanted to create scent trail without changing anything about the way they are generating this landing page all they needed to do was badge the product images with a "MOST EXCITING 2012" graphic.
Conversion is hurt when you forget the scent tail. One of the most damaging things ecommerce merchants do is to make great claims and then NOT sufficiently explain the claim.
I've been in the 4Q tornado and know what happened. Seidio looked at this idea and thought we could get it BECAUSE they got it. Ah if that were the way it worked (lol).
When your ecom team creates a great hook like MOST EXCITING make sure they don't drop the ball on the goal line by not including a support scent trail.