Build A Website Fit For TV Advertising.

The way consumers are interacting with markets is changing: more discerning with products, more demanding of brands, and more online, it’s vital that businesses keep their fingers firmly pressed on the pulse of this evolving retail landscape.

We have poured a considerable amount of scrutiny onto the impact of TV advertising, particularly its role in shepherding television viewers online to engage with brands at a deeper level. Our recent post on the mechanics of DRTV advertising references how 94% of TV viewers have performed a search on a brand whose TV advertisement appeals to personal wants and needs. Indeed, according to Mintel, in 2013 70% of UK shoppers who bought clothing and/or footwear did so via online platforms, whilst 54% of CD, DVD and video game purchases and 38% of transactions for electrical goods emanated from the same source. Clearly, the land is ripe for harvest.

However, you could spend millions on a TV creative – one featuring a veritable who’s who of the Hollywood A-Lister fraternity endorsing flying cars priced at £5,000 – yet without a website that serves the visitor’s needs and interests, or a social media presence to display brand values and cultivate interaction, your sales targets will remain as distant as the general sale of winged automobiles.

In order to benefit from the considerable power that TV advertising possesses as a generator of leads, the remaining transaction journey must be smoothly paved and clearly sign-posted. Nobody is going to tolerate a bumpy ride if escaping it is as easy as clicking on an icon, and nobody but those with a rare surplus of time on their hands enjoys getting lost.

So, your business model is there: you have a great product or service, you’ve conducted research to identify areas of the market where opportunities lie, and you know precisely which consumer groups you’re targeting and how said groups use the internet. Now for the website. Our experiences suggest that there are five key components you should plant firmly at the forefront of your considerations.

Invest in the design.

We fully understand the desire to keep the purse strings tightened at this stage, either by opting to design the site yourself, or electing for a budget service that provides limited but passable aesthetic options. It may be that yours is a young business yet to fully realise its potential, in which case such expenditure without any guarantees of a return could easily be construed as too much of a risk. The good news is web design has never been so affordable, with an ever growing selection of agencies now responding to demand by offering great solutions at permissible prices.

Research strongly indicates that the design of a website directly impacts on sales, with a study from Kiss Metrics illustrating how 42% of online shoppers base their buying decisions on the look of the site selling the product, whilst 52% admit they have not returned to a website because of its aesthetics. Yet, whilst colour schemes and fonts are extremely important in themselves, it’s all pretty much meaningless if you fail to make your gateway to the world responsive.

Your site could be the online equivalent of the Cysteine Chapel, but if the 41% of UK shoppers who regularly buy products using smartphones or the 35% who purchase via tablets cannot access content on your website because the navigation menu has been cropped out of view, you’re potentially losing nigh on 75% of your market. The release of Google’s new algorithm makes the need for a mobile-friendly design even more important, given that businesses can now be penalised for failing to make their sites compatible with mobile devices. Check to see if you’re safe here.

Structure your content clearly.

The hour is late. The clock is ticking. You’re on a clothing website, desperately trying to find that dressing gown for somebody special after seeing it on a TV advert. Wait… this isn’t the same gown advertised… WHERE IS THE SPECIFIC GOWN BEING ADVERTISED? Exasperated at only having access to gowns £40 more expensive and adorned with tribal embroidery, you hurl your tablet down – face trembling in a snarl – and stomp aimlessly to another room in the house. Sound familiar? Many of us have been there.

The point is, in order to ensure that you do not alienate web visitors, the content on your website should be structured to provide a seamless continuation of the transaction journey. If you’re promoting a particular deal in your TV advertisement, position it prominently on your home page. Alternatively, creating a specialised landing page that clearly addresses the product and unique selling points at the forefront of your marketing is another effective way of ensuring you keep your visitor on the transaction trail.

Essentially, consumers are now harder to please and care little for the time/space divide. According to further research from Mintel, the greater convenience and immediacy fostered by new integrated technologies such as apps and connected devices means costumers now demand more; failure on a brand’s part to clearly structure its web content in line with consumer expectations will result in the loss of a sale, and potentially repeated business.

Information is the internet’s strongest currency.

According to a new study from Ofcom, we’re now spending double the amount of time online to what we were a decade ago, with some of that upsurge apportioned to product and brand research.

As investigated in our article, TV Advertising’s Three Pillars of Stability, a new shrewdness embedded in buying habits has surfaced among UK consumers; many still committed to exercising caution amid the gradual economic recovery. Knowledge now empowers the customer like never before – with research the weaponry that facilitates this position of strength. Brands now have to work harder to win business, which is why quality, optimised content of relevance to the reader is so important.

The copy on your website is, along with video, blogs and imagery, the vessel that carries your brand’s story. It communicates your ethos and demonstrates why your products or service are perfect for the reader. Through this, trust is engineered, leading to an increase in converted sales and customer loyalty.

Additionally, quality, relevant content also improves a brand’s SEO performance and invites a higher page ranking – a key goal for every business operating within the online sphere. Ensuring that your keywords closely align with web content in a manner that still allows the copy to flow naturally is crucial; creating effective web content is a fine balancing act between improving user experience, and adhering to the parameters defined by the likes of Google and Yahoo.

Now you’ve built it, test it.

Now your website has been designed, structured clearly and populated with information-rich copy, it’s time to begin testing its performance. This is a vital ingredient in running a website that nourishes the visitor; identifying pages with high bounce rates, high exit percentages and low dwell times provides the insight required to improve usability and refine content to create greater interaction.

Platforms such as Google Analytics facilitate such evaluation; they enable businesses to see who is visiting a website, when they’re visiting and whereabouts on the website they’re gravitating towards. You can establish which devices are offering the best user experience, and for those that are not, you can determine why. You can identify the avenues web visitors are taking to reach your website; be it through organic search, paid search, referral or direct, and establish which of these is the most cost-efficient method of accruing leads, thanks to goal metrics that calculate the cost per conversion.

Launching a website without testing it is akin to publishing a novel without proofreading it first. Sloppy errors in the form of error pages, slow load times and confusing user journeys will slowly erode your reputation and replace it with customer dissatisfaction. Like a good book, an effective website should grow as the story progresses, forever poised to enter new territory should the narrative dictate.

We’re sociable creatures.

Recently we outlined five tips to make TV advertising work for businesses, with the need for a social media presence key. Running brand pages on Facebook, Twitter, Linkedin, Google Plus and YouTube not only enables your business to communicate directly with customers, cultivate trust and establish brand personality, it also provides companies with an additional mouthpiece to announce offers, deals and USPs, as well as offering a valuable resource to conduct market research and respond to new trends and behaviours evident through social interaction. Unlike Pay-Per-Click advertising, which continues to escalate in the price of clicks, and display advertising, with all the concerns over the quality of placement and overall effectiveness, social media can be a hugely rewarding exercise that doesn’t have to cost a penny. 

Social media casts your net further out into the virtual ocean of potential customers; it enlarges the target area and makes reaching your goals more likely. A word of caution, however. Social media for business requires a large amount of responsibility and diligence; it is a window through which customers can peer into your brand – and if they don’t like what they see, they’ll seek a better view elsewhere. We’re living in a time defined by increased customer scrutiny on the ethical practices of businesses, so treating the online sphere with the respect it demands is crucial. Implemented correctly, a social media strategy is an effective funnel for increased traffic to your website.

Let TV advertising do the rest.

By following these recommendations, you’re providing your business with the sturdiest of foundations to pursue sustainable business growth. With each cogwheel inserted into place, TV advertising then provides the piston to thrust businesses towards an increase in web conversions.

In an online market so abundant with opportunity, having a firm strategy in place will ensure that, when it’s time to harvest those leads, your business is equipped with the mechanics to yield strong gains. Factor in the analytical capabilities that now permit advertising agencies to correlate specific TV spots with live web traffic, and the ability to synergise both TV and online into one holistic strategy means that building your website has never promised so much.

To learn more about TV advertising and effective business websites, give Guerillascope a call on 0800 357 675 today.