Interesting! Jupiter Research and iProspect conducted a study to determine user search behavior online. Among other points, they found that offline factors can greatly improve online conversion rates. For instance, the report concludes, “… two thirds of all online users – who are influenced to search after exposure to some offline channel – purchase at an extremely impressive 39% conversion rate.”
This is not unlike what many agencies find when conducting multimedia campaigns. Television ads drive traffic to an insert in the Sunday paper, for instance. The insert offers a coupon for store purchase and also a link to an online site. Direct mailings might give more detail and drive traffic to either a website or a toll-free number. It all works in conjunction. A unified message and brand image are presented in different formats and at differing points during the customer’s day to drill in the message, “Buy this product!”
Before discounting all forms of offline marketing simply because you operate an online business, test and track to see just how much it might boost your conversion rate.
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Karon Thackston is author of:
The Step-by-Step Copywriting Course – www.copywritingcourse.com
How to Increase Keyword Saturation (Without Destroying the Flow of Your Copy) – www.copywritingcourse.com/keyword
How to Write Successful PPC Ads – www.writeppcads.com