In this article, i am going to make use of a scenario that i came across today, to emphasize the need for “Landing Page Optimization”. I have a firm belief that landing pages play a crucial role in defining the success or failure of the campaigns. Hence it becomes very essential to follow the best practices for Landing Page Optimization.
Today i received a “Rs. 500 off on great offers! mail from Future Bazaar”. It looked really tempting. They had clearly explained how the offer works. Good they had put some thought into the campaign. I scroll my screen to the bottom, i find this:
Buy Movies Offer
Naturally i am tempted to click to avail the offer. Now let us see where does it take us to:
Landing Page Optimization Issue Page
Now, no where do i see the offer mentioned in the landing page. In my case, i was confused. Most of the other users would have tended to leave the site. (Campaign Managers, please check your bounce rate for this page, especially for this campaign)
Landing page optimization best practices suggestions:
- Create an exclusive landing page dedicated to offer.
- Show the offer details prominently in the landing page.
- Have some data that can compel the user to buy. For example, usual price 28, offer price 2, for a set of 5 titles.
- Make the movie selection process more easier. From the creative, i felt i can own Sholay, Aankhen, Baazigaar and other titles for 10Rs. So Future Bazaar would have given the option of some bundles or atleast the option to select a movie title. Rather i had to click on the title name, which takes you to the details page and there after to “Buy Cart”. After adding the movie title in the cart, it is not even interested in asking the user whether they are interested in buying other titles. There is big scope for improvement in these areas.
I hope that these inputs will be useful for Team Futurebazaar.
I am very much surprised at this because, only few weeks back i had received a mail from them stating that they have started using one of the world’s famous “Shopping System”.
As a regular user of futurebazaar.com, these views/review are purely personal and has no intentions to create any disrepute to “FutureBazaar” or “FutureGroup”.