Multichannel: From TV to PC
“So the look and feel should be consistent with what you did on television,” she continues. “The offer needs to be consistent, and it needs to be right there. Not, ‘Go to the homepage and hunt around for our TV offer.’ Basically, what you’re doing on the Web is closing the sale.”
To that end, Schulze’s PowerPurify.com is simple. It displays the product, mirrors the commercial and allows customers to enter their credit card information—all on the landing page.
“A number of years ago, there were traditional sites that you would contract out and each person would have sort of a different online shopping cart,” Schulze says. “Today in DRTV, 90 percent or 95 percent of all DRTV providers use the simple, almost one-click formula, where the order page is the homepage. And that is a big thing, because a lot of people can get lost.”
For that matter, marketers can route distributors and resellers to a different site that caters exclusively to them, rather than having them hunt around on the DRTV-oriented site, Altman suggests.
Improving the DRTV Marketer's Web Site
Essentially, the main way to improve Web site conversions is to test, Altman emphasizes.
Schulze chooses to employ many measurement methods. He uses source codes by providing viewers on FOX, CNBC and Oxygen, for instance, with different phone numbers and individual domain names.
“We can link exactly where that person is coming from,” Schulze says. “That’s the easiest and most effective way [to measure]. That’s the only place that they’re going to get that particular offer or special.”
Altman says DRTV marketers usually test creative, offers and price points. Sadly, many ignore their sites when they do this. That’s a mistake, she says.
“A DRTV marketer who, on their telemarketing, wouldn’t hesitate to listen to phone calls, to review scripts, to change scripts around, to do extra training with the reps, [in order] to improve their conversion—I have seen many DRTV marketers then create a Web site, pay attention to what it initially looks like, and then ignore it from that point forward and test nothing about it and barely even look at anything other than the total orders that they get there,” Altman says.