I’m in the market for a broadband provider — Comcast cable internet access just isn’t cutting the cake for me. With so many outages, I’m ready to try something different. Heading home in the car today, I heard a radio ad for Verizon Broadband Access, a wifi broadband internet provider. The ad said to check out verizonwireless.com for details.
Tonight, I logged onto verizonwireless.com, and there’s no mention of Broadband Access on the homepage. Deceptive advertising? Probably not, but I would not have found any information on Broadband Access unless I clicked a tiny “Site Map” link at the top of the page, scanned the page and found information on Broadband Access.
The moral of the story? If you’re advertising cross-channel, especially radio or TV, make sure you put information about what you’re advertising on your homepage. Make it easy for your users to find the information they’re looking for.
February 10th, 2007 at 12:49 am
Why isn’t my site converting? Factors that influence conversion rates : Web site effectiveness blog: Rick Whittington Consulting says:
[...] It’s critical to reinforce the marketing message on the web site to bridge the gap between marketing and the web site experience. I wrote a while back about how Verizon Wireless likely lost customers when they advertised a service but the service was not explained on the homepage of their web site. Creating synergies between marketing and the web site help to orient the customer and make them comfortable and more informed about the product or service. [...]