The Huh Factor

Ever receive an offer for something you already have – maybe a mortgage, credit card or savings program from your bank. You’d think they know you, but for some reason they’re still selling you products you already have… even after you log in or refused the offer previously.

The same rings true with emails, you click on an item but are taken to a general portion of the company site. Wouldn’t you have preferred a landing page with additional information?

Both of these examples give you that Huh Factor. As marketers, it’s imperative to listen to our customers and prospects. Clicking on an item implies interest, so lead them to the next logical page in the marketing sequence – it could be the fastest, least expensive way to improve sales.

This growing discipline has shown impressive results, an overseas bank has achieved close to 30% higher return by optimizing the landing pages, and there are even courses on how to make the most of this approach. So start giving your recipients what they want!