Re: URL Structures in Advertising?

From: Anne Holland <aimee_at_marketingsherpa.com>
Date: Thu 24 Jan 2002 09:07:47 -0500

Stephen W. NeSmith <nesmithegroup_at_hotmail.com> wrote:

>instead all subbrands must advertise
>their URL as http://www.lifeway.com/subbrand/. Ive
>proposed that we implement a new URL structure of
>http://subbrand.lifeway.com.

Tell your boss that in a MarketingSherpa Case Study
this fall, a marketer tested doing URLs in both manners
and found that people stop typing when they hit a ".com"

So at least 50% of the time, people trying to get to
your subbrand, only get to the main .com home page
instead.

It's because people are lazy.

If 100% of your clicks come from real clicks, then
you don't have to worry. However, if any of your traffic
comes from folks who see your sub-brand URL in an offline
medium ... or who print out an ezine, see your ad there,
and then type in the URL... then you're losing significant
subbrand traffic.

And, since folks only give a site 8 seconds or two clicks
on average, the likelyhood they will then navigate over
to your subbrand and interact with it in any significant
fashion is, well, way low.

Hope this helps,

Anne Holland
MarketingSherpa.com ** 100,000 Weekly Readers
anneh_at_marketingsherpa.com
http://www.marketingsherpa.com <- New Case Studies
http://sherpablog.blogspot.com <- Daily Marketing Tips
http://www.sherpastore.com <- Special reports on eMarketing



Received on Thu Jan 24 2002 - 08:07:47 CST