Re: URL Structures in Advertising?

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 25 Jan 2002 08:51:15 -0500

At 9:07 AM -0500 1/24/02, Anne Holland wrote:
>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.

I agree with the latter, but would seriously examine the
former. Especially when quality traffic comes from a link,
not a type-in. If it's true that "at least 50% of the time,
people trying to get to your sub-brand, only get to the
main .com home page instead", that would seem to indicate
more of a case of bad home page design than anything else.

Just thinking out loud here....
--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Fri Jan 25 2002 - 07:51:15 CST