Doing business on the web is filled with many possibilities for mistakes, and inconsistency with your overall strategy has to be an important one. Either people have no idea of how vital it is, or they simply have no clue that this exists. Still the lack of regularity in most you do in your small business will have a detrimental influence on conversions. What is involved with this idea of consistency has everything to do with the nature of people and ways we respond to our world. You need to consider about how we behave when something occurs that is unexpected in certain situations. When these scenarios come about, the common reaction is to move away from it, and the result is the same if it happens in your marketing.
Let's look at an example involving the very typical squeeze page scenario so many of us are familiar with. Frequently a business will drive targeted traffic to a squeeze page to get contact details. One typical experience is to be sent to a site after putting in our contact information. The entrepreneur behind it has the decision to reveal a site or wait until later. This is the common situation where consistency is particularly important as we will talk about next.
What you have to give consideration to in this issue are the contrast between the squeeze page plus following site, and it is the comparability with the overall style and choice of colors and layout. The concept of inconsistency comes into play if the two sites are completely different, and the net outcome is to cause the reader to have feelings of uncomfortableness. As you may currently thought, if you design the squeeze page so it is a lot more congruent with the next site, then that discomfort will not take place.
Let's take a look at something that quite a few affiliate marketers contend with. We are referring to the usage of review webpages and giving links to different merchant sales letters. It is not feasible to make your review site, or page, similar to the vendors or almost all of them if you link to many. You can pick your site colors so they are compatible with your vendor sites, however. It is easy to reduce an uncomfortable predicament between designs and colors, and you can have something that is definitely somewhat neutral looking. We realize there will be some interpretation involved in this situation. Frequently an effective approach is to be mindful of this and minimize unacceptable contrasts.
Another critical area deals with how you talk to your readers and subscribers if you have them. We seldom see any glaring cases of inconsistently written communications concerning email marketing. Alternatively, we have seen a number of circumstances in which goods and services were marketed that appeared way out of place and unanticipated. In our experience, this is not a massive problem we see in email campaigns. But still, we do notice it at least a few times a week, and so that only suggests there is a lack of awareness of the need to possess consistency in all of our marketing funnels.
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