Direct Mail PURL | PrintComm

Know Who’s Visiting Your Site – Microsites Deliver Immediate Results

A microsite is an individual web page or a small cluster of pages (around 1 to 7), which are meant to function as a discreet entity within an existing website or to complement an offline activity. The microsite’s main landing page most likely has it own domain name or subdomain. Large, corporate websites tend to be big and overwhelming, whereas microsites are easy to navigate and provide highly dedicated content that increases the conversion rate considerably.

Response rates for direct mail with links to microsites are up to 5 percent, versus typical industry averages of 2 to 3 percent. Additionally, site visitors who visit a microsite tend to stay engaged longer and have higher conversion rates. Some of the microsite campaigns PrintComm has conducted for its customers have resulted in conversion rates of 60% or more.

Besides conversions, microsites offer marketers the opportunity to gather important information about their customers. The more marketers know about customers, the more they can deliver messaging that causes them to act. Therefore, microsite data can be fed directly into a customer relationship management (CRM) system for future nurturing campaigns. When used hand in hand with PURLs (personalized URLs), microsites can generate even greater conversion rates and deliver additional customer data.

 

Microsites enable you to:
Present relevant content to website visitors based on their data characteristics and segmentation principles
Use a multi-touch strategy across various media and integrate all activities
See who visits your landing page
Hand off hot leads to your sales team within minutes of a site visit
Score leads and prioritize follow-up efforts
Drive the cost per lead way down
Use hard data to measure the variables in your campaigns, i.e. list performance and offer effectiveness to refine future marketing efforts
Effective & Efficient Direct Mail, Print & Integrated Media