subject: Web Marketing - What a Good Microsite Should Look Like? Part 3 of 3 [print this page] 10) There is even hotel information there, just touched upon. But unfortunately the author says the information will be provided only AFTER we register. What a letdown...
That's one obvious negative of this site. I would never hold back such crucial information from the reader especially for those who would be travelling from far away locations to attend this event.
Actually, I would even include information on how to travel to the exact location of the training workshop for those out-of-town travelers. Whenever possible, make it easy for people to join you, visit you, so that they will also "buy you."
The way it is done now, a lot of readers might be wondering "well, I think I can afford this workshop but New York City is a very expensive place and I don't know if I can afford a hotel in Midtown West Manhattan!"
If I were the owner of this microsite, I'd immediately change that "we'll share the info if you register" teaser with clear information on hotels and prices, or, remove that section altogether in order not to create any unnecessary question marks in the readers' minds. Anything that would make a reader hesitate would also drop the conversion rate.
Overall, a pretty good example of what a microsite should look like, with much to learn and emulate.
Last but not least -- check out the PS, which a MUST for any successful direct mail letter.
Did you know that most people simply scroll down to the bottom of sites like this and read the Post Script FIRST?
Do not hesitate to repeat your best offer and best benefits in the PS once again.
Now Pay Close Attention --
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