Best Buy is in trouble.
You would have thought with the disappearance of their main competitor, Circuit City, two years ago this giant electronics retailer would have cleaned up.
Sadly, not so.
Meanwhile, flat screen tvs are “flying off the shelves” at Amazon’s virtual store. Profits are up. They’re creeping dangerously into Best Buy’s primary area of focus.
How is Amazon outselling the largest electronics retailer in north America?
The landing page experience.
Compare searching on Google, for “flat screen tv”.
Both Amazon and Best Buy turn up. In fact, Best Buy shows before Amazon’s result for me.
At Best Buy the first part of the page “above the fold” is dedicated to telling you about their latest deals.
Amazon shows a picture of a tv and an item description without so much as one scroll.
Landing Page Lesson #1 – always give people what they want right at the top.
Best Buy shows a catalogue view with specs.
Amazon shows one item first. Other options appear below.
Landing Page Lesson #2 – give only one option for visitors to consider.
Treat your landing page as a yes/no question – If the answer is yes,
the customer buys, if the answer is no, they scroll.
A catalogue view is like a long multi-choice – too many options will most likely receive no response (back button).
Best Buy expects you to know the tv you want from it’s specs and photo.
Amazon expects you to either be ready to buy or want to educate yourself on what is available and what suits you best. Reviews, buying guides, price comparissons and other related info is provided.
Landing Page Lesson #3 – assume the customer searches online for information BEFORE buying.
Remember, online, you are an educational resource before you are a “shop”.
Best Buy plasters their catalogue page with deals and specials at the
Amazon let’s you know about discounts and other options next to the purchase buttons. They are “browse-friendly” because they give smart recommendations (even in other categories) based on what you’re looking at.
Landing Page Lesson #4 – know what the customer is thinking ( can I get this cheaper or better? ) at the precise moment they think it….and respond by putting the answer where they are likely to hover or hesitate.
Follow these guidelines for creating winning landing pages for search – and you may outsell your scariest competitors.
Let’s see if Best Buy gets wise – hopefully before it’s too late!
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