Before the internet, response to TV commercials was measured based on call volume. Today, advertisers look at website traffic to measure a commercial’s impact and performance.
In a study on 125 TV advertisers in six different industry categories, the VAB found that 82% of these brands saw a connection between TV advertising and website traffic. Which makes sense. A commercial drives leads to visit an advertiser’s website, increasing web traffic over what that brand usually experiences. But whether that lead turns into a customer often depends heavily on the website.
When finding the right elements for a TV commercial’s success, one’s website isn’t usually the first thing that comes to mind. Typically, the focus is on optimizing media or creative. But TV advertisers fail to realize their website should also be a top priority when setting their campaigns up for success.
Even with a great commercial, your brand’s website impacts whether consumers make a purchase. Consumers will view the TV commercial and be directed to your website. If the website is unattractive, not user-friendly or relevant, it may discourage people from buying the product. Or, if the website’s messaging is inconsistent with what was shared through the commercial, consumers may simply be confused. On the other hand, consistent messaging and a clear user experience can improve conversion rates.
There is always room for improvement for company websites. It is an ongoing process to create and try new ideas that will attract consumers to your webpage and move them through the purchase funnel.
For example, maybe one brand’s website has a 10% conversion rate on their key metric. That might be good for them. But what if that rate could be 10.5%? Or even 12%? There’s a never-ending potential for improvement.
But some advertisers encounter website challenges that create barriers for consumers, leading to disinterest or those consumers finding alternatives that match their needs.
Start to eliminate purchase barriers by A/B testing different CTAs. Reduce online-to-offline friction by taking time to understand what’s easiest for the customer as they navigate your site. This means leaning towards newer technology to improve the B2C relationship when needed.
A company’s website is the focal point of your brand, message, and a big piece of your reputation. And having a TV campaign directing consumers to a website makes getting that site right even more important.
So how can a company successfully optimize its website for improved TV performance? Get your full team onboard about the role your website plays. Usually, the teams responsible for managing the website and launching TV campaigns are different. It's important that everyone is on the same page since you need all different types of expertise working together.
Click to read CEO Chuck Hengel’s thoughts on how to measure TV’s performance and campaign optimization.