Imagine an isolated island.
An island with buried treasure.
And the only way to find the treasure is to have a copy of the map.
The map with the ‘X' that marks the spot.
There's only one problem
You have to have a copy of the $%#$%$ map! And it's this problem–this very problem–that can be turned into an amazing opportunity! The opportunity to measure, without a doubt, if you marketing campaign is pure genius–or is just a dud.
So what's an isolated web page?
Imagine a web page that search engines can't find. Imagine a web page that isn't on any of the links on your website. Imagine a web page that can only be found if you directly send customers to it.
That they couldn't get to that webpage any other way, but through you specifically giving them a map, and marking the ‘X' on the map.
This is what you'd call an isolated web page.
But you may ask, what good is an isolated web page?
Let's say you're doing a test, for instance.
Let's say you want to measure your advertising.
Like your radio advertising.
Or your TV advertising.
Or your Yellow Pages advertising.
Or even offline to online advertising, such as a leaflet or brochure.
How do we drive customers to this isolated web page?
Let's take an example
Let's say you are indeed flush enough to do some radio and TV advertising. Well you could get customers to call a number.
Or you could drive them to an isolated web age. Just like Al Boenker does with his advertising. On the radio Al, who runs an insurance-broker business, announces a website called ‘insurancecompaniesarestupid.com'. And when you go to that web page, you don't see ‘insurancecompaniesarestupid.com.' What you do see, is a website that's called ‘thanksal.com.'
So what happened to ‘insurancecompaniesarestupid.com?'
It's an isolated page. In fact, it's not even a page at all. It's just a redirect. So when you go to that page, you get redirected to another page. Now if Al's company is smart (and they most probably are), they'll run that web page URL only on radio, and nowhere else. And if they're really smart, they'll see how many people go to that specific web page.
And that's how they'll know that the marketing campaign is a success
They'll specifically be able to see how many people are coming from that ad on the radio (provided they don't run the ad in squillions of places, and just on radio).
But is that enough? Yes, the isolated page works, but shouldn't the customer be buying from that page?
Yes, we do understand that isolated pages are not enough…
I understand, and you understand, that it's not enough to simply drive a customer to a page.
It's important for the customer to buy a product, or a service. And while we both agree on the importance of the transaction, we are indeed jumping a step.
The first step is not to find out if you can sell from that isolated page. The first step is for you to measure if your customers are indeed finding that page.
That first step is for you to test the validity of your radio campaign
Or TV campaign.
Or Google Ad campaign.
That isolated page is isolated for a reason.
It gives you an understanding beyond any doubt, if your message is working or not. That your prospects are indeed responding to your message.
And this understanding is especially critical if your customer is moving from offline media like TV, radio, leaflet etc., to a page online.
Because when the customer does indeed go to that page, it means they've found that isolated island…
And the ‘X' mark.
It's time to open that bottle of rum, me hearties. Because you know for a fact, that your campaign is working.