I clicked on a link on the Pure WOW newsletter (don’t judge!) that led me to an ad for a Coach leather briefcase here.
“Wow, I want that,” I thought to myself. So I clicked on the ad, which brought me to this page on coach.com. After scrolling around a bit on the collection of Father’s Day stuff and not finding the bag, I clicked off. The bag very well have been on the page, but it didn’t look anything like the ad. There was no visual to tie it to the ad that attracted me to the product.
I don’t know how much the bag cost, so I couldn’t even guess what the lost sale cost Coach. A targeted landing page with the same visual elements as the ad would have closed the sale.
Retailers, this is basic merchandising. Don’t build a display and then dump your sold customers into a big ol’ bargain bin. Take them by the hand, directly to the shelf the featured item is on.