Whether you want to highlight a product, launch a promotion or boost a marketing campaign – sometimes a full website or traditional marketing just doesn’t suffice. Microsites with their limited amount of pages are normally set up to encourage user interaction while also creatively displaying information.
Microsites are separate from a company's full website and are dedicated to serving a single purpose – without the clutter and distractions that come with a full website. All in all, the microsite should enable your target customers to find out about your products, resulting in promising leads at the check-out page.
What determines a good microsite? ABI has helped numerous clients plan, create and successfully monitor their microsites. So, here are our five tips in mind when developing your own microsite.
Microsites serve as a shortcut to in-depth information about a single product, service or topic. Consequently, short and focused content will help your visitors move through the narrative quickly so that they can find the exact details they need in a timely fashion. Consistency with correlating materials also helps. Ensure a unified message across all materials related to the subject matter of the microsite so visitors can walk away with the most pertinent information top-of-mind.
A microsite consists of only a few layers – so these few pages need to be intuitive and aesthetically pleasing! They should be visually stimulating (in compliance with corporate design requirements, of course) and interactive. Choose pop-up infographics, scroll-through features and clickable charts. This will increase the amount of time visitors spend on your site.
What do you want to achieve with your microsite? Attract the right visitors, increase their awareness of your products and in the end turn them into a paying customer, of course. The coolest and most interactive microsite in the world is useless if visitors don’t know how to get in touch. That’s why you should include call-to-actions EVERYWHERE! There are endless opportunities for you to collect customer information: Add buttons such as “Request a call back”, “Make an inquiry”, “Download a fact sheet”, “Download brochure” – include as many as possible on your site and designate a contact person for each target market.
Be aware that creative agencies may need your support and input throughout the site development process. Design approval, content development in various languages and a final review of every single page – this takes time. Plan enough time for bug testing on various devices and using different web browsers. It’s important to confirm which language(s) are necessary based on your target audiences, but start with one and add translations as needed to keep the building process efficient. At the start of the project, know how long you intend to use the microsite and whether the information will eventually be absorbed into your company’s website. Understand that during the life of the site, you will need to continue to populate it with fresh content to maximize SEO.
Microsites can be set up with an amazing array of analytics these days. It’s not just about page views but you can track where people are clicking, if they are scrolling down the page, how much of a video they are watching ad infinitum. “Taking the temperature” of your content to see how hot or cold it is with your audience is vital, alongside A/B testing. Subtle changes can make a huge difference to visitor behavior and lead conversion. Data analytics will provide the insight to enable big wins.
In summary: Restricting your microsite to one, very specific topic, adding relevant information and choosing a creative design makes for an unforgettable user experience!