In any initial radio test, it is very difficult to separate 2,345 or 1,892 radio-driven home page hits from all the other traffic that comes in from pay-per-click, SEOPs, banners, email blasts, past customers, staff, and errant web surfers.  It's even harder to track conversion rates.

When radio-driven Impulse Shoppers hit a typical home page, they're  confronted with dozens of links to elsewhere in your corporate empire.  Each of those links can leak eyeballs and money.

Even if you feature your radio offer front and center, many visitors won't see it in all the clutter.  Most will search for Your Thing for only a few seconds.  If they can't find it, they're gone.

You can build a separate radio-URL dedicated entirely to making the first sale.  If you have a fairly well-known brand, though, people who'd ordinarily type your name into a browser or search bar might get confused.  Confusion is expensive.

Ideally, Radio-driven visitors should see Your Thing instantly, absorb just enough factual information to rationalize trying it, and proceed directly to a Shopping Cart and Check Out page. That entire process, from initial view to credit credit card should take no more than three minutes.

Streaming Radio Plugs All The Leaks.

About 15% to 20% of the weekly cume audience of many stations listen on-line, mostly in offices during the work week. Streaming networks such as Target Spot can deliver a precise number of Unique Visitor impressions on national or regional station groups that deliver your Target Audience.

When UVs hear our spot, an announcer can prompt them to open their media players and click the banner to get some sort of special deal.  That click takes them directly to a customized Landing Page on your site. Using Google Analytics or a comparable service, you can track paths from LP to Shopping Cart to Check Out.

You get a weekly report showing precisely how many UVs heard a commercial, and how many instantly clicked the accompanying banner.  That gives you a precise measurement of "Banner G." 

Your own internal monitoring tracks the precise "LPC" or Landing Page Conversion rate for each page you test. Eventually, you run the best-pulling copy on terrestrial radio and plop the highest conversion offer front and center on your home page.

We buy some number of Target Audience Gross Streaming Impressions through an aggregator, in this case Target Spot.

Dinovite's design team constructed a separate Media Player banner for each commercial.  Similar format:  Quips from our Real People customers.

The banner below tracks along with Stinky IV :60.  (One day I'll do this in Flash! so the audio and video run in tandem.) 

Listeners who do click a banner go to a commercial-specific Landing Page on Dinovite.com.  We split clicks 50-50 to test two Landing Pages per banner.

One LP talks about the main Problem addressed in the commercial - scroll down for the offers.  The other leads off with the Free Offers and quick-sells Dinovite as the answer for all Dog Miseries.

In both cases, anyone who clicks an Order Now button goes directly to a Shopping Cart page that confirms that offer and, finally, reveals the price.

Try Both.  Buy Some Dinovite.

Stop the Stinkies
Two Free Offers

Notice that neither Landing Page gives you any place to go other than Check Out.  There's no link leakage, aimless wandering, or any navigational challenges.  UVs can't even get to the home page via HTML until they're ON THE SHOPPING CART page. 

Dinovite's IT staff uses Google Analytics to pick up the paths of all LP hits.  Every week, we know how many people heard each spot, how many clicked a banner, how many LP hits proceeded to SH and Check Out.

Streaming Radio delivers precise values for GM/C=X in under four minutes.

I get the first minute to generate emotional drive among prospects.  (We'll finally learn which of our 40+ Dinovite commercials pull the best!) 

The Landing Pages get two minutes to rationalize the purchase with facts.  The Check Out page delivers price and terms in about twenty seconds. 

Can Your Website Do This?

If not, we should use this method to test different commercials, different offers, and different Landing Page layouts for Your Thing, too.

You can try this at home, I suppose, but be forewarned that you'll need the Joint & Several Skills of creative, production, design, JavaScript and html specialists to pull it off.

Or, you can get your Parts Here.