Best Investor Relations Microsite/landing Page

“VectorVest” Microsite

THE MARKETING CHALLENGE
VectorVest is an online investment service competing in the increasingly cutthroat investment service market. The challenge was to create a landing page that convinced even the most skeptical investor to choose VectorVest over better-known investment systems. Another difficult obstacle was that VectorVest—at $645.00 a year— is one of the costliest investment systems on the market.
Our goals were to:
• To build the credibility of the VectorVest system, despite the fact most prospects had never heard of the system before.
• To overcome the significant difference in cost between VectorVest and less expensive investment systems on the market.
• To create ad copy that would convince the most-skeptical prospects that the VectorVest system was more reliable and easier to use than better-known competing products.
CREATIVE SOLUTION
First, a special landing page was created without navigational distractions since studies show conversions decrease with every additional click.
Next, in-depth direct response copy built credibility by providing concrete results and extensive consumer benefits. The copy explained in detail how easy the system was for the novice or expert. Detailed stock charts and graphs were used in the art direction, since the target audience were technical investors who respond to the concrete certainty of charts.
Finally, to increase conversions, the ordering area was placed at the bottom of the page to avoid the drop-off in response from abandoned shopping carts.
RESULTS
The site doubled sales over the previous five years, improving conversions dramatically over their corporate site.

Contributors:

Creative Director:	Craig Huey

CREATIVE DIRECT MARKETING GROU

Location: USA