AuraWave – A Case Study In Integrated Marketing

It’s the Saturday after Thanksgiving, so what’s on TV? Infomercials on every channel it seems.  But one caught my eye… it was about the home version of an FDA approved pain relief treatment I’d received in the past at a physical therapist.

The infomercial was compelling. But I kept wondering… ok, what’s the final price going to be? So I got online and  found the Aurawave site to get to the bottom line price and not have to call a telephone operator for 50 upsells.

First, we got to know about it from a mature medium – the TV infomercial which we happened upon “by accident”.

Once we got to the website, I thought it did a stunning job. It was simply laid out. You saw your two payment options – one for 4 payments, one for a single payment with “extra stuff” for paying up front. Then as you checked out you got the upsell pages trying to extend the warranty, sell you more ancillary equipment and even sell you an extra machine for 25% off. (So if you and your friend want one you can purchase together and save 12.5% each for some additional savings.)

But on the clean text page I thought the video was well placed… I liked the small video icons too…but I’m not sure how to accomplish that!

Overall, it seemed like a very sharp design for a direct marketing website.  I’m sure it differs from the average “long copy” website because people searching for the product probably have some familiarity with it. The information is there, to be sure,  that you’d find in a long copy sales letter page, but I’ve got to believe that, like me, most people searching for this product are “pre-sold” to some extent and they just want to get to the actual price instead of being teased.

That reality may affect your web design. Are people visiting there being “pre-sold” somehow?  Do they only come to “seal the deal” or are “cold” customers finding you who need more information?

Again, an interesting website. And, in case you’re wondering, nope, this isn’t an endorsed post. I thought it was just a really cool case study for integrating text, videos, and direct marketing to websites. I’m looking forward to getting ours soon.