At every point in a business, there is always a need for improvement. The same goes for online businesses, especially when you run PPC ads. You will need to optimize your ads to get the best out of your campaigns. The primary thing that needs optimization is your conversion rate because that is the only thing that matters in PPC; when your customers buy your product.
Every person who owns an online business, including blogs and e-commerce, aims to have more conversions. No matter how brilliant you have drafted your content or how good your ads are, they will result in nothing if you don’t make any sales. You may aim to set up a blog to drive more traffic or get your customers to subscribe to your email. It all still has to do with conversion rates.
There is a need for patience and consistent effort to improve your conversion rates. There is no shortcut to it. You have to follow the process. However, the process could be faster if you understand those things you should do from those you shouldn’t.
Whether you are already getting massive results or are not doing excellently well in your conversions, conversion optimization is necessary. It is the only way to get better results. The purpose of this blog is to show you the steps that will help your PPC optimization tool is your conversion rate.
Conversion Rate; What Does it Mean?
Conversion is the percentage of visits to a website that becomes real customers. For instance, if you have an eCommerce website where you sell phones. If you set up a PPC ad that drives about 10,000 people to your website, and only ten people eventually buy, those ten people are your conversions. The conversion rate is the percentage of ten people out of 10,000 visits to your website, which is 0.1%.
If you get a result like this, you have to find a way to improve your conversations. Let’s say you have 100 people converting; that’s about 1% of the total visits. It is still lagging and not good enough. There is a need to improve, and this is where conversion rate optimization comes into play.
Conversion rate optimization is then a way of improving the percentage of visits that become real customers, i.e., the percentage of people who buy your product from an ad or SEO campaign. To put it simply, increasing the number of customers that buy your product or sign up for your service.
You should know these various factors affect conversion rates.
- Traffic Source
- Ad (content and set-up)
- Website content
- Website design
If your eCommerce store base is in Houston, it will be difficult for someone in London who comes across your website to convert to a customer. It is the reason you need to set up your ad campaigns properly by targetting the appropriate location.
Another problem with the conversion rate is how user-friendly your website is. If you don’t an attractive website design or outlook and if your website content is not enticing, it could all add up to affect your conversion rate. You have to also pay attention to whether your website is mobile-friendly or not because users tend to browse from their mobile these days.
Steps of (CRO) Conversion Rate Optimization
There are steps to follow if you want to optimize your conversion rate, and that is why we’ve written this blog. Let’s check them below;
● Have a Strategy
The first step of conversion rate optimization is to have a strategy. Design a strategy or a process of how you want to go about the journey. It is more like having a goal and designing a pathway to achieve it. The primary reason for having a strategy is because you will do a lot of testing, and you have to be patient with the process. Your conversion rate will not increase overnight. It takes time, and you have to start by having a strategy.
● Research and Gather Data
Once you have a strategy, the next step is to do your research and gather enough data. If you go back to the example made concerning having an eCommerce store where you sell phones, gathering data will help you discover your current conversion rate. You will also find out the sales cycle duration, monthly recurring revenue, customer acquisition cost, customer’s time on site, bounce rates, click-through rate, and other data that will help. Google Analytics is a tool that can work excellently for this purpose.
● Ask for Users’ Experience
Another way to improve your conversion rate is to ask for your existing users’ experience. Your users will understand what your website lacks and what they will like to see on your page. Use surveys, polls, and interviews to find this out and add the results to your data.
● Keep your Landing Pages Simple
One of the mistakes business owners are guilty of is using complicated landing pages, which could hinder their conversion rates. Simple landing pages are less distracting for your visitors. Use simple designs, have only one offer per landing page to avoid digression. Also, make sure your ad copy is clear and not technical. You should also make the message in your image or video clear if you are using display ads, and don’t forget call-to-action. The top supervisory group is excessively hopeful about you and your capacities. Pareto analysis has extensive ramifications for little and medium-sized undertakings (SMBs), albeit the thought behind it is straightforward however significant: 80% of results come from 20 percent of efforts.
● Use Social Proofs
Social proofs range from online ratings, reviews, numbers of customers, numbers of products you have sold, numbers of products left, and testimonials. They tend to convince visitors to buy from you. Using social proofs helps to show your credibility, and it allows more visitors to trust you.
● Mobile-Friendly Website and Landing Pages
As earlier stated, ensure your website and landing pages are mobile-friendly. People use their phones more often these days. Also, make sure your pages are fast and equally responsive.
● Consistently Integrate A/B Tests
As you try to optimize your conversion rates, you need to understand that you will do a lot of testing, and it has to be consistent. Change one element per time on your landing page while testing to make sure you understand the effect of such a change. When necessary, use different landing pages—test for headlines, backgrounds, page copies, call-to-actions, placement buttons, and page layout.
Conversion rate optimization is necessary to get the best out of your business. It is one thing to get your visitors to sign up for your products, and it is another to ensure that you can get a more significant percentage of them to buy your products.
Even if you are already getting excellent results, there is always a place to improve. The first step to optimize your conversion rate is to have a strategy, after which you need to gather your data. Once you have these, you can then proceed to do all we have discussed in this blog. If you are yet to read it, go back and do that.
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