Can you relate to this feeling?
You want to run a campaign on Google Ads (previously known as Google AdWords). You do comprehensive homework and keywords analysis in order to construct ads that are very creative yet effective. You sort of feel proud how good you are at playing with words and apprehensive to find out how the ads perform when they go live. The first morning, you rush to check the reporting dashboard and you find there are just a few clicks. Okay, it is too early to lose hope, it is just the first day after all. The next day you notice there is an increase in the number of clicks, things seem pretty positive. Your confidence level starts to rise. The number of clicks increases with each passing day yet you are not getting any conversions. Now, this is the point, you should officially freak out and start panicking. This is quite a frustrating state. Your ads are doing great but you can’t seem to close any lead. You wonder where you went wrong? If you have taken all possible precautions and eliminated all chances of getting unqualified traffic; by selecting appropriate keyword matches, narrowly defining your audience segment, the location you want to target and added a master negative list then the chances are that the issue here is the poor quality of website and landing pages. This is the time to do a site analysis.
As soon as a user visits a website from a paid ad, they are very quick to judge your business, product or service you are offering and the overall site. The site should give a very professional look to instill trust in a user. The first impression determines how much time a user will spend on a site and complete any goal like filling out a form or subscribe to a newsletter. A shoddy looking website will have a very high bounce rate because it fails at the very first step of development, which is building trust.
A website can be analyzed in three effective ways. First, while setting up the website one should put oneself in the shoes of the customers who may know nothing about your website. Understanding the mindset of the customer is a good way to critically analyze the website. Think what a customer may be looking for and present information in that order and this will help to increase the attention span of a customer. Secondly, get feedback on the website from friends and family and see what their opinion is and make the necessary changes accordingly. And most importantly do not forget to check out what competitors’ site is doing which you are not. There are a number of free and paid tools available now which can give a comprehensive list of competitors like SEMRush, SpyFu, and SimilarWeb to name a few.
Some reasons the site isn’t converting are:
1- Lack of clear Navigation
Users find it difficult to browse the website and find useful information quickly. The key pages should be clearly visible and accessible on the menu bar and the users should be able to sail through the website.
2- Unimpressive User Interface (UI)
Style and design play a huge part in user perception of your business and it is critical to get it right. Hackneyed, unprofessional and unmaintained site will leave a bad impression on the users and they will promptly move to the next site. Always remember to frequently update your site.
3- Landing pages don’t match with the Ads
The landing pages you use for your ads should be as relevant as possible and take the user as close to the point of purchase as possible. Users coming through paid-ads were looking for a specific solution and therefore expect to get one too. Bombarding them with too much information will cause them to lose interest.
4- Inconspicuous Call To Action (CTA)
You CTA button should really pop. CTAs are essential for getting visitors to engage with your site and purchase. “Buy Now,” “Subscribe,” and “Contact us today” buttons should be obvious, bright and easy to find. In one test, HubSpot found that red buttons worked better than green buttons. However, CTA optimization goes beyond just the color but also involves font size, location and the copy of the button. The copy of your CTA button isn’t the only copy that matters. Sometimes your CTA is only as effective as the rest of your landing page. If you want your CTAs to get higher click-through rates, you have to have a value proposition. Include copy on your landing page that sells it. Multiple calls-to-action, navigation bars, and other clickable links will detract from your message and in most cases steer visitors away from the overall goal.
Here is a good example of the CTA buttons.
5- No Contact Details
A physical address is an important factor for user trust. Having an easily viewable contact address or map location gives authenticity to the site giving a proof that it actually exists in the real world and not just in cyberspace.
6- Limited Stock Photos
This is particularly important for e-commerce stores. Customers should be able to see high-quality images of variants of products. Customers should be able to view if there are different colors available in a product; rather than showing just one image and leaving other colors to their imagination. Things don’t work this simply now. People have too many options to chose from and to remain in the race one needs to be competitive.
7- The Price is Not Right
As mentioned earlier, there are infinite options available to everything on the internet. If visitors are comparing prices and you are not competitive it goes without saying that you are unlikely to get the sale. Carry out fresh competitor research, looking at other sites whose ads appear for your target keywords and see what they charge.
Don’t be afraid to try new things to improve CRO because minor tweaks can lead to massive changes however these sort of changes are not made on whims and fancies rather they should be backed by data. It is a good practice to run A/B split testing of the landing pages of website, record and track analytics and find what works best for the site. Like this, the solution that produces better results can be kept on the site. VWO is the all-in-one platform that helps you conduct visitor research, build an optimization roadmap, and run continuous experimentation. But this is just the tip of the iceberg, conversion rate optimization is quite an extensive area and there are a great many things you should consider or try to improve your conversion rate. Find out here what else falls into CRO.
In digital marketing, there is not any problem to which a solution does not exist. Luckily, for marketers, this is the data-driven age and every problem could be solved analytically. With time and experience, no problem remains big enough and you get fewer panic attacks.