While being with Hanapin (now Brainlabs!) for five and a half years, I can honestly say that I love my career. Recently, I began a transition between roles within the company going from a Paid Search Account Manager to a CRO (Conversion Rate Optimization) Manager. This was brought on by really gaining an understanding of the connection between Paid Search and CRO and wanting to focus more on the CRO side of things after the paid click happens. With that being said, it’s been such a great experience being able to dive into my new role with the knowledge I have gained over the last 5 and a half years.
In this post, I want to walk through three valuable connections between the two roles. They truly go hand-and-hand and when utilizing both, you can have a solid strategy and really make the most of the user experience from the initial search to the time a user completes a purchase or fills out a lead form on your site.
Let’s jump right into it!
Congruency is Key
This has been the most apparent during my transition and something that may be apparent to those who have no experience in CRO or in Paid Search. From the time a user first interacts with your brand (first impression, if you will) to the moment they make the decision to purchase or submit a form, you should be speaking the same language throughout the path. If not, it can quickly lead to confusion, hesitation, and ultimately, users bouncing. Take the following two examples;
In both examples, I’m sure you can decide which user experience makes more sense. The second.
The goal is to ensure that what the user searches for is mimicked in the ad copy and also the landing page. This ensures that the user is met with exactly what they need, eliminating any additional steps.
There is also a valuable connection between paid search audiences and CRO. Understanding the audience that’s being sent to a website gives insight into how a site would be best structured and how it should function to meet that audience’s needs. If you have an apartment complex that rents to those who are 65 or older, your site needs to align with that. If a paid search landing page for that apartment complex focuses on workout facilities, party rooms, and transportation to the nearest college, it’s not speaking to the audience. However, if the landing page lists amenities like elevators, a lounge, handicap accessibility, and so forth, you have a better chance of connecting with the audience. – Read more