Feed health is the foundation of your Shopping campaigns, so ensure that it’s in good shape well before the festive period. Welcome to the Google Ads YouTube channel!
Are you attracting visitors to your website despite your digital marketing campaign? If not, there’s something seriously wrong with your strategies, particularly your search engine optimization (SEO). It is essential to do a regular SEO test or analysis to monitor the performance of your campaign.
Conducting a regular SEO assessment allows you to discover the fine points and flaws of your SEO campaign and make the necessary adjustments to optimize results. The upside is clear: with proper working SEO, you can attract valuable site traffic and potential leads. This article will discuss the common SEO mistakes you might incur, how to conduct an SEO analysis, and how to improve your SEO performance.
What Are the Common SEO Mistakes to Avoid
SEO is one of the most effective digital marketing strategies to boost your sales. Becoming updated with the latest SEO optimization strategies will maximize the performance of your website. Here are some common SEO missteps you should avoid to ensure the effectiveness of your SEO campaign:
- Practicing keyword stuffing – You might think that using your keywords a lot will boost your content’s rankings by Google and other search engines. However, it could be the opposite as too much keyword use or overstuffing will make your content spammy. If your content is labeled as spam, it will become useless and will hurt your SEO campaign.
To avoid this label, use your keywords naturally at strategic placements. The best practice is to use your keyword in the first 100 words and include latent semantic indexing (LSI) keywords or variations of your main keyword throughout your content.
- Posting plagiarized or non-original content – Using plagiarized or copied content on your website will make it a ‘pariah’ to search engines. Invest in producing original and valuable content to improve the performance of your website. Make sure to post relevant, informational, and error-free content to build the reputation of your site.
- Failure to invest in a mobile-friendly website – The majority of Internet users nowadays use their mobile devices to access and consume content. In the United States, 94% of people use their smartphones to search for local news or information. Your rating on search engines will be severely affected if you fail to make your website mobile-friendly. To avoid a possible drop in your ranking, test if your website is mobile-compatible.
- Using the wrong keywords – The wrong choice of keywords will leave your content at the bottom of search engine rankings. Even if your content is top-notch, if you fail to use the keywords preferred by users and search engines, it will be useless.
To make sure you are using the right keywords, use optimization tools like SEMrush, Google Trends, and Google AdWords Keyword Planner. It would be best to use different types of keywords to increase the ranking of your content. These types are broad keywords, long-tail keywords, fat head keywords, and chunky middle keywords.
- Failure to use title tags, image tags, and meta-descriptions – These SEO elements are important to search engines when crawling for content. Failing to include these essential components will hurt the researchability of your content.
- Linking to low quality or unrelated internal and external links – Your use of internal and external links also affects the performance of your content’s SEO. Make sure your internal links are related to your content. Also, use reputable and well-ranking websites as external links.
- Unwillingness to leverage social influencers to share your content – When sharing your content on social media, you should consider leveraging social influencers to promote it. Having an influencer to share your content will gain instant attention, while having them to promote your content will increase its visibility to the search engines.
The many benefits of leveraging influencers to build your relationships and conduct structured outreach make this a must in your optimization plan.
- Lack of SEO performance analytics and monitoring – Failure to analyze your content’s performance will leave you in the dark about how your SEO campaign performs. You may use tools like Google Webmaster Tools and Google Analytics to regularly monitor and evaluate your SEO campaign.
5 Steps in Conducting an SEO Analysis
An SEO assessment is a vital part of your SEO strategy to boost your website content’s ranking potential in search engine results pages (SERP). This process will allow you to identify what’s working and what’s causing your content’s failure to rise. Let’s discuss the steps you should take to find out your website’s flaws:
- Investigate your visibility on search engines like Google – Start your analysis by determining your content’s SERP performance and the overall visibility of your website on search engines. Having a clear view of where your website sits on the rankings will allow you to develop an optimization plan.
In calculating your search visibility, collect all the rankings of your keywords and compute the estimated click-through-rate (CTR) based on each ranking. Add all the CTRs and divide the total by the number of your keywords. The higher the result, the better is your website’s position in the Google rankings.
- Analyze your content – Your content is an essential component of your content marketing strategy. Make sure you have no duplicate content by eliminating every duplicate you found immediately. Start your analysis with your top ranked pages.
There are several things to check in your content. Make sure your URLs are around four to five words long, and your meta-descriptions contain your primary keyword. Ensure your titles and headings are relevant and attention-grabbing and should also contain your keyword.
Check the quality of your backlinks or external links. Try to link your content to ranking and trustworthy websites to increase your site’s reputation. Your internal links should also be relevant to your content. Make sure to fix any broken link to improve user experience and avoid its negative effects on your SEO.
- Check your domain, images, and technical SEO – To improve your SEO, use a simple, short, and easy to remember domain name that reflects your brand or business. Don’t use hyphens and special characters. To optimize your images, use alt tags and include keywords in your brief descriptions. Also, compress your images for faster loading of your content.
Your technical SEO also affects the visibility of your website. Some of the technical components you should check are your XML sitemap, robots.txt file, and website security. You may buy a Secure Sockets Layer (SSL) certificate to boost your security. – Read more
Are you using your Google ads to its best use? Have you been feeling like you have invested a lot in google ads but haven’t seen any conversion rate on your landing page? Well, there could be a number of reasons for it. Maybe you are not using relevant keywords. How’s your PPC campaign? Maybe you have been focusing on negative keywords? There are other aspects to getting a good quality score on your AdWords campaign. You need to focus on your ad position and google ads quality score to make sure that your investment meets your expected click-through rate.
If all this information seems new to you, don’t worry. We are here to give you a comprehensive guide on how to improve your quality score on google ads.
What Is Google Ads Quality Score?
Google ads quality score is the ranking of your keyword in Google’s algorithm. The score ranges from 1 to 10. It basically indicates how revealing your keywords are and how much value Google puts on it. If you have a higher google ads quality score, that means you have relevant keywords. Your quality score factor has a lot to do with your visitor’s landing page experience.
Google ads quality score reflects on your landing page, google ad and your keywords altogether.
Let’s go deeper into what google ads quality scores are made up of. We will break it down for you.
As we said, your landing page, google ads, ad extensions, and the relevancy of your keyword gives you a higher quality score. A higher quality score means that you will pay less per click. A low-quality score means that you will pay more per click. Note that we have written “click” and not “conversion.”
This might sound a bit confusing to you at first, but what isn’t. As you understand what is google ads quality score, you will understand ad relevance, quality score optimization, and you can increase your clickthrough rate.
Why Are Quality Score In Google Ads Important?
A high ad position is required for your brand to make a powerful impact on your target audience and for your company to expand and reach more people.
When your google ads quality score improves, your cost per click lowers. When your cost per click lowers, your cost per conversion also gets lowered. This, in turn, means that you will be earning and saving more money. If you are an independent business owner, you have to be smart about your financial decisions. And, optimizing your google ad quality score is one effective way of increasing your profits.
Most importantly, improving your google ads quality score can lead to lowering your CPA, which stands for cost per acquisition.
Manage your AdWords account and improve your ad rank, which will help your business save money and find organic traffic.
Analyze Your Quality Score Breakdown
Google Ads provides its customers with three ways that they can break down their quality score. The three ways are Ad Relevance, Expected CTR, and Landing Page Experience. When you see these categories separately, you can understand where you are lacking and focus on improving those factors.
There are other factors that go into affecting your google ads quality score as well. Here’s a broader list of factors that affects your score one way or the other.
- Your Google Ads CTR, which stands for current and expected.
- Your website’s display URL.
- The relevance of your google ad to the search term.
- Your website’s landing page quality also matters.
- Your google ads performance in particular geographies, from states to cities.
- How well is your google ads performing with particular electronic devices?
To summarise, the major points you need to remember is that expected CTR, ad relevance, landing page relevance equals your google ads quality score.
Now that we are clear on which aspects comprise and affect your google ads campaign, let’s go through some issues surrounding quality scores.
We will list below some of the facts, conspiracies, and myths surrounding google ads quality scores. Yes, there are many theories on what increases or lowers your score and how they do it. Unfortunately, like many things on the internet, some of the theories are just myths. Search engine algorithms change all the time, and so, ways of doing things always get updated. We will tell you the latest tried and tested facts that will help you with a high Adwords quality score.
Here Are The Facts
As everyone is aware, causation and correlation are not the same things. Likewise, there are several factors that are correlated to google ads quality score and others that cause the fluctuation in a website’s ranking. We have listed down factors that cause or affect your google quality score.
CTR AKA Click-Through Rate
Your click-through rate is one of the main factors that can get you a high-quality score. Even Hal Varian, Google’s chief economist said in a statement that it comprises about 60 percent of Google Ads Quality scores.
Click-through rate can also be translated to clicks divided per impressions. When you successfully improve your click-through rate, Google’s algorithm will automatically bump up your quality score.
Remember that CTR is highly subjective. They are made up of various keywords. And, each keyword, their historical quality score, its current competitor matters. The key is to stay active and relevant. As we mentioned before, the relevancy of a keyword changes all the time, so you not only need to know how you are performing, but who are outperforming you as well.
If your keyword has a 10 percent CTR, it’s quality score might be 4/10. And if your keyword has 2 percent CTR, chances are, it will have an 8/10 quality score.
Keyword To Ad Ratio
Although CTR and their effect on quality scores have been common knowledge ever since people started paying attention to google ads accounts, keyword to ad ratio is fairly new. However, it is the second most important factor that contributes to a high AdWord score.
Every single keyword ad group matters. The thing you need to remember about this factor is that the higher the number of keywords (however relevant you think those are to your google ads), the greater the chances of diluting your ad. You might think that a higher quantity of keywords matter. But let us tell you, it’s the precision and quality of keywords that matter the most.
If the message between your keyword and your google ad is diluted, then it means that your click-through rates will be lower than your expected CTR. This, in turn, will lead you to get lower google ads quality score.
What you need to do is restructure all the ad groups that have keywords with low-quality scores. The best option to restructure is not to delete any keywords but pause them. When you pause certain keywords, their calculated quality scores still remain in the software’s history. So, rather than deleting them completely, you will have saved whatever benefits they brought in. Furthermore, when you add other groups for keywords, Google won’t see them as duplicates.
It would be good to remind you again that different ads groups have a differing click through rates. So, don’t forget to analyze them first. One solution to this persistent issue is to use Dynamic Keyword Insertion.
What’s The Ratio Between Your Keyword And Your Search Term?
The ratio between a keyword and its search term has often been compared to icebergs. When you look at an iceberg, the top portion above the sea might be huge, but it is nowhere near in comparison to what’s below the surface.
Similarly, one keyword can contain fifty different search terms. That’s why you need to be extremely careful to use exact match keywords and search terms. When you focus on broad matches, match modifiers, and phrase match, you will notice that the ratio between the keyword (which is visible and above the surface) and the search term (which is hidden but connected, and under the surface) is far from equal.
The discrepancy will vary from keyword to keyword depending on their match type. Focus on tightening this ratio to increase your CTR and your google ads quality score.
Quick bounces refer to the landing page experience of your website visitor. For instance, imagine that a visitor clicked on your website only to leave it immediately, it will reflect poorly on your website and lead to a low-quality score. But what if that visitor comes back again and tries to reload your page? Well, things might seem like they have improved, but that’s not always the case.
Time spent by a visitor on your website and bounce rates is two metrical factors that you can find in Google Ads Analytics. We recommend that you don’t waste too much time on these two aspects. However, if you know how to analyze them properly, you can figure out which keywords are irrelevant. If you have a low google ads quality score, it might be because you are using the wrong keywords.
If you think that exit popups can improve a visitor’s landing page experience, you cannot be more wrong. They are just short term reliefs, and mostly indicate a much deeper problem of a broken website or a landing page.
Landing Page Experience
Although this factor is subjective for each visitor, an overall analysis can help you understand your buyer persona and, in the process, improve your google ads quality score.
Landing page experience depends upon your landing page design, and it has gained much importance over the years. Remember that this factor depends on your individual user and their experiences, so don’t break your head over every tiny detail.
Some of the biggest factors that you should keep in mind while improving your landing page experience to get a higher google ads quality score as:
- Where do you get your content from? Is it an original work or did your copy the content from another competing website?
- How do you build a trusting relationship with your website visitors? This is a major factor in improving your landing page experience. One thing you can do is provide a business address, social media handle links, and other business details in your About Us section.
- Did you put extra thought and effort into making your website easy to navigate? Your ad quality score and conversion rate depends on these tiny user-friendly details.
- Check if Google bot can crawl your text on your landing page easily.
Your landing page is the virtual face of your brand, make sure that visitors have a pleasant experience.
What’s The Load Time Of Your Landing Page?
This is another factor that is related to your user’s landing page experience. If a website doesn’t load fast, it’s natural that a visitor will turn on to another website. The internet has no shortage of sources. And if you want to make your website popular, you need to focus on the needs of your customers.
In the digital industry, the standard rule is that if your landing page takes more than three seconds to load, people will switch to another website. It’s that fast. And, this will further lower your Google Ads quality score. Note that a landing page’s load time will vary from region to region.
You can visit Google’s PageSpeed Insights to further check how your URLs are doing. – Read more
With offline stores across the globe stalled due to the Covid-19 pandemic, shoppers and businesses are adopting eCommerce like never before.
As shown in the graph below, the value of global eCommerce sales reached USD3.5 billion in 2019. This figure can get almost double by 2023.
A recent estimate puts the number of global eCommerce firms between 2 and 3 million. This excludes businesses based in China. In order to get a foothold in the sector, learning how to improve your eCommerce conversion rate is paramount.
This eCommerce conversion rate guide brings you tips on generating more sales from the visitors on your site.
How is eCommerce conversion measured?
An eCommerce conversion is a site visitor turned into a customer. Attempts to increase your eCommerce conversions are generally focused on the product page or pages and the checkout process.
Take, for instance, a site that gets 1,000 visitors and makes 20 sales. Your calculation would be (20 / 1,000) x 100. That produces a resulting eCommerce conversion rate of 2%. While knowing your site’s conversion rate is important, understanding it is critical.
The idea of measuring average conversion rates for your site is an excellent place to start with.
Conversion benchmarks by sector
Millions of online stores that operate globally are spread across a plethora of sectors, offering a variety of products and services. However, conversion rates vary by industry. A study  by Littledata found the global average to be 1.4% across various industries and devices. However, you must dig a little deeper to genuinely understand your site performance.
It’s imperative to keep track of your industry’s performance and update yourself. You can do so by understanding how eCommerce conversion rate benchmarks stack up within your industry. This information is available online.
IRP Commerce provides a kind of one-stop-shop for eCommerce market data . You can find the average eCommerce conversion rates by industry here. For instance, you could use the site to find that the average rate for sports and recreation stores, as of March 2020, is 1.42% . You can find similar information for a wide range of sectors.
Finding a benchmark for your sector is critical, as it helps you optimize your sales funnel to drive more conversions.
How to improve your eCommerce conversion rate
They say that acknowledging a problem is the first step towards solving it. If you’ve discovered your conversion rate, you’ve already taken that first stride. You’ve identified that eCommerce A/B testing could be a part of the solution. In the following section, you will find six components in your existing optimization strategy that you can tweak to optimize your conversion rates.
User flow and UI
User flow defines the visitor’s journey on your website as they accomplish a task. Don’t make your prospects struggle on your web page to do so.
You can start optimizing the user flow as the first step in your eCommerce conversions optimization efforts. In the case of eCommerce websites, a user journey can have multiple steps before they make an actual purchase. These steps can be termed as micro conversions, which can include signing up for your website, adding a product to cart, clicking on a discount link, etc.
Micro conversions should direct the user towards the main conversion, that is, a purchase. This journey has to be as seamless as possible and avoid any friction that might result in visitor’s expulsion from the sales funnel. – Read more
Just as retailers now see VoIP phone as the standard when it comes to customer communication, responsive design has long been regarded as instrumental to web design.
Fast forward to today, however, and it’s clear that responsive design is no longer enough. In order to convert more of the people browsing your website into customers, online retailers need to keep up with digital transformation, and make sure their sites are ‘optimized’ for mobile.
Mobile optimization is the process of:
“Adjusting your website content to ensure visitors accessing the site from mobile devices have an experience customized to that device.” (Brightedge)
Rather than simply compressing or rearranging content on a screen, a mobile-optimized site is designed entirely around the smaller screen user’s experience.
Why is mobile optimization important?
Retailers need to find out what’s involved in a seamless purchasing experience. This includes not only asking what is offline communication and its importance, but identifying and optimizing all online touchpoints – mobile being key to converting users into buyers.
Consumers are digital nomads and are browsing and buying across a variety of devices. They want a ‘frictionless’ experience on every device they use – and especially on mobile. Unless retailers adopt a ‘mobile first’ approach, consumers will click away to another site.
Barriers to conversion on mobile devices
The five top issues with mobile commerce cited by consumers involve basic usability difficulties:
The mobile purchasing experience often falls short
Accessing a website on a mobile device can be incredibly frustrating. Tiny buttons, hard to see links, and unclear forms make for a poor user experience. That’s not to mention the endless scrolling options. If users have to wait for slow pages to load, or can’t quickly add items to their carts, they will become stressed and impatient. The result: Abandoned carts and unfinished purchases.
This is clearly not what any online retailer wants.
However, it is an all too common scenario. Imagine you’re browsing an e-commerce site with the intent of buying a set of wireless headphones. You may try the search button and find it doesn’t work. Then, you attempt to navigate your way to your desired item via the top-bar menu.
Finally, you may actually find a list of headphones which tick most of your boxes. At which point, you’ll need to click each one to see the specification. You may have to pinch, scroll, and manipulate the screen to access the information you require. And there may be no option to compare items, so you’ll have to keep clicking back and forward to view the information again.
If you make it to the checkout process after all this, you may then be asked to create an account before purchasing. If the form’s difficult to fill out or you then are tasked with confirming your email address, etc. this could be the last straw. That’s even if you get the email quickly because the retailer has taken steps to improve email deliverability.
Faced with a series of frustrating tasks, most potential customers will abandon their search because they’ve lost patience and simply don’t have the time. – Read more
What’s the difference between a window shopper and a customer?
I’ll give you a hint: It’s the same thing that separates a scroll-by from a click-through. Or an anonymous lurker from a known lead.
The one thing that all your leads, clickthroughs, and customers have in common is that they’ve taken action. More specifically, they responded to a call to action (CTA) on your landing page, website, or ad and actively made a choice to advance through your sales funnel.
If you want to inspire more of your target audience to convert (which, of course, you do), then you need to step up your call to action game. With the right copy, design, and placement, you can create landing pages with powerful CTAs that motivate website visitors to make a move.
A call to action is exactly what it sounds like: you’re literally calling on your audience to take a specific action. This might be clicking a “buy now” button on a sales page or filling out a lead gen form to “download your free copy.”
The Psychology Behind Effective Calls to Action
Knowing the elements that make for a truly compelling offer (and understanding why they work) is the first step to crafting the perfect CTAs for just about every use case.
So, what makes a CTA effective? Let’s start by looking at some of the hard-and-fast rules for creating irresistible calls to action.
1. Grab the Audience’s Attention
Before a visitor can be persuaded to do anything, they need to first notice the call to action. Use a combination of font, design, and placement on the page to ensure your CTA button or form jumps out from the rest of the content—even during a quick skim.
2. Make a Single, Specific Request
Your CTA is not the place to play hard to get. Instead, tell readers exactly what you want them to do. Though there are various ways to use calls to action, the general rule is that it should align with a single conversion goal at the center of your campaign.
3. Present a Clear Path Forward
Use plain language to set expectations and tell users exactly what they’ll get from clicking. People are less likely to click on a link if they don’t know where it’s taking them, so be clear on what the next step will be—whether it’s a pricing page to “compare phone plans,” an account creation page to “start [their] free trial,” or a registration form to “join [your] community.”
4. Motivate Readers to Click
Use action-oriented language that focuses on results. The basic approach is to use action verbs (like “get,” “download,” “start,” “reserve,” and “grab”) to build momentum. You can also experiment with first-person point-of-view (“Give me my deal”), positive affirmations (“Yes, I want to 10X my ROI”), and creating a sense of urgency (“In limited supply. Claim yours today!”).
5. Optimize and Test
Sometimes the best approach to writing calls to action is to test out several variations. When it comes to optimizing copy, a call to action is one of the easiest things to swap out (and even small changes can make a big impact on your conversions). Smart Traffic uses AI to analyze your visitors and automatically display the most effective CTA to each person.
Where Do CTAs Fit into Your Marketing Campaigns?
Your landing page or marketing campaign is most effective when it’s built around a single conversion goal. That conversion goal is represented on the page as a call to action. This might take the form of a single button (click-through page) or a form (lead generation).
There are several different types of CTAs you might leverage at different points of your marketing funnel. Everything from your campaign goal to your audience awareness should influence how you write calls to action for your sales pages, landing pages, and lead generation forms.
These are the most common types of calls to action marketers need to master.
- Lead Generation: A lead generation call to action helps identify viable leads. Whether the prompt is to download a piece of gated content, register for an upcoming event or webinar, or request a quote from the sales team, lead generation CTAs nudge leads to raise their hand and share details that help qualify them.
- Click-through CTAs: In many cases, lead nurturing campaigns feature call to action buttons designed specifically to get viewers to click. This could be part of an email campaign, a social media ad, or a landing page, but the aim is always to boost product awareness (“Get a sneak peek at our upcoming release”) and aid discovery (“Click to learn more about this awesome gadget!”).
- Sales and Signups: In the right place at the right time, calls to action can fuel sales and convert leads into customers. That means targeting leads who are ready to “buy now”—like those who click through to your sales landing page—and using action-oriented language. This applies to account creation (perhaps for a trial, paid account, or freemium version of the service) and ecommerce checkout pages. (Want to learn more about how ecommerce brands are using landing pages to drive sales? Check out 27 Ecommerce Landing Page Examples to Maximize Sales in 2020.)
- Click-to-Call Buttons: Rather than filling out a form or collecting data about leads, a click-to-call button gives prospects a direct line to reach your team. Not only is this convenient, but click-to-call CTAs can be combined with A/B testing and call tracking to boost lead generation. (For an example of just how well this can work, check out how clever call tracking helped this agency get 219% more leads.)
- Social Engagement: Brands that successfully promote their products and services on social media use calls to action to drive engagement. By asking viewers to follow, share, like, comment, or smash that subscribe button, you can broaden your reach, increase your following, and build relationships with potential customers.
Next, we’ll explore the most popular use cases using real-world call to action examples from Unbounce customers. – Read more
Do you want to ensure you have a dominant presence on Google and other search engines? Are you currently in the middle of looking for professionals to help you get there? Are you interested in learning more about Adwords campaign management and how this increasingly popular strategy can help you win potential customers and increase your sales? Today, from OPT Media, we present to you our analysis on Google Adwords service and everything it can do for you to help grow your business.
Activating a Google Adwords campaign is one of the fastest ways for a business to have a presence in search engines, that is, as long as a certified person creates and manages it properly. The way things work, broadly speaking, are as follows:
– Search for relevant keywords . After analyzing the market and determining which audience we want to reach, some specific terms, known as keywords, are determined. Once chosen, they are incorporated into the advertisement. In turn, when a user enters those words in the search engine, the ad will appear at the top of the page, thus reaching a large number of people.
– Establish a budget . AdWords areone type of paid advertising, so your budget must be invested in wisely in order for it to work effectively. The goal of a good campaign manager is to get the most clicks on the ad at the lowest price.
– Configuration of information of interest . To reach a larger audience that is targeted towards your product of service, a good campaign manager will take in account geographical area, age or type of device, all of which can be incorporated into the campaign. Again, conducting a market and sector study is essential to achieve the best results.
– Analysis and monitoring of the campaign . Maximizing the performance of the budget is very important in these types of ads. To obtain the best possible CPC (Cost Per Click), you must be very attentive to the campaign and its results and make the necessary adhocimprovements.
The management of Adwords campaigns encompasses much more than simply triggering an ad on a budget. What is known as “paid advertising” can be very beneficial for a business, as long as it is designed, created and managed by professionals. Do not forget that only those people who are certified by Google can take care of Google Adwords, so always engage a trusted personnel.
Tips for optimizing your AdWords
1.- Create exclusive campaigns
In this way, you can manage your budget independently and, if it works, you can always recycle it for next year.
2.- Improve the quality of your ads
How? Stop and think: what are your potential customers looking for at this time? Consider designing relevant and clearly focused campaigns that contain keywords and targeted landing pages. It will be more likely that users will click on your ads.
3.- Adapt your message to the type of buyer and at the time of purchase
Some customers are very organised and ensure they have bought their gifts and products well in advance. On the other hand there are customers who are known as ‘last minute buyers’, those who leave their purchases to the last minute. (Quick tip – Express delivery type offers work very well with these.)
There is also a third list: saving consumers, those who cannot resist an on the spot bargain when shopping on the Internet.
4.- Use different advertising options
Connect with your customers, make yourself known and make them remember you. Increase and generate content about your company. – Read more
Conversion rate is a function of your website usability, trust in your brand, relevancy of the incoming traffic, and a myriad of other factors. To ensure you are getting the most bang for your marketing buck, continuously optimizing your website for improved conversions is a no-brainer. However, you might often find yourself in a pickle when it comes to devising a step-by-step strategy that actually delivers worthwhile results. To help you get started, this blog post shares 11 statistically proven tactics that you can use to steadily increase your website conversion rate and improve your top line.
1. Define your site’s goals
Before setting out on your conversion rate optimization journey, it is important to set website goals that you want to measure conversions and optimize for. These goals could be any particular action that you want the visitor to take on your site that generates certain value for your business. Once you have created them, you must assess visitor behavior against these defined goals.
Below is a list of some of the most common conversion goals that you could set for various web pages:
- Page visits
- Form submits
- Click on links
- Clicks on elements
- Custom conversions
VWO Insights allows you to create goals as per your unique requirements and track visitor behavior for them so you can direct your website optimization accordingly and aim for improved conversions. For instance, if you want to assess how a CTA button on a particular landing page is performing, you can do so by simply assigning a goal for it.
2. Collect and analyze visitor data
When it comes to CRO, it’s best to avoid assumptions and estimations, and rely solely on data for all decision-making.
Constantly track and analyze your website data to learn more about your visitors and their preferences. It’s this data that should inform you where to direct your optimization efforts.
Following are some key data points that you absolutely must track to understand your visitors:
- Data on traffic and traffic sources
- Details of user behavior on your landing pages
- Bounce and abandonment rates for web pages and forms
- Click-through rates of adverts and marketing campaigns
- Information on return customers and average order values
- Net promoter scores (NPS) or other customer feedback
Once you have collected quantifiable data, use it to create your user persona, which is a representation of your ideal user. This must highlight all valuable information about your target prospects and users, including their interests, likes, dislikes, goals, and pain points.
The combination of quantifiable data and your ideal user persona will help you devise hypotheses to run insightful tests to better understand what works and what doesn’t on your website.
3. Perform competitor analysis
To have a competitive edge over your rivals, you need to know what their strengths and weaknesses are. You can then use that information to highlight your USPs and strengths over your competitors’ weaknesses.
Also, keep in mind that people research their options before making a purchase. They’re going to check out your competitors and how you measure up to them. By performing competitor analysis, you also get to step into your customers’ shoes and pit yourself against your competitor just the way your potential customers would. You can then focus your efforts on ensuring yours is the best site and product range they’re going to find.
4. Assess your current conversion funnel
Before you set out to fix what’s broken, be sure to understand in detail what a typical user journey and conversion funnel on your website looks like. This will help you gauge where visitors are hesitating and dropping off and the plausible reasons as to why that may be so.
You can use VWO Insights to track conversion rates across your funnels and identify specific stages in the journey where users might be losing interest so you can accordingly optimize them. At each stage of the funnel, you will have a natural drop off resulting from people failing to take the next step in the funnel for multiple reasons. You can then decrease that drop off by devising solutions to those probable reasons to nudge people down the funnel, thus boosting your conversion rate.
For example, one of the stages where eCommerce stores focus their optimization efforts is checkout, where an average of 69.23% shoppers are known to abandon their carts. A higher conversion rate, however marginal, will be a significant contribution towards tackling this pressing issue. A prominent example of a site that has improved its eCommerce conversion rate by simplifying its checkout process is Amazon with the one-click checkout.
To understand and optimize your funnels, you need to assess what your site does to move potential customers through the set stages. How are you leading them to a conversion? Where do you lose most visitors? By learning these answers, you know where to focus your efforts to increase conversion rate.
5. Define and clearly highlight your value proposition
Your value proposition is a concise explanation of why a user should buy from or subscribe to your products/services over your competitors. Therefore, the first step towards getting visitors to convert is to clearly convey to them what sets you apart and why buying from you is a good decision. Clearly stating and reinforcing your value proposition through multiple site elements can work wonders for your conversion rate.
Your value proposition should come across through your headlines, images, and copy and should primarily feature your Unique Selling Point (USP). Repeated marketing experiments recommend that your USP should be summarized in 10 words or less.
Let’s take Evernote as an example of how they redid their value proposition to bring out their product USP.
Their original tagline was “Remember Everything.” It nicely described the benefit that users could gain, but not the functionality of the tool they offered. Below the tagline, they highlighted 3 product features that illustrated how their tool works.
Here’s a look at their redesigned page:
It’s a succinct tagline that arguably better describes the functionality of the tool, while the text underneath the tagline further builds upon the value proposition. Before deciding which one to go with, be sure to craft multiple headlines, and A/B test them to find out which resonates the most with your target audience and influences conversions.
6. Optimize layouts of your critical pages
If your conversion rates aren’t improving despite repeated efforts, it’s a sign that you need to introduce a radical change in your page. Try altering its design and layout based on insights from visitor data and best practices to see if your conversions get impacted. The principles of high-converting page design are based on a body of material and case studies that reveal how people use websites. Tools like eye tracking, scroll maps, mouse tracking, and clickmaps can provide you with insights on how visitors are browsing through your website. Use these to create a page that visitors love to engage with.
7. Apply sales copy best practices
Improving conversion rate is often about making your website sales copy more persuasive. Repeated case studies have shown that making even small improvements or tweaks to your copy can influence your conversion rate.
There are many elements of sales copy you can and should test; the most important one being the headline. David Ogilvy, the founder of the global marketing firm Ogilvy, was famously quoted as saying,
Five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents of your dollar.
Therefore, start by testing your headline and see if you can drive a noteworthy improvement in your conversion metrics.
Here’s an example from imsider.ru where they ran a simple test on the headline of their sign up:
By merely stating the time-specific benefit of their services, the headline on the right helped generate 9.52% more conversions over the one on the left. – Read more
You’ve spent many hours building a sophisticated sales funnel.
Now it’s time to analyze the conversion funnel metrics to figure out if it’s working to meet your business goals. There’s only one problem. There are so many metrics you have to keep track of that you’re getting overwhelmed.
So how about we make it easy by focusing on only 5 conversion funnel metrics that directly impact your bottom-line?
Track the data these 5 metrics provide to find out where funnel leaks are and to decide what to focus on to meet your sales goals.
These 5 metrics are:
1. Sales Conversion Metric
Imagine meeting a friend who looks pale and disorientated. Your immediate thought is most likely that there’s something wrong.
That’s what it’s like when you look at the sales conversion metric. You see the numbers and you immediately get an idea of the state of things. It tells you how many of the leads that enter your funnel have turned into paying customers.
Here’s the formula to measure sales conversion:
sales conversion rate = (number of sales / total number of visitors ) * 100
Track the sales conversion metric every month instead of waiting until the end of the year. This way, you can immediately see any dips or rises in sales. Check its trajectory every month and you get an overall idea of your funnel’s health.
Apart from the overall sales conversion metric, also keep track of the conversion rate for each stage of the funnel. This means gathering data on how many of the leads turn into qualified leads and then into paying customers.
Doing this allows you to see where the possible bottlenecks are. This then gives you actionable insights to optimize your sales pipeline.
2. Desktop vs. Mobile Conversion
There’s a good reason why mobile conversion is not at the same level as that of desktop devices. User intent is different. Desktop users are more often in the buying state of mind than are mobile users.
But just because most mobile users aren’t ready to buy doesn’t mean you shouldn’t optimize your site for them. A good percentage of these users will convert if you lessen friction points and give them enough motivation to buy.
So here’s what you do.
Go to Google Analytics and compare the desktop vs. mobile conversion in your funnel. You’ll likely find that visitors on mobile devices do not convert as much as the visitors who visit your site through their desktop devices.
But here’s where this becomes useful to your business. Study the journey that your mobile users take from the top of the funnel to the bottom of the funnel. Where do most of them drop off?
When you have this data, you can then make educated guesses on possible reasons why mobile users are leaving without converting. This will help you identify the direction of your next optimization tests.
This was what we did when we worked on Matthew Woodward’s agency which led to mobile conversion increases as high as 48%.
Are you excited yet? Great. Here’s a video on where to find the data for mobile conversions on Google analytics and what you need to look out for.https://www.youtube.com/embed/7WBJcRZ_iVY?feature=oembed
3. Sales Velocity
It’s easy to get confused by the word sales velocity. You’d think it’s going to show you the speed at which a lead turns into a sale. Yet sales velocity is expressed in terms of dollars. Not speed.
Let me explain.
Here’s the formula to calculate sales velocity:
Sales velocity = (number of opportunities * Average Deal Size ($)* Conversion Rate) / Sales Cycle Length
And here’s an example of that equation using real numbers. – Read More
When I first learned how to ride a bike, I remember being scared. It was a daunting process because I’d never done it before and was terrified of falling.
I actually remember feeling similarly when I first started getting into paid advertising campaigns at the marketing agency I worked at. The first time doing anything can be an intimidating process.
But as a marketer, it’s important to understand how to set up your paid advertising campaigns so you get the most out of your budget.
To do this, you can use several types of bidding strategies for different types of ads.
Below, let’s review the bidding strategies that will drive results when you use Facebook ads and PPC/Google Ads.
Facebook Ads Bidding Strategy
When you’re just getting started with Facebook Ads, it’s not easy to figure out what strategy to use.
Luckily, Facebook has a guide that explains the different bidding strategies you can use. Let’s dive into those strategies and figure out how to determine which one is right for you.
1. Lowest Cost (Auto Bid)
With this strategy, you won’t have a lot of manual work to do. In fact, Facebook is the one who sets up the bid automatically.
If you want to spend your full budget, this is a good choice for you. It’s a hands-off strategy and you can get more bang for your buck while spending your budget.
So, how do you know if this is a strategy you’d want to implement? Well, this is a good idea if the goal of your campaign is brand awareness, impressions, traffic, post engagement, or lead generation.
2. Bid Cap
This strategy is slightly different because of the manual processes. For this one, you’ll be the one who sets up the bidding.
This is a good option if you want more control over the cost. In fact, with this strategy, you might not even spend your full budget.
This type of strategy works for the same types of ads as the lowest cost strategy, it’s just more manual and gives you more control over your spending. Plus, it can help you increase competitiveness against other advertisers.
3. Cost Cap
If the goal of your ads is traffic, event responses, offsite conversions, or lead generation, then this is a good option as well.
With this strategy, Facebook sets the bidding while you determine the maximum amount you’re willing to spend.
You could use this type of bid strategy if you want to maximize cost-efficiency and keep cost within a certain threshold.
4. Target Cost
Another semi-automatic option, this strategy will allow Facebook to choose the bid while you set a target price. This is the price that you’d like to strive for, but Facebook could over or underspend slightly.
If you want to maintain a consistent cost, this is a good strategy to look into. You’ll be able to predict your cost and get the most conversions possible at your target cost. – Read more