Today we’re going to help you improve your CRO…
You might be wondering what is that!
Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action. Basically, CRO is a way to increase profits from sales WITHOUT raising your advertising budget.
Conversion rates can vary widely depending on your industry and business model, but regardless, everybody wants a better one!
Optimizing PPC Conversions: Start with the Right Keywords
When you start thinking about conversion rate optimization, it’s tempting to fiddle around with buttons and forms and other low-in-the-funnel design elements that might make or break the sale. But remember that part of optimizing conversions is getting the right visitors to your site in the first place:
- High web traffic is useless if none of those people convert.
- With search marketing, increasing your qualified traffic is a matter of bidding on and optimizing for the right keywords.
- Better keyword traffic data means you can make better decisions about your website and ad copy and better target the right customers.
Landing Pages and Conversion Rate Optimization
The quality of your individual landing pages can have a dramatic effect on conversion rates. Think about it – a prospective client stumbles across your page as the result of a specific search query. If the content and offering of that page aren’t relevant to what they were looking for or expecting to find, they will return to their search and you will lose that lead. And the negative effects don’t stop there! Poorly constructed landing pages can also cause your Quality Score to drop, which will in, turn raise your cost per click, cost per action, and reduce your ad rank so that it’s harder to win spots in Google’s ad auction process.
So, what makes a good landing page? Common best practices for page design include few key elements:
- Compelling headline – Create a striking headline that is relevant to your PPC keyword and compels prospective clients to remain on the page to fulfill your desired action.
- Concise, targeted copy – The content of your page should clearly communicate your offering, and speak directly to the keywords associated with that ad group. Use bulleted lists to prevent copy from becoming too lengthy or overwhelming.
- Eye-catching, clickable call-to-action (CTA) – Make sure your CTA button stands out visually, appears clickable and uses short, gain-focused text.
- User-friendly lead capture form – A good form includes all the fields needed to fulfill your offer, but not so many that prospective clients are visually overwhelmed. Think carefully about what information is truly necessary to capture as you build your form.
- Attractive overall design – Landing pages should be clean and uncluttered, which conveys both trustworthiness and professionalism to prospective clients. Design should also be consistent with your brand in order to prevent a disjointed browsing experience for visitors.
Accounts Without Conversion Tracking
To the credit of everyone who’s encouraged conversion tracking over the years,57.7% of AdWords accounts had set up some level of conversion tracking.
But, if only 57.7% of accounts have a tracking system in place, then 42.3% of AdWords account managers have absolutely no idea whether or not their campaigns are working. (And If this is your case, don’t doubt about contacting us, we are here to help you with the process)
Adhering to these best practices will keep your landing pages relevant and high-quality, which will lead to a valuable boost in both CRO and Quality Score. Try out WordStream’s free Landing Page Grader to see if your AdWords landing pages are optimized for conversions.
We hope those tips help you a lot to get more clients. And if you are not exactly sure how to do that, you can contact us and we’ll be happy to help you.
Contact us now!
Credits: WordStream & Kissmetrics