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With the ever growing internet market, it is becoming more and more important to ensure your website Conversion Rate is continuously increasing. There are so many factors to consider when you are looking at increasing your online Conversion Rate and this blog is going to cover my top six favourite ‘boosters’.
If you have any other hints or tips, please feel free to add to the bottom of this post and share your ideas with others.
There is nothing more frustrating than searching for something online and then landing on a page that is not entirely relevant. The average user in the 21st century doesn’t even take the time to scroll down a page so it is vital that the page they land on is 100% relevant to entice them to engage further with your site.
Booster – Make the landing page relevant
How many times have you clicked on a PPC advert offering Free Delivery or 50% off and then find that the website doesn’t feature the advertised offer? Very annoying!
AdWords searchers have a very short attention span and it is so easy to hit the back button – this causes high bounce rates and will keep costing you money. Don’t do it.
Booster – Any offers promised in PPC ads must be repeated on site
Postage & Packaging
As I have said previously, online buyers will shop around and one of the key differentiators in the land of e-Commerce is postage and packaging. You need to keep on top of what your competitors are doing and match their P&P deals where possible.
Booster – Don’t have a higher P&P cost than your competitors
People in research mode will often use one or two word phrases when searching and these are the words you want to avoid.
Your Money Phrases are terms that indicate searchers are in buying mode. To boost your Conversion Rate you need to be using terms like:
Booster – Think about what you would search for if you were purchasing online and use them for PPC and SEO
In most of my blog posts, I harp on about Negative Keywords [a good example being – How Negative Keywords Can Make Your PPC Budget Go Further] but they are so important and must not be forgotten. Filtering out irrelevant search terms will ensure your ads are only appearing in the eyes of highly targeted searchers.
Booster – An AdWords campaign can never have enough negative keywords – keep your list expanding!
You must make it easy for your customers to complete your desired goal, a simple flaw in your purchase process can be very off putting and prevent visitors from ever coming back to your site.
Get a third party, who is not familiar with your site and ask them to complete a task along the following lines:
Watch them – Do not speak or guide them in anyway. You will soon see if there are any key pages that are causing an issue and these can then be fixed.
Booster – Get a third party to complete your desired goal whilst you watch
So there you have it, just a few of my favourite ways to help give your Conversion Rate a boost. Just using one of these tips should help you see an increase and combining them all together is a recipe for success.
If you are having problems getting your visitors to complete your online forms, check out my previous blog post on ‘Increasing Online Form Conversions‘.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.