Getting high clickthrough-rates on your ads is important. It's key to beating-out the competition and lowering your costs-per-click. However, this focus often misses a far more important number, your conversion rates.
Clickthrough-rates are a measure of how much attention you're capturing. Whereas, conversion rates are a measure of how many new customers you're gaining. It's your ultimate goal.
This is important to consider because you can have high clickthrough-rates and fall way short on sales.
So, how can you optimize your conversion rates? Well, we've already covered in depth "conversion killers" starting here.
Let's continue this topic with 3 more advanced tips to boosting conversion rates:
1. Set the right expectations for when searchers hit your landing page. You might get high clickthrough-rates with misleading ads. But, when the searcher hits your landing page, it backfires by damaging your credibility and likely your response rates.
Instead, set your visitors up with exactly what to expect. If you have a high-end product, don't hide this fact. You might go so far as to advertise your price in your ads. This may weed-out those who are not serious.
In addition, another tactic is to use an ad that contains much of your landing page language. For instance, your ad may say, "Simple tactic rockets your adwords response" and then your landing page would talk about this tactic immediately. Your landing page headline might be, "Discover the simple tactic that rockets your adwords response." It wouldn't be buried deep into your website.
2. Qualify. Instead of trying to be everything to everybody... be everything to those likely to buy. For instance, if your service is not for everybody, then specifically say so. You're saving both their time and yours. Moreover, you're also telling the people right for your product that what you have to offer is worth their time.
3. Stand-out with a no-brainer offer. What is a "No-brainer" offer? It's where the value scale is tipped in favor of the customer.
You see, most transactions are fairly even. No matter where you go, a certain candy bar is going to cost you around $1. You give the money and get the bar in exchange. It's what you've come to expect. It's perceived as fair, but nothing that grabs your attention.
However, what happens if you could get 2 candy bars for $1. This is certainly a much better offer. The seller still may gain a profit and he or she gets more sales than before. In the end, the seller may gain more profit from selling more and customers gain by getting more.
You can do the same with your products or services. You might enhance your offer with discounts for larger orders, higher quality for less, a strong guarantee where you take away the risk, a risk-free trial, bonuses, and so on.
The offer is likely the biggest variable you can control to improve your conversion rates. You can be the same as everyone else... or you can make your product or service irresistible with the right offer.
Comments