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Do You Know Anybody Who is Making These PPC Mistakes? We Can Help.
How Would a 20% increase in conversion rate impact your business?
If you’ve read this far, you will have noticed that we are slightly obsessed with landing pages and conversion rate optimisation. Many of our clients believe that increasing traffic is the Holy Grail providing the solution to their business challenges.
In reality, driving more traffic doesn’t necessarily mean driving more business. If your drive 100 visitors to your badly-designed landing page and only one visitor fills out an enquiry form, your gut reaction may be to do everything you can to double your traffic.
As a result, you drive 200 visitors to your badly-designed landing page but your conversion rate is still 1%, so you now have two people to fill in the enquiry form.
A much more clever strategy is to work on your conversion rate without worrying about traffic. Let’s say you improve your landing page design and increase your conversion to 5%. Drive the same 100 visitors to the page and you get 5 people to fill in the enquiry form. Same cost of traffic yet much more impact and more revenue.
We worked with a regional B2B retailer who had recently started offering their hi-tech products via a custom-built e-commerce platform.
Although they had spent a lot of money building the online shop, it had a really cumbersome journey and visitors kept bouncing off the pages without ever adding items to cart, let alone checking out.
Incidentally, their site wasn’t fully mobile-friendly. What an irony for an industry where (according to their Analytics) 60% of visitors use mobile devices to interact with their website.
We didn’t have to do much with their Adwords account apart from a few tweaks and a negative keywords list, however, the conversion rate optimisation task was massive.
We made their site fully responsive and accessible on mobile devices as well as simplifying the shopping experience to a level where it potentially took just 5 clicks to find the product and check out.
As a result, the conversion rate quadrupled from the meagre 5% to a whopping 20%. We didn’t have to increase their Adwords budget.
It all depends on the business niche and the current state of your website. Frankly speaking, not everyone will have such a horrible website as our previous client, so a 200% increase in conversion rate is not what we’d call industry standard.
On average, we are seeing a 20% increase in conversions after a successful conversion rate optimisation procedure.
If your business could have more revenue without increasing the Adwords budget, how would that impact your long-term strategy? Could you invest more money in research and development, hire more people, expand your production line? Yes you could!
How We Do it?
Although it’s very important to set up your Adwords account correctly and make sure it is maintained properly, we’re confident that conversion optimisation and landing page optimisation provides the quickest win and the best return on investment.
You can have a sizeable Adwords budget and a well-structured campaign with laser-targeted ad groups but if you direct your visitors to badly optimised landing pages, you will essentially lose out to competitors who have more user-friendly landing pages.
How to Improve your PPC Advertising ROI
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