High Fidelity: Crank Up the Volume on Your PPC Conversions
In the past we’ve explored helpful Pay Per Click topics like campaign organization, target market analysis, and content ads all in the name of increased traffic to your ads. We’ve also shared a few helpful hints to jumpstart your PPC campaigns but we’ve never talked strictly about increasing your PPC campaign’s conversions. The first step is to be able to relate to your customer by placing yourself in their position. They’re interested in a product or service that you are advertising and they’ve just clicked through your ad and have landed on your site. It’s now up to you to make the purchase process as effortless and seamless as possible.
If your business sells many products chances are you have broken those products into categories and each category may have its own landing page. However many landing pages your site has, be sure to take a look around the page as if you were seeing it for the first time. Does the landing page echo the PPC ad and reflect the offer or pricing that you used? Is contact information easily found? Does your landing page and website load quickly? It’s often overlooked, but a slow loading landing page can mean the difference in a sale or a bounced customer who visits a direct competitor’s site.
Next, take a tour of the conversion path that you have created for your customers. Whether you have a full on shopping cart or your end goal is a form-fill or signup page, check to see how streamlined the goal path is for your customers. Each landing page should have a button to deliver prospects directly to your goal with minimal frustration. Taking a potential customer to their shopping cart and requiring them to set up an account or log into their account, then delivering them back to their order page and on to their sales page before finally arriving at checkout will frustrate your prospect and send them running – most likely away from their computer! Be sure to cut off any loose ends by deleting pages that send a customer jumping through hoops in order to make a purchase.
Be flexible with your market and pricing by knowing your target market’s shopping habits. For instance, say you notice the majority of your profit comes during the spring, but you actually turn more sales in December around the holidays. This means that your customers are willing to pay more during the spring than they are during the holiday season when you likely have to offer deep discounts in order to keep up with your competition. Recognizing these trends and being ahead of this curve will yield higher profits, but it also means that you’re very much in tune with the habits of your target audience.
This brings us to our last tip which is all about motivating your target audience using a proven method: the sales accelerator. Phrases like “Limited Time!”, “President’s Day Discounts!”, or “Annual Sales Event” indicate that great deals are to be found, but that they’re not going to stick around either. Take advantage of this by also coupling items that complement each other on sales. Think of the checkout line at the grocery store – they often offer trial-size or travel versions of frequently used products, gift cards, batteries, gum. If your customers are motivated to purchase during a “One Time Only!” sales spectacular, maximize on their motivation by suggesting related items.
Use all of these suggestions, or just a few, and you’ll be seeing an increase in your profits all thanks to cranking up the volume on your conversions.
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