Turn Pay Per Click Conversions into Loyal Customers
May 9th, 2011
Turn Pay Per Click Conversions into Loyal Customers
If you want to turn potential buyers visiting your website into loyal customers you need to think of pay per click conversions like the Holy Grail, and the pay per click conversion path as the path to finding the Holy Grail. Once your customers are on that conversion path, you want to make sure they are drawn into that path and don’t leave until they have made a pay per click conversion.
Here are six steps to keep potential customers on your pay per click conversion path:
Step 1: Choose a landing page that encourages pay per click conversions
Make sure your landing page best describes your product or service. You only have a few seconds before the visitor is going to turn away so make sure you give them enough information about your product or service to encourage them to make a pay per click conversion.
Make sure the landing page is a page on your website that is directly related to the product or service you are offering. Don’t direct visitors to your home page. If visitors have to search for your product they will become frustrated and leave the pay per click conversion path before the first step.
Remember, if someone has clicked your pay per click advertisement, it means that they were interested enough to find out more information about your product. This means they are already interested in making a pay per click conversion.
Step 2: Provide a clear next step
Considering that visitors to your site may already be set to make a pay per click conversion, make sure that the next step to making that conversion is clearly displayed on your landing page. If you are selling a product, allow customers to easily place that product in their shopping cart so that they have already made the first step to making a pay per click conversion.
If someone has clicked on your advertisement, they want this first step in the pay per click conversion path to be clear so make sure it is the most prominent part of your landing page. If your conversion is to have a customer send a contact request to your company, then put ‘Contact Us Now’ with a link in big letters in the top part of the landing page.
Step 3: Provide as few steps in the pay per click conversion path as possible
Once someone has decided to join the conversion path, it usually means they want to make a conversion. However this is not a guarantee. So make the pay per click conversion path short and as little confusing as possible.
If you give customers too many steps you may discourage conversions. Also, if you request more information from the visitor than is necessary you not only risk wasting their time or making them frustrated but you could also make them nervous. This will not only result in potential customers leaving your pay per click conversion path but it will probably also stop them from coming back to your site.
Step 4: Set your potential customers’ minds at rest
Depending on the product or service you are offering, make sure the customer knows that the information they provide in making a pay per click conversion will be kept secure and that your company is reputable.
If you are selling a product, then let customers about to make a pay per click conversion know that you offer secure payment processing. Or if you are offering a service, reassure visitors that your company has a proven track record and provides quality customer service.
Remember that visitors who have clicked on a pay per click advertisement to come to your site are most likely new customers who aren’t familiar with your company or the products or services you offer. So ensure that they feel safe in making a conversion online.
Step 5: Allow customers to make a pay per click conversion later
It doesn’t matter how great your pay per click advertisement is or how informative and optimized your landing page, there will always be things you can’t control when it comes to visitors deciding to make a pay per click conversion. It could be that they want to find out more information about the product, have a look at your competitors’ sites, or they just don’t have time to complete a conversion.
So make sure you always have a backup plan that allows customers to make a conversion later. You could offer a newsletter subscription service so that visitors can be contacted later. Or you could allow visitors to leave an email address to be sent the offer for them to peruse at a later time.
You may not get a pay per click conversion this way but you could use this as an opportunity to provide potential customers with more information about your product or service or send out coupons.
Step six: Thank you page
Don’t underestimate the importance of providing a confirmation page after your new customers have made a pay per click conversion. Simply thanking your customer could be key in turning them into a loyal customer. It will provide reassurance. You could also use the confirmation page as a chance to provide more information or contact details of your company for later use.
If you are interested in finding out more ways of optimizing your landing page and improving your pay per click conversion path, contact Pay Per Click Advertising experts Webrageous Studios.