5 Ideas for Boosting Landing Page Conversions in 2017

Landing Page Conversion Ideas

Optimizing landing page conversions is an ongoing process for any good advertiser. It is also one of the most critical metrics that you can focus on to foster successful PPC campaigns. While the year is winding down, now is the best time to start gearing up your advertising strategies to ensure that you attract high-quality leads and gain new business in 2017. If your current landing pages are not converting as well as you need them to convert, consider adding one of these fresh tactics for improving landing page conversion in the coming year. Read on to learn more about five expert-tested ways that you can boost landing page conversions.

1. Use High-Quality Images to Catch Attention

Images are compelling components of many excellent landing pages. They can pack a large amount of meaning into a relatively small space. For companies with tangible products, images of those products help prospective buyers imagine the product and envision exactly what they’re buying. Even for companies that provide more abstract value, such as legal or insurance service providers, images can help communicate the value of the services more concretely.

It’s not just the presence of images that matters, but the quality of those images. Many companies find that using high-quality, custom images is the best way to use images to boost landing page conversions. One marketing optimization firm found that they were able to boost sign-ups for a free consultation by 35% when they featured an image of their founder on a landing page rather than a stock photo of another person. If you’re currently using generic stock photos on your landing pages and aren’t seeing the conversion rate you want, consider investing in upgrading your images to give your pages a more modern, professional look and feel.

2. Offer Social Proof

From recognizable company logos to glowing testimonials, your happy customers are one of the most convincing pieces of evidence in your marketing arsenal. Featuring customer quotes, leveraging recognizable logos, and sharing success stories on your landing pages all indicate to prospects that your product and services are desirable. They also lend your brand more legitimacy, making prospective customers more comfortable with spending their time and resources on your business.

Even simply indicating that many other consumers follow your business on social media, have downloaded your assets, or have signed up for your services can be an effective way to stir up interest. Kissmetrics reports that one media company was able to increase conversions seven times over when they added a call to “join X others” to their landing page.

3. Provide a Personal Touch with Live Chat

Prospects often have questions that they need to find answers to before they’re ready to invest significant time or money with your business. They also want to know that there’s a real person behind your brand that can help guide them to the right purchasing decision. Last year, customer service platform Zendesk found that live chat provided a higher rate of customer satisfaction than any other customer support channel.

Live customer assistance plugins such as UserVoice or Intercom can give you a low-friction way to engage with prospects and answer their questions before they convert. These tools can also be a useful way to gather feedback on the overall quality of information you’re presenting on your landing pages. For example, if visitors often ask the same question about pricing over and over again via live chat, it might be worthwhile to include that information on your landing page upfront.

4. Reduce Sign-up Friction

Whether you’re asking for people to create an account to start a free trial, or  to provide contact info to download a whitepaper, you’re often also asking them to spend time filling out a form. The more time and energy it takes to get to the end of that form, the more likely they are to abandon the page. By analyzing the performance of over 40,000 landing pages, Hubspot discovered that advertisers are able to double their conversion rate by reducing the number of fields on a landing page from four to three.

While it can be tempting to try to gather as much information as possible from each conversion, your business is likely better off with a little less information but many more leads. Perform an audit of your existing landing page forms and determine what pieces of information are critical for each interaction. Limit the number of fields you require to only what’s necessary to streamline sign-ups and boost landing page conversions.

5. Give Your Audience CTA Tunnel-Vision

Just as they can be enticing to try to pull as much information as possible from visitors with long sign-up forms, many advertisers fall into the trap of offering their audience too many opportunities to take action on a single page. If your landing page features multiple calls to action (CTAs), then the chances of your audience actually converting are likely much lower than if each landing page had only one. Research studies show that buyers are more likely to make a purchase (and be satisfied with their decision) when they have fewer options to choose from.

Links to additional web pages, secondary CTAs, and content that isn’t relevant to your primary call to action don’t belong on high-converting landing pages. To make sure that your landing page is funneling visitors towards your goal conversion (and nowhere else), eliminate as many opportunities for distraction as possible.

Boost Landing Page Conversions in 2017 with Webrageous

Landing page conversions are only one part of the equation when it comes to creating successful PPC campaigns. Webrageous’ team of expert PPC managers can help you determine a strategy that combines killer landing pages with the right keywords and bidding strategies to ensure optimal performance. Contact our team today to learn what you can do now to prepare your PPC strategy for the new year.

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5 Metrics You Should Always Monitor in AdWords

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If you’re already running AdWords campaigns, you know that Google makes a huge amount of data accessible to you surrounding the performance of your campaigns. While it can feel overwhelming to wade through a dashboard full of numbers and metrics without purpose, learning to parse your AdWords dashboard effectively can give you a wealth of insight into how your campaigns are running, and what you can do to make them more successful.

Most people don’t have time to sit down and pore over stacks of data, so paying close attention to the right metrics will let you get the information you need to run your campaigns well without wasting valuable time. Here are five of the most important metrics that you should always monitor in AdWords, and how they can help you make your PPC campaigns more successful.

CTR (Click-Through Rate)

Your CTR, or click-through rate, is one of the basic building blocks of AdWords analytics.  Because CTR only measures how many clicks your ads receive, it doesn’t paint the complete picture of how your campaigns are performing. However, that doesn’t mean that you should ignore your CTR. While CTR isn’t very useful for determining overall conversions, it is an important indicator for whether your ads are reaching the right audience.

Successful advertisers treat CTR as a litmus test for whether their ad copy is on-point and if they’ve chosen the appropriate keywords. Oftentimes, a drop in CTR can be a sign that it’s time to freshen up your ad copy or rethink their keyword strategy.

Conversion Rate

CTR  is a useful metric for knowing whether your ad copy and keyword strategy is up to par, but your conversion rate is an important metric because it tells you what happens after that first click. Whether a conversion means filling out a form on a landing page, making a purchase or calling your business, measuring how many of your viewers “convert” to qualified leads or customers helps you understand the overall success of your PPC efforts. Your conversion rate can tell you how well your advertising campaigns are truly reaching potential customers.

A good conversion rate is proof that your ad spend is leading to real profit, and thus that your investment in PPC advertising is (literally) paying off. If your CTR is high but your conversion rate is low, you may need to consider reviewing your landing page, or examine whether your ads are reaching the right segment of your audience.

CPC (Cost Per Click)

Paying close attention to your CPC, or cost per click, helps you allocate your budget more effectively and ensures that high-cost keywords aren’t eating up your ad spend too quickly. In industries such as insurance and legal, where competitive keywords can be extremely costly, ensuring that your cost per click stays reasonable is an important safeguard against overspending for ad placements.

Managing cost per click can be a fiddly business, as the baseline cost per click can vary dramatically for some keywords depending on the time of day, your Quality Score, and a variety of other factors. Many advertisers opt to have their campaigns managed by PPC management firms like Webrageous or use automated bidding tools in order to maximize their cost per click.  

Cost Per Conversion

Just as CTR is a weak metric without the context of your conversion rate, CPC can be much more valuable if it is considered alongside your cost per conversion. Cost per conversion indicates what the cost of acquiring a conversion or new customer is. A healthy cost per conversion should correspond to the overall value that a conversion brings. For example, an online clothing retailer selling $5 pairs of socks would not want to pay $50 per conversion, but for a lawyer that $50 conversion may result in thousands of dollars income in the long run.

Cost per conversion gives you insight into the ultimate value of your PPC campaigns. Just as with conversion rate, examining your cost per conversion can help you understand the real financial benefit that your ad campaigns are bringing to your company.

Quality Score

While Quality Score can feel a little more mysterious than other metrics, it impacts everything from how much you pay for ads to how good their placement is, so it’s a critical metric to monitor in AdWords. The other metrics we’ve discussed have to do with how your audience views and reacts to your ads. Quality Score is an important indicator of what Google’s algorithm thinks of your ads. And since Google is the gatekeeper of ad performance, making sure that your ad copy, keyword strategy and landing pages live up to Google’s standards can help you get the best results for your campaigns.

Whenever you make changes to your campaigns — especially if you make changes to your ads and landing pages, make sure that you double check your Quality Score. Making changes to copy and layout can have a significant impact on your Quality Score, which can ripple through other aspects of your campaigns and bring down performance quality.

Running Data-Driven AdWords Campaigns with Webrageous

PPC is a fast-moving, ever-changing advertising medium. As demand for online advertising continues to rise and the tools used to run campaigns become more sophisticated, being able to monitor and interpret key metrics for your ad performance can have a huge impact on your advertising success. By using metrics to drive your advertising decision-making process, you’ll be able to react to any changes and make PPC decisions based on data, rather than blindly making choices that may or may not improve your campaigns.

Webrageous has been running data-driven PPC campaigns for our clients for years, and we can give you more insight into your AdWords metrics to help you run your advertising campaigns more effectively than ever. Contact us today for more information on running high-performing AdWords campaigns with Webrageous.

Conversion Optimizer: Weighing the Pros and Cons

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With all the data you can track with Google AdWords, it can be easy to get sidetracked by relatively short-term metrics, such as CPC and CTR. But for most businesses, the ultimate goal of PPC campaigns is leveraging that data to give your ads a high conversion rate. Google’s Conversion Optimizer feature is designed to help advertisers hone in on the metrics that matter in order to optimize the conversion rates of their campaigns, and it can be a very effective tool for improving the performance of your PPC campaigns.

But the Conversion Optimizer isn’t a one-size-fits-all solution that will make all your lead flow woes disappear overnight. Before you put all your faith in this powerful feature, it’s important to weigh the strengths and weaknesses of Conversion Optimizer. Here are some of the pros and cons of using Conversion Optimizer to help you decide what role it might play in your PPC campaigns.

Pros of Conversion Optimizer

Focus on Getting New Business

Google AdWords gives advertisers the option to track two kinds of conversions: conversions, which are simply the total number of conversions for the campaign, and converted clicks, which are unique clicks that lead to a conversion within a 30-day period. Being able to track and optimize for the latter can be a very effective campaign optimization technique. By using the Conversion Optimizer feature to focus on increasing “converted clicks,” advertisers can increase the flow of new prospects and leads coming into their funnel. This is especially important for companies where a steady flow of new business is important, such as in the legal industry.

Optimize Budget for Conversions

For advertisers with a limited budget, Conversion Optimizer can be an effective tool for getting the most conversions for your ad spend. The tool allows you to set either a maximum or target CPA (cost per acquisition), ensuring that your lead flow goals and your budget are well-aligned. Compared to manual bid management techniques, Conversion Optimizer can yield much more cost-effective results for your campaigns, without the extensive time commitment to making manual bid adjustments.

“Smart Management” Without the Expertise

The upside of Conversion Optimizer can be boiled down to a simple benefit: it helps advertisers with limited experience or knowledge of PPC improve their campaigns more effectively. Poorly run campaigns can waste advertising dollars and other resources. Conversion Optimizer provides a relatively easy way to capture more leads and waste less of your budget. Additionally, Conversion Optimizer is a free tool, making it a much more budget-friendly alternative to bid management and PPC management services. However, don’t be fooled into thinking that Conversion Optimizer completely replaces the knowledge of a true PPC expert. There’s no substitute for experience.

Cons of Conversion Optimizer

Less Control Over Campaigns

By its nature, Conversion Optimizer gives you less granular control over your bidding strategy. When you use the tool, you’ll only be able to make bids at the ad group level. Because the feature optimizes your bids automatically, you won’t be able to make keyword level adjustments to your bidding strategy. While this isn’t always a problem, it can spell disaster if your ad groups aren’t well organized.

You’ll also have less transparency into why decisions are being made. Conversion Optimizer makes decisions based on a complex algorithm and doesn’t provide an explanation for why it makes changes when it does. Ultimately, using Conversion Optimizer requires advertisers to have complete trust in Google’s management of their campaigns.  

Your Conversion Rate Must Already Be High

Another downside of Conversion Optimizer is that your campaigns already need to be high-performing to use your existing campaigns as a baseline for performance, so you must already be receiving conversions from your campaign for Conversion Optimizer to work. Google recommends at least 15 conversions in the last 30 days to give Conversion Optimizer enough data to work effectively.

Unfortunately, this means that for campaigns with very low existing conversion rates, Conversion Optimizer may not be a viable option until you’ve already invested time and resources in manually improving your conversion rate. Conversion Optimizer won’t magically fix a bad AdWords campaign. If you do plan to use it, try to use it to improve campaigns that are already doing fairly well, but could do better with a little extra push.

Automated Bid Management Won’t Give Innovative Results

One quirk of automated management tools is that they tend to give relatively predictable results. If you use Conversion Optimizer to run your campaigns, AdWords will focus on keywords that seem like a sure thing to make sure that you hit your conversion goals.  While this can be a good thing — taking advantage of “low-hanging fruit” is always a solid strategy — it probably won’t give you any interesting insights into how to manage your campaigns. Once again, it’s important to remember that while Conversion Optimizer is a powerful tool, but when it comes to creative problem solving, it can’t beat a human bid manager.

Optimizing Ad Results with Webrageous

Conversion Optimizer can be a highly effective tool for advertisers who are looking to get better results from lackluster campaigns. But the bottom line is that the performance of any automated PPC tool will only be as good as the work you put into it. In many cases, a combination of sophisticated tools like Conversion Optimizer and a solid foundation of PPC knowledge will be the best way to ensure that you get the best possible results from your campaigns.

The nuances of how AdWords functions, and best practices for running high-converting PPC campaigns, change constantly. Busy advertisers often don’t have time to run their campaigns themselves often turn to automation tools to help them manage their campaigns more effectively. Webrageous’ team of PPC experts can guide your digital advertising strategy and help you transform your campaigns into high-converting lead sources. Contact us today to learn how Webrageous can boost your PPC conversions and help you develop a more competitive bidding strategy.

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