At the end of the day, web conversions is the fuel that drives the business. All the traffic all the SEO all the PPC is designed to attract the right people to the website, engage them and convert them into interested parties whom we can motivate into becoming customers.
The holy grail, to some degree, is the important and challenging step of “web conversion” which is to transform visitors who are browsing around the site into people who raise their hand and agree to take the next step and either contact you or ask to be contacted.
In pay-per-click advertising their are 3 Key Components into increasing conversions.
- Targeted Ad Copy – clear, concise, and relevant ad copy in the Adwords is very important as the first step in attracting the attention of the right people who are browsing around on the web. The more specific and focused the ad copy is, the more likely it is that you will get the right people clicking through to your site. It is all about “Quality over Quantity”. You want to attract fewer, higher quality people with more specific “longer tail” search terms. This generates higher yields and higher percent conversions.
- Compelling Landing Pages – Visitors will make up their mind to either “look or leave” the landing page within the first 0.5 seconds of scanning your landing page. The top requirement is “Consistency” with what was promised in the Ad Copy. If they smell a “bait and switch” they are gone in an instant. They want to see that the site looks legitimate and that it has more information that is directly relevant to the search term.
- Easy, Trusted Call to Action. Finally, there needs to be a clear “Call to Action“! What do they do next? And what’s in it for them? Do you want them to register or call you or download something of value in return for their contact information? You need a strong motivator for them to take the action. And, that’s not all. You make it easy for them and you need to reassure the visitor you are trustworthy. for example, if you provide a Web Form, don’t make it onerous by asking for too much information. Just ask for name, email, and what they are interested in. A Privacy Statement is a mandatory requirement because visitors are wary, and rightfully so, of the possibility of mistreating their personal information.
There are, of course, many other factors that can impact conversions, but these are 3 key components that require great attention. Properly managing these components can have a 5 to 10 fold increase in your conversion ratio, even higher. You should frequently measure, change, test, and improve these factors in order to continually improve your web conversions.
