Let’s set the scene – You’re a business wanting to get more customers through your digital marketing. You can see that you are getting a lot of clicks on your ads, however you are not getting enough users to become paying customers. Yes, getting people to click on your ads and visit your website can be a good thing, but is it helping your business make money?
Well, conversion rate optimisation in paid advertising is the process of increasing the percentage of users completing a specific conversion action or goal on a landing page that you want users to complete after clicking on your ads.
Although conversion rate optimisation is a term that applies to both SEO and paid advertising, we will be focusing on the latter and how you can create a landing page that optimises towards your desired outcome through your ads.
How Do You Calculate Your Conversion Rate?
Most digital platforms these days will have the conversion rate calculation integrated and so it will be calculated for you. However, if you’re wanting to do this yourself or are wondering what this is based on, then this is how it is calculated:
Conversion rate (%) = Total number of conversions ÷ Total number of visitors x 100
For example, if you’re an ecommerce business and there were 10 purchases on your website, and you had 250 visitors in this time, your conversion rate would be 10 divided by 250 (0.04), multiplied by 100 = 4%.
Why Is Conversion Rate Optimisation important?
As we’ve touched on, getting users to your website is one thing. However, what you’re really wanting is for users to complete a specific action or goal. That’s where you get real value. With websites, there are multiple pages, often with different conversion actions such as clicking on phone numbers, emails, submitting forms, or making a purchase for ecommerce businesses. Not all of these conversions will be as high-value as others, and you want to ensure you are targeting the best conversion action that’ll most likely turn into a converting customer.
This brings us to one of the first and most important steps to increasing your conversion rates: Making sure your ads direct to a specific landing page with the desired conversion action front and centre.
You may be thinking:
“Why is this important?”
“How is this going to improve my conversion rate?
User experience is a major factor in getting the results you want through your online channels. One of the best ways to ensure that you provide a user-friendly experience is to have a specific landing page. Here at nimbl, we can work with you to create a landing page specifically optimised for getting conversions so that you can get better results. We also have a free landing page template that you can use.
Best Practices For Conversion Rate Optimisation
There are many different ways to optimise towards improving conversion rates. However, we’ve come up with some of the key areas you should focus on.
Research Your Target Audience
Understanding your target audience is essential to achieving your goals and getting more conversions. Through research, you can better understand what your target audience wants and needs, use images that would represent them or their lifestyle, or use language that your target audience uses so that they feel like it’s been personally made for them. By doing this, your target audience can actually start to see themselves buying your product or using your service.
Seamless Journey From Ad To Landing Page
Your ads should match your landing page and its content, so that it is a seamless journey for the user. Once a user has clicked on your ad which has already captured their interest, your landing page should then elaborate on what it is that your ad is offering. Having a clear connection between the ad and the landing page is essential in turning a user into a customer.
Keeping It On Brand
If you opt into creating a designated landing page separate from your website and specifically optimising towards conversions, make sure that the landing page is on brand. Not only does this apply to matching your website content and layout, but also ensuring that your ad messaging is reflective of your business and the conversion action is something realistic for your business.
Structure Your Landing Page Around Your Goal
Once you’ve hooked your potential customers in through your ads, ensure that your desired goal is front and centre where the user cannot miss it. When a user arrives at your landing page, you want the content and the structure of your page to guide them to the goal you are trying to achieve.
If you think about a website, often there are many things that users can do and interact with such as various links and buttons. In order to get users to complete a specific goal and become a customer, you want your landing page to have one main goal and make sure that the user is easily able to complete it by ensuring that the landing page layout and content keeps coming back to that one specific goal.
Testimonials
Testimonials (or reviews) are an essential part of creating trust in your brand. By implementing testimonials on your landing page, you automatically provide further legitimacy of your business through the concept of social proof, as it draws upon existing or previous customer experiences and this is particularly important for targeting new, prospective customers.
Easy To Use And Direct
The most important of all is to ensure that your landing page is easy to use and clearly directs customers to the goal you want them to achieve. If your landing page contains a lot of content that users scroll through, a handy thing to do is embed buttons throughout the landing page that jump users straight back to where the main conversion action sits.
By implementing the points above, it will go a long way towards improving conversion rates for your business and turning more users into customers.
There are a variety of other factors that come into play, and here at nimbl, we can help you with your digital marketing and getting the most out of your landing pages. Contact us today to see how we can help your business take the next step in maximising your online presence.
