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Articles in The 'Conversions' Tag

June 19 2009

Matching Your Pay-per-Click Campaigns and Your Website

by Gerard Tollefsen

No matter how developed and well managed a Pay-Per-Click (PPC) campaign is, your website (or landing page) must match the message and value proposition associated with that campaign.  You can drive the most targeted visitors possible through a strong PPC campaign but if your website cannot deliver on the message from the PPC ads, you will miss out on customers.  In addition, site usability plays a large role.

I have been working with a client for about a year and a half on their PPC campaigns and was constantly persuading them to re-design their website.  I had always felt that our campaign results were being hindered because their site wasn’t user friendly and didn’t match up with what they wanted to promote through PPC.  We developed a targeted campaign and managed that campaign closely for many months.  My client was happy with the overall results but I continued to feel we could do better if their website was improved.  Finally, they decided to re-design the site and chose MoreVisibility for the task.  We had a unique advantage in re-designing the website because we were so familiar with their products and services after managing their PPC campaigns for over a year.

The new website has been live for about a month and the increased productivity of our PPC campaigns cannot be overstated.  We only had to make a few minor tweaks to ad copy and keywords in order to match up the message between the new site and the updated PPC campaign.  In the previous 30 days (just prior to launch) we had 77 conversions from our PPC campaign.  For the same time frame, with the new site and updated campaign we had 118 conversions, an increase of 53%.  In addition, my client’s most important conversion metric (New Quote Requests) had an increase of 106%.  These are powerful reminders that where you drive the traffic (website or landing page) from your PPC campaign is just as important as the keywords you select, the ad copy you develop, and your overall campaign strategy.

March 12 2009

Usability Basics for Every Website

by Emily Creech

Within the Internet Marketing industry, it seems that many people have one area where they excel or focus their efforts. Whether yours is primarily SEO, SEM, Design or Analytics, there is one common theme among all of these – conversions.   To go a bit further, there is another common theme – user experience.   After all, is a visitor to a website going to convert if they have a bad experience?   Not likely.   A better user experience can help keep visitors on your site longer, which can lead to more conversions.   Here are a few usability basics to take into consideration:

  1. Clean design.   Take a look at your website, or better yet, have someone else take a look at your website. Is it cluttered?   Does the design augment the call(s) to action? Are there background images that are distracting?
  2. Consistent navigation.   Your website should have an intuitive navigation that is consistent throughout the website.   Most visitors expect to find the navigation menu at the top or left side of the page.   A consistent footer navigation on every page as well as breadcrumb trails that help the visitors to identify where they are on the website, are also important components of a website’s usability.
  3. Focused, quality content. Two metrics that are often evaluated, as they should be, are a) the amount of time visitors spend on a website and b) the bounce rate.   Are the visitors finding what they’re looking for on your site?   To improve these two metrics, make sure that your site’s content is worthy of the visitors’ attention.   If you have a blog, this can be a great way to create new and interesting content for your visitors.
  4. Engaging content. Is there a way for visitors to engage with your website and brand? Do you have comments enabled on your blog? Are photos, videos and/or digital magazines appropriate for your website?   Is there a way for users to share this type of information within social networks?   With the growth of social networks, this is something that you may want to consider.
  5. Eliminate dead ends. Even if the user has found what they are looking for, never leave them at a dead end. Always offer something else that may be of interest. If you have an ecommerce website, this can be an opportunity for them to make another purchase or research other products.   If your site features PDF documents, consider having them open in a new tab or window so you don’t take the visitor completely off of the website. Most PDF documents do not have navigation manus, so users may abandon the site after reading the information if they are not sure how to get back to the main website.
  6. Give them a reason to return.   Repeat visitors are a good indication that they found that they were looking for the first time, or the information on the website was valuable to them.   With a bad user experience, you are certainly not going to be able to capitalize on repeat visitors and additional conversions or revenue that they could bring.  

The user experience of any website is critical to the conversion process.   Each website should meet the needs of the user, and there are many things that users simply expect to find.   If your website lacks a few of these essentials, it is likely that you’ll see the impact in your conversion rates.   So, take this opportunity to think about your website.   Are there areas that could be improved upon?

April 30 2008

The Keyword, the Click-Thru, and the Conversion Rate

by MoreVisibility

Here at MoreVisibility, we partner with many companies looking for us to manage their Pay per Click (PPC) campaigns. For some clients, they have never used the internet to market their business and rely on us to develop, create, and implement a PPC strategy. For other clients, they realize the scope of their internet marketing is growing and they contract MoreVisibility to manage their PPC programs because they want to focus on their core business practices or feel they need an experienced firm to take their marketing to the next level. For the latter, which have significant PPC experience one mistake many make is identifying their top keywords. A big reason for this misconception is the lack of analytics in their program and their assumption that the keyword with the highest click-thru rate is their best keyword, is often flawed.Read More

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