When it comes to online marketing, conversions become one of the most important goals for your website. A conversion takes place if a visitor purchases, downloads, submits a contact form, or sign-ups for email newsletter on your website. Optimisation of the conversion rate could improve the number of visitors on your website. It could be a difficult and tedious process to get visitors to convert on your website or to figure out why they stay away from converting.
Pay per Click, in short PPC, is integral part of online marketing. When it is about PPC, online marketers generally focus on two things:
- Increase conversions
- Reduce cost per conversion
Few tips to improve the conversion rate on your website:
Set goals and settle on the conversion to track
The first thing to consider when starting out is to improve your conversion rate for the goals you have set. It will help you focus on a path leading to conversion rate optimisation. Though it may sound as step one but it is also an overall effective approach. Most e-commerce companies think only of tracking sales, but they should also observe email sign ups, downloads, shares, and engagement on certain pages. You can also think about applying Google Tag Manager to get more actions on the website. You need to consider conversions and metrics that result in a purchase or engagement with your brand.
Know the path of purchase
Most shoppers begin with the brand awareness and then choose who to purchase from. But, they have many options to decide on what they want. You can take help from Google Analytics, which has a nifty tool to showcase behaviour, acquisition and conversion patterns. If you have required data collection, visit the Google Analytics reports and find out where most of your visitors come from and the standard path they take to purchase. Another thing that you must not forget is about various technology devices they make use of while visiting your company’s website. In Google AdWords, you can find out where users make purchases and what channels make an impact over their purchasing decisions.
Go through Google Conversions and Analytics
Google AdWords has made life a bit easier for the marketers by introducing and syncing Google Analytics conversion data into Google Conversions. This is crucial as you may find it tough to make sure about the 100 percent consistency of your analytics conversions across different channels of advertising. Today, you have the option to look at the Google AdWords interface where conversions occur through campaigns, keywords, ads, and several other segments, such as time, network with search partners, click type, device, and conversion rate optimiser.
Line up Ad copy with landing pages
You must align PPC ad copy with accurate landing pages. It means that if someone is looking for a certain type of product, you must re-direct them to the specific product page.
Be generous, give special offers
A number of online buyers visit stores to make purchases only where the sale season is on. But, for the start-ups, looking to improve leads and sales, it is wise to create special offers for those who make a purchase or sign-up on for the newsletters. You should take the promotional marketing approach and include it into your Google ads so you can eventually make use of those opportunities.
Many PPC marketers highlight more on brand awareness and keep purchases or other sub-macro conversions at back of their mind. But, it is crucial to take into account the brand awareness metrics which are essential to your marketing campaign and measure conversions occurred because of the keywords.
