Traffic and Conversions that’s what a marketer wants. The process usually begins with traffic. Traffic is great, agreed! Imagine it’s Monday morning and you logged into your Google Analytics account and check your PPC report and you see a graph that shows a great upward trend when it comes to traffic. That’s a fantastic feeling, isn’t it?
Well, a marketer is more concerned about the conversions than the traffic received. You will surely want to see that upward trend in your income and not just Analytics report. But now the common question arises, Doesn’t more traffic equals to more conversions? Well if you ask technically, then yes. Assume that you have got an increase of 40,000 visitors to your website, this is sure that you have a few additional sale than before. But obviously, when we do a pay per click campaign, we not only expect a few additional sale but also expect that the ROI is in proportion to the traffic.
So, what are the steps to be checked when the traffic is increasing but the conversion rate remains relatively stagnant? Like any other problem, find the root and fix it. In this blog, there are a few issues mentioned surrounding traffic and conversions and chances are that your issue is also listed below, so keep reading! And if you find your problem listed below, then you can surely consult a digital marketing agency for digital service, SEO services that will help you improve your PPC report.
1)Your Design is probably not that appealing
Nowadays mostly everyone uses a smartphone as their primary mode for accessing the web. If you review visitor device information on Google Analytics platform then you’ll see that there are similar rates of mobile usage as that of desktop users.
Ain’t it frustrating, when you visit a particular site using your smartphone and then the site requires to be zoomed in and has to be scrolled horizontally. And something even more irritating is that there appears a pop-up suddenly from nowhere, which doesn’t even allows one to close it up, this is what leads the experience of a user to go from a bad one to the worst! The chances are that they will just close the tab and continue to something better, so now even if you have traffic there is no conversion.
Adding to this, Google has now updated their algorithm and have now considered mobile compatibility a ranking factor. So it’s time to design your website and make it mobile-compatible, or else you will miss out on conversions and can also face a significant drop in the organic search rank. Mobile compatibility is just one element, there are also other elements that can repel your visitors like. Your website has multiple calls to action, which prevents them from taking action, too many steps in navigation to reach that one product, cluttered or confusing content, just to name a few. Well, a suggestion here will be rather than just guessing what the issue could be, or what can make the user love your website, you should consulting a digital marketing company, who will in turn help you with the digital marketing services and SEO services and will help you make your website consumer friendly.
2)Slow page loading time:
This is another fairly obvious, yet still common, component of a poor landing page. As it is rightly said by experts that, a landing page should ideally load in under two second. If it takes any longer, there are chances that your prospect will exit the page and head over to your competitor’s turf.
So, now you might be looking for a solution to fix this frustrating low loading time! Marketers can address this issue by ensuring that there is no third party element on your website page that are the main reasons that are taking an excessive time for the page to load. An expert digital marketing agency can help you with this issue. Also to be kept in mind is that the order in which the elements of the page load is very important. As it is the users perspective that they feel their query is answered from a point when they see a relevant image on the landing page. An important point here is that the SEO optimization is not often important for the landing pages that are designed for these paid ads. As mentioned above Google now will start ranking the website based on the loading time on the mobile devices, so now you know how this small improvement on your website can help you yield potentially huge results.
3)Asking too much information:
This is a common question all marketers fret over- Am I asking too much information? Not asking enough information could result in difficulty qualifying the lead, but when you ask for too much, your prospect is likely to abandon the purchase. One must make data capture as straight forward as possible, this is sure to improve your database and perfectly compliment your landing page. Experts say that five form fields, usually receive the highest conversion rates. But one should also see that the information asked is quite relevant to the product they are offering. They believe simplicity is the key to success. So whenever you are opting for a digital market service from any digital agency make sure that you ask them to keep the form precise.
4)Trouble with Calls-to-action:
If you as a marketer think that crafting an amazing offer and telling a great story with visuals with a dynamic copy will send your conversions through the roof, then I would like to prick that bubble for you, because it is actually quite the opposite.
Even if your Target Audience is in tune with your offer, there are possibilities that your conversions are going to suffer if you don’t have a strong and compelling call-to-action. In some cases, you have to specifically tell the customer what you want them to do. So, if you are missing a call-to-action all together, then you will definitely suffer from low conversions. If you have a call-yo-action that is not appealing then make one that helps you stand out from other page elements, make it relevant, use verbs and actionable language, use terms like “Now” and “Today”.
Also, make sure you test different versions of your call-to-action to determine which design of call-to-action offers the greatest lift in conversions. It is advisable to hire an expert digital marketing agency for these digital services as they are knowledgeable and have a decent experience which will help you make you PPC campaign a huge success.