Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate.
This means that the goal of CRO is to get a large percentage of your visitors to convert or complete your desired action. CRO is gaining popularity because it’s a good way of increasing leads and sales without raising your advertising money.
Conversion rate optimization requires time, resources and testing. It’s also recommended to familiarize yourself with the basic principles of website optimization. Here are some of the things you can do to boost CRO.
- Write compelling clickable PPC ads that are highly relevant to keywords, search query and target audience. Also target high-intent mid-tail and long-tail keywords that indicate a searcher who is late in the buying cycle, as those consumers are more likely to convert.
- Maintain high degree of relevance between your ads and landing pages. Your landing page should deliver the promise of your ads and make it easy for the searcher to complete the action.
- Test landing page design with a/b testing to find the right layout, copy, colours and other factors that push visitors to complete forms, call in, purchase or complete any desired action.
PPC Conversion Optimization: Start With The Right Keywords
It can be tempting to fiddle with buttons, forms and other low-end funnel elements that can make or break a sale. However, part of optimization is getting the right visitors to your website.
- High web traffic is useless if it doesn’t convert.
- PPC marketing is a matter of bidding on and optimizing for the right keywords.
- Better keyword traffic data means you can make better decisions about your site and ad copy and target the right customers.
Landing Pages & CRO
The quality of your landing pages has a dramatic effect on CRO. If a prospective client stumbles upon your page as a result of a specific research query but it’s not relevant to what they’re searching for, then they will go back and do another search and you will lose that lead.
Poorly constructed landing pages can also cause your quality score to drop which in turn raises your cost per click, cost per action, and reduce your ad rank so that it’s harder to win spots in Google’s ad auction process.
What Makes a Good Landing Page?
Some of the best practices include these elements:
- Compelling headline.
- Concise targeted copy that clearly communicates your offering.
- Eye-catching and clickable call to action (CTA).
- User-friendly lead capture form.
- Overall attractive design.
These practices will keep your landing pages relevant and high-quality which leads to better CRO and quality score. A Sydney conversion optimization specialist can help get action from your visitors.