In the world of digital advertising, there are a slew of metrics that can help you track the success of your campaign. Click-through rate (CTR), cost-per-click (CPC), impression count, engagement rate and overall reach are all measures, to a certain extent, of how well your ads are performing. However, if your ultimate goal is high sales volume (and whose isn’t?), there’s only one metric that really matters: conversions.
Your conversion rate, plain and simple, lets you know the overall efficacy of the digital customer journey you have laid out. Whether it’s more phone calls, online purchases, form fills or whatever desired action you designate at the outset of your campaign, increasing conversions always means you are doing the right things in terms of making your product or service attractive to the consumer.
Here are eight steps to optimize conversions from your digital advertising campaign.
1. Drive people to a landing page — not your website homepage.
When someone clicks on your ad, it’s because they want to see more information that relates to the content of that ad. For the most part, website home pages are busy and non-specific. For this reason, directing the user to your website homepage can overwhelm them with information if not flat out misdirect them from the message that caught their attention in the first place. A standalone landing page acts as a concise “step two” to your ad content and is the best way to ensure the user finds what they are looking for.
2. Remove all distracting navigation and language from your landing page.
The customer journey must be smooth and non-distracting, so creating a clean, ad-specific and easy-to-navigate landing page is crucial to directing the user toward the desired action. Be sure to limit the number of buttons and links and only include information the user needs. Remember, they clicked on your ad because they want to learn more about its specific content. Focus on locking down their initial interest, then you can tell them more.
3. Add a call-tracking number in the right-hand corner.
Call-tracking is an innovative way to understand which of your marketing channels are leading to conversions. By placing different, trackable phone numbers on each of your online campaigns/channels and having all numbers routed to your business, you can track the last place the user was before deciding to contact you. By understanding these patterns, you can gain insight into which of your online assets (including your landing pages) are leading to phone calls, and therefore conversions.
4. Design your landing page to look similar to the ad.
If you haven’t figured it out by now, when it comes to the digital customer journey, consistency is key. If the user was drawn to your ad enough to click on it, you are sure to keep them around by continuing similar imagery, color schemes and overall design on the landing page.
5. Always provide a clear call-to-action.
If you’ve done enough right up to this point, it is crucial that you provide one or more obvious and enticing calls for the user to take the next step. A call-to-action (CTA) can be a form, external link, phone number, etc. along with a persuasive message letting the user know why they should act. Conventional wisdom on where you place your CTA is regularly changing, but a good rule of thumb is that the CTA placement should be dictated by the complexity/length of the page. For a shorter page with less information, it might make sense to put the CTA above the fold. For a longer page that conveys a more complex and thorough investment, the CTA may do better below the fold.
6. Create an impulsive moment for the user.
Like in most conventional sales strategies, it’s wise at some point in your customer journey to instigate an impulse decision. For landing pages, this can be wrapped into the call-to-action in the form of a compelling message. Let the user know why they would benefit from your product or service, and utilize urgent language, i.e. “for a limited time,” “act now,” “don’t miss out,” etc.
7. Keep all the important information above the fold.
Remember, the difference between a conversion and a user exiting out of your page hinges on them getting the information they want/need in a short amount of time. Therefore, it’s important that the most relevant or important information on your landing page is among the first things the user sees.
8. Use a very short form.
If you utilize a form-fill as your call-to-action, make sure to require only the most crucial information, i.e. name and email. A long and time-consuming form-fill process is a surefire way to lose a user who may want to get in touch, request more information, etc.
In order to increase conversions from digital advertising, the customer journey must be logical, consistent, and results-oriented. This includes directing those who click on your ad to a standalone landing page, and making sure the landing page is built for optimizing user action. Contact us to learn how we help our clients grow and engage leads and maximize conversions.