Posts tagged "conversion rate optimization"

Why You MUST Use Custom Landing Pages for Your Campaigns

April 8th, 2021 Posted by Conversion Optimization 0 comments on “Why You MUST Use Custom Landing Pages for Your Campaigns”

I’m going to tell you a secret that changed our business forever and skyrocketed our client’s marketing results.

Are you ready?

Build standalone landing pages for your campaigns.

Sounds simple, right?

Like almost bordering on silly, simple.

Well, let me tell you a quick story.

A case study that proves the point

We used to run Google and Facebook Ads to our client Easton Motors’ website. We thought they had a pretty solid conversion rate in the 3-5% range.

With a 3.33% conversation rate, you need 33 visitors to your page to get a conversion.

With a 5% conversion rate, you need 20 visitors to your page to get a conversion.

So for this client, we needed somewhere between 20-33 visitors to get a conversion, aka a lead for their sales team to sell to.

From what we could see in their Google Analytics and HotJar screen recordings, it looked like a lot of people would hit the site, then browse the vehicle inventory.

But the real goal for this client was to get their website visitors to start the finance application process to see if they qualified for in-house financing. If they didn’t then it didn’t make sense to have them browsing the cars on the site.

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How To Dramatically Improve Your Store’s Conversion Rates – Fast!

September 27th, 2017 Posted by Ecommerce marketing, Guest Blog 0 comments on “How To Dramatically Improve Your Store’s Conversion Rates – Fast!”

Your online store needs to work hard for you. You want every potential customer coming through those doors to leave with something. And if they don’t make a purchase — you’ll want to retarget them with relevant content and products. But how can you improve your in-store experience? How can you increase your conversion rates fast — when you’ve only get a few hours, days, or weeks to play with? Here are some quick and effective ways to improve your conversion rates STAT.

Love data

Seriously — data is at the heart of every good CRO (conversion rate optimization) strategy, especially in ecommerce. Get to grips with your web analytics and keep pushing for deeper insights. The best way to spend time with your data? Open your data dashboard and investigate the following:

  1. Where do customers usually drop off?
  2. How many failed product searches is your search bar returning?
  3. What are your highest (and lowest) converting pages and products?
  4. Does seasonality affect your web traffic and conversions, and how?
  5. What’s your overall & page-level bounce rate like?

Armed with data that answers these five questions, you should have a pretty good idea of things that you need to focus on. Start by addressing ‘problem pages’, and then replicate strategies that worked on highly converting pages.

You need this same data-driven attitude when it comes to evaluating your marketing campaigns, especially paid ones. Don’t forget to put your in-store conversion rates in context with where your traffic is actually coming from. A store reliant on organic search vs. a store mainly getting traffic through Facebook or Instagram ads will look very different from a data perspective.

Don’t go for scrolling carousels

Kill the carousel.

The ruling from Peep Laja’s CXL blog is pretty damning: “conversion killers”. It’s been consistently found that scrolling carousels and image sliders are bad for conversions. They confuse users, dilute the brand voice, and create a user-experience nightmare.

A static hero image is a much better way to tell your brand story in an engaging visual way. If, like most people, you struggle to come to a decision on things like this: change your hero image every now and then to spice things up. A seasonal banner or a refresh of your visual identity is always a good idea, as long as you keep your branding consistent.

Confusingly, an image gallery on a product page is actually a good idea — so keep slideshow content to product pages only.

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