In today’s digital marketing landscape, those concerned with advertising conversion face a common phenomenon: More data, more problems. With more methods and tools than ever to measure ROAS, where does a business start?
Fortunately, there are some easy ways to identify an advertising conversion problem. All it takes is knowing what to look for. Today, we sift through mountains of metrics to deliver four of them. For all seven, claim the new Postclick ebook here.
Your page design doesn’t follow best practices
Designing a post-click experience isn’t like designing any other web page. There are some established rules of usability that you have to break for maximum lead generation.
For example, a post-click experience shouldn’t include navigation links. While this would make for a frustrating browsing experience for users on most pages, it’s actually an effective way to keep high-intent users focused on your offer.
To minimize distractions, there should only be one way off your page, and that’s through your call-to-action button. This ratio of one page exit to one conversion goal is called “conversion ratio.” The ideal conversion ratio is 1:1.
Other design elements include the following:
- Magnetic, benefit-oriented headline
- Skimmable body copy separated by headers and subheaders
- Images that engage and inform
- Minimal forms that request only required information
- CTA that offers a clear and compelling path to conversion
Metrics can only tell part of the story. When your analytics indicate you’re losing conversions, redesigning based on established best practices can potentially revive your page.
High cost per conversion and low conversion value
High cost per conversion and low conversion value will translate to an unsuccessful campaign. When this happens, generally you have two options: lower your cost per conversion or raise your conversion value.
There are many ways to lower the cost per conversion. Among them: alternative sources of traffic, more narrow segmentation, more persuasive web design.
Though a less common fix, you can raise conversion value with price adjustments, or even pricing model changes (like packaging products or upgrades together instead of selling them individually).
High number of leads, low number of sales
Lead generation is only valuable if it adds to your bottom line. When leads don’t turn to sales, there are a few common reasons:
- The sales team isn’t closing: Training, talent, software, leads, and leadership all play a part in the efficiency of the sales team. A lack of any or all of these can prevent a sales team from performing at its peak.
- You’re generating low-quality leads: Lead quality can be a result of the network, targeting, and very often, the offer and form. For example, offering a free product to visitors who complete a form may get you a lot of leads, but not necessarily leads that will purchase.
- Your nurturing is ineffective: Marketing and sales have to come together to determine definitions of MQL and SQL. What information do you need from your prospect to qualify them? Only once you know can you develop an effective lead nurturing strategy.
Your conversion rate is low
The most obvious indicator of a conversion problem is a low conversion rate. When visitors aren’t regularly claiming your offer, there can be a host of reasons. Before you start to determine what they are, though, you need to determine what “low” means for you.
On the Google search network, the average conversion rate is 4.40%. However, it varies across industries:
On Facebook, the average conversion rate is 9.21%. Again, though, “low” is something that depends on the industry.
Clearly, it also depends on the network you’re driving traffic from.
More than anything, though, it depends on the business. Yours is unique, and to discover what “low” means for you requires examining past trends in your own data (conversion rates, customer segments, seasons, etc.) and comparing them to current results.
If you find your conversion rate is lower than it’s been historically, there can be many reasons. It’s worth looking at traffic quality, lead generating and nurturing practices, design, message match, technology, training, user testing, and more.
Get the full ebook
Problems with advertising conversion extend well beyond leads, sales teams, conversion rates, and design best practices. Identifying them is the first step to optimization. For more on what you should be looking for to determine whether you have an advertising conversion problem, get the Postclick ebook here.