Websites are one of the most important assets for any business’s brand experience, and one of the easiest ways to engage with consumers.
If you’re employing digital marketing strategies to drive traffic to your website, you would probably agree with us on this.
But it’s not enough to just drive traffic through paid, organic or other channels. You need to consider the whole online experience and how visitors are engaging with your brand when they get to your site as the journey hasn’t ended.
You want to create an online experience that increases the rate at which visitors perform a desired action or multiple actions that ultimately lead to brand favourability and increased ROI. In other words, you want to implement Conversion Rate Optimisation (CRO).
What is Conversion Rate Optimisation?
A system of experimenting with website design and content variations to determine which layouts, copy text, offers and images perform best. Detailed test plans are actioned (often through CRO tools) and constantly updated so there is iterative improvement in the user experience.
Why Is this Important?
On average, a human can focus on one thing for just eight seconds. Eight seconds is all you have to capture a visitor’s attention, to engage with a visitor, to encourage that visitor to take desired actions on a landing page.
Fail to do so, and they’re likely to bounce back to the search results or off your landing page, and onto a number of other competing websites.
This means you wasted money and time.
This video says it all.
Why use CRO to support paid search?
CRO is important regardless whether you use paid search or not. But if you are spending a heap of money with our good friend Google, it does suggest that you see the site as being a key part of the brand experience.
The truth is, the job isn’t done when the user clicks in the ad. The journey hasn’t ended. If you find customers aren’t converting on your site when everything else has been sufficiently optimised to get them there, the solution is not pouring more money into the top of the funnel. The solution is to plug any “leaks” or inefficiencies that may exist. Leaks in the funnel can prevent a keyword from becoming an impression, an impression from becoming a click, and a landing page visit becoming a conversion.
A typical SEM funnel:
Outside a CRO plan improving conversion rate and conversion value through constant testing, analysis and optimisation, it can also:
Improve efficiencies in ad spend: Testing landing pages can lead to higher Quality Scores as Google deems you to be a more relevant advertiser when the bounce rates are low. Higher Quality Scores equals lower bids – i.e. a lower average cost per click (CPC).
Increase ROAS: A lower CPC and higher conversion rate leads to lower acquisition costs and a greater ROAS.
Other channel optimisation: If you find that a message, image or page flow converts extremely well, you can carry it over to your display ads or offline advertising. Paid Search is one of the best testing mechanics out there.
According to Bryan Eisenberg, for every $92 spent on driving traffic to a website, only $1 is spent on optimising what visitors see once they get there. Shocking really.
If you’re spending money on paid search campaigns to bring traffic to your site, you should be investing in tools and practices to keep customers in the funnel to conversion. The results are more instantaneous than you may think and the risk in minimal. There is no need to change the coding of the site or get expensive designers involved when using the latest tools available. It really is much easier than you think and the rewards are worth it.
One Resolution client recently reduced their cost per lead by 17% and in most cases you just need to see a 1-2% improvement to get the money back that you spent on the software and CRO Specialist that month.
If you want to know more, give us a shout. It is a hot topic with many brands as we move into 2016 planning.
Author | Rhiannon Carnohan