Click Through Rate Improved But Conversions Haven’t?
So, you’ve spent time making changes to your account to improve its performance and now the click through rate has improved. Conversions should follow suit and also increase shouldn’t they?
Not necessarily, not all things in PPC have the domino effect you’d logically expect to see.
It’s important to remember with PPC there are two very different stages between your advert showing and an actual conversion. The first stage of PPC is catching the searcher’s attention with your adverts and getting them to click on the ad in order to send them to your site. The second stage is what happens to the searcher once on site; for example- What do they see? What options do they have? Where do they go?
In order for PPC to be considered a success it has to catch a searcher’s attention, lead them to a site and then lead to a conversion. Unfortunately, the design and usability of the website are the main influencing factors when it comes to persuading a visitor from PPC to convert once on site. Obviously, you can tailor your PPC to ensure that any traffic sent to the site is as targeted as possible but if the site is not up to scratch, it could end up costing you the conversion.
It’s worth remembering this when reviewing your campaign’s performance. If your campaign performs well by all normal kpi’s within your PPC account but you are not seeing this performance mirrored in conversions, it may be time to look at your landing page.
The first thing you can test is a different landing page to the one you are currently using. Something simple like this can often make a difference to conversions because the alternative page is may be more relevant or better structured.
If after running such a test no improvement can be seen, it could be time to contact your developer and have a specific landing page built (if you’re not using one already) or some adjustments made to your existing landing page.
A landing page is designed to encourage visitors to perform a certain action so it’s well worth studying your past data for onsite behaviour to point the way with regards to page design.
As long as you design your landing page with your end goals in mind, this can make all the difference to converting your hard earned and paid for PPC traffic.