Your PPC campaigns are generating steady traffic and you’ve figured out how to create ads that make people click – so why is your PPC strategy unprofitable? If your average CTR is above ~2% but conversion rates and return on ad spend (ROAS) are falling short, the issues are most likely taking place on your website – and, more specifically, your landing pages.
Quality landing pages are just as important for PPC performance as ads, bidding strategies and your other campaign settings. In this article, we explain why landing page conversion rate optimisation (CRO) should be a priority in your paid advertising strategy.
How important is landing page CRO for PPC?
Landing pages bridge the gap between phone number database ad clicks and conversions on your website. Effective PPC ads entice users to click through so they can take up your offer or find out more information. Your landing page needs to deliver on the promise made in your ad and increase incentive even further if you want users to complete your conversion goal.
Clicking on an ad takes little effort and users have nothing to lose – other than a few seconds of their time – to click through to your website, satisfy their curiosity and bounce right back to search.
The problem is, you’ve paid for that click and received nothing in return.
Convincing users to complete a conversion action after clicking through to your website is a much bigger ask. For this to happen, you need them to read your content, buy into your message, complete some kind of form and, potentially, commit to buying, fill out payment details and part with their hard-earned money.
That requires a lot of effort on the user’s part but this is what you need to achieve to generate a return on your ad spend.
Science tells us that, to convince people to take actions that require effort on their part, you have to match or exceed this effort with the sense of reward.
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In other words, the more prospects nine ways to take your holiday marketing to the next level have to physically and mentally do in order to complete a conversion goal, the greater their sense of reward needs to be to justify the effort required.
This is the role your landing page should play, building incentive to the point where the reward outweighs any of the effort required to complete your conversion goals.
A poor landing page experience can
Mean many things but there are two ukraine business directory key areas to analyse: technical performance and page copy. Poor technical experiences (such as slow loading times) increase the effort required from the user to even interact with your page, let alone complete any conversion goals. While page copy issues weaken your message and your ability to increase the perceived reward from converting.
Problems with either area of landing page experience put the balance between effort vs reward firmly against you – and this is bad news for PPC performance.
