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How To Apply The Kaizen Method To Your Business
Read this blog post below, to find out why this 100 year old Japanese philosophy has been the key to success for both small and large companies.
January 13, 2022
Pay Per Click Optimisation
By Sebastian Alberti, Digital Marketer
Published January 5, 2022 | Read Time: 3 min
Are your Google Ads not performing in the way they once did?
Generating heaps of clicks and no sales?
Feel like you’ve tried everything under the sun, yet nothing’s working?
You’re not alone.
There are many businesses who are in the same boat as you. Struggling to convert, on the brink of giving up.
But how can there be so many businesses failing, when others are simply crushing it, generating 2X and 3X for every dollar they put into the platform?
That’s truly perplexing.
So, before you go ahead and give up, read this article to find out why you may be struggling, and how those who are killing it on Google, return such a healthy investment from the advertising platform.
When marketers look at growing conversions on Google, they are prone to assessing the performance of their ads using one metric only.
Conversion.
When marketers do this, they don’t realise that 9 times out of 10, they’ll draw the wrong hypothesis.
How?
The purpose of an ad is not to convert, it’s to generate the click.
If you score an ad based on it’s conversion performance, you will be misled to believe that the ad itself is deemed unsuccessful, when it’s not.
If your ad is generating clicks and no conversions, then the ad itself should be deemed successful, your website shouldn’t be.
Why?
Your website is where the conversion happens.
If your website is getting the right type of traffic but not getting conversions, then you most certainly have a user experience problem.
Poor user experience not only affects your conversion rate, it also plays a major role in how much traffic your website generally wastes.
If you think about your website being an actual funnel, and Google ads being used to fill it, the worse your website is optimised for user experience, the more holes it generally has to leak traffic.
When you leak traffic, all the key performance indicators in your Google Ads account will generally become compromised (bounce rate & quality score). You’ll end up paying more to acquire a visitor, your conversion rates will plummet, and you’ll be left with a negative ROI.
There are fewer things more frustrating than navigating a website that doesn’t work how you would expect it too. Poor load times, clunky designs, misleading navigational pathways, and an unfriendly mobile experience is extremely painful.
Frustrated customers lead to poor conversion results and that’s why Google’s decided to step in.
In a recent announcement, Google stated they will favour websites with excellent user experience, because they know just how vital a well polished website plays when generating conversions.
If delivering a website that is highly focused on user experience is your golden ticket to generating more conversions, then how does your site stack up?
Here are some questions you can use to gauge the user friendliness of your website.
*94% of consumers say your website must be easy to navigate
Ok, let’s get down to meaty stuff. It should be a prerequisite that every visitor to your website should experience quick load times, an easy to navigate site (on all devices), easy checkout process, plus all the supportive information you can supply.
Here are some tips you can use to improve your conversion rate on Google Ads through conversion rate optimization.
Know who your ideal customer is, profile them, and then cater for their needs, problems and desires
Make sure the ad lines up perfectly with the landing page you’re driving your traffic to.
Establish a robust optimisation plan, with a section that allows for measuring the impact of your changes.
Test the navigation of your website to identify blockages, areas of confusion, or areas for added improvement.
Test different types of offers using different types of ads to see which is more appealing to your target audience.
*Types of ads - Search ads, display ads, video ads, shopping ads, app ads
Integrate your marketing with a follow up email campaign that you can use to educate users over a longer period of time.
Once you’re delivering a great user experience, you’ll notice other pieces of your advertising will fall into place.
For example on Google:
Your bounce rate will go down, you’ll get more visitors to stay on your website for longer periods than 3 seconds
Your time on site will go up
Your quality score will go up, putting your ads in a better position on Google
Your click cost will go down, and you’ll acquire more traffic at a cheaper rate
You’ll be favoured by Google algorithm and put in a better position than your competition
You’ll receive a better return on ad spend
For example on your website:
Visitors will interact with more parts of your website (homepage, category page, product pages, checkout)
You’ll gain better insight to what your customers value
All of the above will have a positive effect on your conversion results
You’ll generate more conversions from your non & paid Google ads campaigns
You’ll capture more of the market share, generating awareness for the brand - you’ll get more referral sales
You’ll generate more conversions from your paid & organic social media campaigns
As you can see, improving user experience on your website has an amazing compounding effect on conversions, and with Google pushing to favour those who deliver on UX, there is no better time to start optimising your website.
If you need a conversion optimisation action plan, you can contact Conversion.
If you want to calculate how an increased conversion rate can impact your website, and ROI it will bring, use our calculator here
We hope this article was helpful.
Have a wonderful day!
Read this blog post below, to find out why this 100 year old Japanese philosophy has been the key to success for both small and large companies.
Learn how to improve the conversion rate of your landing page, by establishing a hierarchy of importance that appeals to your ideal prospect, and draws their attention exactly where it needs to be.
Driving traffic to a website and getting it to convert is a real challenge these days.
We improve your conversion rate, by turning more browsers into customers.
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