PPC & Conversion Rate Optimization (CRO)

Assuming that your PPC ads are delivering clicks, but that the clickers aren't converting, what can you do to increase your conversions? Is there a sound methodology for Conversion Rate Optimization (CRO) you can apply? This post isn't intended to give you concrete answers, but to get you thinking about CRO analytically and objectively.

The first question is, obviously: Why didn't the visitor perform a conversion act (e.g., submit a contact form, call for more information, make a purchase, download a white paper, upload a pictures, etc)?

Here are possible answers to that question:

1. The visitor was repulsed by the landing page
2. The visitor lost interest after surveying the product/service
3. Assuming the ad was enticing enough to lead the visitor to the site, perhaps the website content failed to meet the visitor's expectations set in the ad copy.
4. They didn't like the design or images
5. The price was too high
6. They didn't trust the service/product for some reason
7. They were not at the purchase point in the buy process (e.g., they may havejust been in the information gathering stage)
8. Your product/service wasn't what they were looking for

These are just a few of the reasons why a visitor might not convert. There are many more potential reasons.

The key takeaway is that we can realy only know why a user did not perform a conversion act by getting into the mind of the user. And the only way to do THAT is by, well, asking them. These types of surveys form part of what is called usability testing.

If your business needs usability testing on your website, contact our SEO consultants at the

http://s.gnosisarts.com/seonj