CRO: It Doesn’t Just End at the Click
To wring the true value out of Conversion Rate Optimization, smart marketers follow the attribution trail from the initial contact to the lead conversion and then right to the final deal. As we all know, it doesn’t just end at the click. Higher conversion rates lead to more sales closed, so optimizing a conversion rate means generating more buyers from clicks to ads. If you, as a marketer, have never set up a conversion tracking system to analyze what’s going on with your clients’ customers, it’s time you looked into a solution such an integrated marketing automation platform – a conversion rate metric can tell you how many people click to buy from PPC ads or how many visitors to key pages have transformed into customers.
At the very least, a conversion rate metric is essential to follow and compare at an ad group or campaign level, as it ensures that you are not wasting any of your clients’ daily PPC campaign budget on under-performing ads that may be attracting the wrong customers.
Okay, so what do we mean when we say ‘CRO doesn’t end at the click’? It means your job as a marketer doesn’t stop with acquiring traffic. You have to make sure that traffic ends up doing something of value – otherwise, you’re just wasting your clients’ money. Of course, this isn’t always the easiest goal to accomplish, but here are some solutions that will help when following the attribution trail…
- Track Calls – If you represent a business that sees a good amount of incoming call activity and you aren’t using a call tracking solution, you’re leaving a good deal of your actual conversion rate to guesswork. Call tracking can help you understand the tremendous value of mobile PPC or even represent an opportunity to better allocate the budget you’ve been given; this tactic connects your online marketing efforts with prospective leads/customers who have seen your client’s number in an ad or on a site and have placed a call.
- Funnel People with Remarketing – Remarketing is a process that allows you to target ads to users who have previously visited pages on your clients’ websites.
- Eliminate Inconsistencies – Do your clients’ landing pages contain all the information that was in their ads? If not, they may be over-promising and under-delivering.
- Separate Mobile – If your clients are not using mobile preferred ads and are advertising on mobile, they are missing out on valuable conversions; an ad that converts well with smartphone users may convert poorly with computer users.
So much attention in digital marketing occurs before the click: Bidding, testing, optimizing and more. But one of the best ways to see results is by optimizing what a user sees and does at the end of their ‘click journey’.
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