Would you pay somebody to leave your site? No? Think again, because you may be doing it right now, and it"s probably costing you more than you think.
How"s that, you ask?
If you"re paying for marketing that will drive traffic to your website but have not spent any time or money providing a better customer experience on your website, then you might as well be paying your visitors to leave.
Coming in for a bad landing
The other day I was analyzing a potential client"s PPC campaign. They wanted us to review their ads and landing pages to see if we felt we could help them improve the campaign over their own efforts. What I found was pretty striking.
This potential client had been running dozens of ads for various video products they sold. The ads were good overall and each ad brought the user to a different landing page, which, for the most part, was very relevant to the search queries. But the problem I found was with the landing pages themselves. They were, to put it mildly, terrible.
So bad that I was surprised they were able to get any conversions at all. Lucky for them they were, but I know for a fact that the conversion rate was far less than what they could be. The net effect of this is that they were paying for visitors to come to their site and then leave, without every considering a purchase from them.
Drive conversions first, traffic later
Needless to say, we went back to the client to let them know that we could help them.
Significantly.
It wouldn"t take much, really, just time to provide a better user experience on each of the product pages where the ads landed. While the whole site could use a pretty major overhaul, we could get immediate profit improvement just by fixing the landing pages first.
So before you go all out driving more traffic to your site, make sure that you"re providing for a solid user experience. A better experience means more sales... without ever having to spend more on ads.
>>Source Link
>>Blog: Search Engine Guide : Small Business Search Marketing
>>Publish Date: 5/2/2007 8:01:33 AM
>>Keywords: your site
Related Posts
>>Put a Search Box in Your Site Design #
Searching is one of the top activities for Internet users. It drives profits for the search engines as well as the marketers listed on the search results pages. A site search box on your company web s
>>Using Google Webmaster Tools to increase your link juice #
Google Webmaster Tools provides a lot of great data. One of the things it will show you is 404 errors on your site. If you look at this data carefully, it can help you increase your valid in-bound l
>>Sitemaps Improve Site Value #
It is your most important SEO goal and perhaps the one most vital in determining the success of your SEO campaign. However, many search engines have trouble finding links buried deep within the struct
>>Jump On The Video Distribution Bandwagon #
Right now, web publishers of all stripes are busy developing video to entertain or inform visitors. The best video content engages your visitors and encourages them to spend additional time on your s
>>The 4 Most Underrated Pages on Your Web Site #
In this article, I’ll introduce you to the four most underrated pages on -- or not on -- your web site. These are the pages you’ve likely underrated, not realizing their ability to accomplish those tw
>>Mapping Your Visitors #
Statisfy maps the location of your site"s visitors in real-time... using the Google Maps API. I"ve included this for GamesfortheBrain.com for the time being, and you can see the result at statisfy.net
>>Yahoo Site Explorer Gets Updates #
Yahoo has updated Site Explorer, its tool for webmasters that shares what Yahoo knows about your site in terms of indexed pages and links. The latest version allows users to authenticate via meta tags
>>Reciprocal Linking Should Still be a Component of Your Web Marketing Strategy #
Is reciprocal linking dead? Of course not. What should be history, is the practice of requesting reciprocal links for the purposes of improving search engine rankings (if you are still sending out t
>>Backlink Anchor Text at Google #
According to Google"s Webmaster Central blog, Google has added anchor text to the back link information that"s available about your site using the Google Webmaster Tools. This is a feature that webmas