CRO requires time and resources and, if you’re doing it right, testing. Nonetheless, it’s more than worth your while to familiarize yourself with the basic principles of website conversion optimization, so you can maximize the chances that a potential customer who arrives at your site from a search engine becomes a qualified lead or a paying customer.
There are a number of things you can do to increase your conversion rate, among them:
- Write compelling, clickable PPC ads that are highly relevant to the keyword/search query and your intended audience. All the better if you’re targeting high-intent mid-tail and long-tail keywords that indicate a searcher who is late in the buying cycle, as those consumers are more likely to convert.
- Maintain a high degree of relevance between your ads and corresponding landing pages. Your landing page should deliver on the promise of your ad (the call to action) and make it easy for the searcher to complete that action, be it signing up for a newsletter, downloading a white paper or making a purchase.
- Test your landing page design. Conduct A/B testing to find the right layout, copy, and colors that push the highest percentage of site visitors to fill out your form, call in, or otherwise convert to a valuable lead or customer.
All of these practices can work to increase both traffic and conversion rates. They also have a positive impact on your Quality Score, which lowers your overall cost per action.