Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
3 Strategies to Profit When Click Prices Increase (Part 2 of 3 Series) > NetSparsh - Viral Content you Love & Share

3 Strategies to Profit When Click Prices Increase (Part 2 of 3 Series)

What are Website Conversion Strategies?

Website conversion strategies are marketing and technology efforts focused on increasing your website's efficiency with turning visitors into prospects or customers. The majority of website conversion strategies involve redesigning your current website and re-writing your website's copy. However, to build an effective paid search campaign, conversion efforts must also be allocated outside your website and on selecting keywords, re-writing paid ad copy and considering the paid search engines' user demographic and psychographic profiles.

The process of converting visitors into prospects or customers through a paid search channel starts the moment a person sparks a thought, launches a browser to search and selects a keyword. At that moment, the potential visitor has developed a preconceived expectation to what they are looking for and what they are planning to find. As a marketer, by choosing the right keywords, you begin the process of pulling a qualified search user to your product or service.

After the search user enters their selected keyword, they scan the search engine results page for relevant listings that match their preconceived expectation. By knowing your customers and therefore understanding what potential customers want, your ad copy targets the search user's expectations and pulls them into a click-through. The click-through transitions a search user to a website visitor.

Your website visitor has followed a "path of consistency" from the keyword they selected to the relevant ad copy they clicked-through. They expect to continue to find equal consistency and relevancy as they land on your website.

For example, let's imagine a visitor entered the keyword, "silver apple ipod." They found your "Sponsor Results" ad on Google which stated, "Silver Apple iPod; 32mg, free shipping; $439" and clicked through to your website.

At this point, the visitor's expectations have been met with the keyword they selected and the keyword ad copy you displayed in the search results. As they land on your website they expect to find the same consistency and relevancy that led them through the click-through.

Let's assume you understood the "path of consistency" concept and the visitor landed on your website with a headline stating, "Apple iPod" with clear product specifications including the $439 price, a "silver" color choice option (clearly visible), a free shipping statement (including shipping policy) and other essential e-commerce policies and shopping cart components. The consistency immediately identifiable by the visitor increases their confidence, comfort and commitment to completing their intended action.

Unfortunately, many marketers view paid search as a way to generate traffic versus a way to increase website performance that generates positive financial results. By sending the pay-per-click traffic to a website's home page, a marketer mistakenly creates a disconnect in the "path of consistency" process.

Using the same example, if a visitor clicks-through an ad stating, "Silver Apple iPod; 32mg, free shipping; $439" and lands on the home page which promotes hundreds of technology products, the visitor will momentarily feel lost. They expected to find an Apple iPod but now are confronted with the task of searching again for an Apple iPod using the website's navigational and on-site search architecture. A momentary break in the path of consistency forces the visitor to think, reassess and decide whether to move forward or back-track in search for greater consistency and relevancy from a competing website.

By completing the "path of consistency" from keyword to ad to website the visitor has a greater probability of converting to a customer. As Leonardo Da Vinci stated, "It is easier to resist at the beginning than at the end."

This is very similar to the traditional salesmanship strategy of getting the prospect to say "yes" multiple times before asking for the sales close. Your job as a marketer is to get the search user to say, "Yes, that's what I want" from keyword, to ad copy to website. Then your website's specific call-to-action asks for the close.

Website conversion occurs when you satisfy a visitor's preconceived expectation.

The primary strategy for increasing your website conversion is getting to know your customer. By satisfying your customer's needs first; you will correspondingly satisfy your own. In the book, "The Psychology of Persuasion" author Kevin Hogan describes the Law of Reciprocity which states, "When someone gives you something of perceived value, you immediately respond with the desire to give something back."

Although effective website conversion is not always as clear-cut as the Law of Reciprocity suggests, the principle applies ? if you give your website visitor what they require such as confidence, comfort, convenience and fair value then they will reciprocate by completing your call-to-action.

Whether you are a B2B or a B2C enterprise, website conversion strategies concentrate on connecting a visitor to what they want in a convenient, clear and consistent manner. Here are some quick website conversion strategies to keep in mind for your website or custom landing pages?

1. Always add your phone number (preferably a 1-800 number) in a prime location on each page of your website - preferably in the header or another prominent position like the upper-right margin of your web page. A phone number not only adds credibility but also provides a convenient communication channel for visitors to contact you if they need assistance.

2. Use customer-benefit copy meaning more "you" and "yours" than "us" and "we." The principle here is to focus on serving the needs of your visitors. Answer their question, "what's in it for me?"

3. Offer multiple order or relationship-building contact points. For example, B2C enterprises should provide the means to order products via mail, fax, phone, and online using all major credit cards and even PayPal. For B2B, offer a white paper download, a webinar registration, online brochure or product demonstration in exchange for the visitor's primary contact information, as well as a phone number and a contact us form. Make it easy for your visitor to start a relationship with your enterprise.

4. Test various calls-to-action, headlines, positioning messages, testimonials, layouts, graphics and other website components under an A/B split-testing format. One of the greatest benefits of paid search and the Internet in general is your ability to quickly test and track results from different website conversion strategies.

5. Implement keyword-specific landing pages for your paid search campaign. Consistency and relevancy are essential and a custom landing page offers the most effective opportunity for completing the "path of consistency." Coupled with A/B split-testing, custom landing pages have helped increase many of our clients' results by 60% and greater.

Website conversion is a process and not a destination. By continually identifying and learning new conversion strategies for fulfilling your visitor's desires, you will increase your website's performance and generate greater positive financial results in return.

The next and final article of this series will focus on lifetime value of a customer and how it enables you to turn more visitors into prospects and customers regardless of rising paid search costs.

Until next time, get to know your customer and test new website conversion strategies to more effectively satisfy your customer's needs. Remember the "path of consistency" and implement landing pages for your paid search campaign.

Kevin Gold is a Founder of Enhanced Concepts and a published author. If you're interested in increasing your leads or sales, get a free copy of "Understanding Your Conversion Rate" and "12 Surefire Ways to Increase Your Website Conversion" by visiting http://www.enhancedconcepts.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

VRM Intel

Making the Most of Your PPC Ad Spend
VRM Intel
When it comes to PPC (pay-per-click) advertising, marketers are always looking for ways to improve performance. The goal is to optimize the account continuously, finding ways to save money and spend more efficiently. Anyone with PPC experience knows ...


Business 2 Community

'Tis the Season for PPC Advertising
Business 2 Community
Increasingly, marketers and brands must merge their organic content effort with paid advertising offers. Whether you're looking to get Facebook views or dominate the search engine results page, combining a natural content effort with PPC ads is ...


Circus PPC issues guide on how to utilise PPC advertising to boost Black Friday and Cyber Monday sales
Retail Times
Remember the pre-smartphone days when Black Friday (and to a degree, Cyber Monday) were all about who has a better elbowing technique in stores? That sense of accomplishment when you managed to snatch up that last discounted TV from under your ...

and more »

6 Common Misconceptions about PPC
Customer Think
PPC services are the hottest trend nowadays which is regularly optimized by many of you to mark the success of your business. It is a model of internet marketing in which marketers pay only when their ad is clicked. It's an easy way to make people ...


Business 2 Community

Why PPC? – The Advantages of Pay-Per-Click Marketing Explained
Business 2 Community
PPC advertising will deliver immediate results. In fact, the minute your campaign is approved your ads can be viewed by millions of web users. The capacity to launch a campaign quickly and ensuring it reaches your market instantly makes PPC ideal for ...


Entrepreneur

It's Worse Than Pointless to Continually Ask 'What's a Good Conversion Rate?'
Entrepreneur
Conversion rates are one of the most important metrics in PPC advertising. When you improve your conversion rate, the net profit of your business will also increase without you having to invest more money in ads. Given the obvious financial importance ...


Professional Jeweller

GUEST COLUMN: How can jewellers advertise effectively online?
Professional Jeweller
Jewellery customers today are totally comfortable browsing and buying across multiple devices — understanding that wider customer journey and knowing how PPC advertising can bring browsers closer to becoming customers is key. In the evaluation phase, ...


Hospitality Net

Lower your PPC costs with better ad copy
Hospitality Net
Every hotel has some form of PPC campaign running these days. And regardless of whether you're using retargeting ads, Facebook ads or remarketing lists for search ads (RLSAs), the intention is always the same – let's make sure we catch our prospective ...


TNW

3 Widespread PPC Myths You're Mistakenly Falling For
TNW
Many people mistakenly think PPC is a short-term strategy. They want to inform customers about a sale or other time-dependent event, so they advertise. If their ad gets 30 clicks at $2 each, they simply want to ensure that they receive one or more $60 ...


Business 2 Community

9 Quick Tips to Significantly Improve PPC Performance
Business 2 Community
As the name suggests, it works on a pay-per-click basis – in other words, when ads are clicked on by a user, the advertiser pays a fee to Google. Pretty simple, right? Not only can PPC advertising bring targeted and qualified traffic to your website ...

Google News

Plan Your Way to Pay-Per-Click Campaign Success!

Have you heard the saying, "planning is everything?" Perhaps there... Read More

The Fastest Way to Get Traffic to Your Site

Lots of people would like to get their Web site... Read More

Google AdSense - A Quick Overview For Beginners

In Google AdWords, the advertisers' links show up when someone... Read More

Cost Per Click Bid Management

Cost per click or pay per click is a common... Read More

Is Adsense Going To Turn Associate Programs Obsolete

When Google introduced their new Adsense revenue sharing program, people... Read More

Creating Revenue Without Much Effort, Set It And Forget It Online

Earning more revenue from your website is the goal of... Read More

AdWords Campaign Set Up Tips

It's easy to overlook the basics of a strong AdWords... Read More

PPC Fraud, Google Stands to Lose Millions

Google stands to lose millions if fraud continues. It is... Read More

3 Strategies to Profit When Click Prices Increase (Part 1 of 3 Series)

Although the degree of increase varies among industry resources, a... Read More

Discover How to Create Ads Which Give Incredible Results!

Many people decide to spend a lot of money putting... Read More

Why Paid Inclusion is Better than PPC Advertising

When search engines pay website owners a percentage of the... Read More

Affiliate Tips to Raise Your ROI - From Loser to Winner in 30 Days

"Todd" was keen to compete in one of the most... Read More

Choosing the Right Strategy for Your Online Business: Pay for Inclusion vs Pay per Click

Back in the old days of the Internet - in... Read More

4 Steps To A Successful AdWords Campaign

Not getting the satisfaction you want from your AdWords account?... Read More

How to Save Money on the Adwords Network

Over the years I have had many accounts with Adwords,... Read More

The Google Revolution

Google is probably one of the single most important revolutions... Read More

3 Adsense Tips To Dramatically Increase CTR

Here are three Adsense Tips, together with the required HTML... Read More

How To Win The War of Pay per Click Advertising.

Do you know what is the most important question among... Read More

What You Need To Know About Googles New AdWords Affiliate Policy

A lot of affiliates are selling other people's products with... Read More

Pay Per Click Advertising - How To Uncover Profit-Pulling Keywords And Make Your Sales Soar

Choosing to bid on the right keywords can be key... Read More

Adsense ? The Powerful Passive Income Generator

Webmasters have a revolutionary new method of collecting income from... Read More

Ten Tips for Affiliate Marketers Using Google AdWords

One of the hottest ways to sell affiliate products is... Read More

Earning from PPC Search Engine Affiliate Programs

What are PPC Search Engines?PPC Search Engines are search engines... Read More

When AdSense Goes AWOL

No matter how hard you work to optimize your page,... Read More

Pay Per Click: Whats It All About?

No doubt you've heard the phrase "pay per click" before.... Read More