That is Dale (okay, it’s truly Corey, our Director of Marketing campaign Technique, however we’ll name him Dale for the sake of this submit). Dale is the Supervisor of Paid Media at an area digital advertising and marketing company.
Have a look at Dale’s face and inform me you don’t see your self 👀.
Dale is an AdWords wizard, a lot in order that he’s optimized his purchasers’ accounts to the purpose the place he can not get a notable conversion elevate.
He’s tried all the things: altering bids, testing adverts, including adverse key phrases, sitelinks, geography concentrating on — however it doesn’t matter what he tweaks, he’s unable to push past the dreaded conversion plateau.
Dale is caught between a rock and a tough place; he can both ask his purchasers for more cash to ship extra site visitors to their not-so-specific web site (rock), or he can preserve banging his head in opposition to his desk (arduous place, actually).
However wait, Dale! There’s one other approach — one which doesn’t end in head trauma. One which has the potential to supercharge your shopper’s advert spend and make it easier to retain extra purchasers (to not point out make you the hero of your company and the envy of your co-workers — ooh la la).
That “different approach” is to give attention to the post-click expertise.
What’s the post-click expertise and why do you have to care?
Earlier than we outline the post-click expertise, we have to dissect what goes right into a conversion charge.
A conversion charge is the results of three crucial elements coming collectively:
- Your shopper’s providing (the factor or service they’re truly promoting)
- Your shopper’s trade
- The encircling advertising and marketing technique (that is the place you’ll be able to have the most important affect as an company marketer)
The advertising and marketing technique can additional be damaged down into pre- and post-click technique. The pre-click expertise is no matter occurs earlier than your shopper’s prospect clicks by means of on an advert — it’s what you’re already spending 80% of your day optimizing deep within the trenches of AdWords, Bing, Fb, Twitter and Google Analytics. It’s all about getting individuals to the subsequent stage within the funnel.
The post-click expertise, however, contains no matter occurs after your shopper’s prospect clicks by means of — all the things from how precisely the touchdown web page copy matches the advert’s promise to how effectively the web page conveys the supply to how a lot the web page asks of your guests and whether or not the ask is aligned with the customer’s present purchaser stage.
You is perhaps considering, Cool, however this falls outdoors my job description. And also you’d be proper.
However let’s face it, in case your company is simply centered on enhancing the advert expertise, you’re drastically limiting the affect you’ll be able to have in your shopper’s on-page conversion charges. Convincing your workforce to allocate time and assets to optimizing the post-click expertise will end in changing extra of these clicks you’re employed so arduous to get.
The picture on the left represents the guests that drop off after they click on by means of your advert. Nevertheless, allocating assets to the post-click expertise through touchdown web page optimization may also help you drastically affect on-page conversion charges with out growing advert spend — extra just like the picture on the best.
Specializing in the post-click expertise (or the place individuals land after an advert) gained’t simply enhance on-page conversion charges. It will probably affect different metrics you’re attempting to affect whereas optimizing in AdWords.
Right here’s what I imply…
Let’s say your shopper is a Canada-wide various well being clinic. Proper now you’re working adverts for every of its 18 places, however your shopper has supplied you with a generic, catch-all web page on their web site, to ship all this advert site visitors to. This generic web site web page lacks a transparent name to motion, and the copy doesn’t match the adverts, that are hyper-targeted based mostly on location and repair.
Instance of a generic, catch-all webpage, along with your advert’s supply circled in pink.
You know {that a} extra focused web page would carry out higher, so that you persuade your company to create a number of focused touchdown pages as an alternative. You create distinctive pages for every service this shopper presents (like therapeutic massage remedy, homeopathy, and acupuncture )and drive very particular adverts to those corresponding pages. You’ll be able to even go so far as to make use of Dynamic Text Replacement to make sure the search intent is mirrored from advert to touchdown web page.
Instance of a focused touchdown web page, with a single name to motion and a headline which matches the advert copy.
On this case, by specializing in the post-click expertise with devoted touchdown pages, you’re indicating to the customer they’ve made a “good click on.” Your company begins to note a rise in on-page conversions, which leads to decrease value per lead; you’re doing extra with the identical advert spend. However right here’s the clincher: Your shopper’s AdWords Quality Score improves, thereby — look forward to it — reducing CPC. (Insert mind-blown gif right here.)
Virginia-based digital agency Workshop Digital did it. They had been capable of check their approach as much as 20-22% conversion charges — 4 occasions the leads their shopper was getting prior — with out driving extra site visitors, however as an alternative by allocating assets to the post-click expertise.
What does specializing in the post-click expertise appear to be?
The best and most impactful approach to enhance the post-click expertise is to introduce touchdown web page design and optimization as a service your company supplies.
Step one is to construct devoted touchdown pages in your shopper’s campaigns utilizing best practices and insights about your shopper’s trade from the Conversion Benchmark Report. (This may take some collaboration along with your shopper to find out which presents to roll out.)
The second step is to optimize your shopper’s pages to extend the conversion charge over time, like Workshop Digital did:
“We began testing all the things from photos to backgrounds, slideshows, movies, copy, headline placement, kind placement, button placement. At first we simply performed round with what we thought would work. And we began slowly seeing enhancements. Each touchdown web page iteration we examined would get incrementally higher.”
Easy methods to supply touchdown web page optimization companies at your company
Working touchdown pages and optimization into your company’s providing doesn’t must be a mammoth activity (we promise!).
Get everybody on board
We get it, there are a ton of those who want to purchase into touchdown pages and optimization earlier than your workforce can begin working with it.
They’re such as you; they want proof that what you’re proposing will truly assist the enterprise, the underside line and even simply make their lives simpler. Fortunate for you, listed here are 4 causes you’ll be able to present your workforce:
- Construct long-term relationships along with your purchasers by launching and optimizing particular, focused campaigns versus one-off, generic campaigns.
- Unlock a brand new income stream in your company (Montreal-based digital agency Webistry noticed a 23% enhance in income by providing touchdown pages and a 50% enhance in common retainer charges by providing optimization companies).
- Get forward of (or at the least on par with) your competitors, who would possibly already offer touchdown web page and optimization companies.
- Improve your client’s AdWord’s Quality Score and break by means of the conversion plateau… principally impress the heck out of your shopper.
Value your companies
Working touchdown pages and optimization into your pricing could be difficult, and what works for one company could not work for the subsequent.
Is touchdown web page design a staple service of yours? Will you supply observe up, upkeep and optimization companies? Or are touchdown pages merely an add-on that you simply’ll educate purchasers to keep up themselves? Here’s how a few successful agencies already do it:
- Embody touchdown pages in your retainer payment, like Utah-based Disruptive Promoting. They embody touchdown pages of their pricing, whether or not their shopper makes use of it or not. (And guess what? 95% of their purchasers do use it.)
- Cost your shopper for touchdown pages instantly, like digital advertising and marketing company Third Wunder, who establishes a flat payment after which makes additions based mostly on the shopper’s wants, or Titan PPC, who costs a flat payment of round $500-$700 for a customized touchdown web page.
Pitch it to your shopper
Getting your shopper on board is barely completely different from getting your company on board, though the premise is identical: Present them the way it will enhance their enterprise. Listed here are a couple of factors which may stick.
- Sending advert site visitors to your catch-all web page with a excessive consideration ratio is a waste of cash. Devoted touchdown pages, however, have an consideration ratio of 1:1, and due to this fact the next probability of conversion.
- Touchdown pages enhance ROI because of a precept known as message match, whereby your advert copy matches your touchdown web page copy.
- You’ll be able to preserve upping your advert spend… or you’ll be able to optimize what you’ve bought. Touchdown pages compound PPC efforts so you’ll be able to convert the site visitors you’ve already bought, versus paying for extra site visitors.
And for future purchasers, contemplate doing what Webistry does and don’t give purchasers the choice. Touchdown pages and optimization are an important half their providing, and assist them get one of the best outcomes for his or her purchasers.
Remaining ideas
As a paid media supervisor, you might by no means have centered on the post-click expertise… nevertheless it might make your job optimizing a ton simpler.
Armed with the instruments required to construct and optimize your shopper’s ad-to-landing-page expertise, your workforce will amplify your PPC efforts, affect the metrics that matter and, finally, impress and retain the individuals who matter essentially the most: your purchasers.