Enhance Your PPC Conversion Rate by Reviewing Your Conversion Funnel
August 25, 2009
The reasons a user will abandon your conversion/sales funnel are endless, unfortunately. Today, I’ll explore one case where not only did our online leads decrease but offline leads (phone calls) decreased too. And I had to find out what was going on and some possible solutions.
I am working with a client who sells high-end, custom office furniture. Over the past few weeks our conversion rate has been down so I started analyzing our ad texts, keywords, bids, ad positions, search query reports, and the other usual suspects that could cause my performance to fluctuate.
After running numerous reports within our paid search campaigns we didn’t discover any major performance problems. Our impressions, clicks and click-through rate all remained steady. There were not any specific campaigns, ad groups or keywords that were well below the others. Also, our bounce rate, pages-per-visitor, and time-on-site stats had actually increased. Overall, conversion rate was down and there was no smoking gun in our paid search campaign to blame.
Of course, we conducted ad text optimizations, we adjusted bids accordingly for keywords have historically under-performed. So, we were able to make some changes in or to optimize the account. But I was thinking that there was something else going on.
I was reviewing our lead reports and noticed that online leads and inbound calls were down, and their decline was parallel. This lead me to believe there was an issue that was on a more macro level. After talking with the client, he had mentioned that this time of year may lend itself to users who are conducting more research for these products, rather than actually taking action (but it was just a gut feeling).
I set out within Analytics to see if this is true. Keep in mind, I’m still looking into this issue, but I thought I’d share my findings thus far and maybe it will help you to get a new perspective on your conversion funnel.
Within Google Analytics I reviewed our exit pages from our contact form. Basically, I wanted to see if someone hit our contact form, where did they end up after that (instead of converting)? Here is sampling of my findings thus far (see below).
So, what are you looking at here? In the red box is my lead confirmation page (“/thankyou.php”). I noticed that the number of people who went from the contact form to the confirmation page decreased by 8%. However, the number of people who are going to all of our other products (that are included in the navigation) have gone up. See below:
This initial report was telling me a few things:
- That gut feeling may be right. People were leaving the contact form in order to view other products. This could mean that they are not ready to make the commitment and take that next step (i.e contact my client for a quote).
- Also, this indicates that perhaps we need to review our contact form in order to gain user’s attention faster and at a deeper level, and provide more reasons for them to convert right now.
- During this time frame, inbound calls also went down. This could also indicate the users are doing more shopping than buying as well.
We have not exhausted our analysis and there other strategies we are reviewing in order to get our conversion rate back up. But this is a start. We still have much work to do!
What can you take away from this?
- Seasonality can play a big roll in your PPC performance.
- If there isn’t a smoking gun in your PPC campaign, review your website to see if something has shifted.
- When your conversion rate is down, it’s always a good idea to review your abandonment rate within your analytics tracking (it helps to set up goals in Google Analytics). This can show where people are dropping off and how you might be able to pick them back up again.
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.