CRO hack #08: Fixing low conversion rates from search ads
The average conversion rate of search ads across all industries is 3.75 percent. Having said that, the ideal conversion rate of search ads for your business depends heavily on the type of industry it is a part of.
Say you are using a keyword driven ad copy, precise targeting and even a smart bidding strategy for your search ads. In spite of this, if you're still having below average conversion rates, then the problem could be:
The ad copy doesn't match the landing page
Just fixing the context mismatch between the ad copy and the landing page can give a significant boost to your conversions. Try to utilize the same headlines, copy, graphics, and branding from the ad.
A quick glance at the heatmap of the page will show you the sections your visitors spend the most time on. Match the tone and idea of this portion in rest of the landing page content.
Friction on the form
Inspect the form on your landing page for leaks—fields that are having higher drop-offs or are not filled in. Removing these fields will eliminate friction in form submissions and increase website conversions.
Using a long form and not sure how to optimize it for conversions, check out this hack.
Unresponsive design
Your landing page should be well optimized for mobile devices. Mobile optimization should include being responsive, quick loading, and using click-to-call tel links. Analyze the user experience of visitors using mobile and tablet devices using session recordings and find sections on the landing page that can be better device-optimized.
In short:
Cheers,
Tanya
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Tanya Pandey
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