Paid Search Sales Funnels

Conversion Rate Optimization

Display Campaign CRO Feedback

May 25, 2021 No Comments

Display campaigns pull cold traffic off the internet into the top of your sales funnel, where it becomes “cool” (lightly engaged) traffic. They also function to constructively influence mid-funnel “warm” (more deeply engaged) traffic.

Landing pages for display campaigns play a different role than landing pages for search, shopping, or video campaigns. So our CRO feedback will be different.

On landing pages for display campaign traffic, the primary goal is not necessarily to push for a conversion. We’re more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.

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Conversion Rate Optimization

Video Campaign CRO Feedback

May 25, 2021 No Comments

Video campaigns are versatile and may generate traffic that enters the sales funnel high, mid, or low. We’ll create CRO feedback for video campaigns based upon your particular campaign, to best match it to the funnel.

On landing pages for video campaign traffic, the primary goal is not necessarily to push for a conversion. We’re more likely trying to clarify and strengthen the value proposition, coming at it from different angles or bringing new aspects of it to light.

Depending upon the nature of the product or service being advertised, it might make sense to also speak to and faciliate low-funnel traffic. But most video campaigns are handling high and mid funnel traffic.

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Conversion Rate Optimization

Shopping Campaign CRO Feedback

May 20, 2021 No Comments

Shopping campaigns drive traffic to pages featuring individual products available for purchase. We look at how effectively the product is presented, and how the bots will index the page.

There are also a number of requirements on the Shopping campaign landing page that are imposed by the ad platform, that we check for. This includes things like the return policy, two means to reach the seller, and refund/exchange procedures.

Landing pages for shopping campaigns have a different role to play versus landing pages for search, display, and video campaigns. Their task is to convert ready-to-buy traffic into sales.

All of our recommendations are consistent with well-known industry best practices, as described in related articles on this site.

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Sales Funnel Fundamentals

Paid Search Sales Funnel Fundamentals

May 3, 2021 No Comments

When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective customer.  At that point, the salesperson will designate that the prospect is “in the funnel”. This is only the start of transit of the lead through the imaginary “sales funnel”.  The early funnel area is represented by the opening at the top, in the accompanying diagram.

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Conversion Rate Optimization

Search Campaign CRO Feedback

May 14, 2020 No Comments

Search campaign conversion rate optimization (CRO) feedback is provided to improve the conversion performance of landing pages.

Landing pages for search ad campaigns have a different role to play as compared to landing pages for display, shopping, and video campaigns. Search ad landing pages are guiding traffic to directly take an action to engage with your business.

Typical changes we might suggest for search landing pages might include:

• Changing the placement or flow of content.
• Transforming long “walls” (blocks) of text into bullet lists.
• Simplifying forms to increase the likelihood of conversion.
• Strengthening the central value proposition and features/benefits.

When needed, we’ll redesign the layout of landing pages to the extent that we provide wireframe-level design feedback.

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