Website Design
The first place to look has to be the website itself. This isn’t really related to your campaign, it’s a more general thing. It’s just more important with your PPC campaign, because you are paying for each and every visitor to your website - if your cost per visitor was £0, then a 10% increase in your conversion rate would yield a 10% increase in your profits.
There are plenty of books and websites about how to maximise the conversion rate of your website, so I’ll make just a few points on this.
- If people are giving you money, they need to trust you. If your website looks like it was put together by a spotty teenager in his bedroom, they may be reluctant to give you their credit card details.
- If people can’t find what they are looking for, they aren’t likely to buy it. Don’t tell people how to buy things on your website, let them choose their own way. Include a simple, straightforward navigation on the left-hand side of the page, and a clear, easily visible search box at the top (that actually returns what they search for!).
- Don’t distract them. You want a big, clear button telling them what to do next. “Buy Now” on the product page. “Proceed To Checkout” on the basket page.
- Don’t annoy them. Everyone hates pop-ups. Adverts for other products, such as cross-sells and up-sells, are fine as long as they are relevant and not too obtrusive.
- Don’t bore them. Only ask for the details you need when they are paying. You don’t need their full life history, their mother’s maiden name or their favourite type of cheese, so don’t ask. Ideally, put all of your questions on one or two pages.
- Sell your product. Tell people why they should buy this particular product, and why they should buy from you. You put shop assistants in a shop, and they do more than just recite product specifications at you.
Page last updated by Steve Baker on May 11, 2008 at 7:08 pm.
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