Say you are running Google ads with high business intent exact match keywords and sending the most relevant users on your landing page but still, your conversion rate is very less.
How will you identify the root cause of low conversion? What all data, and tools you would use to understand the root cause? What all factors can impact your conversion rate and if you can control all of them?
Then You should check for the following parameters.
1: LP Load Times (Should be under 3 Sec), Check on GTmetrix or Google Page Speed.
2: Check if the Visual & Copy that is that used to drive people to the LP is the same or at least like the Hero banner of the landing Page. (Mismatch in communication leads to non-relatability).
3: Check the bounce rate of all the visitors/clicks on the landing page coming through these ads. If the bounce rate is above 75% or above then there is a serious issue with the flow of information on the landing page, you may want to try another pitch on the LP and keep A/B testing unless you see the bounce rate going to 50%. (Use Google Optimize Tool to perform A/B testing or you could also use Link joy).
4: Quick Fix: Immediately on-Load fire a Pop-up offering a Lead Magnet and see if the response rate has been the same for the Lead Magnet as well.
5: If your LP has the same Primary Menu as your Website, then your visitors might be getting lost in the Menu Area itself and the purpose of the LP gets compromised.
6: Cross Browser Compatibility, if you users prefer to use Mozilla or Safari over Chrome, you can check the same in your Google Analytics Dashboard.
7: Avoid starting your LP with a Video, unless you are using Powerful Cloud Servers.
8: Avoid using YouTube Embeds on your LP, it distracts the user and takes them away from your LP, instead use Vimeo Embeds.
9: Use Social Proofing (Wiser Notify or Useproof.com) to increase stickiness.
10: Deploy Microsoft Clarity or Hotjar to view Recorded User Sessions and their Scroll Length. This data will help you set the right chronology of Information on your LP.
Usually, the Conversion rate (Meaning of Conversion could be Lead Form Fill ups, Sign-ups, Subscribers, or Actual Purchases) is an Indicator of “Perfect High business Intent Targeting”, they may want to alter their targeting altogether if none of the above works.
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