How to persuade HALF of your Adwords visitors to complete an enquiry

Most companies are happy if just 1 in 10 visitors converts into an application for their service. Adwords is very expensive, particularly in niches like finance and insurance. So what if you could make changes which meant that almost half your paid-for visitors were completing an application form on your website? That would lead to a massive increase in volume, right? And a huge reduction in your advertising costs.

Here’s proof of how we increased a client’s click conversion rate from 0% (they didn’t have any tracking in place before we took over management of their PPC) to nearly 50%. This is in the finance industry, and it’s an achievement I’m particularly proud of given the huge sums of money spent in this sector:

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I’m now going to reveal how we achieved these awesome results:

 

1) Tracking

The first thing we did was to install Adwords conversion code onto the thank you page of the client’s website. For a few months they had been pumping $2,000 PER DAY into Adwords with only a vague idea of how it was converting for them. They had no way to distinguish between leads they were getting from SEO and leads from PPC. We knew that with a $60,000 per month spend we had to work out what business was being generated by this money.

 

2) Site speed improvements

The client was directing all it’s PPC traffic to it’s homepage. Apart from the design being cluttered and un-optimised, we ran tests and discovered that the loading times were incredibly slow. Image-heavy sites can suffer from this. The site wasn’t particularly image-heavy though – the reason it took up to 20 seconds to load the homepage was down to their hosting provider. This speed issue would have hampered our later optimisation, so it needed to be fixed as a priority. By changing hosting provider, we improved the site loading speed considerably – this also improved the conversion rate of their SEO traffic.

 

3) A new desktop landing page

It was clear that we needed to undertake some pretty serious website optimisation for this client, so we developed a PPC-specific landing page for them. We are highly skilled in the art of website conversion optimisation, and this had a dramatic effect on the conversion rate of their desktop traffic. Changes we made included:

– removing unnecessary header navigation

– removing clutter

– using images to direct the eye to the application form

– cleaning up the application form

– writing brand new content in perfect English with a compelling call to action

– making the site tablet-friendly

– many other conversion optimisation tactics

 

4) A mobile version of their website

Many companies do not reduce their mobile bids to zero despite providing a terrible mobile experience for their users, and this client was no exception. Worse, they were maximising their losses by appearing in the top spot on mobile for their highest volume keywords.

We transformed this client’s business by creating a mobile-specific version of their website and adding a smartphone detection script, so that whenever the site was viewed on a phone, the mobile version would show. We added HTML5 elements to the form to make the user experience near-perfect, and included click-to-call functionality to generate valuable inbound calls.

The mobile site was by far the most important thing we did to increase their conversion rate. In fact, mobile consistently outperforms desktop traffic in terms of click conversion rate from Adwords for nearly every client we’ve ever worked with.

 

5) Some Adwords magic

We restructured the Adwords campaign from the ground up, changing virtually everything from settings to keywords. We increased Quality Score from 6/7 out of 10 to 9/10 and 10/10 within a few weeks.

 

If you would like to discover how we can transform YOUR conversion rate to 50%, get in touch for a free, informal chat.

 

 

 

 

 

About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.

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