7 Easy Ways to Increase Conversions from Your Ads

If done right, paid traffic is a great way to grow and scale your business. Without being a data-scientist, here are 7 simple things to fix for better results
7 Easy Ways to Increase Conversions from Your Ads

If done right, paid traffic is a great way to grow and scale your business. For a well optimised campaign that effectively targets your target audience is delivering a positive return on investment makes the maths easy – spend $X and get $4X back for example – and if you have too many enquiries to handle, then spend less.

So whether a campaign is underperforming, or you just want to improve your ROI, there are a number of reasons why people may not be ready to buy from you including:

  • They’re only just at the stage of researching,
  • They are looking at your competitors,
  • They don’t think you’re a good fit, or
  • Maybe they just don’t trust you can deliver what they are after.

We’re not going to do a deep-dive on conversion rate optimisation. Following are 7 simple things you can do to improve conversions without being a data scientist:

  1. Your website and/or landing page
  2. Message-to-market fit
  3. A clear offer
  4. Your call-to-action
  5. Secondary call-to-actions
  6. Bridging the trust gap
  7. Retargeting/remarketing

1. Make sure your website/landing page aesthetic matches/beats your competitors

If you’re running paid traffic, particularly Google Ads. You can almost guarantee that people are going to check out some other options before committing. The unfortunate truth then is that appearances do matter.

If you have a dodgy, out-of-date website it could be that you’re just to busy to do anything about it….

But if you are advertising for new leads, it’s fairly safe to assume that maybe the “I’m too busy to update my website” excuse isn’t going to play.

So whether it’s a new website or a dedicated landing page, that is something you can control, so if you want to give a great first-time impression make sure you’re at least in line with your competitors.

2. Focus on message-to-market fit

Do not make it hard for visitors to work out if they are in the right place. The great thing about paid traffic is you have the power to control the landing page experience.

Depending on the ad network you are using, you have different ways that you can target your audience to reach your ideal clients, and this targeting should define the specificity of the landing page experience

A General rule – Your home page is going to be too generic – have dedicated landing pages.

Search ads (e.g. Google Ads) – this is keyword driven and people are searching with specific intent. You have the ability to target specific search queries, so if you know exactly what people were searching for when they clicked your ad, then your landing page should address this right from the begiinign of the landing page.

Display and social ads (e.g. Google Display network, Facebook, Instagram, LinkedIn, etc) – you’re now targeting segments based on demographic traits, and using your ads to filter clicks. Your ads call out to your ideal clients, and your landing page and offer should be congruent with the ad your visitor clicked on.

Outside of making it easier for visitors to find the information they are after, people are after a specialist, not a generalist. Your ad should have filtered the audience, so you have the power to portray yourself as a specialist and speak to the specific needs of your visitor.

3. Create a clear offer

Expect people to do their research – the internet gives everyone the ability to easily explore options, commonly reducing a lot of products and services (even specialised ones) to commodities. This means you need to be very clear about your offer to avoid being compared apples with oranges.

An offer does not have to be just a discount. Some ways to think about your offers are:

  • Specialised product/service/expertise – can you say something about your service/product that sets you apart from competitors, and addresses an immediate need of the visitor.
  • Discounts and sales – this is something that you need to be careful of. You do not want to devalue your product or service, but in a competitive market where people do not appreciate differences this may be a valid option for you.
  • New client offers – this is not necessarily a discount. It could be just a different way of packaging something to make it easier to get in front of people for an upsell.
  • Limited time/stock offer – scarcity is a great way to drive action. The fear of missing out may create a sense of urgency, and even exclusivity.
  • Multi-purchase offer – this might be a factor of economy of scale (the cost to deliver reduces with multi-purchases), or if you are providing services it could be that you know that someone is more likely to become an ongoing client once hey have visited 3 times versus once.
  • Bonuses – this is extremely powerful if you can bundle other items/services that are low cost to deliver, but have high perceived value. For example, a bonus might cost you $10, but with an increased conversion rate it could be you see your cost-per-acquisition reduced from $100 to $30.

4. Have a clear call-to-action

What is the one thing you want people to do – it could be, but is not always, “Buy now.” It could be:

  • Book a discovery call,
  • Book a consult,
  • Call now,
  • Sign up for our free masterclass,

or any other variation depending on what you are offering.

You know what you want people to do, so be clear and repeat it often – don’t make people have to go looking to take the action you want them to take.

5. Consider a secondary call-to-action

For a lot of products and services, you may expect an extended sales cycle where people are going to research and think about the different available options. This is where it is worth having some sort of lead magnet for people to opt in to:

  • Cheat sheet
  • Free masterclass/workshop recording
  • Ebook
  • Diagnostic
  • Free sample.

6. Does your landing page have enough to bridge the trust gap?

The goal of your landing page is to take someone from not knowing you to taking the next step with you. Even if you’re not asking for money yet, you’re going to be asking your visitor to give something – their time, access to their email inbox, whatever – you’re asking them to give up something so you need to show that you’re the right choice.

Typically the best way to bridge the trust gap is to show you have the experience to deliver the outcome the visitor is after. Ways you can do this include:

  • Testimonials and case studies from people/businesses just like them that have achieved a successful outcome through you.
  • Logos of past clients
  • Accreditations
  • Awards
  • Prominently displayed review ratings.
  • Media outlets that have featured you.

7. Retarget/remarket to get visitors back

You can expect that anyone that has visited your website or landing page is more likely to be a match for your product or service, than any new cold audience. If they have not converted on the first visit (the majority won’t) that does not mean you are not in with a chance to convert them when they are ready.

There are any number of reasons why someone may not convert on their first visit, including:

  1. Okay… maybe you weren’t a fit
  2. They could be early in the research phase
  3. They got distracted, and had to go and attend to something else

Depending on your niche, the numbers tell us that anywhere from 98% to 50% are looking but aren’t ready to buy straight away, so retargeting website and landing page visitors is a smart move.

Next steps

At the beginning, I said you would not need to be a data scientist to make his list work for you – most of the items in this list are things that you have control of at the macro level…. because before you worry about the micro one, it’s the big things that are going to determine the success of your campaign.

An ill-defined target audience, non-specific messaging, and an offer that does not speak to the needs of your audience…that’s what you need to address first!

Stuck anywhere between the macro and micro on your paid traffic campaigns, and ready to get someone else on the problem? Book in a call to get in touch and see what we can do for you