Conversion Rate Optimization – CRO

Website carousels can look polished, but auto-rotating slides often make important homepage content easier to miss. A clear static hero section with one focused message and call to action usually gives visitors a better experience. From a design perspective, carousels do add an attractive element, carousels often have a negative effect on the marketing performance. Extensive web marketing research has revealed that instead of enticing user response, carousels actually detract from the marketing performance of websites.

While the intent may be good, this is a bad practice. Text email addresses that are exposed to the open internet on a web page are harvested by bots, who may then use them for nefarious purposes like email address spoofing. Bad actors can imitate (phish) your "exposed" email address. It's the email equivalent of leaving your keys in the car for convenience.

Website traffic flow analysis helps identify how visitors move through a site, where they encounter friction, and which navigation or page structure issues may be reducing conversions. For PPC campaigns, improving traffic flow can help lower CPA and make ad spend more efficient.

Search campaigns benefit from high-performance landing pages. Conversion rate optimization (CRO) feedback can lead to improved landing page conversion performance. We use Google Analytics 4 (GA4) metrics and Heatmapping analysis to study traffic flows and engagement on your site.

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.

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.

Video campaigns often reach visitors at different stages of the sales funnel. CRO feedback helps align the landing page with the video’s message, offer, and audience intent.

The goal is not always an immediate conversion. For high- and mid-funnel traffic, the page often needs to clarify the value proposition, build trust, and give visitors a stronger reason to take the next step.

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.

Landing page copy analysis reviews whether a page clearly communicates the offer, supports the visitor’s search intent, and makes the next step easy to understand. Stronger copy can improve the post-click experience and help PPC campaigns convert more efficiently.