Conversion Rate Optimization

When doing webpage navigation flow analysis, we first rely upon our product marketing level familiarity with products and/or services on the site. With that as the foundation, then website conversion paths and ...

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 are versatile and may generate traffic that enters the sales funnel high, mid, or low. We'll create CRO feedback for video campaigns based upon your particular campaign, to best match it to the funnel.

On landing pages for video 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.

Depending upon the nature of the product or service being advertised, it might make sense to also speak to and faciliate low-funnel traffic. But most video campaigns are handling high and mid funnel traffic. 

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.

Blastoff Ads reporting monitors many client campaigns and can generate alerts when they exceed preset boundaries, conditions, or critical operating limits. Automated monitoring speeds optimizations of campaigns. For example, when we are walking ads up the “split-testing optimization cycle”, as a new ad is introduced we’ll calculate the number of clicks required to provide a statistically significant result. When that alert triggers, we’re then able to make an immediate decision on a winning ad, and introduce a new ad to replace the lower-performing ad. This allows us to quickly “walk” an ad group up the ad performance curve. Another example is automated bidding in campaigns, which takes up to 14 days to converge and lock in. We set alerts when campaigns to bring our attention back to the campaign when it is in the middle of, then coming out of “learning mode”. Similarly, when faults occur – for example, ads are disapproved or payment methods fail, we are alerted and can act on it immediately. There will be more on the use of alerts in PPC campaign monitoring in other articles across this site [links pending].

Analyzing Landing Page Copy: Value Proposition(s), Features, & Benefits Landing page copy analysis involves identifying what message in ad copy and website content are most effective in converting site visitors to potential ...

A CRO baseline is first established using web analytics. We identify navigation paths they take as they move through the site. We may, with your permission install heat maps that record user navigation across pages.