Monthly Archives: April 2018

Creating a Seamless Pre- To Post-Click Experience

When starting a new Pay Per Click campaign many business owners often ignore their customer’s experience and focus on selling their products alone. A PPC campaign cannot be successful without properly analyzing the experiences your customers would have.

Pre to Post click experience is the overall experience a user has from viewing an ad to clicking and buying a product online.

Your PPC campaign should put into consideration what the user would experience from the pre-click stage to the post-click stage. In other words there must be consistency and transparency all through the stages. Here are 3 beginner’s guides for a better user experience PPC Campaign.

Transparency and Consistency

These are very important when carrying out a successful PPC campaign. The user experience is the focus here, so, advertising a product with inconsistent price tag and contents that lacks consistency would lead to bad user experience.

Imagine clicking an ad that claims a product for $25 and offers 20 of such product in a pack, only to be disappointed when visiting the site that the product is $30 for the 20 packs. This shows a high level of inconsistency which would only make your users believe the ad is a deceptive one.

Brand Recognition

Sharing their experiences on how likely they might click an ad or buy products online, an online user narrated how she was tricked into clicking an ad on Facebook only to be disappointed that the brand name she saw was different from the site she clicked. For instance, a brand with the name “XYZ” on ad, turning out to be “XZY” on their website; such ads can be termed deceptive, as the user only clicked the ad because he/she was acquainted with the XYZ brand.

Post-click experience

The post click experience matters to the users as much as product sales matters to you. A user wants to buy a product because he knows such product would bring satisfaction, but the question is what are doing to enhance such experience and make them come back for more?

The interface of your site says a lot about this. Apart from the earlier mentioned consistency, transparency and brand recognition, a user wants to spend less time buying a product and checking out. Constant pop-ups urging the user to buy other products are distracting and should be avoided. The post-click experience also involves the final satisfaction they get after buying the product; your PPC campaign extends to the customer care you offer.

Conclusion

Your brand is not valuable if your product does not guarantee an above average user experience. Consistency and transparency are keys to avoiding deceptive ads. Users want to get exactly what they are attracted to and not the other way round.

3 Simple Ways to Drive More Website Conversions

It’s great if your website traffic is booming, but what is the point if that traffic is not converting? Make a quick search online and you’ll find tons of tips on how to make your site convert. Undoubtedly, it can be confusing and maybe even chaotic to try to make your way through all those tips and strategies, so why not start with a few simple strategies you can focus on for results? Before we carry on, let us be clear on what is meant by “conversion rate”.

What is conversion rate?

Your conversion rate refers to your ability to get a certain proportion of your website visitors to complete a specific action that you have defined as a conversion. Your conversion can be anything from an email opt-in to a sale. The higher the percentage of your visitors that subscribes to your list or makes a purchase, the higher your conversion rate.

Now, what should you do to drive more conversions?

1. Make it easy to get to the endpoint

The endpoint of your user journey depends on what your conversion is. If it is the completion of a sale, then you’ll need to make it easy for visitors to get to the purchase page. In ecommerce, that means reducing the number of clicks. Actually, that applies to a number of different kinds of sites as well.

Nobody wants to have to click through several pages to get to what they want, so your focus should be on making it as easy as possible for your visitors to get to that point. Reduce the number of pop-ups you use or eliminate them entirely.

2. Send emails to customers who abandon carts

Once you notice that a visitor has filled their cart but abandoned it at some point, you need to make moves to ensure that this opportunity to make a sale does not pass you by. You can set up an automated email sequence to specifically target customers like this.

One effective way of bringing such a customer back is by sending them an offer via email. If they don’t take action the first time, continue to send them offers.

3. Avoid springing ugly surprises

Any buyer will almost certainly be disappointed when they realise they have to pay extra fees after they have taken the time to fill their cart and made it to the checkout page. In fact, they may leave your site in disgust and decide to never come back. It is better to be upfront with any fees because trying to be dodgy will only backfire.

Remember, your website is there to serve your visitors. Do those well and conversions should get better.