Getting a searcher to visit your website or landing page is only half the battle when it comes to search engine advertising. Once someone visits your site, you now have to incent them to contact you. From a marketing standpoint, this means converting them from a prospect to a lead, and from a lead to a customer. But, this isn’t always easy, nor is it a single-step process. In fact, conversion requires some time and effort on your part to optimize your site to drive contacts, track your results, and follow up with your best leads so they buy from you. Whether you are trying to get more calls or close more business, the following website tactics and marketing technologies will surely improve your search advertising ROI.
1. Conversion-Optimized Landing Page
Did you know that your landing page is a vital component of your search advertising campaign? It’s probably more important than you realize. Creating a specific landing page for your search advertising campaigns – especially if you are running multiple ad groups – can help you improve your quality score while improving the customer experience, because the language on your landing page will match the content of your text ad and the keywords you are bidding on. It’s also an easy way to test different landing page elements without having to re-engineer any parts of your website.
Whether you decide to create a campaign-specific landing page or send searchers to an existing page on your website, the end goal is always the same: to get a conversion from the visitor. This means either a phone call – which is probably the most common and highly sought after type of conversion – a form submission, an email, or some other action you want the visitor to take. There are many ways to design and architect an effective landing page, but it should always include a prominent phone number, a clear call to action, and a strong value proposition that guides the visitor toward contacting you.
2. Mobile Website
Still think you can get by with just the desktop version of your website? It may be time to rethink that stance. Today, 84% more Web traffic comes from mobile devices than it did just a year ago. According to the Mobile Path to Purchase study by Nielsen, nearly half of consumers rely exclusively on a mobile device like a smartphone or tablet to conduct research about a product or service they were intending to purchase. And, 74% of smartphone-related purchases are completed offline, with 1/3 of smartphone users looking specifically for a business’ phone number or location on their device. So, it’s important to have a mobile-optimized site that provides accessible information about your business like a click-to-call number, map, hours, and product and service information to help mobile searchers to not only find you, but to contact you easily.
3. Live Chat
Live chat is a simple yet effective technology you can use to capture contacts from your website visitors. In addition to offering a contact number or email address, providing a live chat option can help you capture information from prospects who visit you after business hours or who prefer not to call you. Live chat, unlike a phone number or email address, proactively prompts the visitor to contact you, so they may be more willing to engage with the chat agent, spend more time on your website and potentially provide their contact information for a follow up from you.
One of the most important features your website needs is a way to track visitor activity, so you can tie actual leads and sales back to your marketing tactics. This helps you determine the ROI of your marketing so you know what methods work the best for your business, and where you may be losing money. There are many ways to track search campaign results, but one of the most important for small business is call tracking, since a phone call is one of the central goals of your site.
You can implement call tracking technology that records the calls made from your website, including caller details, so you can determine which marketing tactic brought them to your site, create a contact list, classify contacts as leads or customers, and follow up with them so you can close more sales from website visitors. You can additionally track emails, form submissions, and completed Web chats to more accurately determine marketing ROI.
5. Lead Management & Nurturing
Getting a lot of calls from your site, but from prospects that aren’t ready to buy? Using an automated lead management system is an effective way to remind customers of your business after their first interaction with you. If you’re too busy to look at your contact list on a regular basis – like many small business owners and marketing managers – you can invest in technology that delivers alerts to your email or smartphone that remind you to reach back out to leads who have recently contacted you. You can additionally use a lead nurturing system that sends a series of automated emails to your leads. These emails would contain information about your products and services, industry tips, or special offers that encourage them to choose to buy from you.
In what other ways are you using your website to increase conversions from your online prospects? Stay tuned for the final part of our series to discover which additional marketing tactics are the best for boosting your search advertising results.