PPC Conversion Rates
Facilitating a Frictionless Conversion Rates
Losing users at any other stage at the process is justifiable: they might be looking to solve a different problem than the one you’ve identified; your offer might be out of their price range; or they might just be the type who aren’t going to be convinced, for instance, to turn away from a recognizable brand name – no matter how compelling the support you’ve amassed in favor of your product. However, there is no good reason to lose a user in the middle of the conversion process. There’s really only one way to do so: making the conversion process too complicated. Which leads to perhaps the most important rule of landing page design: make the conversion process as simple as possible.
(In the majority of cases, the page where users execute a conversion will not be the same page that they land on when they first click on one of your ads. Nonetheless, the same principal holds: keep it simple.)
For our purposes, it is easiest to distinguish between two different kinds of conversions: calls and forms.
If your goal is to get a user to view a particular page, there’s a good chance that page has a phone number on it. Make it as prominent as possible and, for good measure, include it on any other pages that a user is likely to see.
As mobile browsers become more popular, there’s another consideration to keep in mind. A large image displaying your phone number may be a clear way to display it, but it’s not the ideal solution for a mobile user. If a user lands on your page through an iPhone or Blackberry browser, they can click on a phone number and make a call, but only if that number is text. Even if you have a large image displaying your phone number, be sure to include a prominent textual representation as well. This makes things significantly easier for the growing base of mobile users.
Whether the form on your website captures a lead or completes a purchase, you should strive to make it as hassle-free as possible. This means making two crucial decisions every time you add a field: Is this field necessary? And does it need to be mandatory?
In some cases, such as Email or First Name, the answer is simple. Of course you need basic contact information, and those fields should be mandatory.
In other cases, like Company Name, the answer is less clear. You could certainly execute an order without it, but it’s a valuable bit of information to know. It may be worth keeping the field on the form, but perhaps it should be optional.
And what about Age, Industry or “How did you hear about us?” In every case, you collect valuable information that helps you do business more effectively. But, you also add an extra step that might lead users to change their mind. (Speaking as a customer: more than a few times, I’ve given up somewhere in the middle of a mandatory survey asking for demographic information and suchlike.) Is it worth the risk? Only you know your business well enough to say.