Problem: Wrong Keywords – Poor keyword research can kill an otherwise perfect campaign. Finding the proper search term means avoiding phrases that are too general and capture visitor’s who are ready to buy your product.80% of paid conversions come from 11-25 length keywords. TWEET THIS!
Solution: New Keyword Targeting – Test new keywords and continue research to dive deeper into potential search queries.
Problem: Poor Targeting – While proper keyword research will identify display opportunities it is important to look at other target demographics like age, gender, salary and web surfing habits.Remarketed ads helped drive down online cost per acquisition by 85%.
Solution: Retarget – Find the audience that will be interested in your ad, making them more likely to act on the product or offer they see.
Problem: Poor Ad Copy – If the copy in the ad is boring, irrelevant, or does not have a clear call to action, no one is going to bother clicking through.When we included a price in the ad copy, click costs for a high end retailer fell by over 35% without impacting sales revenue.
Solution: Focus Ad Copy on Benefits (& Price) – Better keyword targeting means more informed ad viewers. Give them the info they want up front. TWEET THIS!
Problem: Lack of Metrics & Testing – There is an old saying in marketing that says “I know 50% of my marketing is working, I just don’t know which 50%.” Campaigns without proper tracking only add to this confusion.Over an 18 month period of testing keywords, ads, and landing pages, we increased B2B sales for a national client by 73%!
Solution: Use Analytics & Test Everything – Statistics programs like Google Analytics and Clicky allow clients to attribute leads and conversions to specific channels as well as test different combinations to optimize campaigns.
LANDING PAGE PROBLEMS
Problem: No Clear Calls to Action – Pages that don’t give visitors a clear direction on what to do or where to go have zero chance of turning pageviews into leads.By changing the text of a call to action button, click through rate increased by 90%.
Testing with just 5 users can find 85% of your site’s problems TWEET THIS!
Solution: Test Call to Actions – Just like in ads, test the variations of button size, color, and placement; as well as length and required fields for email signups or contact forms. 47% of websites have a clear call-to-action button that takes users 3 seconds or less to see.
Problem: Doesn’t Display Benefits of Product – Simply saying “hey here is our product” isn’t enough, give a bulleted or short explanation of the product’s benefits.By decreasing form complexity in a 3-step form conversions increased by 30%
Solution: Simplify – Remember the KISS method, use bullets and lists to display product benefits and only include must-have information, including pricing and benefits. This is goes double for forms.
Problem: Too Confusing or Too Much Information – A landing page with too much information that isn’t relevant to the ad that they clicked will turn visitors off and won’t convert. TWEET THIS!By utilizing dynamic landing pages that generated content based off what the visitor was searching for, conversion rates increased 105% for Avis UK.
Solution: One Landing Page Per Product – This will allow you to target your ads for specific products, and give visitors exactly what they were expecting when they clicked the ad.
Problem: Add to Cart Not Working – How are customers going to buy the products if the cart isn’t working? – Oh yeah, they aren’t. Make sure everything functions.
Solution: Make Sure Site Works and is Optimized – Having a working site is a plus, but having a site that ranks well so customers can find it easily is a major bonus.
Problem: CTA is Confusing or Vague- Even if you carry the perfect product in the right size and price, if customers don’t know how or aren’t enticed to checkout, chances are you may lose the sale.Shopping-cart abandonment drops 33 percent with large and direct call-to-action buttons. TWEET THIS!
Solution: A/B Test Call to Action Variations – By split-testing different variations of calls-to-action, you can collect data on which CTA is converting better and adjust accordingly.
Problem: Too Hard to Find Product – If getting to products is a maze, customers are going to become annoyed and leave without purchasing anything.25% of customers that abandoned their shopping carts claim it’s because of confusing on-site navigation. TWEET THIS!
Solution: Make Your Products Easily Found – Think about sorting your product into categories and subcategories, and including a search bar.
Problem: Price Too High – Whether it is size, color or shipping, if the specifications the customer needs aren’t available, you’ve lost the sale.36% of consumers abandon their shopping cart because they found a better price elsewhere. TWEET THIS!
Solution: Test Discounts/Sales – By trying out various discounts/sales and keeping track of which are most effective, you can focus on those specifically.
Problem: Right Options Not Available – Whether it is size, color or shipping, if the specifications the customer needs aren’t available, you’ve lost the sale.15% of customers won’t complete a purchase due to items being out of stock. TWEET THIS!
Solution: Provide “Suggested Products” – If someone is looking at one product, displaying a product that pairs well with it on the page will lead to an increase in sales and upsells
Problem: No Reviews – People listen to their peers, and without feedback on your products from other customers, they will look elsewhere and buy elsewhere.90% of users who read online reviews claimed that positive reviews influenced their buying decisions. TWEET THIS!
Solution: Customer Reviews – Provide a section where customers can review your products and website. Adding this section increases your store’s legitimacy in the eyes of consumers.
Problem: No Clean Return Policy – People are less likely to buy anything without a clear return policy listed on the site, as they’ll see that as a sign of an untrustworthy business.87% of consumers are more likely to shop on a site if it has free returns. TWEET THIS!
Solution: Explain Return Policy – Give customers insurance that when they purchase your product online, they can return it if necessary.
Problem: Site Untrustworthy – Not having site security for payments, no contact information, lack of clarification and more all lead to an untrustworthy site.17% of users leave a site due to security concerns.
76% of web users find safe shopping trust marks on an ecommerce site important. TWEET THIS!
Solution: Show Trust Symbols – Include SSL certificates, BBB certificate, contact information and anything else that displays that your company and website are trustworthy.
Problem: Shipping Too High – Making the cost of shipping high is definitely going to defer customers because it will put their final total beyond their original thought.44% of shoppers leave the cart due to high shipping cost. TWEET THIS!
Nearly three-quarters (73%) of shoppers said they would want to see a free delivery option at checkout.
Solution: Offer Free or Reduced Shipping – A great way to entice customers to buy more and buy now is to offer free/reduced shipping. By setting free shipping at $X amount, they are likely to spend more to reach that total.
Problem: Shopper just “Saving for Later” – Many customers place products into their carts to buy “later,” however, this later very rarely happens. Without incentive to buy now, they won’t.Among the top 100 grossing ecommerce sites- 5.08 steps is the average length of the checkout process. TWEET THIS!
56% of consumers that abandoned their shopping cart said they were saving items for later.
Solution: Move to Single Page Checkout – Instead of making checkout a maze to get to, condense the process to a single page, making it easier and less time-consuming for the customer.
Problem: Checkout is Too Complex – Making checking out a series of complicated steps, sign ups and log ins is too much of a pain to deal with and deters customers.10% of consumers abandon at checkout because of a lengthy checkout process. TWEET THIS!
Solution: Allow Checkout As A Guest – Not everyone wants to sign up to receive your lovely emails, give them the option for quick and easy purchasing.
Problem: User Must Create Account – Forcing those that don’t want to create an account for a one-time purchase will make you lose a sale and repeat customer.14% of customers abandon their checkout because they are required open an account. TWEET THIS!
Solution: Only Gather Necessary Information During Checkout – Don’t force customers to provide their entire life story, just ask for the necessities: name, birthdate, address, email and payment information.
Problem: Delivery Time is Too Long – Shoppers are anxious for their products, making them wait for 1 to 2 weeks isn’t acceptable.38% of abandoned carts had estimated delivery times exceeding 7 days. TWEET THIS!
Solution: Nurture Abandoning Shoppers – For the shoppers who put items in their cart for safe keeping, entice them to complete their purchase by offering deals such as buy one get one 50% off, free shipping and more.
Problem: Not Enough Shipping Options – Not offering customers overnight or 2-day can make you lose a sale because they won’t be able to receive their products by a certain date.
Solution: Have Common Shipping Options – Ship on time, and offer your buyers the chance to get their order when they want it. Overnight, 2-3 day, and standard are the most common options.