At Clickwork7 we work directly with advertisers, providing advice and support on landing page optimisation to increase conversions rates. A low conversion rate can mean publishers will not push your offer, usually resulting in a failed campaign. With high conversion rates, you can keep your acquisition cost low and increase the volume of valuable users.
Here’s how our advertisers have gone from a 7% to 30% conversion rate with the same traffic sources;
Mobile responsive pages are a must in 2018. 63% of web page visits were on a mobile device in 2017 with this trend expecting to continue (https://www.stonetemple.com/mobile-vs-desktop-usage-study/).
Attempting to navigate a desktop site on a mobile device is still the number one drop off point for most consumers. Ensure your pages are responsive and the journey from ad copy to lander is consistent.
A great way to view your site on different size devices is to use Google Chrome’s developer tools. This is in the top right-hand corner of your browser. Simply click the three dots, go to more tools and then developer tools.
Once you’ve done this, it will bring up the below page. Either hit Shift + Ctrl + M or click the iphone / ipad icon in the management bar. You’re now in mobile view. Check your page for elements not aligned, that all text is clearly visible and all CTA’s are easily seen. Spotify has a great mobile responsive lander.
Page Loading Speed
A 2.4 second load time will see a 12.8% bounce rate. A 3.3 second wait time will see a 20% bounce rate. If your page takes any longer than 3.3 seconds to load, you are looking at up to 58% of people abandoning your site.
That’s over half the traffic you have paid good money for, leaving before your beautiful page has even had time to load!
I would recommend getting Page Load time webapp for google chrome to check your current page loading times.
Having the in-house resource to help you streamline your site, compress files, and replace any flash with HTML5 is essential.
Here is a great article from CrazyEgg on increasing website load times.
Never ever use pop ups, EVER! A publisher is driving traffic to your landing page with a view to gain their trust. If those same users are hit with a wall of pop ups prior to engaging with the actual offer, they are gone!
Have you ever tried to close a pop up on a mobile device and ended up clicking through to the ad it’s promoting? Hitting that tiny X symbol on a smart phone is a game of skill!
Clear Call to Action
A great example of this is Amazon’s Prime Video lander.
Clear and simple lander with no large text blocks. It explains their proposition while offering users a very prominent CTA front and centre.
Take a look at these 31 call to action examples by HubSpot for some ideas.
Go through your offer in full as a user and be honest about the ease at which people convert. Can the user get lost? Where are the potential drop off points? Is there a consistent message through the entire journey? Is there any wording that may leave the user confused about what they are signing up to?
a clear funnel to push people from lander to conversion point is essential. Remove any extra clickable links, allowing you to keep the user laser focused on the offer in front of them.
On Amazon’s prime video lander, the user cannot click through to other pages on the amazon site. Their focus is directed to the CTA and nothing more.
Prepop for those not in the know allows you to auto fill user details from the publisher site to your form submit. The user just has to click that shiny submit button.
If you have prepop available on your site, always give these instructions to your network or publishers. We have seen increases in conversion rates as high as 10% using this option.
In a world where time is precious and attention spans are short, prepop speeds up the user interaction, resulting in more conversions and an increased ROI.
This is an important part of performance based marketing, pairing the correct publishers to the brand. Publishers have a responsibility to protect the brand they have been trusted to promote.
Then it’s a data deep dive from here!
Look at optimising a publishers traffic with agreed KPI’s in place. Brands will have a payable action, but they will also have longer term objectives they need to hit. These are often the reason a campaign will continue or pause.
Publishers that don’t deliver highly engaged users should be investigated and optimised. Media channels such as Display, Social, Email, SMS and Video will all return very different results. You must understand how users interact with each channel and set brand expectations accordingly.