Conversion rate optimization, also known as CRO, is the implementation of different strategies (or improvements to current strategies) in order to increase the number of converting customers on a website. To put it simply, you are optimizing your content to increase your conversion rate.
More often than not, acquiring conversions is the primary goal of a business, and increasing the rate of those conversions is a good sign that you’re doing something right. Paid Search campaigns are a common way that businesses acquire conversions, and so it’s important that you’re regularly optimizing campaigns to ensure maximum efficiency. Today, we’re going to share some common conversion rate optimization tactics, and explain how you can apply those to your Paid Search campaigns in order to improve results.
Understand Your Customer: You might have a thorough understanding of the product or service you’re selling, but do you know who you’re selling it to? It’s absolutely crucial that you understand your customer – not just your ideal customer, but the people who are most commonly making purchases from you. What are their needs and wants? Who are they? Where are they? Make sure you know the answers to these questions. You can use tools like Google Ads Audience reporting, Google Analytics, or even session recording tools like FullStory to get a better understanding of your customer.
Once you have this information, group or segment audiences and personalize your advertising accordingly. Consider things like purchase intent, stage in the conversion funnel, and different use cases. Then, make sure your ad copy reflects the action you want those audiences to take. Lead customers to landing pages that are personalized and aligned with your ad messaging.
A/B Testing: Understanding your customer will help you develop a hypothesis about how you can optimize your Paid Search campaigns, but it’s impossible to know for sure what your customers will respond to without a little testing. Conduct A/B tests with your Paid Search ads to compare performance so that you can quickly identify what works, and what doesn’t.
Test different ad headlines, descriptions, landing pages, CTAs (calls to action), assets, display URLs, and any other ad elements that you think might make a difference. Just remember to continue running your original ads so that you can compare performance in the same timeframe.
Implement Your Learnings: Once you’ve figured out what works, implement your learnings! This means removing and replacing old copy and updating landing pages. It also means aligning messaging so that it is consistent across ad accounts, pages of your website, etc. For example, if you create updated messaging for ads in your Google Ads account, make sure you also implement those changes on Microsoft Ads and other advertising networks.
Continue to Optimize: Optimization is an on-going process. Continue to monitor customer behavior and identify trends, and use that information to conduct research and deploy new and improved Paid Search ads that will improve conversion rates.
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