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Tag: Rates

UX Tricks to Optimize Your Landing Page Conversion Rates

April 5, 2022 No Comments

Are you looking for ways to improve your website landing pages while offering a better user experience? PPC Hero has a few tips you’ll want to know about.

Read more at PPCHero.com
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Increase Your Click-Through Rates, Steal Impressions from Competitors, and Boost Conversions

March 20, 2022 No Comments

Struggling to rank higher in Google? Learn the best ways to significantly drive more traffic to your site, increase click-through rates and boost conversions.

Read more at PPCHero.com
PPC Hero


Six data-driven SEO strategies that optimize conversion rates

February 22, 2022 No Comments

Six data-driven SEO strategies that optimize conversion rates

30-second summary:

  • Since Google now focuses heavily on user experience, using data as a pillar to uncover consumer insights will drive your digital marketing success
  • However, marketing teams still need to understand these sources and their areas of impact on the consumer’s experience
  • Atul Jindal helps you cover the ground with his advice and case studies

Studies have shown that businesses using data-driven strategies experience five to eight times higher ROI. Conversion rate optimization (CRO) is a process that largely depends on data. The core focus for most CRO strategies is to use consumer data to make their customer journey smoother and experience better.

With search engines also increasing emphasis on user experience, we find a point where SEO strategies start to complement CRO strategies.

But your SEO tactics can truly augment your CRO efforts when driven by data.

In this article, I share six data-driven SEO strategies to supplement your CRO efforts.

From content audit to website personalization, read till the end to find out how you can boost your search engine rankings and conversions altogether!

Data-driven SEO strategies to supplement CRO

Data-driven strategies are online marketing tactics fueled by consumer data. Unlike traditional marketing strategies, data-driven strategies are based on data-backed hypotheses rather than assumptions.

This reliance on solid data makes such strategies the star of the modern marketing world.

Here are six data-driven SEO strategies to make your CRO efforts more promising:

1. Website analysis and optimization

Website analysis is a process through which you test various elements of your website. It analyzes the overall performance of your website and highlights areas of improvement.

The elements that web analysis takes into account include the website’s on-page optimization and technical SEO, finding out about the keywords it ranks for, and what rank it has for different keywords.

Using various web analytics tools, this process also uncovers sources where your website gets traffic from, highlights the flaws in your website’s usability and UX, and provides the basis for the website’s load speed optimization.

Through all of these elements, it helps in enhancing your website’s overall user experience and contributes towards conversion rate optimization.

Additionally, it also provides your web traffic’s demographic and interest data, enabling you to optimize the website for a more relevant user experience.

Google Analytics is the most comprehensive and reliable tool to support your website analysis and optimization efforts. It integrates with your website and tracks all the data you need to optimize your website for an enhanced user experience.

A leading marketing automation software company experienced 10x higher conversion rates when they integrated their native real-time personalization tool with Google Analytics to use the personalization data. This was paired with the Google Analytics information to serve personalized remarketing ads through Google AdWords.

Not only did they experience higher conversion rates, but with the effective use of web analytics data, like demographic and behavior information, they also experienced a 107 percent YoY increase in qualified leads.

2. Content analysis and optimization

Content analysis is similar to website analysis, but instead of testing your website’s technical elements, it analyzes your website’s content and overall content strategy to uncover areas of improvement.

Conversion rates are almost six times higher for businesses that invest in content marketing. But results like this manifest only when your website brims with optimized content.

The purpose of your content is to compel users to take the desired action, or in other words, convert.

Content analysis finds out how well it serves this purpose.

You can uncover various metrics with content analysis, like which content type is the most popular among your audience, which content is bringing you closer to your marketing objectives, and which needs more work.

For example, a marketing optimization software company may have blogs and case studies in its content strategy. Their web analytics may reveal that case studies drive more conversions while blogs get the most social shares.

With its content marketing objective being increased conversions, content analysis will help them focus more on publishing more case studies.

An effective content analysis will also uncover whether or not your content matches the search intent of your target search queries. And therefore, whether or not you need to find new SEO keywords and re-optimize. If your content doesn’t match the search intent perfectly, even if it gets traffic, those users will not convert.

So, in essence, content analysis will help increase conversions by helping you create content that is proven to drive results. It will also help save time and resources from being spent on less-profitable strategies.

Here’s a case study discussing how changing content on your website can reflect a spike in revenue.

Brookdaleliving.com, a website offering community living solutions for the elderly, had a disappointing website conversion rate. But then, their website had nothing that would drive conversions.

The digital marketing experts they hired revamped their website and tested two different content types on their landing page – an image and a testimonial video – to see which one performs better.

Ironically, the web page with an image drove 3.92 percent higher conversions than the original page. This may seem like a small increment, but it resulted in additional revenue of $ 106,000.

3. Website design optimization

Tests like usability testing and A/B testing provide the data that drives website design optimization to improve a website’s design and enhance its user experience.

The purpose of CRO is to make the user journey smoother and experience better.

Website design optimization supports CRO by removing frictions in the buyer’s journey and making it easier for them to accomplish their goals.

But there are a couple of best practices the website design must adhere to to ensure that it really contributes to your CRO efforts.

  1. The design should be simple and somewhat similar to what the users are accustomed to
  2. The navigation bar should be designed intuitively, with the user’s search intent in mind, so they can quickly find what they came looking for
  3. The content arrangement should follow proven design techniques that enhance content readability and value delivery

For your web design to truly serve your business, you will have to continue to test various combinations of website elements, their placements, and designs.

Regardless of how you go about your web design, making the target audience’s journey easier should be at the heart of all your efforts.

Trucker Reports, a trucker’s community that helps truck drivers find jobs, struggled with low conversions.

The CRO experts they hired performed a web design audit and discovered multiple opportunities. Based on these opportunities, they tested different hypotheses.

They tested three different designs against the original ones in their final test and found out that the final design had 79.3 percent higher conversions.

Do you know why?

Because this last design had the least friction and made it easier for the users to convert.

4. Audience analysis

Audience analysis, commonly known as audience research, is the process through which you dig up information about your prospects so you can develop targeted marketing campaigns.

Since user experience is a massive part of SEO and CRO alike, audience analysis holds an important place as a data-driven SEO strategy for conversion rate optimization.

This process uncovers a wide variety of data, from core demographic information like age, gender, marital status, income, education, etc., to online behavior, internal and external challenges, and more.

Audience analysis helps develop a buyer persona, which then becomes the foundation of a highly-targeted marketing campaign.

Audience analysis is a core element of a successful CRO campaign because it makes your website relevant to the users. You find out about their pain points and struggles and are better equipped to address them through your content.

This shows that you care about your customers and inevitably builds trust between your brand and its prospects. Given that the modern customer prioritizes their connection with the brand when making purchase decisions, this bond of trust and reliability results in higher conversions.

Data-backed audience analysis also allows you to segment your audience based on their demographic information and interest. With this level of segmentation, you spend your efforts and resources on people you know matter to your business.

This is why studies indicate a 56 percent reduction in marketing costs for businesses that use audience analysis as a basis for all their marketing efforts.

5. Testing and optimization

Testing is the life of conversion rate optimization. You put samples of your content and design arrangements to test to see which one performs better and optimize using the results of these tests.

These tests are all data-driven, that is, they are based on hypotheses generated from existing data and provide insights into how valid the hypothesis is.

For example, data may show a higher conversion rate on websites with explainer videos. This forms the hypothesis of your test. So, you develop two different landing pages, one with a video and another with an image, to see which performs better. If the videos result in higher conversions, you know what to continue optimizing with!

You can perform different kinds of tests when optimizing websites for conversions. Two of the popular ones include usability testing and A/B or split testing.

Search engines also recommend A/B and multivariate testing for SEO as it improves user experience, which search engines pursue in the websites they index.  

NatureAir performed A/B testing on their landing page to increase conversions. One of the samples had a CTA on the side, while the other had a CTA prominently placed in the content area.

Once the test results were in, they found that placing CTA in the content area increases conversions by 591 percent!

That’s how potent A/B tests can be!

6. Website personalization

According to Google, 90 percent of marketers believe personalization results in business profitability. And why shouldn’t it? In an era with so many similar websites, a web page that offers a customized experience deserves to make better revenue.

Website personalization is a relatively complex process through which you can serve a unique experience to each visitor. These experiences are designed based on consumer data, including their demographic data, interests, search history, and online behavior.

75 percent of consumers prefer that online sellers use personal information to enhance shopping experiences.

People want you to make shopping easier for them, adding a personalized product recommendation on your website will help improve your user experience and could boost sales. They don’t want to go out and search for what they want. They want you to know what they need and bring it to them. And that’s what website personalization empowers you to do.

It improves overall website experience, lowers bounce rates, boosts SEO, and of course, increases conversions.

Serving dynamic content makes the customer’s experience more intuitive and relevant. It lets you put out the content that interests them the most, and hence, contributes to better revenue.

Conclusion

The goal of an SEO and a CRO campaign have become somewhat similar ever since search engines have started giving value to user experience.

There are many SEO strategies focused on improving UX. And these strategies, when backed by data, can lead to increased conversion rates.

Therefore, I have discussed some of the most promising data-driven SEO strategies that can drive conversions in this article.

But the true results of a strategy depend on how well you implement it. So, ramp up your data analysis game, derive insights, implement them, and optimize your strategies for better results.


Atul Jindal is a web design and marketing specialist, having interests in doing websites/apps optimized for SEO with a core focus on conversion optimization. He creates web experiences that bring conversations and transform web traffic into paying customers or leads.

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The post Six data-driven SEO strategies that optimize conversion rates appeared first on Search Engine Watch.

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How To Increase Conversion Rates By Maximizing Search Intent

December 27, 2021 No Comments

To increase conversion rates, marketers need to capitalize on users’ search intent. Learn how to make your content search intent-friendly.

Read more at PPCHero.com
PPC Hero


Car2go hikes hourly rental rates by as much as a third

August 10, 2019 No Comments

By-the-minute car rental service Car2go is raising its rates for short trips under the guise of variable pricing, the company announced to its users today. As we’ve seen with other variably priced services like delivery and ride hailing, in practice this means you never really know what it will cost but will have little choice but to pay.

In an email to users of its service, Car2go said that as a result of “constantly evaluating our product, packages, and pricing strategies” it had arrived at the new system, under which price will depend on time, location and day. The new cost structure takes effect next month.

For Car2go users, this will generally mean paying more. The company highlighted a new cheaper possible per-minute rate of 35 cents, significantly lower than the current $ 0.45 rate. But it’s easy to guess when that lower rate will be available: “times, locations and days” that no one is using the service. Meanwhile, it’s also possible to encounter a new higher per-minute rate of up to 49 cents when cars are in demand or in a high-use location.

Blocks of time from half an hour to four hours are all increasing in price: The current flat rates are now floor rates, with the possibility you’ll be paying as much as a third more than before. For example, a two-hour block currently costs $ 29; soon it will cost somewhere between $ 30 and $ 39. Again, you won’t know until you open the app to check it out, at which point you’re probably already committed.

Day-length packages are actually cheaper under the new system, but no longer include miles, so while a 24-hour pass used to be $ 79, now it’s $ 70 — but at 19 cents per mile, you’ll be in the red after less than 50 miles. And the price only goes up from there. Still, it’s conceivable you’ll pay less for a two or three-day rental if you’re not actually going anywhere distant, but just need a car for the weekend.

A newly instituted zone-based charge and refund system punishes drivers for leaving the city center and rewards those at the periphery for driving back toward heavy usage areas. There’s a $ 5 charge if you leave the central zone, and $ 5 refund — or the price of the trip, if less — if you bring a car in from the outer one. (Consult your local Car2go to see what the zones are in your city.)

Count the cards here and you can see the house always wins. If you’re going out, the full $ 5 fee always applies. If you’re coming in, it will be very difficult to nail that $ 5 ride — go under and Car2go is reimbursing less than the $ 5 (and thus comes out ahead), go over and you end up paying money anyway. It’s just one of those clever little traps businesses set up.

You can see the full changes in the chart below:

car2go ratesOh, and your first 200 trips this calendar year have an additional $ 1 fee. You’re welcome!

In case you can’t tell, this is bad news for consumers, though it would be too much to expect that these prices would stay stable for years. But variable pricing is fundamentally anti-consumer because of a lack of transparency under which the companies controlling it can pull all kinds of shenanigans. Sadly, that makes it a great choice for the bottom line.

These unwelcome changes come six months after Car2go joined the BMW-Daimler joint venture Share Now, which has a variety of car-share services around the world it intends to unify under a single brand soon (it already killed ReachNow, rather abruptly). Apparently larger scale and reduced competition don’t actually lead to lower prices — unfortunate for their customers. But overall the floating car-share services are an important one. Just not as cheap as they used to be.

Mobile – TechCrunch


Google Ads conversion rates by industry: How do you compare?

January 5, 2019 No Comments

Google Ads is an expensive game if you get it wrong.

So, we figure you’re doing what you can to measure the performance of your campaigns. But just how are you doing that?

Our best guess is you’re using your own historical data to measure your success. Of course, the inbuilt problem there is that it’s only your data. And there are few actionable insights you can get from it.

Now, we’re not saying it’s useless. These metrics will show you if you’re improving month-on-month, but the data will only show you how you’re improving against yourself.

Because when you look at your own historical data, pretty much all you can take from it is: are we doing better than we were doing before?

If the answer is no, then back to the drawing board, but if the answer is yes, you’re doing better than before, so good for you.

But how does your data stack up against the average across your industry?

We’re going to go out on a limb and say you don’t know the answer. You don’t know how you stack up against industry averages. And we’ll tell you why you don’t know…

Because that information is not so easy to get your hands on, and for most businesses it’s to all practical intents impossible.

And until you do know how you’re doing against industry averages, you’ll never know if your campaign is a true blockbuster.

Numbers: Google Ads across industry

A few years ago, Wordstream started running analysis of their client accounts to find answers on conversion rates, cost per click (CPC), click-through rate (CTR), and cost per action (CPA) by industry.

We also covered this back in 2016, if you’d like to compare how the numbers have changed.

These figures are based on a sample of 14,197 client accounts in all verticals — totaling more $ 200 million in aggregate Google Ads spend.

Their stated goal was to establish CVR (average conversion rate) for both search and display ads.

They ran the analysis across 20 different industries including the following:

  • Auto
  • Advocacy
  • B2B
  • Consumer Services
  • Dating & Personals
  • Ecommerce
  • Education
  • Employment Services
  • Finance
  • Health
  • Hospitality
  • Home Goods
  • Industrial Services
  • Insurance
  • Legal
  • Medical
  • Real Estate
  • Technology
  • Travel

So, what is the average conversion rate for Search and Display?

On average then, Google Ads advertisers are getting conversion rates of 3.17% on the Search network and 0.46% on the Display network. These averages have climbed significantly over the past couple years, an encouraging trend for agencies and advertisers alike.

How do those figures compare to what you are seeing — are they a relief or a shock?

Benchmark figures are important to your business

Without a benchmark it really is next to impossible to say how well you’re doing.

Maybe you had a CVR of 0.5% and you boosted that up to 1.5% — if you report that based only on your own historical data then it sounds great, right? However, you now know that the industry benchmark for the Search network is 3.17%. So if your CVR is 1.5% then you’re a long way behind the industry average.

And if your campaign isn’t hitting the average, then there’s no way to dress it up. A lot of work needs to be done just to get it to average levels. Let’s be blunt, who wants to be average?

Ask anyone if they want to be average and you already know the answer you’re going to get – nobody!

Now, if you’re not even halfway to the average CVR then average might seem attractive – but you can do so much better than average. Don’t settle for it. Use the average as marker, get your campaign up to the average and then do all you can to push it over and above. Make it a super high performing unicorn instead!

via GIPHY

Now, we know that the top 10% of advertisers are getting five times better than the average rates. Once you get past that average marker you can go onto create highly profitable campaigns.

Okay, that’s the Search network, now what about Display ads?

The top converting ads on the display network will surprise you

What do you think the top converting ads on the Display network are?

Perhaps ecommerce? Or maybe travel and hospitality because they are so much fun compared to insurance?

Well, as we said, you might be surprised.

Ecommerce along with travel and hospitality are among the very lowest of all conversion rates across all industries on Google Display ads.

The number one winner is…

Dating and personals!

That’s right. Converting at an average of 3.34%, this swelling industry has outflanked finance and insurance to lead the pack for average CVR in terms of Display.

The top five best converting industry types (according to SEW) for Display:

  • Dating and Personals 3.34% CVR
  • Legal: 1.84% CVR
  • Employment Services: 1.57% CVR
  • Finance and Insurance: 1.19% CVR
  • Auto: 1.19% CVR

And who comes in at the bottom of the pile for Display?

The very worst CVR of all industries is…

Home Goods. The CVR here is an abysmal 0.43%.

The top industry smashing it for Search CVR is dating and personals. This has a staggering 9.64% CVR on the SERPs, which is an unbelievable 2.66% higher than legal in a distant second place.

Here are the top 5 converting industries for Search:

  1. Dating and Personals: 9.64% CVR
  2. Legal: 6.98% CVR
  3. Consumer Services: 6.64% CVR
  4. Employment Services: 5.13% CVR
  5. Finance and Insurance: 5.10% CVR

Knowing these benchmarks is vital to your business. As we stated from the get-go, you need to know where you stand against others in your industry. This is the only meaningful way to accurately estimate your costs and ROI. If you don’t do this, you’ll take the historical data you have and maybe think you’re doing well — when really you’re way behind even the average.

Here are the rest of the numbers for Google Ads conversion rates by industry for Search and Display:

google ads conversion rates by industry

Image Source: WordStream

The post Google Ads conversion rates by industry: How do you compare? appeared first on Search Engine Watch.

Search Engine Watch


Google Ads conversion rates by industry: How do you compare?

January 5, 2019 No Comments

Google Ads is an expensive game if you get it wrong.

So, we figure you’re doing what you can to measure the performance of your campaigns. But just how are you doing that?

Our best guess is you’re using your own historical data to measure your success. Of course, the inbuilt problem there is that it’s only your data. And there are few actionable insights you can get from it.

Now, we’re not saying it’s useless. These metrics will show you if you’re improving month-on-month, but the data will only show you how you’re improving against yourself.

Because when you look at your own historical data, pretty much all you can take from it is: are we doing better than we were doing before?

If the answer is no, then back to the drawing board, but if the answer is yes, you’re doing better than before, so good for you.

But how does your data stack up against the average across your industry?

We’re going to go out on a limb and say you don’t know the answer. You don’t know how you stack up against industry averages. And we’ll tell you why you don’t know…

Because that information is not so easy to get your hands on, and for most businesses it’s to all practical intents impossible.

And until you do know how you’re doing against industry averages, you’ll never know if your campaign is a true blockbuster.

Numbers: Google Ads across industry

A few years ago, Wordstream started running analysis of their client accounts to find answers on conversion rates, cost per click (CPC), click-through rate (CTR), and cost per action (CPA) by industry.

We also covered this back in 2016, if you’d like to compare how the numbers have changed.

These figures are based on a sample of 14,197 client accounts in all verticals — totaling more $ 200 million in aggregate Google Ads spend.

Their stated goal was to establish CVR (average conversion rate) for both search and display ads.

They ran the analysis across 20 different industries including the following:

  • Auto
  • Advocacy
  • B2B
  • Consumer Services
  • Dating & Personals
  • Ecommerce
  • Education
  • Employment Services
  • Finance
  • Health
  • Hospitality
  • Home Goods
  • Industrial Services
  • Insurance
  • Legal
  • Medical
  • Real Estate
  • Technology
  • Travel

So, what is the average conversion rate for Search and Display?

On average then, Google Ads advertisers are getting conversion rates of 3.17% on the Search network and 0.46% on the Display network. These averages have climbed significantly over the past couple years, an encouraging trend for agencies and advertisers alike.

How do those figures compare to what you are seeing — are they a relief or a shock?

Benchmark figures are important to your business

Without a benchmark it really is next to impossible to say how well you’re doing.

Maybe you had a CVR of 0.5% and you boosted that up to 1.5% — if you report that based only on your own historical data then it sounds great, right? However, you now know that the industry benchmark for the Search network is 3.17%. So if your CVR is 1.5% then you’re a long way behind the industry average.

And if your campaign isn’t hitting the average, then there’s no way to dress it up. A lot of work needs to be done just to get it to average levels. Let’s be blunt, who wants to be average?

Ask anyone if they want to be average and you already know the answer you’re going to get – nobody!

Now, if you’re not even halfway to the average CVR then average might seem attractive – but you can do so much better than average. Don’t settle for it. Use the average as marker, get your campaign up to the average and then do all you can to push it over and above. Make it a super high performing unicorn instead!

via GIPHY

Now, we know that the top 10% of advertisers are getting five times better than the average rates. Once you get past that average marker you can go onto create highly profitable campaigns.

Okay, that’s the Search network, now what about Display ads?

The top converting ads on the display network will surprise you

What do you think the top converting ads on the Display network are?

Perhaps ecommerce? Or maybe travel and hospitality because they are so much fun compared to insurance?

Well, as we said, you might be surprised.

Ecommerce along with travel and hospitality are among the very lowest of all conversion rates across all industries on Google Display ads.

The number one winner is…

Dating and personals!

That’s right. Converting at an average of 3.34%, this swelling industry has outflanked finance and insurance to lead the pack for average CVR in terms of Display.

The top five best converting industry types (according to SEW) for Display:

  • Dating and Personals 3.34% CVR
  • Legal: 1.84% CVR
  • Employment Services: 1.57% CVR
  • Finance and Insurance: 1.19% CVR
  • Auto: 1.19% CVR

And who comes in at the bottom of the pile for Display?

The very worst CVR of all industries is…

Home Goods. The CVR here is an abysmal 0.43%.

The top industry smashing it for Search CVR is dating and personals. This has a staggering 9.64% CVR on the SERPs, which is an unbelievable 2.66% higher than legal in a distant second place.

Here are the top 5 converting industries for Search:

  1. Dating and Personals: 9.64% CVR
  2. Legal: 6.98% CVR
  3. Consumer Services: 6.64% CVR
  4. Employment Services: 5.13% CVR
  5. Finance and Insurance: 5.10% CVR

Knowing these benchmarks is vital to your business. As we stated from the get-go, you need to know where you stand against others in your industry. This is the only meaningful way to accurately estimate your costs and ROI. If you don’t do this, you’ll take the historical data you have and maybe think you’re doing well — when really you’re way behind even the average.

Here are the rest of the numbers for Google Ads conversion rates by industry for Search and Display:

google ads conversion rates by industry

Image Source: WordStream

The post Google Ads conversion rates by industry: How do you compare? appeared first on Search Engine Watch.

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