I attended an interesting Webinar yesterday run by our friends Google. It was all about how making small changes to a website can really increase conversions.
One of the most important points was that of 'Disconnection' (my term not theirs) . This refers to the fact that many adverts say one thing and then deliver the visitor to a page that says another. The example they gave was 'buy an electric drill for £88.99' and then be taken to a page that only mentions drills from £100. The 'Disconnection' here is obvious and visitors will often just leave at that point (the figures prove it).
What you HAVE to do is to ensure that things mentioned in the advert are on the 'landing page' AND THAT they are clearly visible (best to smack the user in the face with it in my opinion so they can't miss it) and not buried somewhere on a page full of other products etc.
Improving the 'Connection' between your adverts and landing page will reduce the 'Bounce' rate by as much as 20%...
If you would like some assistance with a troublesome PPC campaign, please see www.serendipity-online-marketing.com
More tomorrow...
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