Help: Trouble converting customers with new adwords campaign for a new site
-
I have just launched my brand new e-commerce site www.zenory.co.nz
We are wanting to expand global as you can see we have com.au and also .com but due to our min budget we had to start with NZ first for organic search and a min monthly budget on adwords which doesn't come close to what our competitors are paying. Really is it worth paying out our limited budget with adwords? Or should be put that into ranking organic search.
While we have only just started our adwords PPC campaign and I think it has only been roughly two weeks - We have had around 18 people sign up, to which we have a 3 step process, however, we are struggling to convert and complete a transaction which customer places credit card details in step 3. Does anyone have any ideas around how we could better optimize or perhaps make any suggestions?
Our competitors spend rather large amounts of up to 3000k - 300k per month on adwords, and there is just no competing with that. Any suggestions I would definitely be open to...
Thanks alot
-
I'm glad it's proved useful for you! Like you, if I find a service/product beneficial I will say so! We definitely find Session Cam incredibly helpful.
-
Awesome!
The only other thing that you might want to look out for is what page you're sending the PPC traffic to. Sometimes this traffic requires a lot of selling and effort to convert, so I would suggest having PPC specific landing pages that provide an offer and half of the conversion that you need on one page.
I'm sure there are many places where you can find that information, but I trust this source: http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
Hope that's helpful on your journey!
-
Hi Jasmine,
Lol thanks so much for your advice, and your compliment haha!
I'm currently re-working the home page, as Iv noticed alot of our competitors are quiet content heavy... which makes sense, I suppose we went for more of an user friendly type situation. So currently I am reverting back to our old design, with how it works instructions, clear testimonials and feedbacks, psychic readers are featured on the home page.
With regards to conversion rate optimization, I'm investing in PPC, and the problem is we had no idea about converting this traffic in any particular way until we went through the tests. So now we are working on retargeting, emails, and a change in the registration process. Is there anything else you would recommend?
-
Thanks again, Ray-pp, I have definitely take on your advice here. I'm glad you went through the registration process thanks for your feedback. I will report on this information, im going to make changes to this process, and as said previously we have had around 17-25 people sign up, just no cc info.
I notice some of my competitors do this 1,2,3 process really well just by using better user interface, and I notice others use a registration process that requires you to select the psychic first, then they have you choose an offer in step 2 then proceed with credit card details, i also note that they do have an option to revisit the home page, so I'm definitely seeing this now that you pointed this out.
Thanks again, will update shortly
-
Thanks for the heads up on Session Cam Amelia, not see that one before. I have used a similar service before namely ClickTale but that got a bit pricey.
The setup was easy, I did ask a few question and the support was awesome so first impression are good (starting to sound like I'm affiliated, I'm not just like it when I receive a good service)
-
Hey Alec!
First & Foremost - GORGEOUS site. I haven't seen a psychic readings sight that puts so much emphasis on the human connection (through these amazing photographs you have). I love bouncing around between free psychic reading sites. I'm your worst customer haha While I love the design, I feel like it's information is lacking. You could take some time to really provide some value prop on the first page instead of just talking about how it's free and asking people to click words that are no where on that page. I would recommend testing different images of your home page carousel first. My first impression would be to place them as: 3,4,1,2 but of course you should test to find the optimal order. Being met with a conversation about quality and legitimacy for psychic readings (at least from my very American perspective) would be something that I would already have on my mind while I was browsing different sites.
So, to directly answer your cost allocation question: I think that where you put your money is entirely dependant upon what your budget and targets will allow for this year. If you invest in getting more people to the site for organic & referral traffic, then you should also be prepared financially for your business to not take off for a few months. This is a much less costly way to obtain traffic, but it will definitely cost you time. I don't know what your goals are. If you decide to invest into a few keywords with lots of traffic and some competition, then you will need to make sure that you are converting a good portion of the traffic that you are paying for - and then the conversation leads into user tracking and such as Ray-pp & ameliavargo were discussing. No matter what direction you go or how much traffic you receive, your conversion funnel is going to determine how fast you make a profit.
I agree with Ray-pp that you should consider Account Creation as a mini goal - use these people to start email marketing (FREE!) to so that you can lure back people who were already interested. Also, you can use this list to target people with facebook ads later (there's an upload email addresses feature! ). After you work these people over and start making more Real Conversions from your email marketing, then you can start to feel more comfortable about investing back into PPC.
-
Hi Alec,
So, I tried to go through the signup process and see first-hand what some issues may be. It's important to note, as I'm sure you know, that CC information is very sensitive and the majority of users will not give it up easily. They will question the service and question the value of that service when they know they need to give CC info to use the service/product.
I wanted to sign up to know more about the site and value proposition. I clicked sign up and began the process. Filling in my personal info was ok, although I would have preferred to see a shorter onboard. What I want is information, quickly. I found that I needed to give my personal details and then my CC info, all of this before I am able to see what you have to offer when becoming a member.
At this point I would suggest that you consider a signup a micro-conversion. Make it so users can create an account with your site, even if they cannot do anything with that account. From your standpoint, allowing them to create an account, prior to CC information, will give you valuable email addresses. Even if they didn't convert, I'd bet that you will be able to convert users through email and since I've signed up you can now promote to me through email. An email onboarding process will be important to your overall business model and provide a healthy amount of paid member conversions - get those email, allow accounts to be created.
After I gave my personal info, I was then taken to the CC screen. At this point there will be a large amount of users that second guess the purchase, but remain interested. What they will do is try to go back to the home page and re-evaluate the service's value proposition. It was at this point that I found that I was u**nable to go back to the homepage! **
This is a huge problem. Every time I tried to go back to the home page I was redirected right back to the CC page. I can't get back to the home page and read your value proposition. At this point I have completely abandoned your website. If I can't go back to the main site then my second guessing will lead to a failure, probably 100% of the time.
Even when type the domain in directly I'm redirected to the CC page. I would have to clear my cache to be able to view the website again and, as marketers, we cannot count on user's being this savvy or willing to go to that length for our product.
I suggest starting with these points and look for those micro-conversions.
-
Hi Ameliavargo,
Thanks for your feedback. I never heard of anything like this, will give it ago seems really good and an effective way of getting results much quicker. Thanks for this. Much appreciated!
-
Thanks again Ray-pp for your great feedback! We know of others that do the on boarding before the credit card, and sadly its a no go, as a lot of clients want free readings and then leave… etc
-
If you're a Moz Pro customer, you can get 3 months free of Crazyegg - That service will help you understand what may be causing the bounce from the checkout funnel process and you can optimize it as needed.
Make sure you have your goals setup in Google Analytics and try to find the reason why people are navigating away when you want them to convert. If the conversion funnel is optimized, then maybe you can consider onboarding customers without a credit card, giving them a piece of your service (get their feet wet), and when the real value proposition kicks in ask them for their credit card info to continue.
-
Try using a service like Session Cam (http://www.sessioncam.com/)
It records users as they use your website and will help give you the answers to your conversion issues, fairly quickly. Otherwise you could spend months testing stuff without any real idea as to how people actually use your website.
I'm not affiliated with them, I am a customer who happens to think it's an incredibly useful tool. I'm sure there are others out there that do a similar thing so have a hunt around.
Good luck,
Amelia
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
UX and/or Conversion Help for Ecommerce
Good Morning, We recently revamped and relaunched our ecommerce website and we believe we have built a great site that is easy to navigate, find what you're looking for, get all details, and purchase. We were hoping to get some of the Moz community to take a look at the site and let us know if you have any suggestions on usability or conversion techniques that we could implement to improve user experience and amount of orders placed. You can view our site here Looking forward to your feedback. Thanks in advance
Conversion Rate Optimization | | Prime850 -
How to track conversions from a third party email campaign?
Heyy.. New to the Moz community, first question so here goes! I'm going to be running an email campaign with an e-magazine and I want to know how to track conversions from the email they're sending out so I can monitor success/failure. I've found Google's URL builder:
Conversion Rate Optimization | | 9868john
https://support.google.com/analytics/answer/1033867?hl=en
But this doesn't really explain what i'm trying to do. Can anyone of you in this fine community shed some light on this please?
Johnny1 -
Site Customisation - Urgent Input Required!
Hello, We are currently setting up a way of customising a client's site based on PPC campaign. I am wondering whether or not there are any SEO issues we need to be aware of. Overview Our client’s site, as accessed by a user through Google Organic, will be the complete site; the same site Googlebot will see. The site, as accessed by a user through a particular Google Adwords campaign, will return a customised version of the site. How the Customisation is Happening The Adwords campaign will be set up to target a particular region, using Adwords’ built-in location targeting. Its ads will link to pages on the regular site, but each URL will be appended with a URL parameter that will trigger the customisation. A cookie will also be planted in these users’ browsers to ensure that the customisation continues as the user browses from page to page on the site. The majority of the content will be the same but the site will promote a particular store of the client, one local to the searcher. Other stores won’t be promoted on this customised version of the site. SEO Thoughts All pages will have canonical tags on them referencing the original, unmodified version of the page. I personally can’t see any issue with regard to SEO because we are approaching this in the spirit of helping the user. But with launch on the horizon I am starting to worry slightly and would welcome the feedback from anyone else here – are there any SEO issues that may arise from this?
Conversion Rate Optimization | | xerox4320 -
Adwords Support...
Hi Mozzers, I have a Adwords campaign that I am taking over very soon. Involves quite a big spend (between £500-£1000) a day. Sales and conversions have dropped and I am coming in to try get them back up. I know my way around but with this ever changing Adwords tool now I would like to some decent tips if anyone has any on how to increase conversion, use of sitelinks, is optimizer any good, and get the Ad to the top of the page (currently around 3-4th). any help would be great. thanks
Conversion Rate Optimization | | YNWA0 -
Which eCommerce site you consider using best practices? Site we can learn from
Hi, I'm looking to hear thoughts and suggestions as per sites that you consider to have great practices in the eCommerce world. Almost none of the sites do everything good so you can split your suggestions by any criteria -
Conversion Rate Optimization | | BeytzNet
the site structure
conversion funnel
Converting product pages (good design)
content creation and blog management / structure
content marketing
SEO guidelines / practices
... Thanks0 -
Adwords Tracking
Hi, With Adwords conversion tracking is it worth allow Analytics data in as well? Does that confuse the adwords tracking data? Does it only include Analytics data that has been set up for conversion tracking? I hope i am asking the right questions 🙂
Conversion Rate Optimization | | wood1e19680 -
Need help Tracking PPC vs Organic and respective ROI
So I have a client who uses PPC and Organic SEO to drive traffic. Once a user gets to the site, the most common action is to fill out a form. I have Auto Tagging enabled in Adwords so all PPC clicks have "gclid" in the url. I am also grabbing the Google Cookie and parsing it out to determine if the visitor is PPC or Organic. So I have an if statement in my form code to pass PPC vs organic through the form for tracking purposes: $url = 'http://' . $_SERVER['SERVER_NAME'] . $_SERVER['REQUEST_URI']; if (false !== strpos($url,'gclid')) { ?> Essentially this is saying: If gclid is in the url, or if the cookie contains PPC
Conversion Rate Optimization | | tjsherrill
set the Web field as PPC Else
Set it as Organic. this is working about 80% of the time. I am trying to raise the accuracy. any ideas where I might be missing some data? thanks0