7 Ways to Increase your Conversion Rate and your ROAS
The wins and loses of ads campaigns are not only made on the advertising platform. Your landing page/website plays an important supporting role, and monitoring its conversion rate is critical to optimising ads campaigns.
What is a conversion rate?
Your landing page/website conversion rate is the % of people who visit your page/site and convert. On an e-comm site you’d be aiming for a conversion rate of over 2%, but depending on your industry and the price point of your product, you may be able to extend well beyond this.
Once you’re happy that your ads are sending the right people to your site, optimising your conversion rate is an obvious opportunity to push up your ROAS.
What should you be checking? This isn’t an exhaustive list, but our top recommendations to check are:
1. Poor imagery
Whilst the buying public have adapted hugely to online purchasing, they still need to feel confident in a product they’re not going to have the opportunity to hold before buying. The better the visual experience, the better your chance of instilling confidence. Add video, give the option to zoom in, whatever is appropriate for your product, but don’t rely on a poor set of images.
2. Buyer feedback
Also part of the confidence building piece, buyers like to feel reassured that this product produces happy customers. Make sure you can see (and hear!) them on your landing page (video testimonials are definitely on the rise). Independent review sites are a must.
3. Slow site
It’s 2024 and your landing page absolutely has to load swiftly! Google’s PageSpeed Insights will give you your load time for free, and advice on how to improve it. An e-comm brand should ideally be aiming for a sub 1 second page load time.
4. Poor customer journey
Keep the distractions to an absolute minimum. If someone has come to your site to buy a plant pot do not lead them astray with links to garden furniture. Map your customer journey from arrival on the page to completed check out with as few moves and distractions as possible. Upsell opportunities are encouraged, but not at the expense of getting the original sale through the check out.
5. High shipping costs
We’ve all tripped over shipping costs which we’ve perceived to be too high and promptly abandoned cart. It‘s annoying for the customer and erodes the relationship with the brand, and it’s annoying for you when you’ve brought a customer this far only to lose them at the very last hurdle. Do your calculations, test free national delivery, test lowering shipping and find the sweet spot for your business.
6. Check out issues
Again, avoid losing customers at the very last moment by creating friction with a poor check out. Keep it simple, but for optimal performance give buyers different payment options. Forcing buyers to create an account with you is another common bounce point. If you’ve provided shoppers with a discount code, make sure it’s really easy to add.
7. Guarantees
Back to where we started, confidence. If your product is something which you would ideally buy in person, somewhere where the touch, fit or feel is important, buyers need to know they can reverse the sale easily if it doesn’t work out.
When working with e-comm clients we always advise on optimisations on landing pages and websites. The best results nearly always come from an open mind to testing. If you’d like to discuss landing page optimisation, book in a discovery call.