cfpa
Joined: Oct 20, 2006
# Posts: 203
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Posted: 09/07/2007 11:12 am
We're not getting any conversations from PPC. AT first I thought maybe the tracking wasn't set up properly but I tested it and saw the conversion come through. We've gotten a decent amount of clicks but no conversions. I'm not sure how to proceed. Any advice?
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cfpa
Joined: Oct 20, 2006
# Posts: 203
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Posted: 09/07/2007 11:24 am
I also cannot understand why the bounce rate is so high for my campaigns this is an ad for a microbiology course we offer. The landing page is to this specific course summary page. If they can clearly see what it is from the ad, why would the bounce rate be 100%. It's not like we're being misleading.
Microbiology Introduction
Two-day introductory level course
$1440 - Molecular dynamics...
www.Mysite.com
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/11/2007 05:20 pm
First, if you have content on, turn it off. Next, understand that neither conversion tracking nor analytics tracks all conversions. For many Yahoo stores we're lucky if either one properly attributes 20-25% of sales correctly.
A high bounce rate could indicate wrong traffic or confusion about your landing page. If you're using broad matched keywords, replace them with phrase and exact. I no longer recommend any advertiser use broad match keywords and am mass deleting them across entire accounts that have made money with those successfully for years.
Make sure your landing page clearly and SIMPLY offers what the ads suggest. Less is more. Give them a clear, direct path to the action you wish them to take. Do not distract them with anything else.
Only a minimal amount of information should be on the landing page itself; provide links to additional information for those who want detail. That way you make the "I hate to read" and "I hate to think" visitors who are in the majority happy and still satisfy the others.
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cfpa
Joined: Oct 20, 2006
# Posts: 203
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Posted: 09/12/2007 07:47 am
Thanks for your help. I turned content off. I don't use any broad matched keywords.
Our Landing page does have a lot of information but it is the information needed if someone wants to register for the course.
Our competitors just have people land on their homepage so I thought for sure, we are doing this better than they are. I have no idea what kind of results they get but I thought we were on the right track.
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sem4u
Joined: Dec 16, 2003
# Posts: 258
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Posted: 09/12/2007 08:22 am
Why not test two versions of the page? Have one with a lot of information about the course and one with less information. Then keep the one that is converting best for you.
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cfpa
Joined: Oct 20, 2006
# Posts: 203
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Posted: 09/12/2007 08:50 am
Definitely something to consider - I'd love to see successful landing pages for similar products to get a sense of what works.
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/17/2007 02:53 pm
I highly recommend landing on a page that has minimal wording and links to much more information. Most people hate to read and large amounts of information scare them off. Those who love to read will click on the additional information.
By laying out your site in this manner you will increase sales.
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cfpa
Joined: Oct 20, 2006
# Posts: 203
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Posted: 09/18/2007 05:53 am
Can you provide me with an example of a good landing page. I thought that having a page directly related to the keywords with good information would be the best. Any examples would be very helpful. Thanks.
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/19/2007 01:13 am
That's a very good question and I do not recall having ever seen a site providing example landing pages. I'll see what I can dig up.
Your keywords should trigger ads specifically about the search done. Whatever the ads promise should be what the visitor finds when they arrive at your site. What precisely is on that landing page is what we're discussing now.
The main thing is to consider your target audience. They will range from those who want minimal information to those who thoroughly research everything they do. The Internet provides an easy way to satisfy both in that you can put only minimal information - like a summary of the main points - and a call to action showing them exactly where you wish them to go next.
Each main point can link to another page of information. In this manner those who hate to read or get easily confused can follow the obvious path and those who love to read and research can visit all or part of the other information you offer.
What many Web sites do incorrectly is assume that all visitors are the same, know what the site builders/owners know, or want to find out the same things. They just don't.
The more different types of potential buyers you can identify the more you can convert. This subject is covered extensively in the book Call to Action; however, that book is not an easy read.
I have a copy of the follow-up book Waiting for Your Cat to Bark. When I see it I can offer more about it.
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pwcarguy
Joined: Jul 27, 2007
# Posts: 51
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Posted: 09/24/2007 11:13 am
Most people hate to read and large amounts of information scare them off. Those who love to read will click on the additional information.
I wholeheartedly agree with this from a personal viewpoint, but I think it also really depends on your product and client base.
Did anyone happen to follow the SEOmoz landing page contest? The page that won was one of those long sales letter landing pages. While not a scientific test, it definitely made me think a little more broadly about what is required to convert.
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