Traffic, Clicks And Impressions Are Dead: Why Conversion Is The Marketing Worlds Holy Grail
Bernard May is the CEO of National Places , 5 Times Inc. 500 award-winning companies and marketing agencies and a key partner of Google.
Over the past decade, metrics like traffic growth, impressions, and click-through rates have largely been driven by sales conversions, revenue growth, and Return on advertising spend (ROAS). Because in the world of digital marketing, results and skills matter, not endless (unexpected) efforts and results.
After all, what good is an extra $20,000 in website traffic if those visits don't translate into actual revenue and return on ad spend? If you say nothing, you get a gold star. When you receive paid media campaigns 300% more clicks, but your return on ad spend will barely break even, you're not gaining (profit) area.
So why is it so difficult for most companies to understand conversion strategies? Because it means looking in the mirror to see where you are going They may be inconsistent in executing on opportunities presented by their marketing teams.
It's time to look beyond the scale of the truly trivial and consider where the funnel is flowing.
Website Traffic and SEO
You've spent hours on content, design, and Google's algorithms in general to drive traffic to your site. Big Anna now?
What drove customers to your digital door? How do you get them to take the necessary conversion action? This could be clicking on a specific page, filling out a form or making a purchase. Even small changes like watching a video or downloading an e-book are important, but it's important to set goals for each page and track them.
In short, if you're driving traffic to your site, you need to reach your potential customers first. That's where the information comes in. Here are some things you need to know before you can improve your conversion rate.
• Current conversion rate: How much traffic is converting now?
• Best sources of deviation: for internal movement , where does this movement come from? Google search? social?
Pages with high traffic and conversion rates : Where do the most visitors come to your website and which pages have the highest bounce rates?
If 90% of your traffic goes to the homepage and 90% leaves your website immediately, you have the opportunity to improve your conversion. Put the equipment in place Heatmaps, session logs, and "events" that track your Google Tag Manager page can provide insight into the factors driving traffic to your site.
Google Ads and Paid Media
Think beyond play-per-play clicks. Instead, think about what happens after that click.
Where are you sending traffic to? Are your landing pages motivating customers to continue their shopping journey? Can your team track paid ad call traffic?
Like an iceberg, the clicks you pay for are just the tip of the iceberg. The real work, the work of transformation is much deeper.
Agencies that claim to guarantee a low CPC day in and day out may hide the true cost of a paid media campaign that offers better conversions and returns on ad spend. why? Because conversion testing requires time, effort and a broader understanding of consumer psychology that goes undetected and applies to paid media strategies.
Paid media algorithms will continue to deliver "quality results" to the advertiser by delivering them A dose of dopamine to support your paid media efforts (from Google) Google often hides conversion rates with limited behavioral patterns that lead to success on its ad platform.
It's time to target the conversion activity hiding in the ice (reverse marketing streak). And improve your post-click conversion strategies on your paid media platform.
Submit cost conversions at any time.
A lot of the effort put into both referred traffic and paid traffic, which is often frustrating to work with, pays off for customers who have already converted.
Marketers like myself can group these "types" as former customers or buyers who may already become paying (and hopefully loyal) customers. Join us again for new products and solutions.
This customer base should be treated as a completely separate entity because their motivation to convert again will be very different from one that is completely unaware of your brand's existence.
In short, they've already internalized your message, your values, and how you differentiate yourself from the competition. And once you change it, you might change it again.
Remarketing through Google ads or social media ads should be a different tone. Make sure your email promotions match your customers' tastes, interests, and past purchases. It offered a slightly different experience, reminding visitors that they were 'already in the club'.
Just as you don't focus as much on new acquaintances as you do on your immediate environment, the same should be true of reconnecting (or recycling) strategies. Don't be afraid to approach past customers with velvet gloves and open arms.
First, change the way you think
As you dive into the holiday season and start planning for 2023, it's time to consider conversion optimization as a separate strategy. In this new era of data privacy and cookie deletion, focusing on conversion rates and vanity may be the only real way forward.
The Forbes Agency Council is a community of successful leaders in public relations, media strategy, creative and advertising agencies. Am I right?
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