Of course you want more sales — why wouldn’t you? The obvious way would be to spend more on your advertising, but is that really the best use of your digital marketing budget?
Are your existing advertising campaigns achieving the ROI you were hoping for? If they are, but you now want to expand your reach, then spending more on them might make sense. If their performance is disappointing, though, then simply spending more could be throwing good money after bad.
Increasing sales doesn’t necessarily mean spending on the advertising itself. There are various strategies for increasing your conversion rate — and some may even cost nothing but your time.
If your ad has attracted or intrigued the reader, they’ll click on the link you’ve provided. It’s vital that they arrive on a landing page specifically targeted at the campaign you’re running, not on a general purpose home page. Anything that distracts the prospect from the message you want to convey could prevent them from converting.
This means design of your landing page must be carefully targeted at one thing only — getting the visitor to follow the call to action. Extra information (reviews, testimonials etc.) may be relevant, but it should be placed lower on the page, where the prospect will only see it if they’re already hooked.
If you want to convert your prospects, make sure you’re clear about what you want them to do. This is partly because you can’t assess the success of your campaign without it, but it’s also vital everyone visiting your landing page knows what you want them to do.
This may be to buy, but it could be something positioning the prospect within the sales funnel. For instance, you may want them to book for a webinar or an event, or you may simply want them to sign up for your mailing list. Whatever you choose, this should be the only CTA on the page.
You can’t know what works and what doesn’t without analysing your traffic. A number of tools are available, some of them free. Options include:
In general, then, it’s better to make sure your campaign is fully optimised before throwing more money at the ads themselves. Of course, if you have the budget, it might make sense to do both. If you want to know more about optimising your advertising campaign, you’re welcome to get in touch with us.