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Five essential elements that will improve your ad and landing page conversion rate.

Tom Kerwin

Your product or service might be fantastic, but if your advert or landing page doesn’t prompt the user to buy it, your conversion rate could be very low. This blog identifies five important elements to bear in mind.

1. Images

Recent stats show 78% of shoppers want to see images, 67% say the image they see on an e-commerce store is very important as it allows them to visualise the product or service they are interested in. When choosing an image, ensure that the photo looks genuine, appropriate for the target audience and is high quality. Investing in strong photography for your business is essential.

2. Product reviews and testimonials

Who better to hear from than someone who has already purchased? Simply, no one. When purchasing online, especially for more expensive items, customer reviews are key to my decision-making process. Those with five-star rating and honest reviews are without doubt more likely to seal the deal. Testimonials are usually the element that tips the buyer into making a decision, it fills them with confidence, so if you receive good feedback – shout about it!

3. Pricing

If an item has a set price, make that clear. The last thing a buyer wants is a nasty surprise at the checkout which will result in second thoughts, an unhappy buyer and no sale. Pricing is an excellent way to grab a buyer’s attention, especially those looking for a bargain, but ensure you have chosen the right type of way to price your item. Whether it’s competitive pricing, premium pricing, penetration pricing, price skimming or physiological pricing, which is my favourite and probably used most often (his is when an item is priced at £9.99 instead of £10) – it’s these minor distinctions that can make all the difference in making that conversion.

4. Appropriate call to action

Just like Facebook allows users to either Shop Now, Learn More, Sign Up, Book Now or Download to their Facebook ads, your advert must have the correct call to action. The call to action should be concise and clearly describe what the advertiser wants the buyer action to be. It should relate to the advertisers end goal, whether that be to submit an enquiry form, purchase online or sign up to a newsletter.

5. Location

Ensuring your advert or landing page is seen by the right target audience could be the difference between making millions or going bust. There should be no excuse for an advert not to hit it’s intended target audience online. Search results, social media, blogger outreach, print advertising, PR pieces, email campaigns and Google AdWords allow you to directly target the intended audience – if you are unsure how, please get in touch for a free consultation to determine how to strengthen your online presence, deliver targeted traffic to your website and increase conversions.

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