Want to increase the success of your PPC campaign? Then it might pay to look elsewhere, other than the actual PPC campaign itself.
For example, you might want to look at your website itself. If you can increase the conversion rate on your website, that means that more people will buy products from you. If more people buy products from you for the same amount of visitors, then that means that you’ll be able to earn more money from your site, which in turn means that you can spend more per click on each visitor.
That in turn means your ad will be seen more, bringing in more customers and scaling up your profits even higher. It’s a ‘virtuous circle’.
So how do you go about increasing your conversion rate? There are a few things you can do…
The main thing that will help you to sell more from your site is good sales copy. This is the persuasive writing you’ll add to your website that will convince people that your products are worth buying and that they should make a purchase.
So what can you do to increase that sales cop? A whole lot!
First of all, you need to make sure that your sales copy is gripping and that it is holding the attention of your visitors. People have very short attention spans these days and if they have to wait more than a minute to find out what your site is about then they’ll often just leave without waiting.
To grab them right away, one thing you can try is to use a narrative structure. That means phrasing your sales pitch like a story – perhaps telling the tale of how the product helped you. We are naturally inclined to pay attention to stories, so if you do this right, then it will be hard for people to turn away.
Another thing you can do, is to make sure that your readers can skim through your content if they want to. These days, most people actually do not thoroughly read content and instead just briefly skim over it. That’s why you need to make sure that you are including all of the relevant information in each headline: so that people can read through quickly and still be sold to.
You also need to make sure you build trust, remove risk and remove ‘buyers’ guilt’. To do the first part, you can allude to stats and statistics and use ‘social proof’ (like reviews). To remove risk, you need to make sure that you are offering a comprehensive money-back guarantee. And to remove guilt, you need to demonstrate how your product is good value. Ideally, it should even be an investment!
The Value Proposition
Most important of all though is to have a ‘value proposition’, which will help you to sell the lifestyle and the emotion that your product is promising to deliver. How does your product make life better? What’s the dream? Make sure your readers can feel the emotion of being fitter, healthier, wealthier or happier!