The 3 Reasons Why People Click on Your Online Ads Without Converting

October 13, 2017
The three following reasons will help your business synchronize its online ads and website/landing pages, solving any potential issues with online conversions.

It’s no secret that to keep up in the modern world of advertising, your small business ought to combine its traditional efforts with an online, digital presence. With that said, you will need to optimize your online ads along with the ad’s links and landing pages to not just see higher click-through rates, but also an increase in conversions. The three following reasons will help your business synchronize its online ads and website/landing pages, solving any potential issues with online conversions.

No. 1: Your landing page doesn’t match the imagery or copy of your ad. When creating online ads, your small business will need to keep in mind that these ads set a general expectation for what your target audience is going to see on your website and/or landing page. If the ad that appears on a potential customer’s social media is even slightly or significantly different from the imagery and copy on the page they’re redirected to, this will result in confusion. This gap in understanding is what leads to a lower conversion rate. To start off with, make sure the image in your ad matches the image you use on the landing page for that ad. Pay close attention to the color of this image and make sure that both images have the same color template/filter. Your business will also want to consider text color. Some brands choose to use blue text on their landing pages for Facebook ads, as it corresponds to that particular social media platform. Your brand will also want to use the same copy on your ads and landing pages. This will ensure that those who click-through aren’t baited by claims that are absent from the landing page. Start off with making your company’s offer as clear and concise as possible, then use a shortened version of your landing page’s title as the copy for your ad (without omitting keywords). Finally, the call to action in your ad and on your landing page must be identical. If your ad’s call to action is “Get the free e-book,” the call to action button on your landing page should read the same.

No. 2: Your business’ landing page takes too long to load on a mobile or desktop. The longer it takes for your brand’s landing page to load after clicking the ad, the lower your conversion rate will be. For bigger brands, slower loading pages are very costly. Google estimates that search results that are four-tenths slower can cost the search engine 8 million searches per day. Although your business is smaller, page loading time might be less costly but no less crucial. To decrease the loading time of your landing pages, first consider decreasing the number of images on these pages. Images are considered “heavy” content that takes longer time to load, compared to text or background color. You can also decrease the file size of your images to improve loading time. This is done by making the dimensions of the image smaller or decreasing the quality. Lastly, make sure that your Javascript is below the tag. Javascript is applicable if your landing page uses pop-up windows, tracking codes, or fancy animations/videos. Because Javascript is heavy content, moving it to the very bottom of the landing page will allow the lighter elements to load faster, so the consumer will be able to view the page instantly while your Javascript content loads in the background.

No. 3: There are too many form fields on your homepage or landing page. Even the most interested potential customer will be thrown off by too long of a form. For your forms to receive as much interaction as possible, your business will need to work closely with its marketing and sales teams. Determine what information is absolutely essential for your business to fulfill its offer, but don’t add anything extraneous that will make the consumer have to stop and think. Avoid asking landing page visitors for their favorite brands, as this will cause them to pause and possibly abandon the form. Also, unless your team needs a last name for email marketing or a phone number to call every potential lead, don’t ask for this information up front. The goal is for your landing pages’ forms to remain as short as possible. Think of it as a gateway to future contact rather than sealing the deal. Though a potential customer is further along the sales funnel when they click-through your ad to its landing page, you don’t want to appear as if you are directly selling to them at this point. Making sure your online ads and landing pages are closely knit and highly optimized will only help strengthen your brand’s identity, leading to a higher possibility of leads.

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