Look at at least two areas of your sales channel: (1) the ad content and (2) your site content.
(1)
Is your ad content speaking to those who are ready to buy, or to those who are just curious? Clearly you want more paying visitors, so what changes can you make to your ad copy that will appeal more to the buyers instead of the lookie-loos? You'll get fewer clicks, but the traffic will be more "qualified" when you are successful.
(2)
Is what a visitor sees on your site when they click on your ad everything it should be? Clear, concise information with plenty (but not too many) of calls to action? Is the product page the one for the ad they clicked on, or do they have to search again when they get to your site? They click on the ad, they get to your site ... how many scrolls and clicks does it take them to add the item to their cart? Do they need to register or comply with some other invasive procedure?
You must assume at this point that your competition is doing something right. Analyse their ad copy and look at their landing pages (don't click on their ads more than a couple of times, though). What are they doing that you are not doing? How do your ad content and sales channel compare for relevance and ease?
This is where the pros are separated from the newbies. Newbies must work a lot harder to learn the tricks of the trade, and it will probably take you a while before your campaigns are running smoothly and producing profit for you. It's a learning experience, and it's done every day by every PPC advertiser. Best of luck! Have fun!
Ads click right thru to the page for that specific brand in the ad.
Number of scrolls and clicks till item is in the cart
Three
And No registration
I have checked many of my competitors sites (most by typing in the URL and of course I understand they will be paying for my click.) I have found my site to be as easy or easier to navigate. However, the only area I can find a major difference is in selection of product. I have about half the items for sale as my compeition. Do you feel this could be the main issue?
Can you advise where I might search to find customer e-commerce buying trends, other than to google the term?
Would sincerely appreciate any additional advise on the subject. I am up for the challenge and look forward to making my site the best it can be!
