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I've been experiencing a huge drop on my conversions, however the number of clicks rose. And some days I don't have any conversions at all, but I can see that my visitors are spending some time in the site once they reached it.
I've read several articles about how to increase conversions, however I don't want to increase the bidding amount as I'm already investing quite a bit on PPC.
I cannot understand why there aren't many conversions from our visitors... Does anyone know a good material that I could read to try to find where is my failure?
Any tip will be very welcome!
You should try different landing page variations and different ad variations. Do some split testing on your ads and see which ones work the best and which ones you can do without or modify.
Note everything you do so you can benchmark and track your gains or losses. Sometimes all it takes is a little bit of ad modifications and different landing pages to tap into the best conversions. Also keep a close eye on your competition and their marketing tactics. If its working for them it should work for you.
Keep me posted I’d like to know how things move along.
Also different industries use different tactics to maximize their conversion and ROI. Sometimes all you'll need is a one page form site to get the maximum conversion for your industry, while other industries require elaborate sites and other things to maximize their conversions.
What kind of analytics program are you using? Knowing how much time someone spends on your site, is a good start, but try and dig deeper into your data to see what other information you can gather.
Look at similarities between your past conversions? What did they have in common? It could even be a certain browser or screen resolution. Start thinking that deep, you can never have too much data. Follow what Primal says. Look at your landing pages, but break them into chunks like headline, call to action, button color, etc...
Take one chunk and try to optimize it, then like Primal said, document everything. Look at it like your high school science experiments. Don't make too many changes at once, and be sure to implement your changes for long enough to gather enough data to make an informed decision.
Once you feel like you reached a good threshold for your landing pages, then look at your PPC account. It doesn't make sense to change keyword bids up or down, and make changes to your ad text until you're sure that your destination is well prepared to convert those keywords and ads.