4 Questions to Ask Yourself When Your Travel PPC Conversion Rate Is Low

Magnetic headlines, big, bright CTA buttons, and appealing color schemes – these are all crucial elements of a great landing page. After all, they are the first things a prospect sees. But, what about the nitty-gritty components and psychological cues of effective landing pages, like trust signals, benefits, page speed, and so on?Travel PPC Conversion Rate Is Low

You have a lot of moving pieces on your plate when it comes to PPC campaigns. It can be hard to pinpoint the culprit when things go wrong. Most people try to increase their conversion rate through A/B testing. They tweak the size of their CTA buttons or the position of the images. Instead, you should take a scientific approach and know how to use your data to understand how you can produce great marketing results.

1. Are You Targeting the Right Audience?

Nothing is more frustrating than having hundreds of people visiting your landing page only to leave after a few seconds without taking any action.

You could make as many tweaks as you wish to your page. If what you’re presenting isn’t of interest to the people who land on your page, they will bounce. So, go back to your Analytics and see if your ads are targeting the right audience. Maybe you’ve forgotten to include negative keywords and tell AdWords not to show your ads for specific words.

If keyword research isn’t something you excel at, then this PPC for travel industry guide can come in very handy.

2. Are You Offering a Pristine Purchasing Experience?

Your landing page may look polished and professional but what happens after your prospects hit the CTA button? The journey prospects have to take to reach the point where they are willing to purchase your products or give up their email addresses can make or break your conversion rate. If they have to click one too many times or if the navigation and checkout process are too complicated, they are less likely to convert.

Site speed is another factor that can affect both user experience and your ranking. If your landing page takes more than three seconds to load, prospects are very likely to bounce.

3. Are There Any Leaks in the Funnel?

Trying to understand why your conversion rate is low involves a lot of detective work. You need to look at every piece of data you have to identify the culprit.

Go to your analytics and pay close attention to the visitor flow. See where and when they land on your page, what steps they take, and where during the conversion process they stop. Now, try to figure out why that happens.

Is it the navigation? Or, maybe is your content’s fault. Make sure you use the right type of content for every stage of the funnel. And, don’t be afraid to experiment with new content formats.

4. Have You Managed to Establish Trust?

People are taking a huge leap of faith when they are handing personal and financial information over to you. After all, they don’t know you, and if something seems off, they will stop the process immediately.

To increase the probability of conversion, you need to establish trust before you ask prospects to give you sensitive information. Use testimonials and reviews from real customers on your page. Include your contact and location information and use the logos of reputable brands that have used your services. You can also link up your AdWords with your Google+ profile to get your reviews to show on your PPC ads (and you doubted that Google+ is worth your time!)

When things don’t go as expected and your travel PPC conversion rate is low, it’s best to go back to the fundamentals and ask yourself the right questions rather than trying to find the newest growth hack out there.
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