As a website manager or owner, your ultimate goal should be to improve the rate of visitors that convert either by making a purchase or by getting in contact with you. In order to do this, understanding conversion rate optimisation is essential.

By using an SEO or PPC agency you need to ensure you have answered and covered the following three points:

Are You Using The Right Keywords In Your PPC Campaigns?

Doing some keyword research will enable you to find the most relevant keywords, include them in your ad copy and target the correct customer base.

Learning to manage and group keywords can be very helpful. Grouping your keywords makes it easier for you to create better-targeted and more effective PPC ads and it also helps you to provide your campaigns with a better structure.

The next phase of this is to re-analyse keywords and campaigns which are driving conversions, against those which result in high spend with little return. Within a couple of weeks of a PPC campaign launch web managers are able to further target campaigns to converting keywords and cut the dead weight.

Are You Sure Your PPC Ads Convert?

As a website manager, you need to ensure that your ads respond directly to keyword searches so that you can reach your intended audience in a meaningful way.

Including mid-tail or long-tail keywords will enable the ad to target searchers at a more advanced stage, this is far more likely to lead to a conversion, but simply including the right keywords is not enough.

Website managers need to:

– Make sure that the landing page delivers exactly what an ad promises, particularly if users are looking for a specific solution to a query.

– Analyse web design, layout and interaction thoroughly to make sure that they are targeting the right group of users.

– Ensure the page loading time is fast.

Web managers should work with SEO agencies and web teams to conduct split testing on site changes, track user behaviour and build up a picture of how converting users act on the website, and compare this to how non-converting users leave the site.

This should include elements within the page, such as calls to actions and additional information sections and where possible take into account heat mapping, click data and scroll maps.

Great conversion rate optimisation takes into account user behaviour at both an entrance and exit level.

Do you have great Quality Landing Pages?

Your CRO efforts will be rewarded if you create high-quality landing pages. If you provide relevant content to what the user is searching for, they are less likely to return to the search engine and click on another result. Quality landing pages improve your overall quality score and reduce the cost-per-click you have to pay.

Final landing pages will come together following the initial research in the first two sections of this article and allow website managers to create the optimum landing page based on conversion data.

Within each campaign and a subsequent section of the website, this process can be carried out on a regular basis to account for changing market trends.


POLARIS is a leading SEO and PPC agency based in London, contact for a free audit.

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