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Our projects follow the best practices provided by Marketing Experiments. Some specific examples of the best practices for PPC conversion are listed below for your reference. We institute these practices when we manage your PPC campaigns for you.
Attracting prospects depends on a good first impression. So, it’s easy to see why the beginning of the funnel gets more attention from marketers. However, retaining prospects depends on maintaining that positive first impression throughout the conversion process.
It is critical to understand that each click you ask the user to take, you must provide a perceived benefit to them for making that click. You are constantly fighting the battle against friction and anxiety on a web page, so enticing the users to take action requires some incentive on your part. The good news is that the incentive does not have to money or free stuff. As long as its a perceived benefit to them, that offsets the friction.
Each step in the conversion funnel should follow a congruent path, so that the message, tone, and value is consistently communicated in each step. Remember that with every step, its a chance for the user to click away or leave the site. So be careful to reinforce your value proposition throughout the process, offer incentives to complete the funnel, and reduce their anxiety along the way with client testimonials, Better Business Bureau seals, SSL certifications, and so on.