So you’ve used SpeedPPC to build the best PPC campaign possible. You’ve got great quality scores, strong CTR and top of page ad position at a reasonable cost per click. Every indication from the PPC side of things points to a well made campaign sending highly relevant traffic to the website you are advertising.
Yet leads and/or sales are not happening. Or happening rarely and at a very high cost per lead.
Chances are its not your fault.
If you are seeing stellar PPC metrics yet low page engagement (ie high bounce rate, low page views and low session durations) and if when you review your search terms report you are seeing that mostly highly relevant search terms are triggering your ads which are attracting clicks and those that are of low relevancy you are making negatives….then its a good bet that the issue lies with the landing page.
Here is where A/B….and C and D…etc testing comes in. Yes its a time consuming process and for every step forward you may also take two steps back, but its a completely necessary process. If as said you know you are sending the best possible traffic to the landing page (because you have the metrics to prove it) then all eyes must turn to the landing page and working to improve that experience. Unfortunately many clients are loath to invest the time and money needed to do this.
But for sake of argument (and to get to the point of this posting) let’s say your page engagement metrics are quite good. Low bounce rate, high page views and session durations. Potential customers are obviously taking the time to browse the site….yet leads/sales remain elusive.
Now its time to look at the shopping cart or sales funnel. Where in the process are the potential customers you are sending to the site getting lost or leaving?
A recent study asked people why they abandoned their shopping carts. 44% of those asked responded that they abandoned their shopping cart because of high shipping costs. In other words, they place items in their shopping cart, they begin the check out process and they then see the cost of shipping and decide…eh…no. An additional 22% abandon the cart because shipping is not clearly stated. These potential customers have added items to their cart, begun the checking out process but because they cannot find or possibly because there is no shipping cost stated, they abandon. That’s a lot of lost sales because your shipping costs are either too high or not clearly presented during the check out process.
Another 41% are not ready to purchase. Why, if they are not ready to purchase they are beginning the check out process was not stated in the study. But 24% were using the cart as a way to “save” products so they could come back at a later date and possibly purchase or compare to a competitor. Either way, this is also a huge number of potentials. Here having a remarketing campaign in place or better yet having a targeted email campaign in place is the way to go. “Remind” these potentials that their shopping cart is waiting for them to return.
I thought another interesting reason for abandonment was the 25% who left because of high product price. If prices are clearly presented on the product page I have to wonder why potentials even bother to start the process, but it may be that they add a number of products to their cart and only when they see the total do they realize its more than they want to spend. Again a good place for remarketing and/or email.
Finally the study found that a good 14% stated that they abandoned their cart because there was a not a guest checkout option. I’ve done this myself especially if I know its unlikely I would ever purchase from the website again or because I just don’t care to create yet another online account. So having a guess checkout option is important. You can still ask for an email as a way to send the guest shipment tracking info.
So again, if you know you are sending the best possible traffic and are seeing strong engagement metrics yet are not seeing leads or sales – look to the shopping cart funnel for clues and consider the above.