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When you cannot change landing page

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Hello to Everyone out there.

Need suggestions on what would you do if you have a client who does not believe that landing page changes cannot make an impact on overall conversion rate? I am running a campaign which is simply not converting for the last 30 days after hundreds of clicks. Keywords are alright. (in previous 30 days to it there were 25). So while I am trying to explain that ads are just a medium to direct traffic to the site, after that it's all about website and user experience, am I right in saying that?

According to the client, customers do not come to your site to check "buy now" buttons and things like that. So what do you suggest please? I know its a relative question, any input would be appreciated

 

Ritu

 

1 Expert replyverified_user

Re: When you cannot change landing page

Top Contributor
# 2
Top Contributor

Hi Ritu,

 

Apart from the conversions factor, what is status of other metrics like Average Time duration, Bounce Rate etc...for your client's landing page?

 

Are you using a dedicated PPC landing page or it's the website which you are targeting to your users?

 

As a consultant you are right in your point that if the conversions are not happening for the past one month, landing page improvements should be made and AdWords is all about experimentation.

 

Good call to actions, unique punch lines and genuine content which makes it different from other competitors is the real key to build a successful landing page. So you might want to try and convince your client giving these justifications.

 

You can also read more about Landing Page Experience here: https://support.google.com/adwords/answer/2404197?hl=en

 

Also, get the data from Google AdWords as well as Analytics and present in front of your client if the landing page metrics have gone down apart from conversions which are already low as per your statement. So if your client is really looking to achieve high ROI, he would listen to you and work accordingly Smiley Happy

 

Pankaj

Re: When you cannot change landing page

Follower ✭ ☆ ☆
# 3
Follower ✭ ☆ ☆
Thanks for the reply Pankaj, to answer your questions, we are not using dedicated landing pages and using webpages instead. Other metrics (bounce rate, duration, CTR etc) look ok.

Re: When you cannot change landing page

Top Contributor
# 4
Top Contributor
Hello,

Also review whether the conversion tracking code is installed properly on thanks pages or not.

Hows' the traffic and conversions from other traffic sources? There is a possibility that Conversions might have gone down from all traffic sources which could be due to many reasons like seasonal business, competition etc...

Pankaj

Re: When you cannot change landing page

Collaborator ✭ ☆ ☆
# 5
Collaborator ✭ ☆ ☆

A small addition to what Pankaj has said. As the client is reluctant and doesn't agree to make any change in the landing page, in this case numbers can speak up, show him some case studies in which landing page optimization has left impact.

 
"Google once tested 50 shades of blue for their Gmail's call to action color and found the highest converting shade. The end result was a boost in signups. You probably won’t be able to test 50 shades of a color, but you will be able to test a few different colors."


Try to create a sense of urgency by helping the client understand the consequences of not optimizing the landing pages. How landing page experience can make him pay less by increasing the quality score and hence increase ROI.

Re: When you cannot change landing page

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆
Thanks Ahmed for the suggestion, what you said is a viable option