If you are doing paid search, paid social or SEO, and are not optimizing your conversions, you might be leaving money on the table.
Here is a true story shared by Momoko Price, partner at Kantan Designs: a company was investing thousands of dollars a month into PPC campaigns but wasn’t optimizing or even tracking on-site conversions. The AdWords department was focusing on getting clicks without any insight into whether or not they were getting leads. Back-of-the-napkin calculations showed that the average cost per acquisition (CPA) was $1,100. The estimated customer lifetime value was $1200. You can do the math.
This is an extreme case, but the truth is, if you don’t have a page that converts, you end up just paying for clicks instead of conversions. CRO can help you get more from your advertising dollars.
How to get a higher return on paid search with CRO
1. Use CRO to improve the landing page experience and turn more visitors into customers
When we make the landing page more compelling and user-friendly, it lifts conversions and starts an upward spiral of success: higher conversions > lower CPA > higher return on ad spend (ROAS) > increased ad budget > increased overall revenue and profit.
It may take a few tests to get a strong lift in conversions; it depends on how much research goes into building your test hypotheses. A legal services firm saw the positive impact of CRO in the very first test they ran on their paid search landing pages. Originally, the value proposition above the fold was not scannable and not easy to understand quickly. The CRO team at 3Q Digital created a variation that described the benefits