Views: 0 Author: Site Editor Publish Time: 2022-01-03 Origin: Site
Hello everyone, I am Nina from Sunac Cloud Academy. Many customers have the following worries after investing in Google for a period of time:I have adjusted the influencing factors at all levels of Google Ads, but what should I do if the inquiry effect is still not satisfactory?All the optimizations that should be done on the account side have been done, but where is the problem?Today I will analyze for you the importance of landing pages in influencing the acquisition of inquiries. Users directly enter the promotion landing page by clicking on the advertisement. Therefore, as the facade of promotion, the design of the landing page must be refined.After users see relevant information through the landing page, their favorability and trust in the entire website will increase, which will increase the possibility of enquiries. A good landing page must have complete conversion logic, as well as meaningful expressions and genuine product information.When a user enters the website and achieves conversion, everything happens within the website.As you can imagine, the website plays an important role in the conversion of inquiries.It can be said that the introduction of accurate customer traffic in the early stage depends on search, and the conversion of inquiries in the later stage depends on the website!When users can obtain information and meet their needs on the website, closing a transaction will be a matter of course. When we build a website, we must have a clear positioning for the website.As a marketing website, our first goal is to acquire customers, so website construction must catch users’ attention.For this point, Google GA analysis tool can give a good reference. We should pay attention to the following factors of the website: 1 Reduce the bounce rate and let users see us for the first time The bounce rate is closely related to the opening speed of the landing page.When the bounce rate is greater than 80%, it means that out of 10 people who clicked on the advertisement, more than 8 netizens will jump out directly, that is, the netizens have not entered the website at all, but advertising costs have been generated.In this case, the conversion effect can be imagined. To optimize the website bounce rate, it is recommended to start by increasing the website opening speed: according to daily access data, a web page can be opened within 4 seconds on a PC, and a mobile website can be opened within 2 seconds. More than 90% of Internet users can successfully enter the website.We can use the speed measurement tool webpagetest to help us understand the real opening speed of websites around the world. Here we recommend: (1) The server of the foreign trade website must be outside the mainland, so as to ensure the opening speed of the website; (2) Do not add overly large pictures and fancy video settings to the web page, so as not to increase the burden on the website and cause the loading speed to be too slow; (3) For mobile phone users, especially now that mobile accounts for more than 60% of Google’s promotions, it is essential to pay attention to the mobile terminal. We recommend building a responsive website, and you can use mobile-friendliness testing tools to accurately understand whether the website can automatically respond and match on mobile devices. 2 Increase the average session length to meet customer search needs The average session length is closely related to the content of the website. Regarding the content, we need to pay attention to the following points: (1)Are the keywords relevant to the content of the website’s landing page?: For example: When we searched for 'stainless steel wire mesh', we entered the website, and a variety of wire mesh products appeared on the landing page. It is conceivable that this page is not what users want to see, no matter how well it is done. It won’t bring you conversions. (2)Is the website interactive?: The website is for users. If users are only used as viewers, the first visit of the user will often become the last visit.Therefore, when building a website, we should pay attention to the interactivity of the website and give more consideration to allowing users to participate personally, which will make it more interesting for viewers.For example: to provide quick and convenient operations for users to share, the simplest and most common way is to add Facebook, Twitter, YouTube and other sharing buttons under each article. (3)Website pages should guide users to take action, such as adding guiding words or obvious contact information in a prominent position on the landing page, so that you can find a quick channel when you initiate an inquiry immediately after browsing the website; guiding words such as: get quote now, contact us, know more, etc.; Contact information such as online contact, form submission, message board, and email. 3. Improve the depth of access and make users sticky to the website Access depth, as the name suggests, is the number of pages a user browses when visiting a website.Typically, the more pages a user views, the more depth there is.Therefore, whether users can deepen their visit depends on whether the website content can attract users. At this point, we can also see the importance of content to the user experience of the website. (1) When netizens cannot find useful information on the page, their stay time will inevitably decrease.Therefore, when displaying the content of the page, try to display the information as richly as possible.Don’t have blank pages or pages with no information。 (2)Focus on recommendations for relevant content, everyone looks at some large portal sites that pay special attention to the recommendation of related content, in order to allow users to selectively conduct in-depth access.Generally speaking, when users access content, they hope to have better content appear in front of them. For example, content that other users visit, recommended content, top content, etc. can greatly improve the depth of user access.Most users will choose to browse content that can arouse users' interest. 4. Use heat analysis charts to understand visitor behavior and improve conversion effects. The function of the heat map is to track the browsing behavior of visitors on the web page, including clicks and browsing trajectories, etc., and record the clicks of visitors on the web page. The tool will represent it through the color depth of the image. It will also have basic indicators such as visitor bounce rate and browsing time. . Heat maps play an important role in improving conversion rates and user experience in SEM promotion.For example, take the heat map tool:Ptengine (Platinum Analysis)For example, we can directly see which part of the website has gathered a large number of clicks, which may be traces left by users with clear intentions.To feel user intentions and gain insight into user needs.After fully understanding the users, and then making targeted improvements, we can effectively improve the user experience and get twice the result with half the effort in the final conversion.
