Launched: E-Gain New Media PPC Management Conversion audits

November 20th, 2007

We have been working with a number of clients recently who previously had not used Paid search as a mechanism for driving increased traffic to their website, instead utilising a number of channels either above or below the line. Any online activity was limited to well established hybrid brands such as Yell.com, and has as yet provided limited success to the clients in question in terms of ROI.

Now Paid Search is a big enough jump in itself, however explaining to clients the potential benefits in terms of conversion of a well structured conversion funnel encompassing not only structured landing pages, but also a tailored approach to converting a website visitor.

It is still surprising how many companies fall into the OZDC Syndrome - thats over-zealous data capture syndrome to you and me - in order words - asking clients for too much information for what is required. I have lost count of the number of people who require everything but your bank account detail to register for a site. Why - why not capture some details the first time, follow up and capture more the second, and make it a work in progress. If a browser wants to buy/purchase he will give the information. If he/she doesn’t - make sure you get something off him, and then work on making you sure you get him the second time.

It is for this reason - I often advise clients to focus their data capture into bitesize segments. For example, I may have a cruise company. I may not be looking to book for six months or so, so therefore am going to be looking for a good deal and willing to wait. For this reason, why not look at capturing his/her details via price alerts, perhaps a newsletter - and the age old favourite competitions. All have their own little benefits, but above all allow us to build a profile of the user, and how our users use the website.

However probably the biggest aspect of the new conversion audit service is our bottleneck analysis. A good site is built up of a well structured navigation funnel, channeling users through a sales process. For example base product, upsell, cross-sell. However this process can often become lost and confusing for the client. E-Gain New Media analyse all aspects of the customer journey in order to refine and develop the purchase flow, and ultimately work at increasing your ROI.

To find out more simply contact us at E-Gain New Media via our contact form or call 0845 671 0018

Entry Filed under: PPC