- Prepare campaigns for high seasons in advance. If peak demand occurs in May, you need to start promoting the product in winter, and work with the New Year gifts section ideally starts at the end of summer. We set aside at least 3-4 months for the results, for example, in search results, to appear. Only in this case will the cost of a lead in the high season be minimal.
At the site level
It is difficult to calculate how the content of the site affects the cost of each application – without detailed experiments it may be unclear what exactly worked. But the dependence here is still obvious: the better we work on the content and structure of the site, the higher the conversion, and therefore the cheaper the leads.
At this level, the following techniques work best for us:
A highly branched catalog.
Many product categories, separate cards for products of different colors or sizes, a convenient filter – all this is good not only for search positions, but also for conversion. We make sure that the user does not get confused in the catalog, and make the structure logical and understandable. It is better to start from live search queries.
An example of a convenient
, branched catalog on the website of a perfume supplier. The fragrances are divided into large groups (for home, for body, by season), and each group also has several subcategories.
Beautiful landing pages. For some products and services, it makes sense to make special pages – like a full-fledged landing page inside the site. Landing pages are not needed for every product: we make them for key offers with the highest profitability and popular products that are searched for most often. It is convenient to direct traffic from contextual advertising to landing pages.
On the clinic’s website, we have created a landing page for ASIT therapy (allergy treatment) and some other services.
Thoughtful usability of the site , that is, its convenience for the real user. It is important to make clear navigation through sections, noticeable buttons, simple application forms. We also always add an online chat, where a potential buyer can quickly ask a question about the product and even place an order. The more convenient the site is, the higher the percentage of its visitors will reach the target action.
Informativeness and emotions . Our task is to maximize audience loyalty with the help of the right content. Therefore, we always clearly show the work scheme on the site (the ordering and delivery process, the composition of the service, etc.), prevent objections in advance and gambling database usa close the “pains” of potential clients. We use high-quality images of goods and real photos of specialists (this is especially important in the medical field). Reviews, the “Questions and Answers” section, and video materials on the topic also work great for trust. All these techniques ultimately help reduce the price of each application received from the site.
At the analytical level
For actions at the previous levels to work, special database address analytics are needed: continuously calculate the cost of a lead and other important indicators, analyze and adjust actions.
Here we recommend:
- Connect call tracking – a service for tracking calls. Without it, you will not be able to understand which channel brought more targeted calls at a lower cost.
- Listen to calls, find out what potential clients want, and implement it on the website. And it is also useful to burkina faso business directory monitor conversations to evaluate the quality of the managers’ work, because even the highest quality and most profitable applications still need to be processed correctly.
- Use a convenient end-to-end analytics tool – LeadSense. This is our own development, which we use in working with clients. It makes it easy to track the cost of a lead, not only across different channels, but also broken down by campaigns and even specific ads/pages.