Question

Topic: Customer Behavior

Improving Conversion Rates From Cpcs

Posted by Anonymous on 3/21/2004 at 12:04 PM ET 125 Points
I have an online store and use CPC campaigns as my primary marketing tool. My click-through rates are very good, and for hardly any money, I get very good positioning from Google (never more than the 4th ad down, very often the 1st).

Despite this, I'm not getting as many orders as I would have thought. I don't have over-inflated ideas about conversion rates, but it seems that people are looking, not buying. The products I sell are largely impulse purchases (dog products) that do not require lots of shopping around or lengthy decision-making.

I link people to the exact product page for the keyword, rather than the home page, so they don't have to click around to find what they were searching for. Prices are competitive.

Any ideas on what's holding back the purchases? Could the site be easier to use? The design more user friendly? The language improved?

The site is at www.funstufffordogs.com.
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RESPONSES

  • Posted by Blaine Wilkerson on 3/21/2004 at 1:06 PM Member
    Just looking at the site, my immediate impression is "someone made this at home with an instruction manual in their lap". Not to say it is not a "good" site, but has obvious signs such as mal-aligned text (home page), extra spaces in some of the words (puppy stuff), some header pictures are cut-off when you go to a particular link (treats), etc.

    Plus I think it lacks a certain design "flair" with regards to coloring and graphics on the item lists and the homepage.

    Another thing I noticed were the links in the red sidebar kinda appear to be randomly listed, i.e. there are 3-4 treat links that are separated by other links. I think they should be organized into relevent groups.

    (BTW- Please know all of this is constuctive criticism, so please do not get offended.)

    I happened to notice you sell many obscure or unknown brands..at least in terms of the brands one usually sees at a Petstore of Petfood section at the local grocer. This may turn people off. Therfore, I would suggest some links to a page the has all the brand logos and a brief bio on the company so people who may have never heard of some of the products can get an idea who makes it and if it is really worth the money.

    Another thing to consider is an opt-in email newsletter. Since you are so high on the search lists, you can be getting all kinds of tracking and potential customer info by offerring a monthly newsletter with the latest deals and an article about "doggy health, fun, beauty, tips, etc". Make sure these articles are available on the site as well. Try contacting local vets. Tell them about your site ranking and you would like to publish some articles written by them on certain topics. Most will be flattered as it will be a way to get some national/global attention.


    The articles, newsletter, site organization and "sprucing up", and explaination of brands may very well be the key to your problems. Even if someone is browsing, they may sign up for the newsletter...tat way you may get their business later, PLUS you know who they are and how to reach them! Otherwise, you just have thousands of anonymous visitors...it's like a car slaesman being gaged and tied behind a double sided mirror where thye can see all the people looking around , but can't talk to them!

    In summary, making the site a bit more professional along with adding content other than just products will make your site more useful and productive.

    Here's an article on CPC:

    https://searchenginewatch.com/sereport/article.php/2164871

    Please feel free to email me with any questions or inquiries for assistance!

    Good Luck!

  • Posted by Blaine Wilkerson on 3/21/2004 at 1:13 PM Member
    Another thing I forgot to mention is your target demographic. Are most of your customers affluent, pure bred dog show people or just the average online dog shopper?

    You have all kinds of unique and gourmet stuff that may not appeal to "Betty Blu shopping for some basic treats". On the flip side, a real finicky breeder or owner of a pure bred may be turned off by the site's little errors. It's amazing how one mispelled word in your business literature and/or website can instantly turn people away....even if you have better prices.

    Just a thought!

  • Posted by Pepper Blue on 3/21/2004 at 1:15 PM Accepted
    Hello lwoody:

    Just a few quick ideas.

    First, I have two dogs and have had dogs my whole life. I like your website. I think you have a good product mix. You do have very cool stuff and I will no doubt be browsing and shopping more when I have time.

    You are certain to get many comments from the other Experts here on your website design, however I would like to give you some additional advice.

    Websites are good but reality is that the problem with them, yours included, is that when someone comes to it and leaves without buying something, they’re an anonymous stranger.

    You have no idea who they were, and no idea how to go back and get them.

    The way you can change this by starting an e-newsletter. Put the signup box on every page.

    Incentivize them to signup and provide minimal information at first, you don't want any barriers or friction.

    Something as simple as X% off on their first purchase.

    First & last name & email mandatory, and they can have the option then of providing anything else - address, etc.

    Another incentive could be to put in the name and birthdate of their dog(s) and then on their dog's birthday you can send them a Crunchkins Edible Greeting Cards! Your cost is probably about $2+- so this is a cheap way to strengthen a customer or prospect relationship.

    Then in the card you can put a catalog, flyer or some other marketing material.

    BTW, the Crunchkins Edible Greeting Cards are very cool.

    Every e-newsletter should have a forward to a friend feature. Dog people know dog people. They watch each others dogs. They walk them together, let them play together.

    Leverage that power.

    I have too many ideas to reasonably include here, and I would be glad to discuss more as that is part of what my company does.

    You can click on my name to right and email me if you would like more info.

    I hope this helps you out.

    Pepper Blue

  • Posted by Blaine Wilkerson on 3/21/2004 at 2:34 PM Member
    I agree! I mentioned e-newsletters in my previous responses and have to say...."pepperblue" is the way to go for the most expert advice and services for your campaign.

    The greeting birthday card is a FANTASTIC concept!! This could be a part of the newsletter sign-up. It would be a great way to get social marketing (word-of-mouth) going so you are not relying on SEO alone.

    Again, I highly recommend pepperblue!

    - Jett Enterprises
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