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How to Accurately Diagnose Your Conversion Problems

We’ve all been there: You’ve set up your online ads, but the conversions just aren’t pouring in as expected. Before you cast doubt on platforms like Google Ads or LinkedIn Ads, pause and reflect. Maybe, just maybe, the platform isn’t the real culprit. Here’s a step-by-step guide to help you accurately diagnose your conversion problems.

Want a handy guide? Grab our swipe-through guide in PDF format!

1. Perfecting the Click

The first interaction a user has with your brand is often through an ad. Ensure:

  • Search Term and Ad Harmony: Does the user’s search align with your ad content?
  • Keyword Precision: Are you bidding on keywords that historically convert?
  • Audience Targeting: Focus on your Ideal Customer Profile (ICP) and Total Addressable Market (TAM).
  • Conversion Rate: Track and analyze your rate. Is it on par with industry benchmarks?

2. Synchronizing Web and Landing Pages

The next step in the conversion journey is the landing page.

  • Consistency: Ensure your ad’s promise matches the landing page.
  • Clarity: The user should quickly understand the offer, its benefits, and its cost.
  • Trust-Building: Incorporate social proof elements like testimonials or certifications.

3. Streamlining the Conversion Path

This is where the magic should happen.

  • Form Efficiency: Keep forms concise.
  • Easy Scheduling: Allow users to effortlessly schedule meetings or demos.
  • CTA Precision: CTAs should be clear and compelling.
  • Addressing Concerns: Preemptively tackle user objections.

4. Mastering Lead Hand-off

Once a user has shown interest, the sales team takes the baton.

  • Swift Responses: Minimize the time between form submission and the first contact.
  • Aligned Communication: Tailor follow-ups based on the lead’s engagement level.
  • Problem Solving: Understand the lead’s challenges and articulate how your solution fits in.

5. Navigating the Sales Cycle

Closing a deal isn’t always a sprint; sometimes it’s a marathon.

  • Planning: Have a strategy in place.
  • Engagement: Involve all key decision-makers in discussions.
  • Value Proposition: Reinforce your unique selling points throughout.

6. Diving into Analytics

Data should inform your strategies.

  • Behavior Metrics: Use tools like Google Analytics to monitor user paths.
  • A/B Testing: Platforms like Optimizely can help refine your landing pages and offers.

7. Crafting the Perfect Offer

The offer itself is pivotal.

  • User Feedback: Use surveys to understand what resonates with your audience.
  • Competitive Edge: Regularly assess what competitors are offering.
  • Pricing Strategy: Test different price points and value adds.

8. The Art of Follow-up

Persistence and strategy go hand-in-hand.

  • Recover Potential Lost Sales: Cart abandonment strategies can salvage potential sales.
  • Retargeting: Platforms like AdRoll ensure your brand remains top-of-mind.
  • Feedback Loop: Regularly gather and act upon feedback.

In conclusion, diagnosing conversion issues isn’t about playing the blame game. It’s a methodical process of introspection and action. By assessing each step of the conversion journey and making necessary tweaks, you’re setting your business up for success. Dive deep, iterate, and watch your conversions soar!

Amit Desai

Marketing & communications professional with 25+ years of experience in product development and marketing, growth hacking, strategic marketing, consumer insight, brand & product strategy, interactive & digital marketing, creative development, public relations, media planning & buying, direct-marketing - across top FMCG / Consumer Durables / Retail and Financial Services Categories and Brands.

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