landing page CTR & Conversion rate question

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Jardini

Jardini

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Dec 13, 2007
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Got a few questions about lp ctr & conversion rate to affiliate offer.

I got a lp with great ctr to aff offer, at around 70%, but the offer conversion rate is only at 4%. Below are the stats.

213 clicks total
155 clicks to affiliate offer
6 conversions.

I can work on the landing page to improve the CTR to the affiliate offer, but at this point I would like to figure out why the offer conversion rate is so low.

People see the ad they want, they click it. <-- ad CTR
Read the landing page, fits their need, click to aff offer <-- lp CTR

I would think if there is a problem with my LP, it would reflect on the lp CTR and not the conversion rate

Can landing page affect your conversion rate even if you have a high lp CTR? What are the factors I can look into?

Can anyone give me some pointer on improving conversion rates?

Any help will be greatly appreciated. If you want to see my lp before helping me, I can pm the lp.

Thanks
 


Split test with another offer, if you can. Sometimes the offer LP sucks, or the offer just plain sucks. Sometimes the networks scrub your leads. Test with another offer/network if you can. Also, are these stats for one day? I have noticed on my campaign that conversions fluctuate LARGELY from day to day, sometimes without a trend at all. I've seen variances from 0% (yes, QQ) to upwards of 25%. Just keep testing it and hopefully, eventually it will work.
 
Do you guys see the CTR to the affiliate offer being less when the traffic is organic? I've got a site that gets a decent amount of traffic on a daily basis from organic traffic. The traffic is mainly coming in on 3-4 terms and its highly targeted to the offers.

However my CTR is only around 19% and the conversion rate is around 8%.

Do you think this is due to the traffic, or a poorly designed LP? Thanks.
 
Jardini said:
I would think if there is a problem with my LP, it would reflect on the lp CTR and not the conversion rate

Can landing page affect your conversion rate even if you have a high lp CTR? What are the factors I can look into?

Can anyone give me some pointer on improving conversion rates?
Click to expand...

Your LP ctr could be completely independent of its ability to deliver conversions.

Remember, your landing page gives the visitor an impression of what to expect once they commit to clicking on further through to your offer or whatever call to action you may have.

So, in your case your landing page is doing a good job getting the visitor curious and interested enough to move on to the offer. However, you need to ask yourself:

At the point where your visitor leaves your page to move on..
- did your landing page put some sort of doubts or questions in their mind about the product or service?
- did the style or theme of your page leave them wondering if there was something you failed to mention?
- why exactly do you think they clicked through? Was it your strong call to action? Your ad copy? Something you had mentioned in the text somewhere? Was it imagery/graphics that made them interested?

The fact that they clicked through to the offer doesn't necessarily mean they are then more likely to buy / order anything once they reach the offer.

Obviously (as mentioned already), the offer itself can be an issue and should be split-tested. But also - think about WHY exactly they clicked through and how your landing page made them do so.

See if you could come up with an entirely different landing page approach - yet keep your current CTR. Then see if conversions are affected.
 
I&W is right as always. Also - people are fucking sheep. They click on anything and everything. Make sure you get your LP point across before you give them the chance to click, cuz those dumbfucks will click on anything and never even read your presell text.

CTR -> offer isn't everything thats for sure. Qualified leads CTR -> offer is a whole other story!

AdCopy also has a major role in conversions. Just today I created a new ad with a slight change in the display url ONLY (same LP, same offer) and the conversions doubled.
 
Thanks for all the valuable inputs.

Makethatmoney -
I was told by my AM that the offer I pick is the highest converting offer on the network

Those stats are for a week, new campaign. I am actually positive on my new campaign, but I really want to raise that conversion rate.

ImagesAndWords -
Thanks for the advise. I'll definitely spend some time and think like a visitor and reevaluate my LP
 
Jardini - Another problem I have faced is that the keywords I had were non-converting. Sure they captured readers interested in learning about the product and then they even wanted to learn more about it (clicking to my offer) but very very few bought anything.

That could be another problem?
 
directresponse said:
Do you guys see the CTR to the affiliate offer being less when the traffic is organic? I've got a site that gets a decent amount of traffic on a daily basis from organic traffic. The traffic is mainly coming in on 3-4 terms and its highly targeted to the offers.

However my CTR is only around 19% and the conversion rate is around 8%.

Do you think this is due to the traffic, or a poorly designed LP? Thanks.
Click to expand...

Well, 8% is pretty good.
Make another landing page design and see how it does.

I know when I am looking trough organic pages, I spend time seeing what organic listings have to offer. However, if the site looks shitty or loads slow, I become quant with my back button.
 
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