If You Read One Article About Quality Conversions, Read This One
Conversions are the grappling hook of every Batman-like marketer who is alone against the elements. They are the focal point of any online marketing campaign whose aim is to get people to do something, be it to fill up a form, register as a user or buy your product. However, rest assured that conversions don’t just happen out of thin air (unlike Batman). Whether you convert 1 out of 5, 10 out of 30, or 50 out of 100, your conversion rate largely depends on the quality of the traffic you receive. The right quality traffic makes all the difference between a good and great conversion rate. This post will explain all about quality conversions and what it takes to achieve them through traffic that converts.
Not Every Traffic Is Equal
Remember these words when it comes to your conversions. In fact, low-quality traffic can hurt you almost as bad as facing a grizzly bear on a broccoli diet. The thing is, your conversions take a serious hit when the traffic you receive doesn’t match your target audience. What’s potentially worse is the fact that you can have a decent conversion rate that gives out a false picture because your conversions don’t ultimately reflect your goals. For instance, prospects can sign up to your newsletter only to unsubscribe later on because your product doesn’t quite meet their demands and needs.
So the question isn’t really how you attain quality conversions, it’s where you get them. The traffic source of your choice needs to check out the majority of boxes on the requirements list, ranging from being attuned to your audience to have a wide enough reach and everything in between. Some sources convert better than others, while some don’t convert at all and that’s the main point you need to realize. With that lodged firmly in your conscious, the next question kinda asks itself. And that usually is something like…
What Is the Best Source for Quality Conversions?
Actually, that’s a trick question, because there is no one best universal traffic source. Your best traffic is the one that sends over your ideal customers and that’s that.
Case in point: SelfAdvertiser. Our self-service platform for advertisers has a wide publishing network that consists of over 20,000 publishers (and counting), with top verticals such as games, gambling, e-commerce, travel, health, and more. Our ads have a massive reach of 2 billion daily impressions. Combined with the wealth of targeting options, users are able to advertise to large audiences either locally or globally or both. There’s more than enough freedom to set the budget the way you want, as well as available data through detailed analytics to optimize campaigns. Users also have readily available support at hand and personalized assistance through a dedicated account manager, should such need arise.
SelfAdvertiser is just one option in a sea of ad networks that compete for you. Choosing the right one depends on how well you research them, do they offer the necessary tools to attract and delight your audience, as well as your ability to understand subtle differences like ad network vs ad exchange, what programmatic advertising mistakes to avoid and such.
Even though it is super important, the traffic source isn’t the only requirement for quality conversions. There are other factors that need to be successfully incorporated into the entire package so you can become one lean mean advertising machine.
Ideally, the process should look like this
Focus on the journey your customers go through between clicking on the ad and making a purchase. The message needs to be enticing and eye-catching, the ad copy and the product/landing page have to meet eye to eye, the search keyword should prompt relevant ads to that keyword, and so on. Specific types of content also play a role in terms of impacting conversions. For instance, video content is all the rage these days, leading to higher conversion numbers than good ol’ fashioned text. Almost every second person wants to see more video content from marketers. Load on the video, right? The point is to avoid adding video just for the sake of it as you’ve heard it does wonders. It should be useful for your prospects, offering a few key insights about your product or act as a tutorial. All of it must be aligned perfectly in order to be highly relevant for your target audience.
In addition, one of the key notions behind conversion rates is tracking conversions. Without tracking, you have no way to know your actual conversion rate, and subsequently, have no means to improve those numbers. While the world wide web often seems infinite in its opportunities, the reality is that there are only so many people interested in what you offer. Players in the big niche markets have more breathing space in that regard, but those operating in smaller niches have a limited pool of potential customers. Relevancy is critical here and making sure everything is tip-top will drive quality conversions, along with the right traffic source.
As we have said before, conversions don’t just happen. You have an ad, a visitor sees it and converts a few short moments later. That is the general process, as close to ideal as it can get. However, there is a meticulous process behind it, one that basically starts and ends with the traffic source. If your traffic is sub-par, you can pretty much expect the same result conversion-wise. Getting highly converting traffic is vital to your growth. A great deal of it depends on how well you execute your campaigns in terms of relevancy. The product you offer has to be a match with what your audience is interested in, as well as all those little things that might make a big difference in the end. Once you figure out what works and what doesn’t, optimize and keep doing it.