I have a website that sells women's nightwear. The problem is, I'm only getting about one conversion a month, sometimes not even that! Can someone please advise me on how to improve this performance? I've scoured the web for best practice info and tried to implement as much of it as I can. But still, my business is nose diving and I've already spent a fortune on Adwords and other PPC! I'm getting clicks okay, but no one is buying. I'm beginning to think that my website is just plain BAD!! Can somebody help, pleease! Here's a typical landing page: http://www.feminines-lingerie.co.uk/satin/landing_pages/satin_nightdress.php Thanks all in advance. Angie
Firstly, there seems to be a styling issue with your homepage. I'm viewing it through Firefox and the body text is out of position and covering up your Paypal Approved Logo. Looking at your landing page it seems okay, clear call to action, relevant content etc. Lading page wise you could try a heatmapping service like http://www.crazyegg.com which will display where people are clicking on the page, it may be that they are leaving via the menu which could lead to you making some design alterations. The next thing to consider is the PPC account itself. How many products are you offering via the PPC Account? How Many Campaigns do you have? How Many Ad-Groups do you have? Taking this Satin Nightdress as an example, does it have it's own Ad Group and Relevant Adtext? These questions will simply give me a better idea of how your campaign is structured.
Thanks Mark for your advice. I don't understand why there's styling problem. I'm using FF too, and everything looks fine.. But I'll look into it anyway.. This particular landing page is part of a campaign that focuses on just Satin dresses. It has very focused keywords/phrases (only about 6). It has a good ad which ranks well, and it generates a pretty healthy CTR. Quality score is 10/10 for each keyword/phrase. I also get cheap clicks too, so Adwords seems to be pretty happy about my Ad and the landing page. Like I said, it's not visitors I'm struggling with.. it's conversions.. The heatmap link looks very interesting. I'll have a look. Thanks again Angie
Sounds like the campaign is working very well. May sound like a stupid question but does the adtext clearly define the product. I only ask because I have encountered instances such as this, where the product was not clearly defined in the adtext, which lead to clicks but no conversions because people were expecting the product to be something different. (Bit of a longshot based on your description of the campaign) Do you also have a few different types of Adtext in rotation? The heatmapping may be an idea to take a look at, there may be other tools out there but I am familiar with Crazy Egg and it's pretty cheap and gives great feedback! It will clearly show you where people are clicking when they land on the page. It may be that they are using the menu to browse the rest of your products and are being lost somewhere along the way.
First, you get one conversion a month but out of how many visitors? If you get only 10 visitors, that's a healthy 10% conversion rate. Most sites report between one and two percent. The trick in conversion is convincing the reader that you are offering exactly what they are looking for. To me "Luxury and Comfort at an affordable price" seems OK but being a man, I'm not the wearer (although I could certainly benefit). But is luxury and comfort really that what the buyer wants? Maybe that's not what she has in mind. Maybe your visitors are men looking for something for their wife in which case, the benefit would be something else (make her happy, wanted, sexy, whatever it might be as well as what he may get out of it). I think you need to have stronger benefits as your heading. I also think you should have the "more about" link as part of the page instead of having to click on it. Put your strongest benefits first. If your buyer is a woman, I think the feminine and romantic part is the strongest. Do they really care about scratch-free? If I'm a man buying it, I don't really care about that. You got to sell to your audience. On the plus side, from the sounds of it, you are doing well on the PPC side.
Just had a very quick look at your website and two things stand out: a) The bottom text is not centred and runs over your graphics b) You only accept PayPal payments. Ecommerce sites should use a payment gateway but not just PayPal.
Hi again Mark Don't know if you already know about this: http://www.attentionwizard.com/aw/ I think it's really good! Still mulling over your advice, btw..
Google adwords or PPC is not the only way of making sales. Many factors affect poor adwords performance like your competitors, the way you wrote your ad, the targeting of your ads, etc. To increase sales, you may try the following as well: 1. article marketing - some good articles and post in article directories. You can outsource about 200 articles on your product and post them to ezinearticles. Send about 5 articles daily and after you have about 200 articles pointing to the same website, you will enjoy free targeted traffic. 2. Social networking sites like twitter, facebook and myspace 3. submit your website RSS feeds to rss directories. 4. have an article section in your website for people to get helpful information from your site
well i think that you need to improve your site......ppc is good going for you.your site is not that attractive.a different advice which may seem lame and that is to sell this site
To quickly add to the above advice: your website doesn't have a voice. On your home page you talk about stuff nobody besides you cares about: nobody care about what other retailers have lost or gained or what ever. Decide on your target audience and speak to them: if it's women who want to seduce their husbands talk to those women and tell them how your lingerie will do that. If it's a family business you could literally go on camera (wearing your stuff) and say how you caught your partner using "Feminines" lingerie. You see, you have to connect with the people who come to your site. Now it looks like you got a template and hope to make money from it. Also... Giving an example of one of your ads and its stats would help to see where things are going wrong. All the best.
Are you tracking your website? Do you have Google Analytics or Statcounter installed to know what's happening when visitors come to your site?