How to optimize your paid ads conversions
If you are launching advertisement campaign to increase sales, but see people are only clicking on your ads without purchase, Howuku tools can help.
Below let's explore how you can use Howuku tools to optimize your website and paid ads conversion rate.
Monitor your entire campaigns at one place
On the Howuku dashboard, start with monitoring the following data points:
- Top pages
- Top devices
- Top sources
First of all, take a look at the top device types. If there is relatively large traffic coming from a certain device type says the mobile device, you can subsequently focus on optimizing the web user experience for mobile users.
Next, look at the acquisition channel to see which channel of paid ads bring you the most engaged users. Longer average time and lower bounce rate are good indicators of engaged users. You can then prioritize the channel for your retargeting campaign using this information.
When we are optimizing for paid ads, most people tend to focus on improving the ads visual, copywriting or audience targeting. All these are very critical yet we can't forget about the ads destination link.
If you get clicks from your paid ads to your site, the top pages of your site are usually the ads destination link that you set for your ads campaign. Hence, it's important to find optimization opportunities on your ads destination link as well to improve your paid ads conversions.
Analyze your ads destination link using heatmaps
Click on the top page URL on your dashboard to watch the heatmap of your ads destination link. Pay attention to what your visitors are clicking and ignoring using the click heatmap. Note: change your heatmap to phone layout if your traffic is mostly from the mobile device.
Next, go to the scrolling heatmap to see how far down people scroll on your ads destination link. Did they miss any key information that is located down the page? For a site with large mobile traffic, identify the average fold for the phone screen size and ensure your most important call-to-action and message are placed above the average fold so it helps maximize the chances to be seen by most visitors.
Finally, go to segment heatmaps to learn how your paid ads traffic engages with your site. You can also use filters such as time of day or day of the week to find optimization opportunities for your paid ads campaign.
Drill down to watch individual session recordings
Last but not least, if you found any interesting patterns from the dashboard or heatmaps at a high-level view, you can next drill down to watch the individual user journey using session recordings.
Use filters such as page links or UTM tags to watch the user journey from your paid ads campaign. You can also filter by device type to find optimization opportunities for mobile experience that are coming from your social media paid ads.