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How Can I Improve My Conversion Rate?
Posted 10 July 2004 - 03:26 AM
I am looking for advice on improving my conversion rate (at my site specifically -- not the excellent but generic advice plentifully available on the net).
I have a new site. It's been up about 6 weeks. I sell silver and glass jewelry to the USA and Canada.
The site is new, and I really don't have any SE placement to speak of (or even a site that's conducive to it, yet).
So, traffic volume is currently driven by Google/Overture PPC ads.
The current traffic volume level is satisfactory.
But I need help improving the conversion rate. My Google PPC conversion rate is about 0.45%, and my Overture rate is about 0.30%.
I need to hit 1.0% before my ads start clearing the profitability hurdle, and then my ad expense status can be upgraded from "hemorrhaging, my biggest problem" to "just another of many things that can always using improving".
I spent the past few weeks sifting through my ads, trying to weed out the most inefficient and untargeted. But it hasn't helped conversion, and I'm wondering if my site isn't holding up its end of the bargain.
What I'm looking for: someone who can troubleshoot my site (and my ad campaigns, too) from a conversion standpoint.
Everything needs improving, so I'm not really looking for a copywriter to tell me my copy needs improving, for a coder to tell me my code needs improving, for a photographer to tell me my photography needs improving, etc. I'm looking for a generalist to do an overall review and troubleshooting, so I know what to go after first, second, etc.
Basic tools I have available: the free campaign data Google and Overture provide, and a basic third-party ad tracking software that falls somewhere inbetween the free weblog analysis my host provides, and the more thorough analytics that cost the big bucks.
Of course, if it turns out I'm barking up the wrong tree, that there's no way to improve my conversion, and the profit is to be found in improving something else, I'd like that person to smack me in the face and tell me to go work on something else.
A link to my site is in my signature below.
PS: I see some very thorough site reviews in the forum's Site Review section, and I look forward to submitting my site for review. But I'm new to the forum. I think it'll take a while to gain "active member" status, because I find that for almost every question I have, there's already a thread to read, and for every question I might answer, there's already someone with a more knowledgeable answer. So I don't see my posting frequency being too high at this point. This forum has set the bar pretty high (and deserves kudos for it)!
Posted 10 July 2004 - 06:09 AM
People do not like to be reminded of illness. It hints at their own mortality.
What I find particularly awful about your domain name is the use of the word "sick". It may be applicable in the sense, "homesick", but trying to sell people things while 'telling' them to picture vomit (ie "sick") is probably not the best strategy I have encountered.
Posted 10 July 2004 - 06:27 AM
On a more helpfull note. Why can't you display the delivery, e-mail and phone number all on the same page when people click through to an item?
Also I'd replace the 'we also recommend' section with the credit card form.
I think the less clicks the better. You know, you see it you buy it. At the moment I have to click to see delivery schedule, click again to get phone number if I want it. add it to my cart then click through to input my details.
Have all that info on one page. I'm pretty sure that will help conversions.
Re your ads. There are people better qualified here who can certainly help you. (Haystacks and Ian are you out there?)
All the advice I can offer is take a look at your matching options. If it's a long phrase, exact matching can improve conversion. Also make sure if people are searching for ' pendant earings in silver ' you are taking them right to the page they can buy it on. Right there and then, not 3/4/5 clicks later.
hope that's useful
Posted 10 July 2004 - 07:17 AM
The only real problem is that that branding is somewhat indirect. It's not like turkishjewels.com or something like that. There's an extra step involved in getting people to associate the name, which implies being far away from a familiar culture and feeling, with buying a particular product to make one feel closer to home.
Posted 10 July 2004 - 08:38 AM
Free advice is great, and I never turn it down. If the forum sees fit to offer further comments, that's great, my ears are always open.
But I don't want to run afoul of the forum's active member requirement for site review. So given that I'm not an active member yet, this is a request for private (i.e. paid) review/analysis. I don't want to be getting on any blacklists!
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