Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action. CRO is quickly gaining in popularity because it’s seen as a way to increase profits from sales without raising your advertising spend.
Conversion rates can vary widely depending on your industry and business model, but regardless, everybody wants a better one! Below you’ll find benchmarks for average conversion rate in Google Ads across 20 common industries:
Naturally, even if your Google Ads conversion rate is average for your vertical, a higher conversion rate is better for business. Why settle for average?
Conversion rate optimization requires time and resources and, if you’re doing it right, testing. Nonetheless, it’s more than worth your while to familiarize yourself with the basic principles and metrics of website conversion optimization, so you can maximize the chances that a potential customer who arrives at your site from a search engine becomes a qualified lead or a paying customer.
There are a number of things you can do to increase your conversion rate, among them:
When you start thinking about conversion rate optimization, it’s tempting to fiddle around with buttons and forms and other low-in-the-funnel design elements that might make or break the sale. But remember that part of optimizing conversions is getting the right visitors to your site in the first place:
The quality of your individual landing pages can have a dramatic effect on conversion rates. Think about it – a prospective client stumbles across your page as the result of a specific search query. If the content and offering of that page aren’t relevant to what they were looking for or expecting to find, they will return to their search and you will lose that lead. And the negative effects don’t stop there! Poorly constructed landing pages can also cause your Quality Score to drop, which will in turn raise your cost per click, cost per action, and reduce your ad rank so that it’s harder to win spots in Google’s ad auction process.
So, what makes a good landing page? Common best practices for page design include few key elements:
Adhering to these best practices will keep your landing pages relevant and high-quality, which will lead to a valuable boost in both CRO and Quality Score.
Want more help with your Google ads conversion rates? Grade your account for free with the Google Ads Performance Grader!