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All known means of Internet advertising are aimed at the attraction of the target visitors to the company's website. However, even if Internet advertising has “lead” a visitor to the site, this visitor does not always become a client. What are the main factors that influence on the conversion of visitors into clients?
The main task of business sites, that belong to different companies, is to receive direct or indirect profit or any other commercial advantage. Internet advertising helps to accomplish this task. Internet advertising includes special campaigns on the World Wide Web. Among these campaigns we can name banner advertising, contextual advertising, search engine promotion etc.
Depending on the king of Internet advertising, it has a certain degree of effectiveness, that is expressed by a special rate – the conversion rate. For instance, let as assume, that some kind of Internet advertising has attracted 100 visitors to a site. 5 of them have made a purchase or ordered a service. In this case the conversion rate equals to 5%. The increase in this rate means the increase in the effectiveness of Internet advertising methods.
How to improve the conversion rate of Internet advertisements? A lot depends on the right selection of the keywords and key phrases, because these very words determine the display of the advertisements to the target visitors. The choice of the advertising platform is also very important. You should analyze the advertising platform or service very thoroughly before you place your advertising there.
For instance, the effectiveness of Internet advertising on non-topical websites will be very low or even zero. The same can be said about the services that do not control the quality of the advertising platforms (Internet advertising on suspicious sites can only harm). Instead the effectiveness of such method of Internet advertising as contextual advertising is considered very high. Contextual advertising secures flexible adjustment of the ads display and convenient selection of the keywords and phrases.
However, the effectiveness of Internet advertising is just half the work. The final result, i.e. making or not making of a purchase (order) depend on the site that offers certain products or services.
The conversion of the visitors into the clients depends on the following main factors:
- attractiveness, website design
- functionality, easiness to use (usability)
- speed of work, security
Website design is directly dependent on the main tasks of the site. You should analyze the needs of the target audience: tastes of the youth audience will be radically different from the preferences of the respectable middle-aged audience.
Website design should attract attention and at the same time provide the visitors with an opportunity to study the company's offer, its products or services. For example, online shops should content well noticeable shopping carts, characteristics of products etc.
Functionality of websites should be sufficient for making purchases and ordering services. For instance, the site may contain a delivery calculator, an online consulting service. Useful features for online shops include different filters and ways of sorting the products for their more convenient presentation to the visitors.
Conversion of the visitors into the customers improves the stability, security of the site functioning. It is important that the visitors always get necessary information quickly and to the full extent. For this purpose you should optimize the content of the page in order to achieve high speed of the site loading.
Internet advertising contributes to the attraction of potential clients, but their turning into the real ones in many respects depends on the level of quality of the goods and cervices, skillfulness on the managers of the company and real need of the audience for the offered goods and services.
TAGS
internet advertising,
contextual advertising,
conversion,
visitors conversion,
advertising on the internet |
Internet Ad 
