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How important is the quality of a website for launching advertising? This question is asked regularly by small online business owners who want to attract new customers by launching contextual advertising. But what exactly should you pay attention to before hiring a marketer? Broken links, lack of images, slow pages… all of these things negatively affect the number of conversions. Today, as part of the ADV Advantage blog post, we will tell you about the main criteria for the readiness of your business website to create and implement a marketing strategy in Google Ads.
Technical analysis
At this stage, it is recommended to engage the support of a website developer, as a number of technical issues will be covered. Timely correction of obvious (and not so obvious) website shortcomings can significantly increase the conversion rate without additional costs, so clear communication with the development team or CRM support is critical.
Mobile version of the website
According to a number of studies by ecommerce experts, approximately 52% of all sessions are accounted for by mobile traffic. People are actively searching, analyzing, and purchasing goods from mobile devices, so having a mobile app is now a must. However, a responsive mobile version of a website also positively contributes to purchases.
How to analyze the mobile version of a website? The quality of a website for phones, tablets, and other portable devices can be assessed by the criteria of user-friendliness and page loading speed. Convenience means compliance with UX/UI standards, but this theory can be explained by several points:
- how convenient it is to read the text
- how much space is taken up and how much attention images attract
- whether it is convenient to press buttons on a small screen
- whether it is possible to call or order a call from the website
You can check these points manually on iOS and Android devices or use Google’s Mobile Friendly Test service. During testing, it is important to go through all the stages that a user goes through, right up to conversion.
Speed of access to the website
Today, 5G mobile networks are actively spreading around the world, allowing users to download pages at speeds of up to 100 Mbps, but users often do not have access to a really fast connection. That’s why it’s important to optimize page loading speeds for both mobile and desktop versions of your website. PageSpeed Insights and Pingdom Website Speed Test provide comprehensive information about the quality of a website in terms of performance. These applications generate detailed reports on how fast the site loads, which pages should be optimized, and what exactly slows down the work.
Another point is the use of the HTTPS protocol. According to Google’s technical documentation, the use of HTTPS is mandatory, and the presence of HTTP only requires additional security settings.
Google Analytics and other statistics services
Before launching targeted advertising, it is crucial to study the ways to attract traffic, analyze user behavior, and set up the recording of conversions (purchases) on the website. Google Analytics is easy to install by adding a snippet of code to all pages, but its capabilities are almost limitless. Google Analytics (GA4) allows you to select an audience for remarketing, analyze the effectiveness of advertising campaigns, track the path to conversion, find pages that made users close the site, and much more.
Social media and social media advertising
Today it is impossible to imagine a successful online business without active social media pages. This communication channel not only raises the status of the brand but also allows you to get conversions through remarketing. Building a loyal customer base is impossible without direct communication with the user, and social media is a convenient platform for dialog. Internet marketing on Facebook/TikTok/Linkedin should start with the installation of Meta Pixel, which allows you to analyze the behavior of the audience both on the website and on Facebook and Instagram pages.
Feedback forms
Despite the widespread use of social media, this type of communication with customers is still relevant. A feedback form can be optimized for filling out applications or provide an opportunity for a live chat with a company representative. High-quality advice significantly increases the likelihood of conversion – now or in the future. Feedback forms can be customized in Google Analytics. You can also create a corresponding form as a separate object in Google Ads for search ads.
Content
High-quality content is an integral part of an online business with a high conversion rate. The availability of useful information not only increases the amount of organic traffic, but also allows you to finally convince the user to make a purchase. Small e-commerce businesses often ignore the way of website content. This results in incorrect personal positioning and lack of information stimulation of customers. Even effective contextual advertising will not solve the issue of a small number of conversions when a new user sees no reason to make a purchase from you. Having a blog section with useful articles, a competent product description, emphasizing the benefits of the business, and a concise call to action – these points significantly increase sales and reduce advertising costs.
What content on the website increases sales?
- a simple procedure for choosing a product and making a purchase
- informational support of the customer at every stage before conversion
- availability of reviews from real users
- detailed contact information
- transparent privacy policy
- high-quality media creatives (images, videos)
- support for different language versions
Conclusions.
There is a practice of launching an online business with a ready-made and optimized website, but in reality, you often have to optimize the resource throughout its entire life cycle. When analyzing the problems of your website, you should refer to the above tips regularly, because a complex problem usually needs to be solved with specific issues. Only after the website is 100% ready, it is recommended to start developing a marketing strategy with a budget for contextual advertising in Google Ads.
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