Why Are My Conversion Rates Still Low Despite Watching the Videos Multiple Times?

Short Answer: Your low conversion rates could be due to underbidding on clicks compared to your competitors or issues with the attractiveness of your landing page offer, even if your settings are correctly optimized.

Full Explanation

There are two primary reasons why your conversion rates may remain low despite watching instructional videos multiple times. The first reason relates to your pay-per-click (PPC) budget. If you are only willing to pay around $20 per click while your competitors spend $30 or even $40, you may often be receiving less valuable clicks. This means that after they get the higher quality traffic from the first few clicks, the additional clicks coming to your site might not be as strong or interested, which lowers your overall conversion rate.

The second reason involves your landing page. If your ad settings are correctly configured, the issue might instead be the landing page itself. It’s not just about how your images are arranged but potentially about the offer you are presenting. If the offer isn’t compelling enough, visitors won’t be motivated to engage or convert. You need to enhance the attractiveness of your offer to encourage people to take action, such as by adding promotions or making the value clearer.

Step-by-Step Breakdown

Assess Your PPC Bidding: Compare your maximum bid per click with competitors. If you are bidding less, you might be getting lower quality traffic after the top clicks go to those who pay more.
Review Your Campaign Settings: Confirm your campaign settings are correctly set up to target the right audience and optimize your ad delivery.
Examine Your Landing Page Offer: Take a close look at the offer presented. Ask yourself if it clearly communicates value and if it feels enticing enough to prompt visitors to convert.
Make Your Offer More Appealing: Incorporate promotions, specials, or benefits that make the potential customer feel compelled to act immediately.
Test and Iterate: Continuously test different offers and landing page elements to find what resonates best with your audience and improves conversions.

Real Examples

Imagine two advertisers targeting the same audience with a similar product. Advertiser A bids $40 per click and receives the first, most valuable clicks who are ready to convert. Advertiser B bids $20 and gets the later clicks which are less engaged, leading to poor conversion rates. Also, if Advertiser B has a landing page offer that lacks a promotion or strong value proposition, their visitors are less likely to convert, compounding the problem.

Common Mistakes

Assuming repeated exposure to instructional videos alone will boost conversion rates without addressing budget or offer appeal.
Focusing solely on ad settings and the visual arrangement of landing page images rather than the core attractiveness of the offer.
Failing to recognize the impact of competitors’ higher bids on click quality and resulting conversion outcomes.
Not incorporating incentives or promotions on the landing page to engage visitors effectively.

FAQs

Q: Can I improve conversion rates without increasing my PPC bids?
Yes, by making your landing page offer more attractive and adding promotions, you can increase conversion rates even with a lower bid.

Q: Does the layout of my landing page images affect conversions?
The organization of pictures alone is less important than how compelling and valuable your overall offer is.

Q: What is considered a high-quality click?
High-quality clicks come from users who have a genuine interest and are likely to convert, often determined by bidding competitiveness and targeting.

Key Takeaways

Low conversion rates may result from bidding too low compared to competitors, leading to less qualified clicks.
Correct ad settings alone do not guarantee conversions if the landing page offer lacks appeal.
Enhancing your offer with promotions or stronger value propositions can motivate more visitors to convert.
Focus on both your bidding strategy and offer quality to improve overall conversion performance.