It’s been a pretty slow year for a lot of us with plenty of work to do to catch up with where we were in the summer of ‘19. If you’re anything like us your marketing has been shifted up a gear to help bring in those much needed leads but often when we start a new campaign, with or without a channel marketing company’s support, we can forget the simplest tricks to optimise our chosen channel. That all being said, lets talk about reducing bounce rates
Let’s say you’re running a digital marketing campaign to help with your vendor channel development. Partners have set up a great set of ads you created directing them to your homepage, you’ve included your key features, you’ve made them stand out. You sit back and watch the clicks and views roll in. By the end of the campaign, you go into your PRM to check how many of these many leads made a sale and are shocked to see that none of them did! What happened? How can an ad campaign generate hundreds of clicks but not lead to any sales?
You could be a victim of a high Bounce Rate.
What is the Bounce Rate in Vendor Channel Development?
Bounce Rate is the term used to show how many visitors to a website leave without going anywhere else on the website, or “bounce” off the site. A high bounce rate can be a killer for your marketing spend, as you might find your partners advertising efforts are bringing in lots of people but you’re still losing money since the users aren’t doing anything when they get to your business.
Here are some tips to help reduce that bounce rate down, driving your vendor channel development way up, and start getting visitors to your website to convert.
Improve the landing page
Most vendors, when setting up their advertising campaign, will set the ads to take people to their homepage, but this might not be the best place to take your customers. If you advertise particular products or services, it may be a better idea to direct people to service or product pages straight away, rather than them having to click there from the homepage. The more specific the landing page is to whatever the user has searched, the more likely they are to stay and make a conversion. Each step your customer has to take before getting to what they want is a chance for them to drop off, so getting them to the product they want, the service they need or a place to put their info is as soon as possible is vital.
Also, quality over quantity is key. Reduce the text size if your paragraphs are too large, and make the content more readable by including bullet points and several well-sized paragraphs to make your key content easy and quick to read.
Make it clear what you can do for the user.
Potential customers want to know as quickly as possible what you can do to solve their problem. They’re coming to you with some kind of desire, whether it’s to purchase something or get something done, and they’re interested in knowing how you can do this. Put the customer first in your content, by making it clear what THEY get from your services. Include links to case studies to give proof how you have helped people in similar situations. Target keywords that are specific to the issues you can solve and bring in people that are looking for support, then reel them in with a relevant landing page and a quick path to the solution.
Target the perfect audience.
Let’s say you’re the top seller of integrated office communication solutions. You want to improve your sales so you use the keyword “communication solutions” in Google AdWords. You end up getting a load of clicks from this, but no one buys anything. This is because your keyword is way too generic for the particular product you’re selling. There are two types of keyword, Informational and Commercial. An Informational keyword is a wide-ranging keyword that is used to build brand awareness, while a Commercial keyword is used to try and drive sales. If you’re getting a load of clicks but no sales, it could be you’re using too many generic Informational keywords.
Google AdWords has a tool called the Keyword Planner. With this, you can either search for new keywords based on a selection of your own, or insert your website URL and look for keywords based on the content included. This helps you look for more particular and specific keywords that people are searching for. You need to find keywords that are relevant to your business while also having enough people searching for them to worth it.
On the other hand, if you have the opposite problem of not having ENOUGH clicks to your website, Informational keywords can be really useful to drum up traffic and awareness, so keep them in mind if you’re ever looking to get attention for a new website or product!
How Can We Help with your Vendor Channel Development? Let Us Know!
Web optimisation as well as partner ecosystem engineering can be a tough to find the time or resources to accomplish on a regular basis. If you’re new to web development or need a channel marketing company to give a hand reducing your bounces, click here to learn more about our digital services.