If you’re new to the concept of PPC, then you may not think too much of your website’s design. You may even be wondering “what does my PPC campaign have to do with my website’s design?”
From an objective standpoint, your website’s design can significantly impact your PPC performance in a variety of ways. Therefore, if you’re running a PPC campaign, you need to be sure that your website isn’t going to impede your success.
Check out these four ways your site’s design can impact your PPC performance and begin receiving a higher return on investment from your campaigns.
1.) Mobile Responsiveness
On this blog, we’ve mentioned time and time again that having a mobile-responsive website is crucial. Unlike how the internet used to be about five to ten years ago, consumers now expect businesses to have fully responsive websites on both desktop and mobile platforms.
This primarily due to the fact that more people are using their phones to find businesses, and more importantly, click on ads. Therefore, if your site isn’t mobile-friendly, your prospects could leave your website before you have the chance to convert.
Before your PPC campaign goes live, make sure that your website is mobile-friendly by performing an audit or consulting with your SEO professional.
2.) Page Speed
According to Search Engine Journal, nearly 70% of consumers stated that page speed has influenced their purchasing decisions.
An Unbounce article cited in the report also stated that people will typically leave your website if they’re forced to wait more than three seconds!
Therefore, even if you have a website that looks incredible, you’ll have a problem on your hands if it doesn’t load quickly. To check how fast your website is on mobile devices, you can use Google’s free speed tool. Alternatively, you can use this tool to test your site’s speed on both mobile and desktop devices.
3.) Technical Errors
One of the most common issues with websites is technical errors, and these issues can drastically destroy your chances of converting any leads from your PPC campaign.
Your website may work just fine for you and your team, but you’re probably using the same browser and the same actions to access your website each and every time.
For a prospect, they’re likely using a different browser and they’re accessing your website for the first time, which can lead them into a bunch of technical errors you never noticed.
Hence, if one of your site visitors complain about a technical error on your site, don’t just say “it only works if you click this link and not this one”. That’s a sure-fire way to lose out on your advertising leads.
Instead, try different browsers and different methods to access your site to trigger technical errors so you can properly fix them.
Many businesses realize they need a website, but their means of obtaining one aren’t always ideal (or even legitimate). Consumers can usually tell if your website looks homemade or dated. This can call your business’ trustworthiness and credibility into question because your website is your business’ first impression.
Before your PPC campaign begins, take a hard look at your website and determine for yourself if it’s what you want your prospects to see. If you’re having doubts about your website’s aesthetic quality, contact your developer to receive a newer and more modern website design.