Imagine you’ve baked the most beautiful cake anyone’s ever seen. The icing is perfect, and it smells like heaven.
But when someone takes a bite? They make faces. Why?
Because you forgot the damn sugar.
In the world of online marketing, your ads are that perfect-looking cake.
But that’s not enough to get the sale.
The ads might be great. The landing page might also be great.
So what’s the issue?
The entire funnel and experience.
That’s your missing sugar.
If that’s not up to the mark. You’re not getting the sale.
Here’s the thing: a beautiful ad is a start, not the finish line.
The Misconception About Successful Ad Campaigns
Ads are shiny lures, but what happens after the click is where the magic truly lies.
The biggest misconception floating around?
An award-winning ad and a fancy landing page are all you need.
If it were true, everybody would be smashing it.
Think about it like dating:
A good first impression (your ad) might get you the first date (click).
But your personality and connection (user experience) determine if there’s going to be a second one.
First Impressions vs. Lasting Relationships
An ad gets attention.
But the subsequent pages, the checkout process, customer support, and even the post-purchase experience create lasting customer relationships.
The Iceberg Theory
An ad is just the tip of the iceberg, the part you see.
Below the surface?
A massive structure that holds the visible part up.
If your underlying structure (the sales funnel and user experience) isn’t solid, the tip (your ad) is pointless.
Crafting a Consistent and Clear Journey
You wouldn’t read a book that changes its plot every other page. Would you?
Why would you expect potential customers to navigate a website that feels disconnected from the advertisement they clicked?
Here’s how to fix it:
Brand consistency is more than just colours and logos.
It’s about a unified message.
For example, if your ad promotes a 50% off sale but your website barely mentions it, customers will feel cheated.
So you have to maintain consistency in your message across multiple elements of your marketing funnel.
A confusing website is like a maze. It’s frustrating and exhausting.
Your navigation should be easy to understand.
Consider implementing features like breadcrumb navigation or sticky menus.
For example, look at Amazon. (You can always learn a thing or two from them!)
Their product pages, cart, and checkout flow seamlessly.
So should yours.
Mobile & Speed Optimisation
Over half of web traffic is mobile.
Imagine visiting a site on your phone and having to pinch and zoom because it’s not mobile-optimised.
The same is true with speed.
Nobody cares enough about you to wait for your site to load in 10 years.
Tools like Google’s PageSpeed Insights can give insights into what’s slowing your site down.
Building Trust and Assurance
Trust is the currency of business.
And guess what?
Trust isn’t given. It’s earned.
Here’s how to earn it online:
Empathy & Addressing Concerns
Address potential objections upfront.
If you’re selling an expensive product, highlight its long-term value or the quality of the materials.
For example, Apple does a fantastic job by emphasising the build quality and longevity of their devices.
You may not be Apple… but customers will have the same concerns about your product.
Guarantees & Safety
Online scams are real and increasing every day. Which means people are getting more and more careful.
Clear refund policies, secure payment badges, and transparency can make a world of difference.
For example, Zappos became famous for offering a 365-day return policy, making customers feel at ease with their purchase.
Harnessing Social Proof & Feedback
People buy from people.. and people believe people. Flashy ads don’t cut it.
Here’s how to use the power of the “masses”:
Using Testimonials & Case Studies
If someone’s on the fence about buying your product, a glowing review can tip the scale.
But go beyond simple reviews.
Detailed case studies, especially for B2B businesses, can be a game-changer.
Appreciation & Feedback Gathering
After a purchase, a simple “thank you” can go a long way.
But don’t stop there.
Ask for feedback. Not only does it make customers feel valued, But it also provides invaluable data to improve.
And there’s always scope for improvement.
Strategic Communication & Having a Backup Plan
Communication isn’t just what you say, but how you say it.
And you need to be strategic about it.
At the same time… what are you going to do when people don’t take the action you want them to take?
Here are the answers:
Strategic Calls-To-Action (CTAs)
CTAs are your site’s directors.
They guide users on where to go next.
But a simple “buy now” won’t cut it. Your CTAs should be relevant to the content they’re placed in.
So always make the CTA about a particular section and use the area above and below the button to your advantage as well.
Plan for the Bumps
Not everyone will buy, and that’s okay. The key? Have a plan.
For top-of-the-funnel marketing, use ad retargeting.
For bottom-of-the-funnel drop-offs, use retargeting and email follow-up sequences.
And always, always analyse your drop-offs. Find out where the leak is.
Our Deep Dive Marketing Diagnosis is a great option if you wanna find the weak links in your marketing. You get an extensive analysis of your marketing along with a detailed, easy-to-follow action plan. So you can fix the issues in order to recover the lost sales. Check out more about it here.
Keep in Mind
In the digital world, ads are flashy billboards. They grab attention. But what happens after that click determines if you make a sale or just burn cash.
Every element, from the landing page to the checkout process, plays a part in the conversion.
Even one out-of-tune element can ruin the performance.
Keep in mind that it’s not the loudest ad that wins. But the one where the entire user experience is optimised for the target audience.
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