We can all be guilty of falling for the latest shiny marketing tools and strategies rather than working with what we already have – let’s face it, the grass always looks greener on the other side of the fence! But have you spent any time with your existing campaigns, carrying out Conversion Rate Optimisation?

Conversion Rate Optimisation is all about looking closely at your existing marketing campaigns and getting even more out of them.

People often fall into the trap of thinking a brand new marketing tool or strategy will deliver instant results to their sales, but in reality you stand far more chance of improving turnover by optimising what you already have.

If we look at Google Ads for instance, even a low converting campaign usually has a keyword or an advert that’s working better than others, but because it’s not producing high levels of sales, it is often overlooked. However, spend some time nurturing the campaign and it could become another high performer!

The same goes for already high performing Google Ads campaigns, you can nearly always get even more out of them through conversion rate optimisation. Even a small percentage increase can produce a large monetary benefit.


Conversion Rate Optimisation isn’t limited to Google Ads, but for now let’s stick with it as an example.

The depths you can go to with optimising your conversions is immense and is probably best suited to a future article, but top-level optimisation can benefit almost any campaign, even those with the highest conversion rates.

For instance, over time your best keywords will rise to the top and the lower quality keywords will drop to the bottom. It’s easy to overlook these if the campaign is working well, but take these low performers away and either delete them or move them into their own campaign, as this will provide more space to grow the top performers. Look at also segregating the top performing keywords out into separate campaigns as well, as this will allow you to tailor the entire campaign around those keywords.

Not only do we need to look at what the best performing keywords are, we need to see what the top performing search terms are that people have typed in to trigger the best ads. We can add these to the keyword list where appropriate and filter out the unwanted search terms by adding them to a negative keyword folder.

Next, take a look at the ads themselves and pause all but the top performers, then make variants of these with new copy and test them in an A/B environment, to see which work the best. You can also point these ads to different pages within your website, to see which gets the better conversions.

Once you have carried out these changes you should be looking deeper at the website page to which they direct the viewer and measure how well they are performing. Use Google Analytics to help with this and maybe even add HotJar to provide a heatmap of the page and video of the users navigating their way around. There is almost always some page changes that can be made to increase conversions. You can also run an A/B test on pages to see which performs the best.

Although this article has only covered top level changes on Google Ads, the same conversion rate optimisation principles are relevant to other areas of your marketing, including web pages, SEO, social media, brochures, flyers and much more.

These changes are not too complex but they can easily add another 2 – 5% to your conversions, maybe even more! That’s what you call Conversion Rate Optimisation.

Conversion Rate Graph

Conversion Rate Optimisation is all about taking something that converts and making it better still. We relate it to a seedling where although it’s only small and returning very little, given some time and careful nurturing it can grow into a large fruit producing plant or tree that feeds you for life. But it takes some time, care and discipline.

It’s a system that really works, so if you would like some help or further information on Conversion Rate Optimisation, please get in touch.

You may also find this post of interest, it’s a guide to competitor analysis