Four components we focus on with our frontend marketing:
– Outbound CTR
– VC to ATC
– ATC to IC
– IC to Purchases
These are the metrics that give us a true understanding of EXACTLY what needs to be done to drive sales from paid traffic.
All four need to be on point.
If we’re underperforming in one metric, the domino effect is real.
One poor metric can ruin the entire funnel.
Here’s a quick breakdown of what is involved:
1. Outbound CTR:
The % of people that click on your ad
A banger ad will drive a high outbound click through rate.
A poor ad will do the opposite.
If you’re lacking with your outbound CTR, you need to revamp your creative & copy and test again until you reach a healthy number. We aim to hit 1-1.5%.
2. VC to ATC
The % of people moving from viewing your content (landing page) to adding it to cart
A well optimised landing/product page will drive a solid VC to ATC rate.
A chaotic product page with zero conversion optimisation will do the opposite.
This is where advertorials and pre sell pages are super helpful. Education is a very important part of this buyer’s journey.
Your ad sells the click via curiosity, but your landing page is what really seals the deal. We aim for above 15% here.
3. ATC to IC
The % of people moving from add to cart to initiate checkout
High drop off rate here = cart issue.
Either your cart is clunky and not user friendly, or it lacks urgency in directing to checkout. This is a period where people start to second guess the purchase.
You need to make the cart to checkout transition SEAMLESS with this in mind. We aim for a minimum of 30% here.
(Savvier consumers also like to discount shop here, and wait for abandoned cart discounts.)
4. IC to Purchases
The % of people moving from initiate checkout to completing their purchase
The final stage of of the frontend conversion process.
Poor metrics here means either your process is too long/difficult, lacks payment options, or you’ve hit potential customers with fat shipping fees.
Look to optimise. Evaluate shipping options. Add Afterpay etc.
The beauty of Frisson Media being a full stack marketing agency is that we work on ALL on these steps.
There’s no hiding behind metrics that are “out of our control”.
We rally together and fix the area/s holding you back from chad scaling.
It’s as simple as that.
If this sounds like a service your brand needs, click the link below:
Lachlan