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Google Adwords That Work by Jon Smith

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Just the basics, please

When designing or redesigning your order pipeline, look to shave off as many stages as possible between a user selecting what they want to buy and the order confirmation page. You need to look at your current set-up and define what details are important for this order and what can be captured at a later date. If you have the time and the tools, look at how many customers place an item in their basket and how many complete their order. The lost custom is absolutely heartbreaking. You will be losing about 50% of your custom for every page of the order pipeline. So, if one hundred people put an item into their baskets and there are five pages of order pipeline, you will be looking at just over three orders actually being ...

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