{"id":4833,"date":"2020-11-30T10:00:58","date_gmt":"2020-11-30T09:00:58","guid":{"rendered":"https:\/\/adagri.com\/?p=4833"},"modified":"2025-12-10T17:47:54","modified_gmt":"2025-12-10T16:47:54","slug":"is-the-website-your-enemy-in-a-campaign","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/czy-strona-www-jest-twoim-wrogiem-w-kampanii\/","title":{"rendered":"Is the website your campaign enemy?"},"content":{"rendered":"<p>Today we'll dedicate some time to your website. This material will help you determine if it's an enemy in running advertising campaigns. Additionally, you'll learn about tools that will help you assess your website independently.<\/p>\n<div class=\"adgr-yt-wrapper\"><div class=\"adgr-yt\"><img decoding=\"async\" alt=\"adagri film youtube\" src=\"https:\/\/img.youtube.com\/vi\/oZPiO1lFfME\/hqdefault.jpg\"><img decoding=\"async\" data-id=\"oZPiO1lFfME\" src=\"https:\/\/adagri.com\/wp-content\/themes\/adagri\/assets\/images\/icons\/player.png\" alt=\"adagri film youtube icon\"><\/div><\/div>\n<h2>Is a website a business card for a company?<\/h2>\n<p>Many of us treat a website like a business card. Let's take this metaphor a step further and view actions and website visits as meetings with a client. After reading this text or watching the material above, you'll be ready to ensure your client doesn't throw their business card (website) in the trash.<\/p>\n<p>We will consider one by one:<\/p>\n<ul>\n<li><a href=\"#predkosc-ladowania\">Why we're late for meetings, or about page load speed.<\/a><\/li>\n<li><a href=\"#cel-strony\">Why do we schedule a meeting with a client, or what is the purpose of this website.<\/a><\/li>\n<li><a href=\"#leady\">Meeting flow, i.e., what elements should appear on the page depending on the objective.<\/a><\/li>\n<li><a href=\"#frazy-kluczowe\">Ignoring customer questions, or about the role of keywords.<\/a><\/li>\n<li><a href=\"#potkniecia\">Costly missteps, or are you setting up a campaign expensively and ineffectively?.<\/a><\/li>\n<li><a href=\"#analityka\">How to say goodbye and arrange future meetings, i.e., about analytics.<\/a><\/li>\n<\/ul>\n<h2 id=\"predkosc-ladowania\">Page loading speed<\/h2>\n<p>None of us like delays. Neither does our potential or current client who visits our website. Data from Google shows that the longer a page takes to load, the higher the probability of it being abandoned:<\/p>\n<ul>\n<li>from 1 to 3 seconds is 32%,<\/li>\n<li>from 1 to 5 seconds is 90%<\/li>\n<li>from 1 to 6 s. \u2013 increase of 106%<\/li>\n<li>from 1 to 10 seconds it is as much as 123%.<\/li>\n<\/ul>\n<p>It should be remembered that each of us has some expectations regarding a meeting. The same applies to visiting a website. The longer a user waits for a page, the greater the likelihood that they will have a negative attitude towards what they see on it.<\/p>\n<p>Let's assume the user waits 9 seconds for a page. It's highly probable that upon entering this page, they will have a more negative view of the product or service shown there. All because they waited so long for it. We cannot afford something like this in an advertising campaign. Ideally, we shouldn't allow this for organic traffic either. Therefore, we must remember about loading time. Otherwise, no one will show up to a meeting that we are late for.<\/p>\n<h3>How to check if a page loads fast?<\/h3>\n<p>It's not worth relying on just one tool. But it's always worth having a reference point. Below are some tools that will help you assess loading times.<\/p>\n<h4>Google PageSpeed Insights<\/h4>\n<p>The easiest and most intuitive tool is Google PageSpeed Insights. What does this tool contain? First and foremost, it is very intuitive because the website's result is shown in a very simple good\/bad scale.<\/p>\n<ul>\n<li>Page load score on a scale of 0-100.<\/li>\n<li>Page load time assessment depending on device type.<\/li>\n<li>A list of suggested actions with the source of the error.<\/li>\n<li>Time-lapse visualization of page loading<\/li>\n<li>Google Core Web Vitals.<\/li>\n<\/ul>\n<p>Starting next year, these [last ones] are to be one of the main page assessments for search results. It can be assumed that this will also be reflected in advertising campaigns.<\/p>\n<p>But as a general rule, the more clues we take into account (and correct), the better.<\/p>\n<p>Link to the tool: <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"nofollow\">https:\/\/developers.google.com\/speed\/pagespeed\/insights\/<\/a><\/p>\n<h4>Web.dev<\/h4>\n<p>Web.dev is less popular. It is an expanded version of PageSpeed Insights. This tool already focuses on the overall quality of a page. What it includes:<\/p>\n<ul>\n<li>Site Speed Assessment (Performance),<\/li>\n<li>SEO,<\/li>\n<li>Availability,<\/li>\n<li>Best practices,<\/li>\n<li>Google Core Web Vitals.<\/li>\n<\/ul>\n<p>This includes, for example, evaluating the use of a security certificate, the use of images, or the accessibility of content to the user.<\/p>\n<p>Link to the tool: <a href=\"https:\/\/web.dev\/pl\/measure\/\" target=\"_blank\" rel=\"nofollow\">https:\/\/web.dev\/pl\/measure\/<\/a><\/p>\n<h4>GTmetrix<\/h4>\n<p>This tool is for people who are more involved in optimization. They might have programming knowledge or want to give a programmer very detailed guidelines. In such cases, this tool is much more convenient. Unlike previous tools, web.dev includes a list of items with explanations of what needs to be done. It easily allows for export to PDF. Therefore, it's quite easy to pass on to a programmer.<\/p>\n<p>Link to the tool: <a href=\"https:\/\/gtmetrix.com\/\" target=\"_blank\" rel=\"nofollow\">https:\/\/gtmetrix.com\/<\/a><\/p>\n<h4>Google Analytics<\/h4>\n<p>Let's not forget about a tool that every website should have, namely Google Analytics. In Google Analytics, there is a behavior and loading time report where you can see the speed of individual subpages. By clicking on a given page, we get even more detailed information. We will be able to break down this data by operating systems, by browsers, on which the time is different. This allows us to assess how important specific subpages are to fix.<\/p>\n<h3>One tool or several?<\/h3>\n<p>I recommend using both GTmetrix and PageSpeed Insights together for comparison. In PageSpeed, very often, despite significant effort to improve speed, the effects of improvement are not visible. This happens because not all tips pertain to what they seem to pertain to at first glance. Consequently, we often work hard, and the speed score doesn't increase. In GTmetrix, errors are described in more detail. Therefore, this evaluation actually reflects what is being done on a given page. It's easy to assess what work has been done and how effectively. It's therefore worthwhile to compare the results from both tools rather than relying solely on Google's solution.<\/p>\n<h3>What is Google Core Web Vitals?<\/h3>\n<p>LCP (<a href=\"https:\/\/web.dev\/lcp\/\" target=\"_blank\" rel=\"nofollow\">Largest Contentful Paint<\/a><strong>)<\/strong>, which is how long the largest element on the page takes to load.<\/p>\n<p>FID (First Input Delay), which is the delay of the first element visible on the page.<\/p>\n<p>CLS (Cumulative Layout Shift), or how long website elements change their position during its loading.<\/p>\n<h2 id=\"cel-strony\">What is the purpose of the site?<\/h2>\n<p>Paradoxically, we often forget about the goal, and it's the goal that tools should be chosen for. We need to think it through and plan the path we want to take to reach it. We pack differently for the mountains than for the lake, right?<\/p>\n<h3 id=\"leady\">Acquiring a sales lead<\/h3>\n<p>Acquiring a lead requires building a relationship and engaging the user. For example, a website with this goal should be divided into stages. On the first screen of the website, the user should be able to select very general offer options and click \u201eNEXT.\u201d At this stage, it should be the only visible button. It should also be eye-catching.<\/p>\n<p>In the next screen, the user should get more detailed options. Importantly, they should only apply to the general option he selected earlier. They should be followed by another \u201eNEXT\u201d button.<\/p>\n<p>In the next step, a contact form may appear. And again \u2013 the only visible button is \u201eSEND\u201d.<\/p>\n<p>This way, at every stage, we give the user the impression that they are the one choosing. They are the one searching. And in the end, they are the one making the decision. And since they are the one making it, it can't possibly be wrong.<\/p>\n<p>A security certificate is also important. We are dealing with the transmission of personal data, so a security certificate should be mandatory on this page. Marketing consent is also a necessary element.<\/p>\n<h3>Views<\/h3>\n<p>Sometimes we want to increase the number of page views. Perhaps we have a built-in advertising system, and then those views work in our favor. Perhaps we are directing advertising to a page that displays information in such a segmented way. Perhaps it is a photo gallery, e.g., a gallery showing how a certain variety of wheat behaved throughout the season, from sowing to harvest. In that case, we want the user to go as far as possible.<\/p>\n<p>In such situations, we have a very simple mechanism. They work here:<\/p>\n<ul>\n<li>large, good quality photos,<\/li>\n<li>catchy title,<\/li>\n<li>description under gallery.<\/li>\n<\/ul>\n<p>The most important element \u2013 the gallery \u2013 should be placed at the top of the page. You can then click \u201eView gallery\u201d and then we will scroll through the individual photos, the individual stages of development of our wheat. If the goal is views, the \u201eView gallery\u201d button should be strongly emphasized.<\/p>\n<h3>Watch the video<\/h3>\n<p>When the goal of the website is to maximize video views by the target audience, we take different actions. In such a situation, the video is the main thing presented to the user immediately. The only thing they can click is \u201ePlay.\u201d Of course, all files (video, graphics) that we display must be lightweight.<\/p>\n<h2 id=\"frazy-kluczowe\">The role of key phrases<\/h2>\n<p>Key phrases are like customer questions in a meeting. They cannot be ignored. Phrases can be extracted with:<\/p>\n<ul>\n<li>Google Keyword Planner<\/li>\n<li>Google Search Console<\/li>\n<li>Google Search Engines<\/li>\n<li>Other paid or free tools.<\/li>\n<\/ul>\n<p>Google Search Console is more tailored to a specific page, because it shows the real queries by which someone came to that page.<\/p>\n<p>Why are these phrases so important in the first place? First and foremost, phrases speak to how our client names the product, which allows us to use the language our client speaks, rather than what we think is appropriate.<\/p>\n<p>The phrase also tells us about the user's intent. We look for different information when we type \u201etractor XYZ reviews\u201d and different information when we type \u201etractor XYZ price\u201d. This is also a completely different stage in the sales funnel, and it's worth paying attention to.<\/p>\n<p>Additionally, phrases can signal the needs that our client has. If we know the phrases by which users enter our website, we should ensure the presence of content that answers these questions and client needs.<\/p>\n<h3>How do I put phrases on the page?<\/h3>\n<p>We know that people call the product differently. It is therefore necessary to:<\/p>\n<ul>\n<li>use synonyms,<\/li>\n<li>use inflectional variations,<\/li>\n<li>Use phrases naturally and with variety.<\/li>\n<\/ul>\n<p>If the page doesn't contain phrases in key user attention areas, they will most likely leave the page without achieving their goal. Therefore, it's worth ensuring the presence of phrases in headings, quotes, and bold text.<\/p>\n<h2 id=\"potkniecia\">Costly stumbles in advertising landing pages<\/h2>\n<p>Wasting the potential of a page is related to the stages discussed above. The most common of these are shown in the table below.<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"302\"><strong>error<\/strong><\/td>\n<td width=\"302\"><strong>consequences<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"302\">landing page too slow<\/td>\n<td width=\"302\">Ad clicks are not translating into website visits.,<\/p>\n<p>Negative attitude of the customer towards the presented offer<\/td>\n<\/tr>\n<tr>\n<td width=\"302\">poor site design<\/td>\n<td width=\"302\">user pursues other than intended purposes on the site<\/p>\n<p>high rejection rate<\/td>\n<\/tr>\n<tr>\n<td width=\"302\">attacking with a contact form<\/td>\n<td width=\"302\">high rejection rate<\/td>\n<\/tr>\n<tr>\n<td width=\"302\">no key phrases<\/td>\n<td width=\"302\">low landing page quality score in Google<\/p>\n<p>low number of ad impressions<\/p>\n<p>high CPC rates<\/p>\n<p>high rejection rate<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"analityka\">The key role of analytics<\/h2>\n<p>Arranging that next meeting, meaning encouraging them to return to the website, is analytics. You have to check the numbers. Check what percentage of people enter and leave the website without going to any other subpages or performing any actions. You need to try to hypothesize why this is happening. There can be various reasons, for example, the color isn't right, perhaps the copy needs changing, or maybe it's about the content layout. We can't test everything at once. We have to assume one cause which, in our opinion, is the most significant reason for not achieving the goal.<\/p>\n<p>If we've already identified such an error, we can conduct an A\/B test, meaning we'll run the ad on two variants of the page\u2014one being the old variant, and the other being the one with the fix. If the test shows that the assumption was correct, the fix should be implemented. Then, we can test another hypothesis using the same model.<\/p>\n<p>Work on a website never ends, which is why this process will be repeated for both the landing page and the ads themselves.<\/p>","protected":false},"excerpt":{"rendered":"<p>Dzi\u015b po\u015bwi\u0119cimy troch\u0119 czasu stronie internetowej. Z tego materia\u0142u dowiesz si\u0119, czy ona jest wrogiem przy prowadzeniu kampanii reklamowych. Dodatkowo poznasz narz\u0119dzia, kt\u00f3re pomog\u0105 w samodzielnej ocenie strony. Czy strona www to wizyt\u00f3wka firmy? Wielu z nas traktuje stron\u0119 www jak wizyt\u00f3wk\u0119. P\u00f3jd\u017amy w tej metaforze o krok dalej i sp\u00f3jrzmy na dzia\u0142ania i wizyt\u0119 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":5074,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-4833","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-online-marathon","post_format-post-format-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Czy strona docelowa jest Twoim wrogiem w kampanii? - Adagri<\/title>\n<meta name=\"description\" content=\"Zobacz, jak strona docelowa wp\u0142ywa na efektywno\u015b\u0107 reklam. 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