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Entrepreneurs mistakenly believe that if a user gets to the site, he will understand what to do next. After all, there is a page with contacts and online chat.

However, in practice, things are different. Pages without a call to action bring in fewer applications than those with one.

At least one button, but in the most visible place, can correct the situation.

"Inflated" application form

People get irritated by large questionnaires, so interior designers email list the form should be simple and short, maximum two fields.

Ask only for the most important information. For example, name and phone number. Everything else can be clarified during the conversation.


Company Marketing Plan: Double the Company's Profits

KPI for the sales department: how to calculate and implement

How to get 3 times more clients for 2 times less

The site is not adapted for mobile devices

This is one of the common problems why Yandex.Direct does not work. Now many users browse websites from smartphones. If the resource is not adapted for such devices, it will not receive a large share of traffic.

The page takes a long time to load

The speed of loading a website directly affects conversion. Ideally, it happens within a couple of seconds. Amazon cites the following data: every 0.1 second of waiting reduces revenue by 1%.

You can check the loading time in Yandex.Metrica, “Monitoring” tab and in Google Analytics, “Behavior” tab.

In addition, conversion is reduced by technical problems and shortcomings: poor navigation, unnecessary links, etc.

Why Yandex.Direct sometimes works, sometimes doesn't
Direct marketing specialists often hear complaints like "Yesterday there were eight calls from Yandex.Direct, and today there were none." Sometimes the heterogeneity of audience responses can be explained by a combination of circumstances. But most often, the question of why Yandex.Direct is not working is related to objective reasons:

Competitors' activity has increased

Rivals raise the stakes

Competitors' activity

When a competing company raises its bid, its ad in search results rises, which causes the number of user calls to decrease. After all, many people choose the very first ad and ignore the rest.

The worst case scenario is when an ad falls from the third or fourth position to the very bottom. Then the number of clicks and calls can decrease catastrophically.

The higher the ad's position in the search results, the more responses it gets. However, specific conversion rates depend on the niche the company operates in.

If a competitor forgets to deposit money into the account or lowers the bid, the opposite will happen: the ads of other companies will suddenly rise to the top and receive more clicks. When this happens, it is recommended to raise the bids to always be at the top of the list.

In this case, the advertising budget will increase, but more people will come to the site ready to make a purchase.