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Finch has always been focused on helping its clients do more with their advertising efforts. Everything Finch does looks to turn advertising costs into sustainable investments in bottom-line performance. The Finch teams works closely with you to understand your business and set goals for producing advertising performance accordingly. 

It’s in the spirit of that drive for excellence that we’re excited to announce that Finch now offers conversion rate optimization (CRO) services for its clients as a complementary value-add for customers. 

Hello, I’m James Valentine, and I am Finch’s Senior Strategist for Conversion Rate Optimization. We’re hard at work building a team and network of tools that are aimed to help build upon the foundation and tradition of data-driven optimization here at Finch. 

The Landing Page: At the Center of It All

When I was first approached by Finch to join the cause, I quickly became intrigued by The Finch Way. Finch’s proprietary technology-driven approach to PPC management is remarkable. Working within the Google AdWords API, Finch has built out an incredible analysis framework that looks at individual keywords not just for their ability to not just drive clicks, but drive more qualified leads, increase value, and lower acquisition costs—and do all of this dynamically across devices.

The Finch Way liberates you as a marketer from tasks that require you to micro-manage a platform and instead gives you the ability to focus on the more strategic and human side of your craft. For example, right in the middle of the paid search equation is your landing page with its copy, calls to action, images, and forms. And the hard truth is that all the programmatic optimization in the world will be limited in its effect on your bottom line if it has to go through a landing page that struggles to connect with potential customers or is otherwise hard to use. CRO looks to tackle this challenge head on.

In the simplest of terms, CRO is the practice of running experiments and regularly conducting user research to positively impact user behavior in relation to a given business goal or objective. 

What Finch CRO Can Do For You

Enter Finch CRO services. We are here to be a resource for you in making sure your landing page is an asset and not a liability in your paid search marketing. 

Here’s a quick list of the types of activities we can help with:

  • A/B and Multivariate Testing
  • Ad Copy Review
  • Conversion Tracking Improvement
  • Concept Wireframing and Requirement Gathering
  • Heuristic Evaluation for Usability
  • Testing Program Process Development
  • Rhetorical Analysis
  • Tag Management
  • User Research Design and Analysis

 

Our involvement and role with these types of activities will depend on a variety of factors including client size, available resources, and project scope. While Finch CRO is a complimentary service for our clients, specific tools to conduct activities might have costs associated with them. We can talk about the specifics on a case-by-case basis. But our overwhelming goal is to deliver value that improves the performance and impact your landing pages plays in your paid search strategy.

Interested in learning more? Contact Finch today and see what we can do for you! 

 

Photo credit: https://www.looupe.com/using-cro-to-boosting-business-revenue/
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