The marketing team at GoldBoat consistently acquire high click-through rates in their Google Ads account. Why is it important that the marketing team also invest resources into GoldBoat's mobile site and app experience?
Because it'll help to further improve the click-through rate in their Google Ads account
Because it'll help them to grow and organize their audience lists to a greater extent
Because itll make sure users to leave positive reviews about GoldBoat
Because there are still many complex interactions that a user has with a site or app after clicking on an ad
Explanation
Analysis of Correct Answer(s)
The correct option accurately identifies that the user's journey extends far beyond the initial ad click. A high click-through rate (CTR) is only the first step in the sales funnel. It proves the ads are successful at capturing attention, but it doesn't guarantee a conversion.
After clicking, a user must navigate the mobile site or app to complete a goal, such as making a purchase. This post-click experience involves many "complex interactions" like searching for products, adding items to a cart, and completing a checkout form. If this process is difficult or frustrating on a mobile device, the user will likely leave. Therefore, investing in the mobile experience is critical to convert the high-quality traffic from ads into actual business results.
Analysis of Incorrect Options
- Improving CTR: The mobile site experience primarily influences the conversion rate, not the CTR. CTR is a pre-click metric measuring an ad's effectiveness at getting clicked.
- Positive reviews: While a good user experience might lead to positive reviews, this is a secondary benefit. The primary goal of investing in the site is to increase conversions and revenue.
- Audience lists: Growing audience lists is a potential outcome of a good user experience (e.g., easy newsletter sign-ups), but it's only one specific interaction. The correct answer encompasses the entire post-click journey, which is more comprehensive.