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Converting PPC Traffic:
How strategic keyword placement increased
conversion by 144%




#webclinic
JOIN THE CONVERSATION ON TWITTER




               #webclinic

  #webclinic
TODAY’S TEAM

               Dr. Flint McGlaughlin – Director, MECLABS Group
               Flint McGlaughlin is the Director of MECLABS Group. The organization has
               partnered with key market leaders including The New York Times,
               Microsoft Corporation, and Reuters Group.

               Dr. McGlaughlin also serves as the Director of Enterprise Research at the
               Transforming Business Institute, University of Cambridge (UK) and as a
               Trustee for Westminster Theological Centre. Dr. McGlaughlin originally
               studied Philosophy and Theology at the University of London’s Specialist
               Jesuit College.

               Today, his primary research is focused on enterprise as transformative
               agent. His work has won multiple awards and has been quoted in more
               than 13,000 online and offline sources.




  #webclinic
EXPERIMENT: BACKGROUND



               Experiment ID: (Protected)
               Location: MarketingExperiments Research Library
               Test Protocol Number: TP1306(a)

 Research Notes:
    Background: Provides end-to-end market solutions for small- and medium-sized
    businesses.

    Goal: Increase the email capture rate of an online form.

    Primary Research Question: Which page will obtain the most form
    submissions?

    Approach: A/B multi-factor split test




  #webclinic
EXPERIMENT: CONTROL                    Control




 [Bankruptcy] Mailing Lists
 Quality business mailing lists that
 Get you results to increase sales!
 [company-name].com




                                                 5


   #webclinic
EXPERIMENT: CONTROL
               Control
                             C = 4m + 3v + 2(i-f) - 2a

                         Using the conversion heuristic above,
                         we were able to identify the following
                         potential issues:

                         •   The headline is making qualitative,
                             hype-filled claims

                         •   The two column structure of the page
                             impedes the eye-path.

                         •   The tone of the call-to-action generates
                             unnecessary concern

                         •   The credibility indicators are hidden in
                             headers and footers.



                                                                        6


  #webclinic
EXPERIMENT: CONTROL
               Control   Treatment




                                     7


  #webclinic
EXPERIMENT: CONTROL

               188% Increase in Total Leads
               The new form page increased lead rate by 188%



           Design                                              Conversion Rate
         Control                                                    1.71%
         Treatment                                                  4.93%
         Relative Difference                                       188%


   What you need to understand: By applying aable to generate approach for
    optimizing landing pages, the treatment was
                                                methodological
                                                               a 188%
       increase in total leads captured.


                                                                                 8


  #webclinic
EXPERIMENT: RESULTS                      Control – Keyword Present


 [Bankruptcy] Mailing Lists
 Quality business mailing lists that
 Get you results to increase sales!
 [company-name].com



                                       Treatment – Keyword Not Present
 BUT, how did removing the
 keyword from the headline
 of the landing page impact
         conversion?




                                                                         9


   #webclinic
ITERATIVE TESTING CYCLE




                                       Focused variable clusters: The      Single variable testing: The objective
 Radical Redesigns: The objective is   objective is to test the highest    is to determine relative impact by
 to challenge the control enough to    performing variables and increase   isolating variables
 generate a significant difference     channel specificity




                                                                                                                    10


   #webclinic
EXPERIMENT: BACKGROUND



               Experiment ID: (Protected)
               Location: MarketingExperiments Research Library
               Test Protocol Number: TP1306(b)

 Research Notes:
    Background: Provides end-to-end market solutions for small- and medium-sized
    businesses.

    Goal: Increase the email capture rate of an online form.

    Primary Research Question: Which page will obtain the most form
    submissions?

    Approach: A/B multi-factor split test




  #webclinic
EXPERIMENT: CONTROL                    Control


 [Bankruptcy] Mailing Lists
 Quality business mailing lists that
 Get you results to increase sales!
 [company-name].com




  • The control utilizes a general
    headline that doesn’t
    reference the keyword used
    in the PPC ad.




                                                 12


   #webclinic
EXPERIMENT: TREATMENT                  Treatment


 [Bankruptcy] Mailing Lists
 Quality business mailing lists that
 Get you results to increase sales!
 [company-name].com




  • The treatment simply
    integrated the keyword
    utilized in the PPC ad.




                                                   13


   #webclinic
EXPERIMENT: SIDE-BY-SIDE
   Control – Keyword NOT Present   Treatment – Keyword IS Present




  #webclinic
EXPERIMENT: RESULTS

               144% Increase in Total Leads
               The new form page increased lead rate by 144%



           Design                                              Conversion Rate
         Control                                                    4.93%
         Treatment                                                 12.05%
         Relative Difference                                       144%


   What you need theunderstand: the strategically placing the keyword from
    the PPC ad into
                    to
                       headline of
                                   By
                                      landing page, the treatment produced
       144% more leads.


                                                                                 15


  #webclinic
EXPERIMENT: RESULTS




    A compounding gain of
   603% increase in lead rate


                                16


  #webclinic
CONVERTING PPC CLICKS

 1.
    Key Principles

        We do not optimize PPC campaigns; we optimize thought sequences. A
        small change (keyword placement) can often have a big impact on the
        prospect’s sequence of thought.

  2.    In order to understand the thought sequence of a prospect arriving from
        a PPC ad, marketers must be able to see both the PATH TAKEN (route)
        and PATTERN FOLLOWED (behavior) by the prospect.




  #webclinic
THE CUSTOMER PATH AND PATTERN
                   Search Engine




  #webclinic
THE CUSTOMER PATH AND PATTERN
                   Landing Page #1




  #webclinic
THE CUSTOMER PATH AND PATTERN
                   Search Engine




  #webclinic
THE CUSTOMER PATH AND PATTERN
                   Landing Page #2




  #webclinic
TODAY’S FOCUS



          For this clinic, we are going to walk through the
         THREE MOST IMPORTANT FACTORS that impact a
       prospect’s probability of conversion on a landing page




                                                                22


  #webclinic
Factor #1: Channel Momentum




                                 23


#webclinic
FACTOR #1
 BUILDING CHANNEL MOMENTUM

      Key Principles
       1. The probability of conversion on landing page is directly related to the
          degree of momentum (customer expectation) generated from the PPC ad.

       2. The goal of the PPC ad is not to sell the product, but rather to initiate
          momentum by converting attention into interest into action (click).

       3. We do this by answering the derivative value proposition question, “If I
          am your ideal prospect, why should I click on this PPC ad rather than any
          other PPC ad?”




     #webclinic
FACTOR #1
 EXPERIMENT: BACKGROUND


             Experiment ID: (Protected)
              Location: MarketingExperiments Research Library
              Test Protocol Number: TP1214

  Research Notes:
      Background: A leading software provider

      Goal: To increase total leads captured

      Primary research question: Which process will generate the most leads?

      Approach: A/B multifactorial split test. The experiment ran for 18 weeks,
      testing 16 different ads (control PPC ad above) and observing more than
      950,000 unique impressions.


                                                                                  25


     #webclinic
FACTOR #1
 EXPERIMENT: EXAMPLE TREATMENTS

    {KeyWord} Business Solutions            {KeyWord} Business Solutions
    Run Your Entire Business with One       Support the Entire Company with One
    System. Accounting + CRM. Free Trial.   Low Cost Solution. [Company].
    www.[Company].com/Business-Solutions    www.[Company].com/Business-Solutions

    Business Software Suite                 #1 Business Software
    #1 On-Demand. 6459+ World Clients       6459+ Clients. On-Demand Access.
    Award-Winning Solution. Free Trial      One System for the Entire Company.
    www.[Company].com/BusinessSoftware      www.[Company].com/BusinessSoftware

    Small Business Software                 Small Business Software
    6459+ Clients Worldwide Free Trial      Worlds #1 On-Demand Suite.
    Software You Won't Outgrow.             6459+ Clients. Free Trial Today.
    www.[Company].com/BusinessSoftware      www.[Company}.com/BusinessSoftware




     #webclinic
FACTOR #1
 EXPERIMENT: RESULTS

                     21% Increase in Clickthrough
                    The new ad generated 20.9% more clicks than the original



                  Original Ad                                     Best Performing Ad

    {Keyword} Business Software                         Business Software Suite
    Award-Winning Business Software.                    #1 On-Demand. 6459+ World Clients
    Fully Integrated. Free Trial                        Award-Winning Solution. Free Trial
    www.[Company].com/Business                          www.[Company].com/BusinessSoftware




                                                                                             27


     #webclinic
FACTOR #1
 BUILDING CHANNEL MOMENTUM

            Not this                           But this

  Event Management Software            Event Management Software
  Over 9 Million People Registered!
  Online Event Management Software
  www.[Company].com
                                       32 easy to use, customizable tools
                                       120,000+ planners use it, Try Free
                                       [Company].com/Back_Pain
                                                                             118%
                                                                             Increase in Clicks




            Not this                          But this
  Relief From Back Pain

                                                                             47%
                                       Avoid open back surgery
  Reclaim your life with a 30-minute   Try AccuraScope back pain treatment
  Groundbreaking back pain procedure   One micro incision for pain relief
  [Company].com/Back_Pain                                                    Increase in Clicks
                                       [Company].com/Back_Pain




     #webclinic
Factor #2: Transition Orientation




                                       29


#webclinic
FACTOR #2
 MOMENT OF ORIENTATION
   Visitor Experience Timeline


                            What can I do here?

                                                                        Why should I do it?
  Where am I?



      Moment of
      Orientation                                 Conversation                                          Value
                                                                                                      Exchange


            First Seconds                     Subsequent minutes (or days) depending on sales cycle




       • You have approximately 7 seconds to orientate the visitor. If you fail to do
         this, you will mitigate the momentum built within the channel.



     #webclinic
FACTOR #2
 NOT THIS…
                  Generic Homepage




     #webclinic
FACTOR #2
 BUT THIS…
                  Specific Landing Page




     #webclinic
FACTOR #2
 AUDIENCE EXAMPLE

Bitdefender Safepay - Protect your online
transactions
Award winning antivirus software on sale now
http://bitdefender-internet-security.com/



  Are you able to discern the
  following questions?
    • Where am I?
    • What can I do here?
    • Why should I do it?



                                               33


     #webclinic
Factor #3: Value Transfer




                               34


#webclinic
FACTOR #3
 TRANSFERRING VALUE                      Previous Example


   [Bankruptcy] Mailing Lists
   Quality business mailing lists that
   Get you results to increase sales!
   [company-name].com



     • With the simple, yet
       strategically placement of a
                                             144%
                                             INCREASE IN CONVERSION

       keyword, we were able to
       better transfer the value of
       the PPC ad to the Landing
       page.




     #webclinic
FACTOR #3
 TRANSFERRING VALUE

           Key Principles
      1. In order to effectively transfer value from the PPC ad to the landing
         page, one must ensure the holistic expression of the value
         proposition. This involves two key elements :

             •    Congruence – Ensuring that every element of a page either expresses
                  or supports the value proposition

             •    Continuity – Ensuring that every step of the conversion process either
                  expresses or supports the value proposition




                                                                                           36


     #webclinic
FACTOR #3
 EXPERIMENT: BACKGROUND


             Experiment ID: (Protected)
              Location: MarketingExperiments Research Library
              Test Protocol Number: TP1214

  Research Notes:
      Background: A leading software provider

      Goal: To increase total leads captured

      Primary research question: Which process will generate the most leads?

      Approach: Radical redesign of the complete lead-generation process focusing
      on strengthening the communication of the value proposition



                                                                                    37


     #webclinic
FACTOR #3
 EXPERIMENT: PPC AD TEST RESULTS

      Original
    {Keyword} Business Software
    Award-Winning Business Software.
    Fully Integrated. Free Trial
                                                         21%
                                                         INCREASE IN CLICKS

    www.XXXXXXXXXX.com/Business


                                       Optimized
                                  Business Software Suite
                                  #1 On-Demand. 6459+ World Clients
                                  Award-Winning Solution. Free Trial
                                  www.XXXXXXXXXX.com/Business


                                                                              38


     #webclinic
FACTOR #3
 EXPERIMENT: ORIGINAL LANDING PAGE
                                      Control Landing Page


 Business Software Suite
 #1 On-Demand. 6459+ World Clients
 Award-Winning Solution. Free Trial
 www.XXXXXXXXXX.com/Business




   • Value from the PPC is not
     being transferred to the
     landing page




                                                             39


     #webclinic
FACTOR #3
 EXPERIMENT: ORIGINAL LANDING PAGE
                                       Treatment Landing Page

  Business Software Suite
  #1 On-Demand. 6459+ World Clients
  Award-Winning Solution. Free Trial
  www.XXXXXXXXXX.com/Business




   • Value from the PPC is being
     specifically mentioned on
     the landing page




                                                                40


     #webclinic
FACTOR #3
 EXPERIMENT: ORIGINAL LANDING PAGE


              54% increase in overall conversion
              The optimized landing page conversion rate increased by 54.26%



                                                      Relative Diff.            Statistical
            Landing Page       Conversion Rate
                                                       vs. Control             Significance
       Original                     7.17%                    -                      -
       Optimized                    11.06%               54.26%                         95%




                                                                                              41


     #webclinic
FACTOR #3
 EXPERIMENT: ORIGINAL FORM
                                                                         97%
                                            54%
                                            CLICK-THROUGH
                                                                         FORM SUBMISSIONS




               21%
               CLICK-THROUGH

 Business Software Suite
 #1 On-Demand. 6459+ World Clients
 Award-Winning Solution. Free Trial
 www.XXXXXXXXXX.com/Business




               • In summary, we ensured that the value was being transferred from
                 the PPC ad all the way through the entire conversion process.

                                                                                            42


       #webclinic
FACTOR #3
 EXPERIMENT: ORIGINAL FORM
               272% Increase in Overall Conversion
               The optimized path’s conversion rate increased by 272.2%


                                                                           Relative
                        Metric                Control       Treatment
                                                                          Difference
            PPC Advertisement                  0.89%           1.08         20.9%

            Landing Page Clickthrough          7.17%          11.06%        54.26%

            Form Completion                    15.84%         31.25%        97.27%

            Impression-to-lead Conversion      .009%          .033%        272.2%



       What you needto 268% more projectedexperiment, a 272% increase inwith
        conversion led
                       to understand: In this
                                              revenue and, when combined
             the corresponding 66% reduction in cost-per-acquisition, the optimized
             path produced more than 4 times the monthly profit (302% increase).
                                                                                       43


     #webclinic
EXPERIMENT: BACKGROUND


          Experiment ID: REGOnline Landing page test
           Location: MarketingExperiments Research Library
           Test Protocol Number: TP1519


Research Notes:

    Background: A technology and media company specializing in online registration and
    event management software.

    Goal: To increase the amount of completed leads.

    Primary research question: Which capture process will generate the highest
    completed lead rate?

    Approach: A/B multifactor split test




  #webclinic
EXPERIMENT: CONTROL
               Control
                         Congruence:

                         • Headline conveys
                           little to no
                           meaning

                         • Image does not
                           support the value
                           of the product

                         • Copy buries most
                           important points of
                           value

                         • Call-to-action fails
                           to build the value
                           of the click


  #webclinic
EXPERIMENT: TREATMENT
               Treatment
                           Congruence:

                           • Headline directly
                             states value of
                             product

                           • Copy pulls out
                             most important
                             points of value

                           • Call-to-action
                             builds value of click

                           • Image shows
                             location of a real
                             customer


  #webclinic
EXPERIMENT: CONTROL

        Control - Step 1                              Control - Step 2



                                    You are almost done!




           Does each step of the buy process either state or
                   support the value proposition?

  #webclinic
EXPERIMENT: TREATMENT
                   Control - Step 2
                                            Continuity:

                                           • No value is being expressed in
    You are almost done!
                                             step two of the process.

                                      Treatment - Step 2




• Callout-image and
  CTA reminds
  prospect of the
  offer’s value.


   #webclinic
EXPERIMENT: TREATMENT

          Treatment - Step 1                     Treatment - Step 2




     • The treatment has been designed to ensure the value proposition
       is being expressed with both congruence and continuity.


  #webclinic
EXPERIMENT: RESULTS

               548% Increase in Total Leads
               The new page’s conversion rate increased by 548.46%


                                        Conversion Rate      Relative    Statistical Level
       Design                                (%)            Difference    of Confidence

      Original Page                         0.7%                -               -

      Treatment                             4.8%             548%                   99%



    methodologies to the landing page,applying key optimizationto
     What you need to understand: By
                                        the treatment was able
        improve step-level clickthrough rates by 1,312%, and total conversion
        rate by 548%.


  #webclinic
SUMMARY: PPC CHECK LIST
 PPC Campaign Checklist

               Are the claims in your PPC ad specific? Do they use qualitative or hype-
               filled language? How can you quantify your claims?

               Is your PPC ad focused on generating a click? Have you provided a
               compelling reason to click your ad over the other options?

               Are you utilizing the headline of your page to immediately inform the
               prospect where they have arrived?

               Is your landing page objective clear? Is your eye-path a simple, single-
               column flow? Do you have an easy-to-see call to action?

               Is every element of you page (headline, images, copy, CTAs) expressing
               the value proposition?



  #webclinic
MarketingExperiments Optimization Newsletter
      Free subscription to more than $20 million in marketing research
       Join 89,000 of the top marketers from around the world as we work together to discover what really works.




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#webclinic

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Converting PPC Traffic

  • 1. Converting PPC Traffic: How strategic keyword placement increased conversion by 144% #webclinic
  • 2. JOIN THE CONVERSATION ON TWITTER #webclinic #webclinic
  • 3. TODAY’S TEAM Dr. Flint McGlaughlin – Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. #webclinic
  • 4. EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306(a) Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary Research Question: Which page will obtain the most form submissions? Approach: A/B multi-factor split test #webclinic
  • 5. EXPERIMENT: CONTROL Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com 5 #webclinic
  • 6. EXPERIMENT: CONTROL Control C = 4m + 3v + 2(i-f) - 2a Using the conversion heuristic above, we were able to identify the following potential issues: • The headline is making qualitative, hype-filled claims • The two column structure of the page impedes the eye-path. • The tone of the call-to-action generates unnecessary concern • The credibility indicators are hidden in headers and footers. 6 #webclinic
  • 7. EXPERIMENT: CONTROL Control Treatment 7 #webclinic
  • 8. EXPERIMENT: CONTROL 188% Increase in Total Leads The new form page increased lead rate by 188% Design Conversion Rate Control 1.71% Treatment 4.93% Relative Difference 188%  What you need to understand: By applying aable to generate approach for optimizing landing pages, the treatment was methodological a 188% increase in total leads captured. 8 #webclinic
  • 9. EXPERIMENT: RESULTS Control – Keyword Present [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com Treatment – Keyword Not Present BUT, how did removing the keyword from the headline of the landing page impact conversion? 9 #webclinic
  • 10. ITERATIVE TESTING CYCLE Focused variable clusters: The Single variable testing: The objective Radical Redesigns: The objective is objective is to test the highest is to determine relative impact by to challenge the control enough to performing variables and increase isolating variables generate a significant difference channel specificity 10 #webclinic
  • 11. EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306(b) Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary Research Question: Which page will obtain the most form submissions? Approach: A/B multi-factor split test #webclinic
  • 12. EXPERIMENT: CONTROL Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • The control utilizes a general headline that doesn’t reference the keyword used in the PPC ad. 12 #webclinic
  • 13. EXPERIMENT: TREATMENT Treatment [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • The treatment simply integrated the keyword utilized in the PPC ad. 13 #webclinic
  • 14. EXPERIMENT: SIDE-BY-SIDE Control – Keyword NOT Present Treatment – Keyword IS Present #webclinic
  • 15. EXPERIMENT: RESULTS 144% Increase in Total Leads The new form page increased lead rate by 144% Design Conversion Rate Control 4.93% Treatment 12.05% Relative Difference 144%  What you need theunderstand: the strategically placing the keyword from the PPC ad into to headline of By landing page, the treatment produced 144% more leads. 15 #webclinic
  • 16. EXPERIMENT: RESULTS A compounding gain of 603% increase in lead rate 16 #webclinic
  • 17. CONVERTING PPC CLICKS  1. Key Principles We do not optimize PPC campaigns; we optimize thought sequences. A small change (keyword placement) can often have a big impact on the prospect’s sequence of thought. 2. In order to understand the thought sequence of a prospect arriving from a PPC ad, marketers must be able to see both the PATH TAKEN (route) and PATTERN FOLLOWED (behavior) by the prospect. #webclinic
  • 18. THE CUSTOMER PATH AND PATTERN Search Engine #webclinic
  • 19. THE CUSTOMER PATH AND PATTERN Landing Page #1 #webclinic
  • 20. THE CUSTOMER PATH AND PATTERN Search Engine #webclinic
  • 21. THE CUSTOMER PATH AND PATTERN Landing Page #2 #webclinic
  • 22. TODAY’S FOCUS For this clinic, we are going to walk through the THREE MOST IMPORTANT FACTORS that impact a prospect’s probability of conversion on a landing page 22 #webclinic
  • 23. Factor #1: Channel Momentum 23 #webclinic
  • 24. FACTOR #1 BUILDING CHANNEL MOMENTUM  Key Principles 1. The probability of conversion on landing page is directly related to the degree of momentum (customer expectation) generated from the PPC ad. 2. The goal of the PPC ad is not to sell the product, but rather to initiate momentum by converting attention into interest into action (click). 3. We do this by answering the derivative value proposition question, “If I am your ideal prospect, why should I click on this PPC ad rather than any other PPC ad?” #webclinic
  • 25. FACTOR #1 EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1214 Research Notes: Background: A leading software provider Goal: To increase total leads captured Primary research question: Which process will generate the most leads? Approach: A/B multifactorial split test. The experiment ran for 18 weeks, testing 16 different ads (control PPC ad above) and observing more than 950,000 unique impressions. 25 #webclinic
  • 26. FACTOR #1 EXPERIMENT: EXAMPLE TREATMENTS {KeyWord} Business Solutions {KeyWord} Business Solutions Run Your Entire Business with One Support the Entire Company with One System. Accounting + CRM. Free Trial. Low Cost Solution. [Company]. www.[Company].com/Business-Solutions www.[Company].com/Business-Solutions Business Software Suite #1 Business Software #1 On-Demand. 6459+ World Clients 6459+ Clients. On-Demand Access. Award-Winning Solution. Free Trial One System for the Entire Company. www.[Company].com/BusinessSoftware www.[Company].com/BusinessSoftware Small Business Software Small Business Software 6459+ Clients Worldwide Free Trial Worlds #1 On-Demand Suite. Software You Won't Outgrow. 6459+ Clients. Free Trial Today. www.[Company].com/BusinessSoftware www.[Company}.com/BusinessSoftware #webclinic
  • 27. FACTOR #1 EXPERIMENT: RESULTS 21% Increase in Clickthrough The new ad generated 20.9% more clicks than the original Original Ad Best Performing Ad {Keyword} Business Software Business Software Suite Award-Winning Business Software. #1 On-Demand. 6459+ World Clients Fully Integrated. Free Trial Award-Winning Solution. Free Trial www.[Company].com/Business www.[Company].com/BusinessSoftware 27 #webclinic
  • 28. FACTOR #1 BUILDING CHANNEL MOMENTUM Not this But this Event Management Software Event Management Software Over 9 Million People Registered! Online Event Management Software www.[Company].com 32 easy to use, customizable tools 120,000+ planners use it, Try Free [Company].com/Back_Pain 118% Increase in Clicks Not this But this Relief From Back Pain 47% Avoid open back surgery Reclaim your life with a 30-minute Try AccuraScope back pain treatment Groundbreaking back pain procedure One micro incision for pain relief [Company].com/Back_Pain Increase in Clicks [Company].com/Back_Pain #webclinic
  • 29. Factor #2: Transition Orientation 29 #webclinic
  • 30. FACTOR #2 MOMENT OF ORIENTATION Visitor Experience Timeline What can I do here? Why should I do it? Where am I? Moment of Orientation Conversation Value Exchange First Seconds Subsequent minutes (or days) depending on sales cycle • You have approximately 7 seconds to orientate the visitor. If you fail to do this, you will mitigate the momentum built within the channel. #webclinic
  • 31. FACTOR #2 NOT THIS… Generic Homepage #webclinic
  • 32. FACTOR #2 BUT THIS… Specific Landing Page #webclinic
  • 33. FACTOR #2 AUDIENCE EXAMPLE Bitdefender Safepay - Protect your online transactions Award winning antivirus software on sale now http://bitdefender-internet-security.com/ Are you able to discern the following questions? • Where am I? • What can I do here? • Why should I do it? 33 #webclinic
  • 34. Factor #3: Value Transfer 34 #webclinic
  • 35. FACTOR #3 TRANSFERRING VALUE Previous Example [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • With the simple, yet strategically placement of a 144% INCREASE IN CONVERSION keyword, we were able to better transfer the value of the PPC ad to the Landing page. #webclinic
  • 36. FACTOR #3 TRANSFERRING VALUE  Key Principles 1. In order to effectively transfer value from the PPC ad to the landing page, one must ensure the holistic expression of the value proposition. This involves two key elements : • Congruence – Ensuring that every element of a page either expresses or supports the value proposition • Continuity – Ensuring that every step of the conversion process either expresses or supports the value proposition 36 #webclinic
  • 37. FACTOR #3 EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1214 Research Notes: Background: A leading software provider Goal: To increase total leads captured Primary research question: Which process will generate the most leads? Approach: Radical redesign of the complete lead-generation process focusing on strengthening the communication of the value proposition 37 #webclinic
  • 38. FACTOR #3 EXPERIMENT: PPC AD TEST RESULTS Original {Keyword} Business Software Award-Winning Business Software. Fully Integrated. Free Trial 21% INCREASE IN CLICKS www.XXXXXXXXXX.com/Business Optimized Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 38 #webclinic
  • 39. FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE Control Landing Page Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business • Value from the PPC is not being transferred to the landing page 39 #webclinic
  • 40. FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE Treatment Landing Page Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business • Value from the PPC is being specifically mentioned on the landing page 40 #webclinic
  • 41. FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE 54% increase in overall conversion The optimized landing page conversion rate increased by 54.26% Relative Diff. Statistical Landing Page Conversion Rate vs. Control Significance Original 7.17% - - Optimized 11.06% 54.26% 95% 41 #webclinic
  • 42. FACTOR #3 EXPERIMENT: ORIGINAL FORM 97% 54% CLICK-THROUGH FORM SUBMISSIONS 21% CLICK-THROUGH Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business • In summary, we ensured that the value was being transferred from the PPC ad all the way through the entire conversion process. 42 #webclinic
  • 43. FACTOR #3 EXPERIMENT: ORIGINAL FORM 272% Increase in Overall Conversion The optimized path’s conversion rate increased by 272.2% Relative Metric Control Treatment Difference PPC Advertisement 0.89% 1.08 20.9% Landing Page Clickthrough 7.17% 11.06% 54.26% Form Completion 15.84% 31.25% 97.27% Impression-to-lead Conversion .009% .033% 272.2%  What you needto 268% more projectedexperiment, a 272% increase inwith conversion led to understand: In this revenue and, when combined the corresponding 66% reduction in cost-per-acquisition, the optimized path produced more than 4 times the monthly profit (302% increase). 43 #webclinic
  • 44. EXPERIMENT: BACKGROUND  Experiment ID: REGOnline Landing page test Location: MarketingExperiments Research Library Test Protocol Number: TP1519 Research Notes: Background: A technology and media company specializing in online registration and event management software. Goal: To increase the amount of completed leads. Primary research question: Which capture process will generate the highest completed lead rate? Approach: A/B multifactor split test #webclinic
  • 45. EXPERIMENT: CONTROL Control Congruence: • Headline conveys little to no meaning • Image does not support the value of the product • Copy buries most important points of value • Call-to-action fails to build the value of the click #webclinic
  • 46. EXPERIMENT: TREATMENT Treatment Congruence: • Headline directly states value of product • Copy pulls out most important points of value • Call-to-action builds value of click • Image shows location of a real customer #webclinic
  • 47. EXPERIMENT: CONTROL Control - Step 1 Control - Step 2 You are almost done! Does each step of the buy process either state or support the value proposition? #webclinic
  • 48. EXPERIMENT: TREATMENT Control - Step 2 Continuity: • No value is being expressed in You are almost done! step two of the process. Treatment - Step 2 • Callout-image and CTA reminds prospect of the offer’s value. #webclinic
  • 49. EXPERIMENT: TREATMENT Treatment - Step 1 Treatment - Step 2 • The treatment has been designed to ensure the value proposition is being expressed with both congruence and continuity. #webclinic
  • 50. EXPERIMENT: RESULTS 548% Increase in Total Leads The new page’s conversion rate increased by 548.46% Conversion Rate Relative Statistical Level Design (%) Difference of Confidence Original Page 0.7% - - Treatment 4.8% 548% 99%  methodologies to the landing page,applying key optimizationto What you need to understand: By the treatment was able improve step-level clickthrough rates by 1,312%, and total conversion rate by 548%. #webclinic
  • 51. SUMMARY: PPC CHECK LIST PPC Campaign Checklist Are the claims in your PPC ad specific? Do they use qualitative or hype- filled language? How can you quantify your claims? Is your PPC ad focused on generating a click? Have you provided a compelling reason to click your ad over the other options? Are you utilizing the headline of your page to immediately inform the prospect where they have arrived? Is your landing page objective clear? Is your eye-path a simple, single- column flow? Do you have an easy-to-see call to action? Is every element of you page (headline, images, copy, CTAs) expressing the value proposition? #webclinic
  • 52. MarketingExperiments Optimization Newsletter Free subscription to more than $20 million in marketing research Join 89,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe #webclinic