Converting PPC Traffic:How strategic keyword placement increasedconversion by 144%#webclinic
JOIN THE CONVERSATION ON TWITTER               #webclinic  #webclinic
TODAY’S TEAM               Dr. Flint McGlaughlin – Director, MECLABS Group               Flint McGlaughlin is the Director...
EXPERIMENT: BACKGROUND               Experiment ID: (Protected)               Location: MarketingExperiments Research Lib...
EXPERIMENT: CONTROL                    Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you resu...
EXPERIMENT: CONTROL               Control                             C = 4m + 3v + 2(i-f) - 2a                         Us...
EXPERIMENT: CONTROL               Control   Treatment                                     7  #webclinic
EXPERIMENT: CONTROL               188% Increase in Total Leads               The new form page increased lead rate by 188%...
EXPERIMENT: RESULTS                      Control – Keyword Present [Bankruptcy] Mailing Lists Quality business mailing lis...
ITERATIVE TESTING CYCLE                                       Focused variable clusters: The      Single variable testing:...
EXPERIMENT: BACKGROUND               Experiment ID: (Protected)               Location: MarketingExperiments Research Lib...
EXPERIMENT: CONTROL                    Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you resu...
EXPERIMENT: TREATMENT                  Treatment [Bankruptcy] Mailing Lists Quality business mailing lists that Get you re...
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%...
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     ...
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 ...
Factor #1: Channel Momentum                                 23#webclinic
FACTOR #1 BUILDING CHANNEL MOMENTUM      Key Principles       1. The probability of conversion on landing page is directl...
FACTOR #1 EXPERIMENT: BACKGROUND             Experiment ID: (Protected)              Location: MarketingExperiments Resea...
FACTOR #1 EXPERIMENT: EXAMPLE TREATMENTS    {KeyWord} Business Solutions            {KeyWord} Business Solutions    Run Yo...
FACTOR #1 EXPERIMENT: RESULTS                     21% Increase in Clickthrough                    The new ad generated 20....
FACTOR #1 BUILDING CHANNEL MOMENTUM            Not this                           But this  Event Management Software     ...
Factor #2: Transition Orientation                                       29#webclinic
FACTOR #2 MOMENT OF ORIENTATION   Visitor Experience Timeline                            What can I do here?              ...
FACTOR #2 NOT THIS…                  Generic Homepage     #webclinic
FACTOR #2 BUT THIS…                  Specific Landing Page     #webclinic
FACTOR #2 AUDIENCE EXAMPLEBitdefender Safepay - Protect your onlinetransactionsAward winning antivirus software on sale no...
Factor #3: Value Transfer                               34#webclinic
FACTOR #3 TRANSFERRING VALUE                      Previous Example   [Bankruptcy] Mailing Lists   Quality business mailing...
FACTOR #3 TRANSFERRING VALUE           Key Principles      1. In order to effectively transfer value from the PPC ad to t...
FACTOR #3 EXPERIMENT: BACKGROUND             Experiment ID: (Protected)              Location: MarketingExperiments Resea...
FACTOR #3 EXPERIMENT: PPC AD TEST RESULTS      Original    {Keyword} Business Software    Award-Winning Business Software....
FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE                                      Control Landing Page Business Software Su...
FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE                                       Treatment Landing Page  Business Softwar...
FACTOR #3 EXPERIMENT: ORIGINAL LANDING PAGE              54% increase in overall conversion              The optimized lan...
FACTOR #3 EXPERIMENT: ORIGINAL FORM                                                                         97%           ...
FACTOR #3 EXPERIMENT: ORIGINAL FORM               272% Increase in Overall Conversion               The optimized path’s c...
EXPERIMENT: BACKGROUND          Experiment ID: REGOnline Landing page test           Location: MarketingExperiments Resea...
EXPERIMENT: CONTROL               Control                         Congruence:                         • Headline conveys  ...
EXPERIMENT: TREATMENT               Treatment                           Congruence:                           • Headline d...
EXPERIMENT: CONTROL        Control - Step 1                              Control - Step 2                                 ...
EXPERIMENT: TREATMENT                   Control - Step 2                                            Continuity:           ...
EXPERIMENT: TREATMENT          Treatment - Step 1                     Treatment - Step 2     • The treatment has been desi...
EXPERIMENT: RESULTS               548% Increase in Total Leads               The new page’s conversion rate increased by 5...
SUMMARY: PPC CHECK LIST PPC Campaign Checklist               Are the claims in your PPC ad specific? Do they use qualitati...
MarketingExperiments Optimization Newsletter      Free subscription to more than $20 million in marketing research       J...
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Converting PPC Traffic

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Converting PPC Traffic

  1. 1. Converting PPC Traffic:How strategic keyword placement increasedconversion by 144%#webclinic
  2. 2. JOIN THE CONVERSATION ON TWITTER #webclinic #webclinic
  3. 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. 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. 5. EXPERIMENT: CONTROL Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com 5 #webclinic
  6. 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. 7. EXPERIMENT: CONTROL Control Treatment 7 #webclinic
  8. 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. 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. 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. 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. 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. 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. 14. EXPERIMENT: SIDE-BY-SIDE Control – Keyword NOT Present Treatment – Keyword IS Present #webclinic
  15. 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. 16. EXPERIMENT: RESULTS A compounding gain of 603% increase in lead rate 16 #webclinic
  17. 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. 18. THE CUSTOMER PATH AND PATTERN Search Engine #webclinic
  19. 19. THE CUSTOMER PATH AND PATTERN Landing Page #1 #webclinic
  20. 20. THE CUSTOMER PATH AND PATTERN Search Engine #webclinic
  21. 21. THE CUSTOMER PATH AND PATTERN Landing Page #2 #webclinic
  22. 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. 23. Factor #1: Channel Momentum 23#webclinic
  24. 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. 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. 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 Wont Outgrow. 6459+ Clients. Free Trial Today. www.[Company].com/BusinessSoftware www.[Company}.com/BusinessSoftware #webclinic
  27. 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. 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. 29. Factor #2: Transition Orientation 29#webclinic
  30. 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. 31. FACTOR #2 NOT THIS… Generic Homepage #webclinic
  32. 32. FACTOR #2 BUT THIS… Specific Landing Page #webclinic
  33. 33. FACTOR #2 AUDIENCE EXAMPLEBitdefender Safepay - Protect your onlinetransactionsAward winning antivirus software on sale nowhttp://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. 34. Factor #3: Value Transfer 34#webclinic
  35. 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. 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. 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. 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. 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. 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. 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. 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. 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. 44. EXPERIMENT: BACKGROUND Experiment ID: REGOnline Landing page test Location: MarketingExperiments Research Library Test Protocol Number: TP1519Research 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. 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. 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. 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. 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. 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. 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. 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. 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
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