Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Improve Your Landing Page Conversion Rates Through Ad Testing

432 views

Published on

The first brand interaction a user has with many websites is the PPC ad impression. The ad sets the expectation for what a user will find on the landing page. With the proper ad testing techniques, you can learn what messages increase conversions and use that data to also design your landing pages.
After attending this webinar, you will learn:

How to conduct ad tests for global insights
How to use ad data to:
Design your landing page
Reinforce your form's message
Determine your form's buttons
Use AdWords & Form data to compliment each other

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Improve Your Landing Page Conversion Rates Through Ad Testing

  1. 1. Improve Your Landing Page Conversion Rates Through Ad Testing A F O R M S T A C K W E B I N A R
  2. 2. Brad Geddes Co-Founder, AdAlysis
 Founder, Certified Knowledge
 Author, Advanced Google AdWords @bgTheory Lindsay Johnson Demand Generation Team Lead, Formstack @lindsanityj @Formstack @bgTheory #collectleads
  3. 3. @Formstack @bgTheory #collectleads Formstack is a lead capture and conversion software that helps marketing teams convert online traffic into revenue.
  4. 4. @Formstack @bgTheory #collectleads Join the conversation on Twitter! • @formstack #collectleads • This webinar is being recorded and will be emailed to registrants.
  5. 5. @Formstack @bgTheory #collectleads Why We Test Ads & Landing Pages: Perfecting Your PPC Ad Testing
  6. 6. @Formstack @bgTheory #collectleads 1000 Searches General Ad with High CTR / No Qualification 10% CTR on Ad (100 people see our page) 1% Landing Page Conversion Rate 1 Customer Why We Test Ads for Landing Pages
  7. 7. @Formstack @bgTheory #collectleads 1000 Searches General Ad with High CTR / No Qualification 10% CTR on Ad (100 people see our page) 1% Landing Page Conversion Rate 1 Customer 1000 Searches Excellent Ad Qualification 5% CTR on Ad (50 People see our page) 10% Landing Page Conversion Rate 5 Customers Why We Test Ads for Landing Pages
  8. 8. @Formstack @bgTheory #collectleads Searches Clicks Cost Per Click Cost Conversions CPA Unqualified Ad 1000 100 $1 $100 1 $100 Qualified Ad 1000 50 $1 $50 5 $10 The Economics of Ad Testing
  9. 9. @Formstack @bgTheory #collectleads Testing is about Consumer Insights. Staying ahead of the Competition. Increasing Profits.
  10. 10. @Formstack @bgTheory #collectleads Why We Test Ads & Landing Pages: Perfecting Your PPC Ad Testing
  11. 11. @Formstack @bgTheory #collectleads A/B Testing – Known as Single Ad Group Testing
  12. 12. @Formstack @bgTheory #collectleads Multi-Ad Group Testing
  13. 13. @Formstack @bgTheory #collectleads Use Cases Insights within an ad group - Best for high traffic ad groups - Best for brand ad groups - Good for other ad groups after you’ve done some multi-ad group testing for global insights Insights across a segment - Best for template created ads - Best for small data accounts - Best for market research Single Ad Group Testing Multi-Ad Group Testing
  14. 14. @Formstack @bgTheory #collectleads The Brainstorm
  15. 15. @Formstack @bgTheory #collectleads Research Your Initial Ad Ideas • Social mentions • Customer support inquiries • Your forums • Company reviews • Competitive research • Brainstorming • Previous marketing efforts • Customer on-boarding interview • Search query data • Etc… Ad Ideas Inspirations
  16. 16. @Formstack @bgTheory #collectleads Ask the Big Questions First • Are consumers price sensitive? (discounts, prices in ads) • Does Location matter? (use geographies in ads) • Does shipping matter? (Free or Rush shipping) • Is selection important? (large, exclusive, variety, etc) • How much does quality matter? (cheap, luxury) • What’s your best CTA? (Call, Shop, Find, Discover, etc) • Should your display URL be products, geo, CTAs, or something else? • Do we need to pre-qualify clicks? (b2b vs b2c) • etc…
  17. 17. @Formstack @bgTheory #collectleads Determine Your Segments •Your brand • 3rd party brands • Products • Informational • Long tail • By buying cycle entrance • Etc… •Text ads •DSAs •Image ads •Call only ads •HSAs • etc… Basic Segments Ad Type •Mobile •Desktops •All Devices
  18. 18. @Formstack @bgTheory #collectleads Create Consistent Ads Across Segments Ad Group D2 1 Rush Shipping! 1 Free Shipping! 1 Price $ 2 Rush Shipping! 2 Free Shipping! 2 Price $ 3 Rush Shipping! 3 Free Shipping! 3 Price $ Etc… Etc…
  19. 19. @Formstack @bgTheory #collectleads Use Software or Pivot Tables to Analyze Data
  20. 20. @Formstack @bgTheory #collectleads You Now Have Answers to Big Questions •Don’t use brand names in non-branded ad groups •GEOs increase CPI; break out campaigns by GEO •Call Us works best on a mobile device •Learn more works best on a desktop device •Etc…
  21. 21. @Formstack @bgTheory #collectleads Next Steps •If you have more big questions to answer; do more rounds of multi-ad group testing. •If not; then move to A/B Testing ­Easiest to start with your top ad groups (by impressions)
  22. 22. @Formstack @bgTheory #collectleads In-Depth Example: Perfecting Your PPC Ad Testing
  23. 23. @Formstack @bgTheory #collectleads Using Customer Data
  24. 24. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Ad CTR Conv Rate CPI Avg Order Fast & Free Shipping 4.96% 4.22% 0.209% $71.32 Rush Shipping 5.13% 4.32% 0.225% $357.91
  25. 25. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Ad CTR Conv Rate CPI Avg Order Fast & Free Shipping 4.96% 4.22% 0.209% $71.32 Rush Shipping 5.13% 4.32% 0.225% $357.91
  26. 26. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328 B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408 B2C Rush Shipping 1.96% 3.05% 0.043392
  27. 27. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328 B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408 B2C Rush Shipping 1.96% 3.05% 0.043392
  28. 28. @Formstack @bgTheory #collectleads Segmenting by Customer Type Type Ad CTR Conv Rate RPI B2B Fast & Free Shipping 2.31% 3.46% 0.286328 B2B Rush Shipping 5.47% 5.30% 1.037939 B2C Fast & Free Shipping 4.02% 4.73% 0.137408 B2C Rush Shipping 1.96% 3.05% 0.043392
  29. 29. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Free Shipping (Takes 2-3 Days for Delivery) Rush Shipping Get it tomorrow for orders under 1000 items
  30. 30. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Conversion Rate +9% Lift +11% Lift Free Shipping (Takes 2-3 Days for Delivery) Rush Shipping Get it tomorrow for orders under 1000 items
  31. 31. @Formstack @bgTheory #collectleads Free Vs. Rush Shipping Conversion Rate +9% Lift +11% Lift Revenue +1% -8% Free Shipping (Takes 2-3 Days for Delivery) Rush Shipping Get it tomorrow for orders under 1000 items
  32. 32. @Formstack @bgTheory #collectleads Many Button Iterations Free Shipping (Takes 2-3 Days for Delivery) Rush Shipping Get it tomorrow for orders under 1000 items Free Shipping Orders over $150 Rush Shipping Contact us for orders under 1000 items Free Shipping (Takes 2-3 Days for Delivery) Rush Shipping Click for Details Free Shipping Rush Shipping
  33. 33. @Formstack @bgTheory #collectleads Using Ad Test Data on Landing Pages Conversion Rate +7% Lift +9% Lift Revenue Lift +9% +11% Free Shipping Orders over $150 Rush Shipping Click for Details
  34. 34. @Formstack @bgTheory #collectleads Designing Your Forms from A/B Tests: Perfecting Your PPC Ad Testing Campaign Changes w/ New Extensions
  35. 35. @Formstack @bgTheory #collectleads Using Ad Test Data on Landing Pages Don’t overlook this important element of your landing page. Form Elements to test: • Button Copy (CTA) • Form length • Field order • Design & colors • Headlines
  36. 36. @Formstack @bgTheory #collectleads Test your Form Fields based on Ad Testing Results Question: Does our conversion rate increase if we match our questions on the form with the ad copy?
  37. 37. @Formstack @bgTheory #collectleads A/B Test Your Button Copy to Match Your Ad Copy Question: Does matching button text with ad copy increase our conversion rate? Submit Get Instant Quote Get My Web Quote
  38. 38. @Formstack @bgTheory #collectleads Other Items to Consider When Setting Up Your Form A/B test Two Form A/B Tests that we did at Formstack •Added more form fields to our demo request form •Tested if adding more form fields would decrease our conversion rate. •Results: We saw no change in conversion despite asking more of the user, which for this test, was a win!
  39. 39. @Formstack @bgTheory #collectleads Second Test •Removed form fields to our trial form •Tested if removing form fields would increase our conversion rate. •Results: We saw a huge increase in conversion when we shortened the trial form Other Items to Consider When Setting Up Your Form A/B test
  40. 40. @Formstack @bgTheory #collectleads Another Formstack Example ControlVariation
  41. 41. @Formstack @bgTheory #collectleads The Results
  42. 42. @Formstack @bgTheory #collectleads Conclusion • “Best Practices” don’t always apply • Users who are considering a bigger commitment (I.E. trialing our product) experience more form friction than those in research mode (requesting a demo). • Test Everything!
  43. 43. @Formstack @bgTheory #collectleads Designing Your Forms from Ad Tests: Perfecting Your PPC Ad Testing Campaign Changes w/ New Extensions
  44. 44. @Formstack @bgTheory #collectleads What’s Your Button Text?
  45. 45. @Formstack @bgTheory #collectleads Never Use ‘Submit’
  46. 46. @Formstack @bgTheory #collectleads Forms 101: The Submit Button
  47. 47. @Formstack @bgTheory #collectleads Should You Localize Your Ads? Lead Gen Company 1: GEOs are Clear Winners Next Steps: • Change a few campaigns to only target singe region with non-geo keywords and rerun test to see if there’s a difference. Then decide account organization. • Localize landing pages
  48. 48. @Formstack @bgTheory #collectleads Think Through Your Results In this case, ads were localized – landing pages were not. GEO increased CTR, but nothing else. Is that the market or the website? Solution: Redo test with localized pages
  49. 49. @Formstack @bgTheory #collectleads If Localizing Your Ads Is a Good Idea – Use it in Your Forms
  50. 50. @Formstack @bgTheory #collectleads Is the data consistent across devices?
  51. 51. @Formstack @bgTheory #collectleads Should Your Forms be Different by Device?
  52. 52. @Formstack @bgTheory #collectleads Formstack Lets You Track Your Keywords to Form Completion
  53. 53. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  54. 54. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  55. 55. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  56. 56. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  57. 57. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  58. 58. @Formstack @bgTheory #collectleads Poor Eye Flow Can Destroy Conversion Rates
  59. 59. @Formstack @bgTheory #collectleads Use Eye Flow to Enhance Your Forms
  60. 60. @Formstack @bgTheory #collectleads Use Eye Flow to Enhance Your Forms
  61. 61. @Formstack @bgTheory #collectleads Use Eye Flow to Enhance Your Forms
  62. 62. @Formstack @bgTheory #collectleads Use Eye Flow to Enhance Your Forms
  63. 63. @Formstack @bgTheory #collectleads Use Eye Flow to Enhance Your Forms
  64. 64. @Formstack @bgTheory #collectleads By Definition: Most Sites Are Average
  65. 65. @Formstack @bgTheory #collectleads
  66. 66. @Formstack @bgTheory #collectleads What is it?
  67. 67. @Formstack @bgTheory #collectleads Simple Formatting
  68. 68. @Formstack @bgTheory #collectleads Credibility Items
  69. 69. @Formstack @bgTheory #collectleads Why Should I Convert?
  70. 70. @Formstack @bgTheory #collectleads Form on Page (right justified)
  71. 71. @Formstack @bgTheory #collectleads CTA Button
  72. 72. @Formstack @bgTheory #collectleads The fold
  73. 73. @Formstack @bgTheory #collectleads 76% Increase in Conversion Rates!
  74. 74. @Formstack @bgTheory #collectleads Results Created “A Culture of Testing”
  75. 75. @Formstack @bgTheory #collectleads Perfection? You Don’t Have to Be Perfect To Improve. You just have to be better than you currently are!
  76. 76. @Formstack @bgTheory #collectleads • Single ad group tests automatically created - (optional) Define minimum data - (optional) Define confidence factors • Test up to 6 metrics • Get alerts when there are no results • Test patterns or labels across ad groups • See global insights • Support for AdWords & Bing Ads • Works with text, rich media, DSAs, customizers, etc • Only work on actionable data • Free 30 Day Trial Complex Testing Made Simple
  77. 77. @Formstack @bgTheory #collectleads Track Keywords to Form Completion: Formstack’s Adwords Integration tool Campaign Changes w/ New Extensions
  78. 78. @Formstack @bgTheory #collectleads Formstack Lets You Track Your Keywords to Form Completion
  79. 79. @Formstack @bgTheory #collectleads The Old Way Adwords Bing Retargeting Social Other Media Buys $ Leads Black Box of Leads
  80. 80. @Formstack @bgTheory #collectleads The New Way Keyword #1 Lead Comes In Jimmy Leads JimmyLeads@gmail.com 817-555-4433 $New Customer We must be linking new customers back to keywords, and optimizing based on sales, not just leads
  81. 81. @Formstack @bgTheory #collectleads Formstack PPC Grader
  82. 82. @Formstack @bgTheory #collectleads Questions? Continue the conversation on Twitter! @formstack #Collectleads

×