In this webinar, VWO’s Tejaswi Raghurama and Hanapin’s Kate Wilcox will show you the value of taking the complexity out of what we can do, and use simple tactics to make your site users want to come back and visit.
2. Presenters
Manager of Demand Generation at VWO
@tejazz89
Tejaswi Raghurama
Kate Wilcox
CRO Manager at Hanapin Marketing
PPC Hero Blogger
@katewilcoxkcco
#ThinkPPC
3. Who is Hanapin?
We run the world’s most popular PPC blog
and conference.
We manage and optimize global paid search,
paid social, and display programs.
Within 12 months, brands can expect a 250%
increase in their growth trajectory.
#ThinkPPC
5. Who is VWO?
VWO is an A/B testing and Conversion Optimization
Platform that helps boost conversions by optimizing
visitor actions on the website.
This is well supported by powerful features like
behavioural targeting, heatmaps and clickmaps, usability
testing, personalization etc.
#ThinkPPC
9. Personalize the user journey based on the
context of the journey and assist users in
gaining a head start where possible.
Concrete & Tactical
#ThinkPPC
11. The Journey
GA: Conversions > Multi-Channel Funnels > Top Conversion Paths
*recommend segmentation by device*
Which channels are top performers and what can we learn from them?
Steal language & Target users
12. #ThinkPPC
Real-Time Data You Can Use
Source of traffic
• Direct
• Referral
• Social traffic
• Mobile, Desktop, Tablet
• New Visitors
• Returning
• Non-paid search traffic
• Paid Traffic Search
• Search traffic
• Email Traffic
Custom parameters
• Landing Page URL
• Referring URL
• Search keywords
• Query Parameters/UTMs
Granular
• Time of day
• Day of week
13. #ThinkPPC
Historical Data You Can Use
Number of orders
Average Order Value
Days since first
transaction
Days since last transaction
Days since first visit
Days since last visit
Total amount spent
Viewed products
Cart Abandonment
15. #ThinkPPC
Specifically: PPC
Organize campaigns to speak to the funnel
Successful campaigns will illuminate your users’ primary stage
Mid-Funnel
Focus: benefits (bonus: cookie crumb)
Narrowed: more product, less brand
High-Funnel
Focus: brand
You are the solution
16. #ThinkPPC
Specifically: Outbound
Hi Andy,
Around a year ago, you made a choice to use Optimizely for website testing and optimization at Wingify. This is precisely why I am writing to you
today.
I am Pratik and I work for VWO, an enterprise solution that competes with Optimizely. I am not sure if you're aware of us or made us a part of your
selection process while choosing Optimizely last year.
I would like to get on a call with you to discuss
Your experience with Optimizely so far,
Your pain points and focus areas around optimization,
How VWO can be a better fit,
Why brands like MarcoPolo are shifting from Optimizely to VWO.
Here is a page I compiled for you to quickly overlook and feel more confident about your decision to get on a call - Why Wingify should move to
VWO.
19. #ThinkPPC
COGNITIVE LOAD
↓
Short term memory is limited
&
“Learning happens best under conditions that are aligned with
human cognitive architecture” - John Sweller
20. #ThinkPPC
Cognitive Load
+
Action is a direct result of motivation
Reducing necessary action ensures
that we can engage more users
with lower motivation
Action
Motivation
21. #ThinkPPC
Businesses using personalization currently have seen 20% increase in sales at
an average (Source: Study by Monetate)
Personalized CTAs result in a 42% higher conversion rate than generic CTAs.
(Source: econsultancy)
56% of online buyers prefer to shop on sites that provide personalized
recommendations.
36% of online buyers agreed to be more likely to buy if the website showed
products based on their browsing history. (Source: VWO eCommerce Consumer Survey)
27. #ThinkPPC
Building Context on the Go
77% of shoppers would trust businesses more if they
explained how their information is being used.
(Source: invesp)