If you care about a great return on your investment and giving your users what they want quickly, then you should care about conversion rate optimization (CRO). Maybe you already do, you just don’t know how to get started. Never fear, PPC Hero is here! In the webinar recording, our experts discuss how you can get started in CRO, what tools you should be using, how to do an initial analysis, factors of good landing pages, how to test, and more! By the end, you should have what you need to get started on your own. Hanapin’s CRO experts, Sam Owen and Roopa Carpenter, do a great introduction into the world of conversation rate optimization. You’ll get expert-level PPC tips like: *How to get started on an initial analysis *Best tools to use for CRO *Testing and measuring the right things

1. How to Recover from the
Holidays Faster Than Your
Competition
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Conversion Matters:
HOSTED BY:
Getting Started With CRO

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Presenters
• Sam Owen
– Associate Director of Paid Search, CRO at
Hanapin Marketing
– Blogger on PPC Hero
– @SamOwenPPC
Roopa Carpenter
– Account Manager, CRO at Hanapin Marketing
– Hero Conf Conversion Summit Speaker
– @RoopaCarpenter

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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CRO – What is it?
Conversion Rate Optimization
• A structured approach to improving the
performance of your site
• Defined by your sites key performance
indicators (ex. purchase, download
newsletters)
• Utilizing analytics and user feedback to
make informed decisions

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CRO – What is it NOT?
Conversion Rate Optimization is NOT:
• Trying things based on
guess or a hunch.
• Getting the most clicks
regardless of quality

8. Goal CPA = Max CPC for that Conv.
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Why do CRO? I’m a PPC person!
1 Conv. = # of Clicks Per Conv.
Conv. Rate
# of Click Per Conv.
Example:
If your conversions rate is 2.5%, Goal CPA is $20, then
your Max CPC is $0.50
If your conversion rate is 5%, Goal CPA is $20, then
your Max CPC is $1.00

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What Makes A Good Landing Page?
Value Proposition
Urgency
Anxiety
Confusion

10. AKA: Tell me what you do, why I
should care right now, why I should
believe you and what I’m going to
get out of it…
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What Makes A Good Landing Page?
Value Proposition
Urgency
Anxiety
Confusion

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6 Principles of Influence
1. Reciprocity
2. Commitment (&
Consistency)
3. Social Proof
4. Liking
5. Authority
6. Scarcity

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Aligning PPC & CRO
The biggest mistake in PPC is bad landing page
alignment…

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Aligning PPC & CRO
A great PPC experience should be really easy:
1. Type in my search term
2. See an ad about that term
3. Get to a landing page about my search term
Simple…

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Aligning PPC & CRO

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Aligning PPC & CRO

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Aligning PPC & CRO
NOT A SAMSUNG TV IN SIGHT!

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Aligning PPC & CRO
Search Term Ad Copy Landing Page

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ATTENTION!

19. Remove All Distractions
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ATTENTION!

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ATTENTION!
Help Me Find You

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Give Me What I Need To Know
http://conversionsciences.com/

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Give Me What I Need To Know
That’s a long old page

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Give Me What I Need To Know

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Give Me What I Need To Know
Don’t tease me Flo, we both
know what I want!

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Give Me What I Need To Know

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SWOT Analysis

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Google Analytics
• Are customers doing lots of research?
• How many are bouncing instantly?
• What are our demographics?
• Where are users arriving from?
• What percentage are new vs. returning?
• Which pages are most popular?

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GA Funnels
Where Are We
Losing Customers?

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Heat & Scroll Maps
Is your call to
action in a place
where 100% of
people will see it?

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Customer Feedback
The best way to find out what your landing page is
missing is to ask your customers

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Customer Feedback
Step 1: Learn common objections / problems
Step 2: Answer them early on your landing page (boo
anxiety!)
Step 3: Profit!

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Come Up With Hypotheses

34. Okay, I Want to Test… But Where do I Start?
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35. Many Tools Available for CRO Testing
There are many tools out there for CRO testing. The key
is to find one(s) that work for you:
1. Google Analytics
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• Utilize In-Page Analytics to identify where users are spending
time on particular pages of your website.

36. LP Tests Within Analytics
Run Landing Page Tests within Analytics:
• This is an option if you want to test sending users to a different url from the one
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currently used (ex. category page vs. home page, short form vs. long form)
• Set up is easy: Reporting tab  Behavior  Experiment  Create Experiment
• Ensure Analytics code is on the new url you are testing.

37. Many Tools Available for CRO Testing
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2. CrazyEgg
• Assists in creating a well thought out experiment
• Provides insight on user behavior (allows you to segment)

38. Optimizely: A/B Testing for Landing Pages
3. Optimizely:
• Great for A/B Testing
• Depending on the plan you choose, you can do multipage testing and multivariate
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testing
• This is a good option, when your site does not require a complete redo

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Unbounce: When LP’s Need More Work
4. Unbounce:
• Great for LP testing beyond minor changes
• You can start from scratch or use one of their landing page templates

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Wireframes
5. Creating Wireframes for Client
• If you’re working for a client that is able to implement the
changes you want without using Optimizely, then you may want
to create a wireframe
• Check out the following resources:
• Wix.com
• Balsamiq.com
• Mockflow.com

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So What Should I Start Testing?

42. What You Test is Specific to Your Account
General Features to Test for Lead Generation
• Form (getting rid of unnecessary fields) or changing
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it from two columns into one
• Color/Size of the button
• CTA of the button (align with user expectations)
• Location of the form and CTA (is it above the fold)
• Headlines (be specific and align with user
expectations)
• Images (be wary of people)
• Use of arrows

43. What You Test is Specific to Your Account
General Features to Test for Ecommerce
• Layout of products on product results page
• Highlighting products on sale (ex. save $10.00 vs. save)
• Add trustmarkers to the checkout process
• Remove ability to navigate away during the checkout
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process
• Have “add to cart” button for each product on product
results page
• Highlight “free shipping” (if applicable)
• Create urgency to complete order (ex. order in the
next 3 hr 2 min to have your product shipped today)

44. What Works for One Account May Not
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Work Across the Board
Example: Remove button navigating away from
application page.
Result: 7.7% increase in conversion rate

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Measuring Results
• It’s specific to your KPIs
• Leads: Form filled,
downloaded an ebook, live
chat, called a phone number
• Ecommerce: Transactions,
Revenue

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When to Call a Test
• Tests are generally not conclusive if you only have a few
conversions
• General rule of thumb is 25 conversions each
• After a test has enough conversions, we analyze
conversions rates to see if there is a significant
improvement and if so, we declare the test page as the
winner.

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Special Offer!
Would you like a discount to Hero Conf Conversion Summit?
o Yes!
o No Thanks

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a FREE Account Analysis from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/account-analysis/
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com