Leaky Funnel Forensics
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The document discusses using forensic techniques to investigate drops in website traffic or conversions. It outlines steps like collecting initial evidence from landing pages and search results, processing data from reports on page load times, ad-keyword matching, and search queries, and then designing tests to isolate suspected factors and identify the "killer" responsible for reduced performance. The goal is to solve the "crime" and identify causes like broken pages, poor ad quality, or changes in bidding that hurt rankings.
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Leaky Funnel Forensics
- 1. Leaky Funnel Forensics Robert Brady Trafficado.com @robert_brady #convcon
- 2. About Me • Managing PPC accounts since 2005 • Google AdWords Certified Partner • Microsoft adExcellence Member • MarketingExperiments certified in LPO and Online Testing • Director of PPC & Conversion at Trafficado @robert_brady #convcon
- 3. CSI: Crime Scene Investigation • 12 seasons • 2 spinoffs • 28 Emmy nominations • Typical episode format – Discovery of crime – Initial evidence collection – Evidence processing – Resolution of crime (whodunnit) @robert_brady #convcon
- 4. Discovery of Crime @robert_brady #convcon
- 5. Discovery of Crime • Something killed traffic @robert_brady #convcon
- 6. Discovery of Crime @robert_brady #convcon
- 7. Discovery of Crime • Something killed conversions @robert_brady #convcon
- 8. Evidence Collection • Start at the crime scene – Is the landing page broken? • Run a start-to-finish test conversion on a Chrome Incognito browser • Call your own phone number • Is the CTA clear? • Are there multiple CTAs on the page? • Check page load time @robert_brady #convcon
- 9. Evidence Collection • Broaden your suspect list – Message match • Keyword -> Ad Copy -> Landing Page – Run clean searches on top keywords • Take screenshots – Run reports on average position – Run placement reports – Run search query reports @robert_brady #convcon
- 10. Evidence Processing • Page Load Time – How long before you lose someone? http://blog.kissmetrics.com/loading-time/ @robert_brady #convcon
- 11. Evidence Processing • Message Match – Keyword – Ad Copy – Landing Page @robert_brady #convcon
- 12. Evidence Processing Search Query - “tamper evident labels” Ad in position #3 (top placement) - No mention of UPS - “Free Shipping” in header, but not clickable. - Tons of competing CTAs @robert_brady #convcon
- 13. Evidence Processing Search Query - “property tags” Ad in position #5 (right side, 2nd down) - “Call for a FREE sample” doesn’t stand out - Phone number isn’t nearby - Lots of competing CTAs @robert_brady #convcon
- 14. Evidence Processing Search Query - “seo tools” Ad in position #1 (top placement) - “SEO tools” in ad copy & landing page title - 30 Day Free Trial is prominently featured - Single, focused CTA @robert_brady #convcon
- 15. Evidence Processing • Average position report – Are there new competitors? – Have current competitors changed their bidding/position strategy? @robert_brady #convcon
- 16. Evidence Processing • SERPs – How is personalization affecting the SERP? – How is geography affecting the SERP? – How is time of day affecting the SERP? – Are you being pushed out by “other” stuff? @robert_brady #convcon
- 17. Evidence Processing Paid results Maps results Organic result Paid results Maps results @robert_brady #convcon
- 18. Evidence Processing Paid results Maps results Related searches Organic result Paid results Maps results @robert_brady #convcon
- 19. Evidence Processing Paid results Organic results Paid results News results Organic results @robert_brady #convcon
- 20. Evidence Processing • Search Query Reports – Has the vernacular changed? Did your keywords get associated with something unrelated? • “King James” @robert_brady #convcon
- 21. Evidence Processing • Placement Reports – Did your top placements change layouts? • Redesign • Google “Top Heavy” update • Change of ownership – Are they no longer on the network? • Managed placement campaigns @robert_brady #convcon
- 22. Catch the Killer • Design a Test – Isolate the suspected factor – Run a valid test – Let the data do the talking – Render a verdict @robert_brady #convcon
- 23. Solve the Crime • Conversion Killer – Programmers pushed update live on Friday; dropped analytics code @robert_brady #convcon
- 24. Solve the Crime • Conversion Killer – Automated bidding was turned off; old default CPC bids were too low @robert_brady #convcon
- 25. Case Solved Robert Brady Email: robert@trafficado.com Twitter: www.twitter.com/robert_brady LinkedIn: www.linkedin.com/in/robertallenbrady Blog: www.RighteousMarketing.com @robert_brady #convcon