conversion matters: getting started with cro

#thinkppc

How to Recover from the Holidays Faster Than Your Competition

Conversion Matters: Getting Started With CRO

HOSTED BY:

#thinkppc

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

#thinkppc

Join the conversation

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

#thinkppc

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

#thinkppc

Live Poll Question #2

How do you manage your account(s)?#thinkppc

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.

#thinkppc

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

#thinkppc

CRO – What is it NOT?

• Trying things based on guess or a hunch.

• Getting the most clicks regardless of quality

Conversion Rate Optimization is NOT:

#thinkppc

Why do CRO? I’m a PPC person!

1 Conv. = # of Clicks Per Conv. Conv. Rate

Example: If your conversions rate is 2.5%, Goal CPA is $20,

then your Max CPC is $0.50If your conversion rate is 5%, Goal CPA is $20, then your Max CPC is $1.00

Goal CPA = Max CPC for that Conv. # of Click Per Conv.

#thinkppc

What Makes A Good Landing Page?

Value PropositionUrgency

AnxietyConfusion

#thinkppc

What Makes A Good Landing Page?

Value PropositionUrgency

AnxietyConfusion

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…

#thinkppc

6 Principles of Influence

1. Reciprocity2. Commitment (&

Consistency)3. Social Proof4. Liking5. Authority6. Scarcity

#thinkppc

Aligning PPC & CRO

The biggest mistake in PPC is bad landing page alignment…

#thinkppc

Aligning PPC & CRO

A great PPC experience should be really easy:

1. Type in my search term2. See an ad about that term

3. Get to a landing page about my search term

Simple…

#thinkppc

Aligning PPC & CRO

#thinkppc

Aligning PPC & CRO

#thinkppc

Aligning PPC & CRO

NOT A SAMSUNG TV IN SIGHT!

#thinkppc

Aligning PPC & CRO

Search Term Ad Copy Landing Page

#thinkppc

ATTENTION!

#thinkppc

Remove All Distractions

#thinkppc

ATTENTION!

#thinkppc

ATTENTION!

Help Me Find You

#thinkppc

Give Me What I Need To Know

http://conversionsciences.com/

#thinkppc

Give Me What I Need To Know

That’s a long old page

#thinkppc

Give Me What I Need To Know

#thinkppc

Give Me What I Need To Know

Don’t tease me Flo, we both know what I want!

#thinkppc

Give Me What I Need To Know

#thinkppc

SWOT Analysis

#thinkppc

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?

#thinkppc

GA Funnels

Where Are We Losing Customers?

#thinkppc

Heat & Scroll Maps

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

#thinkppc

Customer Feedback

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

#thinkppc

Customer Feedback

Step 1: Learn common objections / problems

Step 2: Answer them early on your landing page (boo anxiety!)

Step 3: Profit!

#thinkppc

Come Up With Hypotheses

#thinkppc

Okay, I Want to Test… But Where do I Start?

#thinkppc

Many Tools Available for CRO Testing

There are many tools out there for CRO testing. The keyis to find one(s) that work for you:

1. Google Analytics

• Utilize In-Page Analytics to identify where users are spending time on particular pages of your website.

#thinkppc

LP Tests Within AnalyticsRun Landing Page Tests within Analytics: • This is an option if you want to test sending users to a different url from the one

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.

#thinkppc

Many Tools Available for CRO Testing

2. CrazyEgg

• Assists in creating a well thought out experiment• Provides insight on user behavior (allows you to segment)

#thinkppc

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

testing• This is a good option, when your site does not require a complete redo

#thinkppc

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

#thinkppc

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

#thinkppc

So What Should I Start Testing?

#thinkppc

What You Test is Specific to Your Account General Features to Test for Lead Generation• Form (getting rid of unnecessary fields) or changing

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

#thinkppc

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

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)

#thinkppc

What Works for One Account May Not Work Across the Board

Example: Remove button navigating away from application page.

Result: 7.7% increase in conversion rate

#thinkppc

Measuring Results

• It’s specific to your KPIs

• Leads: Form filled, downloaded an ebook, live chat, called a phone number

• Ecommerce: Transactions, Revenue

#thinkppc

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.

#thinkppc

Special Offer!

Would you like a discount to Hero Conf Conversion Summit?

o Yes!o No Thanks

#thinkppc

Live Q&A Time!

#thinkppc

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