stop sabotaging your cro!

Stop Sabotaging Your CRO! JACOB BAADSGAARD, CEO, FOUNDER

DISRUPTIVE ADVERTISING

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking

in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Jacob is passionate entrepreneur on a mission to help businesses achieve online marketing success. As the CEO and founder of Disruptive Advertising, Jacob has

created an award-winning, world-class organization that has helped over 2,000 businesses grow using pay-per-

click advertising and website optimization.

JACOB BAADSGAARD CEO, Founder, Disruptive Advertising

@JakeBaadsgaard

@disruptiveads

#KissWebinar

@JakeBaadsgaard

The wrong traffic never converts.

Who are you really targeting?

Are you paying for the wrong traffic?

1 Section One – Do You Have the Right Traffic?

2 Section Two – What Does Traffic Have to Do With Testing?

TABLE OF CONTENTS

How the wrong traffic affects test results.

Changing the equation.

3 Section Three – Stop Paying for the Wrong Traffic!

WATCH WEBINAR RECORDING NOW

Do you have the right traffic?

WHAT ARE YOU TESTING?

Every CRO test is based on the same assumption— your traffic wants what you’re selling.

Unfortunately, it doesn’t always work out that way…

The wrong traffic never converts.

ORGANIC TRAFFIC

6 Killer PPC Branding Tactics Even Freddy Krueger Loves 8,000+ clicks in 5 months, top result on Google!

0 conversions

ORGANIC TRAFFIC

ORGANIC TRAFFIC

Who are you really targeting?

SOCIAL MEDIA

How to Use Google AdWords to Spice Up Your Love Life 50% more clicks than our average promoted Facebook post, but…

OUR CONVERSION RATE DROPPED BY ALMOST 50%!

SOCIAL MEDIA

Not exactly our target demographic…

Are you paying for the wrong traffic?

PAID SEARCH

2,000+ AdWords audits •  $500 million in ad spend •  100 billion impressions •  500 million clicks

The average AdWords account wastes 76% of it’s budget •  Spent on keywords/search terms that

don’t produce conversions Where’s all that money going?

Ad Spend

Search terms w/conversions Search terms w/out conversions

PAID SEARCH

“Whack your boss” 30,000+ impressions, 1,719 clicks, $3,000 in ad spend

0 conversions

PAID SEARCH

“Animal sex” 500,000+ impressions, 9,153 clicks, $7,000+ in ad spend

0 conversions

What does traffic have to do with testing?

SOCIAL MEDIA

YOUR TRAFFIC

THE “RIGHT” TRAFFIC

The wrong traffic dilutes the effectiveness of your CRO efforts.

1,250 potential customers

HERE’S WHAT HAPPENS

5,000 visitors

1,250 potential customers

HERE’S WHAT HAPPENS

Variant 625 potential

customers Control

625 potential customers

1,250 potential customers

HERE’S WHAT HAPPENS

Variant 625 potential

customers Control

625 potential customers

100 conversions 16% conversion rate

120 conversions 19% conversion rate

5,000 visitors

HERE’S WHAT HAPPENS

Variant 2,500 site visitors

Control 2,500 site visitors 100 conversions

4% conversion rate 120 conversions

4.8% conversion rate

5,000 visitors

HERE’S WHAT HAPPENS

Assuming each visitor costs you $1.00… Your successful test will decrease your cost-per-conversion from $25 to $20.83.

However…

If you were only paying for your potential customers,

your cost-per-conversion (before your test) would have been $6.25.

So, even after your successful test,

the wrong traffic is tripling your cost-per-conversion!

So, what happens when you pay for this…

CHANGING THE EQUATION

…instead of this?

CHANGING THE EQUATION

Stop paying for the wrong traffic!

3 WAYS TO IMPROVE YOUR TRAFFIC AND TESTS

Define the “Right” Audience Buyer persona(s)

Pain points

Target the “Right” Audience Use your buyer persona to target the right audience. Match your message to your audience’s pain points.

Use Your Analytics Data

Track everything. If you have traffic that isn’t producing conversions,

change it or stop paying for it!

Don’t expect CRO to fix a traffic problem.

1

2

3

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

JACOB BAADSGAARD CEO & Founder at Disruptive Adverticing

@JakeBaadsgaard

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

tmadsen@kissmetrics.com

Questions?