stop sabotaging your cro!
TRANSCRIPT
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.
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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
Questions?