smoke your competition: 14 ways to a high conversion rate

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SMOKE THE COMPETITION: 14 STEPS TO A HIGH CONVERSION RATE

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Presenters

• Joe Kerschbaum– Midwest Account Director at 3Q Digital

– @JoeKerschbaum

• Kayla Kurtz– Senior Digital Advisor at Hanapin

Marketing.

– @one800kayla

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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?#thinkppc

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

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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.

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14 Steps to a High Conversion Rate

PRE-TEST

IN-TEST

POST-TEST

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Have more questions?

PRE-TEST PHASE

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Why Is This Stuff Important?

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Create an Iterative Testing Process

You need to build a testing foundation and a culture of testing. Testing needs to be baked into every strategy.

Get buy-in on every level Determine the development resources Acquire any necessary software Build out a schedule & plan There is always room for improvement!

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You don’t need to re-invent the wheel with every test! Don’t try to score a touchdown with every single test. Don’t put that stress on yourself!

Big ideas are great BUT small and steady wins the race Don’t let this be a roadblock Small tests require less resources

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Each test should be a small, strategic change to improve performance – and minimize other variables.

Create a plan that is 2 steps ahead Don’t plan too far ahead Let test results determine your path Consistency is key

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Form a Hypothesis

Let’s summarize this handy chart. Construct your hypothesis –

What are you going to test? Why are you testing this element? What is the expected outcome? What do we want to learn?

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Dedication & Approval

Now that you’ve done all this work planning – get to it!

Don’t put off your CRO plan because ROAS is on goal for the moment

Be sure all players are in the loop…

…and bought in

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Remove Emotions

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Segment LPs by Audience

Have you thought about how different audiences might interpret your planned test?

Consider all your possible customers or visitors

Will the message or particular test drive away any segment of those visitors?

Edit plan accordingly (may include adding more pages)

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How often do you implement or trigger a new landing page test?#thinkppc

a) 2-4 weeks

b) 4-6 weeks

c) 2-3 months

d) 4-6 months

e) Never

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IN-TEST PHASE

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Align Your Message

In-house and client marketing channels are not always in sync -

Don’t throw any other channel’s test under the bus.

Later on…share results. Help save each other time with valuable lessons learned.

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Tout Your X Factor

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Emotion vs. Logic

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Logical ThinkingThinkingSlowLogic & AnalysisNumbers & FactsPlans & ProcessesInformation & DataObjective

Emotion vs. Logic

Emotional FeelingFeelingFastInstinct & ImpulseAssumptions & impressionsCreativity & ImaginationVisuals & StoriesSubjective

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Restructure Your Page Priorities

New ideas are super mega awesome!Another testing idea is to rearrange your landing page – like a puzzle!

Look at the elements on your LP and think about re-prioritizing

Which pre-existing elements can be moved or changed to impact performance?

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Alter existing elements on the page –

Different copy formats Different page layout Different placement on page Different headline size

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Eyes Wide Open

You could learn something anytime, anyplace during a testing cycle.

Heat mapping versus conversion rates

Keep your eyes open for things to put on the testing schedule for later

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POST-TEST PHASE

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Review Your Findings

We all want to get tasks done! But conversion rate optimization isn’t a “one-and-done” to check off your list.

Launching your test is only the beginning!

Post-test analysis is just as important as any phase in the process

Bake this into your testing mentality NOW

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Reviewing stats is easy. In each test there is a winner and loser. You have to determine the reason for these results.

Put your thinking cap on What was so much more

appealing about the winning variation?

What can you learn and how can you apply it going forward?

This is the human element of testing. Then go back to your scientific method of the process!

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Was our hypothesis correct?

If so, why did our test work?

If not, why didn’t our test work?

Any influential variables in the test?

Do have a new control variation?

What is the next test element?

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Be Prepared For Surprises

Surprise! Your new, shiny, optimized LP totally bombed. Have a strong hypothesis but be ready to abandon it if needed.

Don’t get emotionally attached to any test element or idea

An idea that requires development resources and investment could bomb but you need to be ready

Don’t get discouraged Don’t settle for your control

conditions – even if it keeps winning!

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Keep Moving Forward

Results have been reviewed & analyzed, surprises accepted – now what?

Do our findings require a shift in the next test?

The one drawback to planning ahead is that occasionally you made assumptions in those plans that get debunked mid-test run.

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Ladders Always Come With Chutes

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a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)

c.) No Thanksd.) Both

Would you like help with your PPC accounts and management? I’m interested in:

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

3Q Digital Feedback: [email protected]

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