Conversion Matters: Getting Started With CRO
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The document is a webinar presentation focusing on conversion rate optimization (CRO) for improving site performance through structured strategies. It outlines key principles, strategies for effective landing pages, tools for testing, and the importance of aligning pay-per-click (PPC) advertising with CRO efforts. Additional resources and a Q&A session are also included to engage attendees and enhance their understanding of the topic.
Conversion Matters: Getting Started With CRO
- 1. How to Recover from the Holidays Faster Than Your Competition #thinkppc Conversion Matters: HOSTED BY: Getting Started With CRO
- 2. #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
- 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
- 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 5. #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.
- 6. #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
- 7. #thinkppc CRO – What is it NOT? Conversion Rate Optimization is NOT: • Trying things based on guess or a hunch. • Getting the most clicks regardless of quality
- 8. Goal CPA = Max CPC for that Conv. #thinkppc Why do CRO? I’m a PPC person! 1 Conv. = # of Clicks Per Conv. Conv. Rate # of Click Per Conv. Example: If your conversions rate is 2.5%, Goal CPA is $20, then your Max CPC is $0.50 If your conversion rate is 5%, Goal CPA is $20, then your Max CPC is $1.00
- 9. #thinkppc What Makes A Good Landing Page? Value Proposition Urgency Anxiety Confusion
- 10. 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 What Makes A Good Landing Page? Value Proposition Urgency Anxiety Confusion
- 11. #thinkppc 6 Principles of Influence 1. Reciprocity 2. Commitment (& Consistency) 3. Social Proof 4. Liking 5. Authority 6. Scarcity
- 12. #thinkppc Aligning PPC & CRO The biggest mistake in PPC is bad landing page alignment…
- 13. #thinkppc Aligning PPC & CRO A great PPC experience should be really easy: 1. Type in my search term 2. See an ad about that term 3. Get to a landing page about my search term Simple…
- 14. #thinkppc Aligning PPC & CRO
- 15. #thinkppc Aligning PPC & CRO
- 16. #thinkppc Aligning PPC & CRO NOT A SAMSUNG TV IN SIGHT!
- 17. #thinkppc Aligning PPC & CRO Search Term Ad Copy Landing Page
- 19. Remove All Distractions #thinkppc
- 21. #thinkppc ATTENTION! Help Me Find You
- 22. #thinkppc Give Me What I Need To Know http://conversionsciences.com/
- 23. #thinkppc Give Me What I Need To Know That’s a long old page
- 24. #thinkppc Give Me What I Need To Know
- 25. #thinkppc Give Me What I Need To Know Don’t tease me Flo, we both know what I want!
- 26. #thinkppc Give Me What I Need To Know
- 28. #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?
- 29. #thinkppc GA Funnels Where Are We Losing Customers?
- 30. #thinkppc Heat & Scroll Maps Is your call to action in a place where 100% of people will see it?
- 31. #thinkppc Customer Feedback The best way to find out what your landing page is missing is to ask your customers
- 32. #thinkppc Customer Feedback Step 1: Learn common objections / problems Step 2: Answer them early on your landing page (boo anxiety!) Step 3: Profit!
- 33. #thinkppc Come Up With Hypotheses
- 34. Okay, I Want to Test… But Where do I Start? #thinkppc
- 35. Many Tools Available for CRO Testing There are many tools out there for CRO testing. The key is to find one(s) that work for you: 1. Google Analytics #thinkppc • Utilize In-Page Analytics to identify where users are spending time on particular pages of your website.
- 36. LP Tests Within Analytics Run Landing Page Tests within Analytics: • This is an option if you want to test sending users to a different url from the one #thinkppc 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.
- 37. Many Tools Available for CRO Testing #thinkppc 2. CrazyEgg • Assists in creating a well thought out experiment • Provides insight on user behavior (allows you to segment)
- 38. 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 #thinkppc testing • This is a good option, when your site does not require a complete redo
- 39. #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
- 40. #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
- 41. #thinkppc So What Should I Start Testing?
- 42. What You Test is Specific to Your Account General Features to Test for Lead Generation • Form (getting rid of unnecessary fields) or changing #thinkppc 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
- 43. 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 #thinkppc 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)
- 44. What Works for One Account May Not #thinkppc Work Across the Board Example: Remove button navigating away from application page. Result: 7.7% increase in conversion rate
- 45. #thinkppc Measuring Results • It’s specific to your KPIs • Leads: Form filled, downloaded an ebook, live chat, called a phone number • Ecommerce: Transactions, Revenue
- 46. #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.
- 47. #thinkppc Special Offer! Would you like a discount to Hero Conf Conversion Summit? o Yes! o No Thanks
- 48. #thinkppc Live Q&A Time!
- 49. #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