What happens after the click is just as important as what happens before the click, but there's way more to conversion rate optimization than just the technical side, like button color and layout. It's also about the experience. Searchers are smarter now. Not only should you be prioritizing what really leads to a conversion, you should also be looking at the unique perspectives of your different target audiences.
3Q Digital and Hanapin experts, Joe Kerschbaum and Kayla Kurtz, go through different steps that will change how you think about getting a conversion, other objectives to consider, and lead you down a road that helps you ricochet past your competitors.
You'll get expert-level PPC tips like:
*What to consider for extremely productive and efficient landing pages
*How to structure the testing process for practical feedback
*Reminders on things search marketers often forget
Smoke your competition and get these 14 ways to high conversion rates!
2. #thinkppc
Presenters
• Joe Kerschbaum
– Midwest Account Director at 3Q Digital
– @JoeKerschbaum
• Kayla Kurtz
– Senior Digital Advisor at Hanapin Marketing.
– @one800kayla
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.
9. #thinkppc
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!
10. #thinkppc
Create an Iterative Testing Process
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
11. #thinkppc
Create an Iterative Testing Process
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
13. #thinkppc
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?
14. #thinkppc
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
16. #thinkppc
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)
17. #thinkppc
Live Poll Question #3
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
19. #thinkppc
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.
22. #thinkppc
Logical Thinking
Thinking
Slow
Logic & Analysis
Numbers & Facts
Plans & Processes
Information & Data
Objective
Emotion vs. Logic
Emotional Feeling
Feeling
Fast
Instinct & Impulse
Assumptions & impressions
Creativity & Imagination
Visuals & Stories
Subjective
23. #thinkppc
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?
24. #thinkppc
Restructure Your Page Priorities
Alter existing elements on the page –
Different copy formats
Different page layout
Different placement on page
Different headline size
26. #thinkppc
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
28. #thinkppc
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
29. #thinkppc
Review Your Findings
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!
30. #thinkppc
Review Your Findings
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?
31. #thinkppc
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!
32. #thinkppc
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.
34. #thinkppc
Live Poll Question #4
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 Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:
36. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com
Editor's Notes
KAYLA
KAYLA
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KAYLA
KAYLA – EXPLANATION OF TOPIC
KAYLA
JOE
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KAYLA
CRO is not a task to be put off or poorly prioritized because ROAS happens to be acceptable at the time
CRO also shouldn’t be a surprise, so get buy in on the schedule and plan early – that way you can focus on presenting results and not constantly waiting for approvals (helps avoid the de-prioritization, too)
KAYLA
Don’t get emotionally involved with the test. What we think we know will work won’t always, and things we know for a fact won’t work – sometimes do. You can’t let those things get you off track, because they occur more than you may expect, as well.
KAYLA
Think about how the page applies to different people – this mom and her son are interested in different things when purchasing a video game, don’t forget that.
Different landing pages, checkout and CRO experiences for different types of users
KAYLA
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KAYLA
-not all marketing channels are always testing from the same place, with the same team, etc.
-not all pages are ppc only
-if possible, try to align with all channels to make sure if they’re focusing on a particular message that you’re not interfering
-which is also a good note for later, make sure results are shared with all those channels as well
-hopefully this got covered with the everyone in the loop piece back in the pre-test phase, but it can also be easy to go to supervisors or clients for approval and buy in and forget to think of your kindred spirits from other channels
KAYLA
-too many brands have gotten sheepish about their advertising these days. Find your x factor and test ways to tout that
JOE
http://buyer.sellerinsights.com/files/2013/05/buying-the-two-sides.png
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KAYLA
-Just because you’re mid-test doesn’t mean you couldn’t find a bucket of things to test in the future – so be aware of what you’re seeing in terms of performance and audience interaction, “regardless” of conversion rate, necessarily
KAYLA
JOE
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JOE
KAYLA
-what is our next step after this test? Did we learn something that requires prioritization over what we thought would be our next test? It’s easy to wrap a test and not deliberately take a quick pause to make sure where you thought you were headed and confirm that’s the right way to go still.
KAYLA
-once you complete a test and synthesize the results, take a chute to the bottom of the staircase and get started on the next iteration. The longer you wait in between tests, the easier it is to get out of the habit of testing.