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Stop Sabotaging Your CRO!

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CRO is a great way to get more conversions out of your traffic... provided that you have the right traffic in the first place. Unfortunately, most companies struggle with CRO because they have the wrong traffic on their site.

So, how do you make sure that your tests are set up for success? In this presentation, we'll discuss how your traffic can ruin your tests and cover 4 ways to make sure that your traffic and testing are working together to produce great results.

Learn how to:

Identify the wrong traffic using your analytics data
Reduce wasted marketing spend through improved targeting
Avoid sample dilution by running the right tests on the right traffic
Make your tests more effective by using what you know about your traffic to guide your tests
Find out why so many companies fail at CRO and what you can learn from their mistakes.

Publicado en: Marketing
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Stop Sabotaging Your CRO!

  1. 1. Stop Sabotaging Your CRO! JACOB BAADSGAARD, CEO, FOUNDER DISRUPTIVE ADVERTISING
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. 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
  4. 4. @disruptiveads #KissWebinar @JakeBaadsgaard
  5. 5. 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!
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Do you have the right traffic?
  8. 8. 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…
  9. 9. The wrong traffic never converts.
  10. 10. ORGANIC TRAFFIC 6 Killer PPC Branding Tactics Even Freddy Krueger Loves 8,000+ clicks in 5 months, top result on Google! 0 conversions
  11. 11. ORGANIC TRAFFIC
  12. 12. ORGANIC TRAFFIC
  13. 13. Who are you really targeting?
  14. 14. 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%!
  15. 15. SOCIAL MEDIA Not exactly our target demographic…
  16. 16. Are you paying for the wrong traffic?
  17. 17. 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
  18. 18. PAID SEARCH “Whack your boss” 30,000+ impressions, 1,719 clicks, $3,000 in ad spend 0 conversions
  19. 19. PAID SEARCH “Animal sex” 500,000+ impressions, 9,153 clicks, $7,000+ in ad spend 0 conversions
  20. 20. What does traffic have to do with testing?
  21. 21. SOCIAL MEDIA YOUR TRAFFIC THE “RIGHT” TRAFFIC The wrong traffic dilutes the effectiveness of your CRO efforts.
  22. 22. 1,250 potential customers HERE’S WHAT HAPPENS 5,000 visitors
  23. 23. 1,250 potential customers HERE’S WHAT HAPPENS Variant 625 potential customers Control 625 potential customers
  24. 24. 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
  25. 25. 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
  26. 26. 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!
  27. 27. So, what happens when you pay for this… CHANGING THE EQUATION …instead of this?
  28. 28. CHANGING THE EQUATION
  29. 29. Stop paying for the wrong traffic!
  30. 30. 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
  31. 31. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  32. 32. JACOB BAADSGAARD CEO & Founder at Disruptive Adverticing @JakeBaadsgaard THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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