Date post: | 08-May-2015 |
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Marketing |
Upload: | hanapin-marketing |
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#thinkppc&HOSTED BY:
SMOKE THE COMPETITION: 14 STEPS TO A HIGH CONVERSION RATE
#thinkppc
Presenters
• Joe Kerschbaum– Midwest Account Director at 3Q Digital
– @JoeKerschbaum
• Kayla Kurtz– Senior Digital Advisor at Hanapin
Marketing.
– @one800kayla
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
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
#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.
#thinkppc
14 Steps to a High Conversion Rate
PRE-TEST
IN-TEST
POST-TEST
#thinkppc
Have more questions?
PRE-TEST PHASE
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Why Is This Stuff Important?
#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!
#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
#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
#thinkppc
Create an Iterative Testing Process
#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?
#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
#thinkppc
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)
#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
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Have more questions?
IN-TEST PHASE
#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.
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Tout Your X Factor
#thinkppc
Emotion vs. Logic
#thinkppc
Logical ThinkingThinkingSlowLogic & AnalysisNumbers & FactsPlans & ProcessesInformation & DataObjective
Emotion vs. Logic
Emotional FeelingFeelingFastInstinct & ImpulseAssumptions & impressionsCreativity & ImaginationVisuals & StoriesSubjective
#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?
#thinkppc
Restructure Your Page Priorities
Alter existing elements on the page –
Different copy formats Different page layout Different placement on page Different headline size
#thinkppc
Restructure Your Page Priorities
#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
#thinkppc
Have more questions?
POST-TEST PHASE
#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
#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!
#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?
#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!
#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.
#thinkppc
Ladders Always Come With Chutes
#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 Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
#thinkppc
Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]