Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS

Converting PPC Traffic:
Converting PPC Traffic: How one search
campaign produced a 302% increase in profit

TODAY’S TEAM
Dr. Flint McGlaughlin – Director, MECLABS Group
Flint McGlaughlin is the Director of MECLABS Group. The organization has
partnered with key market leaders including The New York Times,
Microsoft Corporation, and Reuters Group.
Dr. McGlaughlin also serves as the Director of Enterprise Research at the
Transforming Business Institute, University of Cambridge (UK) and as a
Trustee for Westminster Theological Centre. Dr. McGlaughlin originally
studied Philosophy and Theology at the University of London’s Specialist
Jesuit College.
Today, his primary research is focused on enterprise as transformative
agent. His work has won multiple awards and has been quoted in more
than 13,000 online and offline sources.

2

WHICH PPC AD GENERATED THE MOST RESPONSE?
Version A
Business Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
www.[Company].com/BusinessSoftware
Version B
{KeyWord} Business Solutions
Run Your Entire Business with One
System. Accounting + CRM. Free Trial.
www.[Company].com/Business-Solutions

3

Version A
Avoid open back surgery
Try AccuraScope back pain treatment
One micro incision for pain relief
[Company].com/Back_Pain
Version B
Relief From Back Pain
Reclaim your life with a 30-minute
Groundbreaking back pain procedure
Version C
Same-day Back Pain Relief
Innovative, single 30-minute procedure
[Company].com/AccuraScope

4

Version A
Event Management Software
Over 9 Million People Registered!
Online Event Management Software
www.[Company].com
Version B

32 easy to use, customizable tools
120,000+ planners use it, Try Free

5

EXPERIMENT: BACKGROUND



Experiment ID: (Protected)
Location: MarketingExperiments Research Library
Test Protocol Number: TP1214

Research Notes:

Background: A leading software provider
Goal: To increase total leads captured
Primary research question: Which process will generate the most leads?
Approach: A/B multifactorial split test. The experiment ran for 18 weeks,
testing 16 different ads (control PPC ad above) and observing more than
950,000 unique impressions.

7

EXPERIMENT: EXAMPLE TREATMENTS
Run Your Entire Business with One
System. Accounting + CRM. Free Trial.

Support the Entire Company with One
Low Cost Solution. [Company].

Small Business Software
6459+ Clients Worldwide Free Trial
Software You Won't Outgrow.

8

#1 Business Software
6459+ Clients. On-Demand Access.
One System for the Entire Company.

Small Business Software
Worlds #1 On-Demand Suite.
6459+ Clients. Free Trial Today.
www.[Company}.com/BusinessSoftware

EXPERIMENT: RESULTS
21% Increase in Clickthrough
The new ad generated 20.9% more clicks than the original

Original Ad

{Keyword} Business Software
Award-Winning Business Software.
Fully Integrated. Free Trial
www.[Company].com/Business

9

Best Performing Ad


EXPERIMENT: RESULTS
21%

CLICK-THROUGH


But we did not stop with the PPC Ad…

10

EXPERIMENT: CONTROL LANDING PAGE
Control

11

EXPERIMENT: TREATMENT LANDING PAGE
Treatment

12

EXPERIMENT: SIDE-BY-SIDE
Control

13

Treatment

EXPERIMENT: RESULTS

54% increase in overall conversion
The optimized landing page conversion rate increased by 54.26%

Conversion Rate

Relative Diff.
vs. Control

Statistical
Significance

Original

7.17%

-

-

Optimized

11.06%

54.26%

Landing Page

14

95%

EXPERIMENT: RESULTS
54%

CLICK-THROUGH

21%

CLICK-THROUGH

www.XXXXXXXXXX.com/Business

But we did not stop with the PPC Ad and landing page…

15

EXPERIMENT: ORIGINAL FORM PAGE
Control

16

EXPERIMENT: ORIGINAL FORM PAGE
Treatment

17

EXPERIMENT: RESULTS

97% increase in overall conversion
The optimized landing page conversion rate increased by 97.27%

Conversion Rate

Relative Diff.
vs. Control

Statistical
Significance

Original

15.84%

-

-

Optimized

31.25%

97.27%

Landing Page

18

95%

EXPERIMENT: RESULTS
54%

97%

FORM SUBMISSIONS

CLICK-THROUGH

21%

CLICK-THROUGH

What was the compounding effect of the sequential gains?

19

EXPERIMENT: RESULTS
272% Increase in Overall Conversion
The optimized path’s conversion rate increased by 272.2%
Control

Treatment

Relative
Difference

PPC Advertisement

0.89%

1.08

20.9%

Landing Page Clickthrough

7.17%

11.06%

54.26%

Form Completion

15.84%

31.25%

97.27%

Impression-to-lead Conversion

.009%

.033%

272.2%

Metric

to understand: In this
 What you needto 268% more projectedexperiment, a 272% increase inwith
conversion led
revenue and, when combined
the corresponding 66% reduction in cost-per-acquisition, the optimized
path produced more than 4 times the monthly profit (302% increase).

20

CONVERTING PPC CLICKS

F

Key Principles

1.

2.

21

We do not optimize PPC campaigns; we optimize thought sequences. A
small change can often have a big impact on the prospect’s sequence of
thought.
In order to understand the thought sequence of a prospect arriving from
a PPC ad, marketers must be able to see both the PATH TAKEN (route)
and PATTERN FOLLOWED (behavior) by the prospect.

THREE FLAWS IN THE FUNNEL ANALOGY

2. The funnel analogy distorts
reality. People are not falling into
your funnel, they are falling out.
The funnel must be inverted.
3. People don’t travel down the
center of the funnel. People are
climbing up the sides.

22

g = 9.81 m/s2

1. The funnel is often presented as
one potentially useful analogy for
marketing. It is in fact, the
primary analogy. All marketing
should influence a decision.

THE INVERTED SALES FUNNEL
(Ma)YES

(Mi)YES

Sales Call

(Mi)YES
Landing Page

(Mi)YES
(Mi)YES

PPC Ad

23

(Mi)YES

Value Proposition

(Mi)YES

Y

TODAY’S FOCUS

For this clinic, we are going to walk through the
THREE MOST IMPORTANT FACTORS that impact a
prospect’s probability of conversion on a landing page

24

Factor #1: Channel Momentum

25

FACTOR #1

BUILDING CHANNEL MOMENTUM

F

Key Principles

1. The probability of conversion on landing page is directly related to the
degree of momentum (customer expectation) generated from the PPC ad.
2. The goal of the PPC ad is not to sell the product, but rather to initiate
momentum by converting attention into interest into action (click).
3. We do this by answering the derivative value proposition question, “If I
am your ideal prospect, why should I click on this PPC ad rather than any
other PPC ad?”

26

FACTOR #1




Experiment ID: North American Spine PPC Copy Test
Test Protocol Number: TP4061

Research Notes:
Background: North American Spine is the sole provider of the Accurascope
procedure which is an innovative, minimally invasive spine surgery for back
pain relief
Goal: To increase number of leads on home page.
Primary research question: Which benefit approach of the three treatments
will increase the conversion rate?
Approach: A/B multifactor split test

27

FACTOR #1

Control


28

FACTOR #1

EXPERIMENT: TREATMENT #1
Treatment #1


29

FACTOR #1

EXPERIMENT: TREATMENT #2
Treatment #2


30

FACTOR #1

Control

Treatment #1

Treatment #2

31

Landing Page

FACTOR #1

EXPERIMENT: RESULTS
46.6% Increase in Conversion
The Treatment generated 46.6% more leads

Conversion Rate

Relative
Difference

Statistical
Confidence

Control

1.8%

-

-

Treatment #1

1.6%

-7.9%

95%

Treatment #2

2.6%

46.6%

95%

Versions

understand: With simple
 What you need toable to achieve a 46.6% liftbut nuanced adjustments,
treatment #2 was
over the control.

32

FACTOR #1

BUILDING CHANNEL MOMENTUM
Not this
{Keyword} Business Software
Award-Winning Business Software.
Fully Integrated. Free Trial
www.[Company].com/Business

Not this
Over 9 Million People Registered!
Online Event Management Software
www.[Company].com

33

But this

21%

Increase in Clicks

But this
32 easy to use, customizable tools
120,000+ planners use it, Try Free

118%

Increase in Clicks

Factor #2: Transition Orientation

34

FACTOR #2

MOMENT OF ORIENTATION
Visitor Experience Timeline
What can I do here?
Where am I?

Moment of
Orientation
First Seconds

Why should I do it?

Conversation

Value
Exchange

Subsequent minutes (or days) depending on sales cycle

• You have approximately 7 seconds to orientate the visitor. If you fail to do
this, you will mitigate the momentum built within the channel.

35

FACTOR #2

NOT THIS…
Generic Homepage

36

FACTOR #2

BUT THIS…
Specific Landing Page

37

FACTOR #2

PREVIOUS AUDIENCE EXAMPLE
Bitdefender Safepay - Protect your online
transactions
Award winning antivirus software on sale now
http://bitdefender-internet-security.com/

Are you able to discern the
following questions?
• Where am I?
• What can I do here?
• Why should I do it?

38

FACTOR #3

TRANSFERRING VALUE

F

Key Principles

1. In order to effectively transfer value from the PPC ad to the landing
page, one must ensure the holistic expression of the value
proposition. This involves two key elements :
•

•

40

Congruence – Ensuring that every element of a page either expresses
or supports the value proposition
Continuity – Ensuring that every step of the conversion process either
expresses or supports the value proposition

FACTOR #3




Test Protocol Number: TP1306(a)

Research Notes:
Background: Provides end-to-end market solutions for small- and medium-sized
businesses.
Goal: Increase the email capture rate of an online form.

Primary Research Question: Which page will obtain the most form
submissions?
Approach: A/B multi-factor split test

41

FACTOR #3

EXPERIMENT: CONTROL

[Bankruptcy] Mailing Lists
Quality business mailing lists that
Get you results to increase sales!
[company-name].com

42

Control

FACTOR #3

EXPERIMENT: CONTROL
Control

C = 4m + 3v + 2(i-f) - 2a
To increase congruence, we used the
conversion heuristic above to identify
potential ways we were not transferring
value:
•
•

The two-column structure of the page
impedes the eye-path.

•

The tone of the call-to-action generates
unnecessary concern

•

43

The headline is making qualitative, hypefilled claims

The credibility indicators are hidden in
headers and footers.

FACTOR #3

EXPERIMENT: CONTROL
Control

44

Treatment

FACTOR #3

EXPERIMENT: CONTROL
188% Increase in Total Leads
The new form page increased lead rate by 188%

Design

Conversion Rate

Control

1.71%

Treatment

4.93%

Relative Difference

188%

methodological
 What you need to understand: By applying aable to generate approach for
optimizing landing pages, the treatment was
a 188%
increase in total leads captured.

45

FACTOR #3

EXPERIMENT: RESULTS

Control – Keyword Present

[company-name].com

• In our efforts to improve
congruence, we lost continuity
from the PPC ad to the
headline of the landing page.

How did this affect the
landing page conversion?

46

Treatment – Keyword Not Present

FACTOR #3




Test Protocol Number: TP1306(b)

Research Notes:

Background: Provides end-to-end market solutions for small- and medium-sized
businesses.
Goal: Increase the email capture rate of an online form.
Primary Research Question: Which page will obtain the most form
submissions?
Approach: A/B multi-factor split test

47

FACTOR #3

EXPERIMENT: CONTROL
Control
[company-name].com

• The control utilizes a general
headline that doesn’t
reference the keyword used
in the PPC ad.

48

FACTOR #3

EXPERIMENT: TREATMENT
Treatment
[company-name].com

• The treatment simply
integrated the keyword
utilized in the PPC ad.

49

FACTOR #3

Control – Keyword NOT Present

50

Treatment – Keyword IS Present

FACTOR #3

EXPERIMENT: RESULTS
144% Increase in Total Leads
The new form page increased lead rate by 144%

Design

Conversion Rate

Control

4.93%

Treatment

12.05%

Relative Difference

144%

understand: By
continuity
 What you need tolanding page, thesimply improving the 144% morefrom
the PPC ad to the
treatment produced
leads.

51

FACTOR #3

EXPERIMENT: RESULTS
144%

188%

52

FACTOR #3

EXPERIMENT: RESULTS
144%

A compounding gain of
603% increase in lead rate
188%

53

SUMMARY: PPC CHECK LIST
PPC Campaign Checklist
Are the claims in your PPC ad specific? Do they use qualitative or hypefilled language? How can you quantify your claims?
Is your PPC ad focused on generating a click? Have you provided a
compelling reason to click your ad over the other options?
Are you utilizing the headline of your page to immediately inform the
prospect where they have arrived?
Is your landing page objective clear? Is your eye-path a simple, singlecolumn flow? Do you have an easy-to-see call to action?

Is every element of you page (headline, images, copy, CTAs) expressing
the value proposition?

54

Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS

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