Improve Landing Page Conversion Rates Through Ad Testing

Improve Your Landing Page Conversion
Rates Through Ad Testing
A F O R M S T A C K W E B I N A R

Brad Geddes
Co-Founder, AdAlysis 
Founder, Certiﬁed Knowledge 
Author, Advanced Google AdWords
@bgTheory
Lindsay Johnson
Demand Generation Team Lead,
Formstack
@lindsanityj
@Formstack @bgTheory #collectleads

Formstack is a lead capture and conversion
software that helps marketing teams convert
online trafﬁc into revenue.

Join the conversation on Twitter!
• @formstack #collectleads
• This webinar is being recorded and will be emailed to
registrants.

Why We Test Ads & Landing Pages:
Perfecting Your PPC Ad Testing

1000 Searches
General Ad with
High CTR / No
Qualification
10% CTR on Ad
(100 people see
our page)
1% Landing Page
Conversion Rate
1 Customer
Why We Test Ads for Landing Pages

1000 Searches
General Ad with
High CTR / No
Qualification
10% CTR on Ad
(100 people see
our page)
1% Landing Page
Conversion Rate
1 Customer
1000 Searches
Excellent Ad
Qualification
5% CTR on Ad
(50 People see
our page)
10% Landing
Page Conversion
Rate
5 Customers
Why We Test Ads for Landing Pages

Searches Clicks Cost Per Click Cost Conversions CPA
Unqualified Ad 1000 100 $1 $100 1 $100
Qualified Ad 1000 50 $1 $50 5 $10
The Economics of Ad Testing

Testing is about Consumer Insights.
Staying ahead of the Competition.
Increasing Profits.

A/B Testing – Known as Single Ad Group Testing

Multi-Ad Group Testing

Use Cases
Insights within an ad group
- Best for high traffic ad groups
- Best for brand ad groups
- Good for other ad groups after
you’ve done some multi-ad group
testing for global insights
Insights across a segment
- Best for template created ads
- Best for small data accounts
- Best for market research
Single Ad Group Testing Multi-Ad Group Testing

The Brainstorm

Research Your Initial Ad Ideas
• Social mentions
• Customer support inquiries
• Your forums
• Company reviews
• Competitive research
• Brainstorming
• Previous marketing efforts
• Customer on-boarding interview
• Search query data
• Etc…
Ad Ideas Inspirations

Ask the Big Questions First
• Are consumers price sensitive? (discounts, prices in ads)
• Does Location matter? (use geographies in ads)
• Does shipping matter? (Free or Rush shipping)
• Is selection important? (large, exclusive, variety, etc)
• How much does quality matter? (cheap, luxury)
• What’s your best CTA? (Call, Shop, Find, Discover, etc)
• Should your display URL be products, geo, CTAs, or something else?
• Do we need to pre-qualify clicks? (b2b vs b2c)
• etc…

Determine Your Segments
•Your brand
• 3rd party brands
• Products
• Informational
• Long tail
• By buying cycle entrance
• Etc…
•Text ads
•DSAs
•Image ads
•Call only ads
•HSAs
• etc…
Basic Segments Ad Type
•Mobile
•Desktops
•All
Devices

Create Consistent Ads Across Segments
Ad Group D2
1 Rush Shipping!
1 Free Shipping!
1 Price $
2 Rush Shipping!
2 Free Shipping!
2 Price $
3 Rush Shipping!
3 Free Shipping!
3 Price $
Etc… Etc…

Use Software or Pivot Tables to Analyze Data

You Now Have Answers to Big Questions
•Don’t use brand names in non-branded ad groups
•GEOs increase CPI; break out campaigns by GEO
•Call Us works best on a mobile device
•Learn more works best on a desktop device
•Etc…

Next Steps
•If you have more big questions to answer; do more rounds
of multi-ad group testing.
•If not; then move to A/B Testing
Easiest to start with your top ad groups (by impressions)

In-Depth Example:

Using Customer Data

Free Vs. Rush Shipping
Ad CTR Conv Rate CPI Avg Order
Fast & Free
Shipping
4.96% 4.22% 0.209% $71.32
Rush Shipping 5.13% 4.32% 0.225% $357.91

Type Ad CTR Conv Rate RPI
B2B Fast & Free Shipping 2.31% 3.46% 0.286328
B2B Rush Shipping 5.47% 5.30% 1.037939
B2C Fast & Free Shipping 4.02% 4.73% 0.137408
B2C Rush Shipping 1.96% 3.05% 0.043392

Segmenting by Customer Type
Type Ad CTR Conv Rate RPI
B2B Fast & Free Shipping 2.31% 3.46% 0.286328
B2B Rush Shipping 5.47% 5.30% 1.037939
B2C Fast & Free Shipping 4.02% 4.73% 0.137408
B2C Rush Shipping 1.96% 3.05% 0.043392

Free Shipping
(Takes 2-3 Days for Delivery)
Rush Shipping
Get it tomorrow for orders under 1000 items

Conversion Rate
+9% Lift
+11% Lift
Free Shipping
Rush Shipping

Conversion Rate
+9% Lift
+11% Lift
Revenue
+1%
-8%
Free Shipping
Rush Shipping

Many Button Iterations
Free Shipping
Rush Shipping
Free Shipping
Orders over $150
Rush Shipping
Contact us for orders under 1000 items
Free Shipping
Rush Shipping
Click for Details
Free Shipping
Rush Shipping

Using Ad Test Data on Landing Pages
Conversion Rate
+7% Lift
+9% Lift
Revenue Lift
+9%
+11%
Free Shipping
Orders over $150
Rush Shipping
Click for Details

Designing Your Forms from A/B Tests:
Campaign Changes w/ New Extensions

Using Ad Test Data on Landing Pages
Don’t overlook this important
element of your landing page.
Form Elements to test:
• Button Copy (CTA)
• Form length
• Field order
• Design & colors
• Headlines

Test your Form Fields based on Ad Testing Results
Question: Does our conversion rate increase if we
match our questions on the form with the ad copy?

A/B Test Your Button Copy to Match Your Ad Copy
Question: Does matching button text with ad copy
increase our conversion rate?
Submit
Get Instant Quote
Get My Web Quote

Other Items to Consider When Setting Up Your Form A/B test
Two Form A/B Tests that we did at Formstack
•Added more form fields to our demo request
form
•Tested if adding more form fields would
decrease our conversion rate.
•Results: We saw no change in conversion despite
asking more of the user, which for this test, was a
win!

Second Test
•Removed form fields to our trial form
•Tested if removing form fields would increase our
conversion rate.
•Results: We saw a huge increase in conversion
when we shortened the trial form
Other Items to Consider When Setting Up Your Form A/B test

Another Formstack Example
ControlVariation

The Results

Conclusion
• “Best Practices” don’t always apply
• Users who are considering a bigger commitment (I.E. trialing our
product) experience more form friction than those in research
mode (requesting a demo).
• Test Everything!

Designing Your Forms from Ad Tests:

What’s Your Button Text?

Never Use ‘Submit’

Forms 101: The Submit Button

Should You Localize Your Ads?
Lead Gen Company 1: GEOs are Clear Winners
Next Steps:
• Change a few campaigns to only target singe region with non-geo keywords
and rerun test to see if there’s a difference. Then decide account organization.
• Localize landing pages

Think Through Your Results
In this case, ads were localized – landing pages were not.
GEO increased CTR, but nothing else. Is that the market or the website?
Solution: Redo test with localized pages

If Localizing Your Ads Is a Good Idea – Use it in Your Forms

Is the data consistent across devices?

Should Your Forms be Different by Device?

Formstack Lets You Track Your Keywords to Form Completion

Poor Eye Flow Can Destroy Conversion Rates

Use Eye Flow to Enhance Your Forms

By Definition: Most Sites Are Average

What is it?

Simple
Formatting

Credibility Items

Why Should I Convert?

Form on Page
(right justified)

CTA Button

The fold

76% Increase in
Conversion Rates!

Results Created “A Culture of Testing”

Perfection?
You Don’t Have to Be Perfect
To Improve.
You just have to be better than
you currently are!

• Single ad group tests automatically created
- (optional) Define minimum data
- (optional) Define confidence factors
• Test up to 6 metrics
• Get alerts when there are no results
• Test patterns or labels across ad groups
• See global insights
• Support for AdWords & Bing Ads
• Works with text, rich media, DSAs, customizers, etc
• Only work on actionable data
• Free 30 Day Trial
Complex Testing Made Simple

Track Keywords to Form Completion:
Formstack’s Adwords Integration tool

The Old Way
Adwords
Bing
Retargeting
Social
Other Media Buys
$ Leads
Black Box of Leads

The New Way
Keyword #1
Lead Comes In
Jimmy Leads
JimmyLeads@gmail.com
817-555-4433
$New Customer
We must be linking new customers
back to keywords, and optimizing
based on sales, not just leads

Formstack PPC Grader

Questions?
Continue the conversation on Twitter!
@formstack #Collectleads

Improve Landing Page Conversion Rates Through Ad Testing

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