1.
CONVERSION LAND: CHAT How to capture leads & optimize

2.
INTRO
This webinar is going to break down the client buying cycle, search marketing best
practices, and conversion optimization.
We will combine the best of paid search strategy, chat, and best data practices to
show how you can increase your conversions, improve your website & landing pages,
and sharpen up your keyword lists.

3.
TODAY’S SPEAKERS

4.
Launch Poll

5.
CONSUMER BUYING CYCLE: Steps To Conversion

6.
PHASE 1: AWARENESS
The buying cycle begins once your client has
identified a problem or need. This is what we call
awareness. It is important to understand the levers
and emotions that trigger this response.
Understanding the needs or problem will allow you
to market effectively.
Takeaway:
• Resolve Stress/Concerns
• Catching Up With To-Do’s
• Spur Of Moment Circumstances

7.
PHASE 2: CONSIDERATION
Once the need is identified we begin our search.
This phase is called consideration, and is heavily
oriented around research. We ask friends &
family, inquire from people within the industries and
do our best to get as much background into what
we’re looking for.
Takeaways:
• Research Blogs/Forums
• Talk To Our Circles
• Search In Google/Bing
This Car Is
Awesome!

8.
PHASE 3:
SHORTLIST/REVIEW
Eventually a person will shortlist a select group of
vendors or options. Everyone is different, and what
form of branding & marketing can be unique to
why someone will decide to shortlist you. At this
stage however the search is over and the client will
want to settle down, save time, and feel
comfortable with a decision point.
Takeaways:
• Remove Extra Noise
• Save Time/Move To Decision
• Comparison Shopping

9.
PHASE 4: ACTION/CONVERT
Of course, the last step to take is to finalize your
considerations and make that purchase or submit a
lead. This step requires many elements, especially
trust & faith in the offer that they were evaluating.
This last step is the hardest for most advertisers
since typically those who convert vs. those who
browse is much lower.
Takeaways:
• Reputation Building
• Build Trust & Relationship
• Fulfill Needs & Feel Good About Decision

10.
SEARCH MARKETING STRATEGY The Right Offer To The Right
Audience

11.
OPTIMIZE YOUR SETTINGS
When targeting an audience in Google or Bing it’s
very important to understand if your offer is
applicable to the entire world, the United States, or
specific segments. Over-looking this crucial aspect
could see your ad’s spread to thin, cost per clicks
higher, and budgets depleted before your primary
audience gets to engage in your offer.
Takeaway:
• Start With City/States (Consolidate Budget)
• Research What Times Are Ideal For Action
• Use Bid Modifiers To Maximize Exposure

12.
KEYWORD STRATEGY
Keywords are the most critical aspect of any search
marketing campaign. Having a solid, logical strategy
for your keywords will be necessary to succeed in
capturing the correct audience based on their specific
needs. Here is a starting point in setting up your
keywords;
• Begin with mod. broad match types
• Avoid overly generic or abstract keywords
• Research keywords using multiple tools like the
keyword planner from Google AdWords
• Monitor your search queries to extract “money
keywords” and tighten up match types
• Set preliminary negative keywords, add as
necessary

13.
IDENTIFY UNIQUE OPPORTUNITIES
Search marketing is not a static field. There are
many different things that can shift search trends,
keyword usage and interest in your offer. Analyze
the environment in which your target market
searches, what outside influences can alter search
habits, and any other real world circumstances that
are important.
Unique Opportunity Examples:
• Location based searches
• Events or breaking news
• Trends, slang terms, niche lifestyles
• Realistic needs, granular keyword targeting
GET CREATIVE

14.
Identifying Unique Opportunities: Google Trends
For example using Google Trends we can identify interest in the Patriots & Superbowl over time & in comparision
Google.com/trends

15.
Who Will Win The
SuperBowl?
Combining the data
we collect from
multiple sources can
help us piece
together a strategy
that outshines and
outperforms those
that run on generic
best practices.
Google Trends

16.
CASE STUDY: DOWNSIZING &
EXTREME CLEANING SERVICES
Using chat to increase
engagement & close sales

17.
EASY INTEGRATION OF
CHAT INTO WEBSITE
We were able to setup the chat box on advertisers
website within 10 minutes. Using the WordPress
plugin available from Pure Chat made the process
really simple and 100% compatible with the
existing website.
From there we customized the chat box to our liking
and setup notifications to go to advertisers cell
phone so that they had the ability to respond
quickly practically at any time and from anywhere.

18.
***BRANDING
“Color increases brand
recognition by up to 80%”
– (Bop Design)
DON’T TAKE AWAY FROM IT
• Be sure to match your chat box up with your
website
• Nothing should take your customer’s eye away
from the main site
• They want to know you’re there, but don’t be an
eye sore

19.
USE CHAT IN OUR SEARCH
STRATEGY
We then decided to add the new chat feature within our
ad copy & also include additional sitelinks that spoke
directly to our audience advertising our new chat feature.
Using AdWords extensions we added sitelinks & callouts
that put chat front & center.
Sitelinks: Create an additional header & link to a page
on your website. Sitelinks are great for taking over more
real estate and potentially matching a searches intent if
the header doesn’t.
Callouts: Create additional advertising text and are ideal
for making your ad’s bigger and more relevant to the
exact search, as well as additional offers/services.

20.
DATA POINTS: STRONG CTR + CONV. RATE
Using a data set of about two weeks of live sitelinks & callout extensions we were able to identify that the
sitelink highlighting chat as a feature had the 2nd highest CTR & Conv. Rate!
This means that ad’s which featured the “Live Chat” link are getting clicked on more often and tend to lead to a
better conversion rate than our other sitelinks. Although this is a preliminary test, further optimization of the sitelink
could potentially lead to even greater results.

21.
USING CHAT TO UNDERSTAND TARGET MARKET
Using the chat’s that our advertiser received we are able to
understand the gaps in our landing pages & potential loss of
conversions. The information we are able to mine is hard to
find as we compile the most often asked about items and
concerns the target market had. This information couldn’t be
found any other way.
In under 2 weeks of use we received over 18
chats with multiple conversions directly from
chat!
Most asked questions were:
Pricing, Service Area & Additional Services Related
Service Area
15%
Cost/Estimates
19%
Additional
Services
19%
Job Search
12%
Not Specific
15%
General
Inquiry
12%
Business 2
Business
4%
Customer Service
4%
QUESTIONS
Question: What would these visitors do if there was
no chat feature?

22.
ADDITIONAL METRICS & INSIGHT
Google 9
Direct 6
Bing 3
Yahoo 3
0
1
2
3
4
5
6
7
8
9
Source
TRAFFIC SOURCE OF CHAT SESSION
Google Direct Yahoo Bing
PureChat also had additional insight into traffic source!

23.
We were also able to identify that 3 chat’s were
asking about services on behalf of other people. This
gives us insight into the sensitive area of the business
and some of the reasons someone may reach out for
help, even if on behalf of loved ones.
Potential Strategy: Target searches that
are related to someone looking for help
intervening (incl. forums, informational
portals, articles). Use language on
website to reflect this audience.

24.
How Does Chat Help You
Lasso In Leads?

25.
DIDN’T CAPTURE THE CUSTOMER FROM THE ADS???

26.
ALSO UNDERSTANDING YOUR WEBSITE
 What if a visitor comes directly through organic search?
 Have you also identified the gaps on your website?
 TEST!!!!!
 Be like 75% of the top 5 internet retailers (CrazyEgg)

27.
MORE DATA
• You know who your customers are
• You’re beginning to understand what they’re looking for
when stumbling upon your ads
• What about when they go directly to your site?
• Analysis
• What are the most popular areas on your website?
• Most frequent questions?
• From where to the most frequent questions stem?
• Before Testing
• Form a hypothesis
• Set goals
• Look at prior testing
• What can you transfer over from your ad conversions?
• Begin!
• From colors to button placement, all the way to pricing changes

28.
BE PRACTICAL
• Managing should be simple
• TIME EFFICIENCY
• Mobile tools are your friend!
(Huffington Post)

29.
MOBILE FOR ALL
• You’re mobile, and so are your customers
• Is your website?
• 650 billion minutes
• The amount of time online shoppers spent on a
smartphone/tablet (CrazyEgg)

30.
CONVERSION FOCUSED
 Website conversion rates: 1-3%
 $92 – average company spend to bring
customers to website
 $1 – average spent to convert them
(AdPushup)
 Simplicity
 Engagement
 “Customers who are fully engaged represent 23%
premium in terms of share of wallet, profitability,
revenue, and relationship growth” (Gallup)
 Better Experience
 Top of mind
 Churn Busting
 Case studies
 “Correct targeting and testing methods can
increase conversion rates up to 300%”
(AdPushup)

31.
WHAT IF WE LOST OUR INITIAL VISITOR/CHAT?
Lead
Becomes
Client
Convince Lead
Your Offer Is
For Them
Attract As Many People As
Possible Who Are Looking
For Your Offer100 visitors
25 leads
2 conversions
Went with competitor
Ran into technical difficulty
Price/value issues/evaluating
Remarketing is a process that allows us to track users who have visited our website and cater ad’s
directly to them in the future
Remarketing Funnel
Didn’t like the offer

32.
Remarketing Funnel
Search Network
Google.com
Display Network
Millions of Websites
Visual Ad’s
Youtube
Youtube.com
Lead
Becomes
Client
Convince Lead Your
Offer Is For Them
Attract As Many People As
Possible Who Are Looking For
Your Offer
Lost Leads
Send Lost Lead Back To Website
Remarketing Cycle

33.
Search + Chat is a
recipe for conversions!

34.
OPTIMIZATION CYCLE
The chat feature has allowed us to advance our
marketing & conversion funnels on two fronts. We
are able to optimize our search campaigns to get
better metrics and engagement and we are also
able to capture leads much more effectively and
create a better user experience on the website.
Using Chat We Can Now:
1.) Collect Data From Our Sessions
2.) Optimize Our Search Campaigns
3.) Improve Landing Pages & Website
4.) Improve Conversion
5.) CONTINUE These Optimizations
Collect Data
Optimize Search
Campaign
Improve Landing
Pages & Website
Boost Conversion
Repeat

35.
Launch Poll

36.
LIVE Q&A
Questions?
You Know
You Have
Them!

37.
THANK YOU FOR ATTENDING
@PURECHAT
@AEV_INSIGHTS