leaky funnel forensics
DESCRIPTION
How to discover what is killing your conversion rate. Presentation given at Conversion Conference West 2012 in San Francisco.TRANSCRIPT
Leaky Funnel Forensics
Robert BradyTrafficado.com
@robert_brady #convcon
About Me
• Managing PPC accounts since 2005• Google AdWords Certified Partner• Microsoft adExcellence Member• MarketingExperiments certified in LPO and
Online Testing• Director of PPC & Conversion at Trafficado
@robert_brady #convcon
CSI: Crime Scene Investigation
• 12 seasons• 2 spinoffs• 28 Emmy nominations• Typical episode
format– Discovery of crime– Initial evidence
collection– Evidence processing– Resolution of crime
(whodunnit)@robert_brady #convcon
Discovery of Crime
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Discovery of Crime
• Something killed traffic
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Discovery of Crime
@robert_brady #convcon
• Something killed conversions
Discovery of Crime
@robert_brady #convcon
Evidence Collection
• Start at the crime scene– Is the landing page broken?
• Run a start-to-finish test conversion on a Chrome Incognito browser
• Call your own phone number• Is the CTA clear?• Are there multiple CTAs on the page?• Check page load time
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Evidence Collection
• Broaden your suspect list– Message match
• Keyword -> Ad Copy -> Landing Page
– Run clean searches on top keywords• Take screenshots
– Run reports on average position– Run placement reports– Run search query reports
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Evidence Processing
• Page Load Time– How long before
you lose someone?
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http://blog.kissmetrics.com/loading-time/
Evidence Processing
• Message Match– Keyword
– Ad Copy
– Landing Page
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Search Query - “tamper evident labels”
Ad in position #3 (top placement)
Evidence Processing
- No mention of UPS- “Free Shipping” in
header, but not clickable.
- Tons of competing CTAs
@robert_brady #convcon
Search Query - “property tags”
Ad in position #5 (right side, 2nd down)
Evidence Processing
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- “Call for a FREE sample” doesn’t stand out
- Phone number isn’t nearby
- Lots of competing CTAs
Search Query - “seo tools”
Ad in position #1 (top placement)
Evidence Processing
- “SEO tools” in ad copy & landing page title
- 30 Day Free Trial is prominently featured
- Single, focused CTA
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Evidence Processing
• Average position report– Are there new competitors?– Have current competitors changed their
bidding/position strategy?
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Evidence Processing
• SERPs– How is personalization affecting the SERP?– How is geography affecting the SERP?– How is time of day affecting the SERP?– Are you being pushed out by “other” stuff?
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Evidence Processing
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Paid results
Organic result
Maps results
Paid results
Maps results
Evidence Processing
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Paid results
Related searches
Organic result
Maps results
Paid results
Maps results
Evidence Processing
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Paid results
Organic results
Paid results
Organic results
News results
Evidence Processing
• Search Query Reports– Has the vernacular changed? Did your keywords
get associated with something unrelated? • “King James”
@robert_brady #convcon
Evidence Processing
• Placement Reports– Did your top placements change layouts?
• Redesign• Google “Top Heavy” update• Change of ownership
– Are they no longer on the network?• Managed placement campaigns
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Catch the Killer
• Design a Test– Isolate the suspected factor– Run a valid test– Let the data do the talking– Render a verdict
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Solve the Crime
• Conversion Killer – Programmers pushed update live on Friday; dropped analytics code
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Solve the Crime
• Conversion Killer – Automated bidding was turned off; old default CPC bids were too low
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Case Solved
Robert BradyEmail: [email protected]
Twitter: www.twitter.com/robert_brady LinkedIn:
www.linkedin.com/in/robertallenbradyBlog: www.RighteousMarketing.com
@robert_brady #convcon