CAPPS Bootcamp Aug 12, 2015 Conversion Best Practices & Google Adwords Defense Course Presented by Shane Sparks, Co-Founder Enrollment Resources www.enrollmentresources.com 250-391-9494
What do you want to learn? 2
Conversion Rate Optimization (CRO) Conversion Rate Optimization seeks to increase the percentage of website visitors that inquire by methodically testing alternate versions of a page or elements. In doing so, businesses are able to generate more leads without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability. A conversion rate is defined as the percentage of visitors who complete a goal, as set by the site owner. Some test methods, such as split testing or A/B testing, enable one to monitor which headlines, copy, images, social proof elements and content help one convert more visitors into customers. 3
Testing 101 A/B Testing: Half traffic is sent to one version, half to the other Visitor to lead conversion is tracked Tests are authentic from actual client campaigns Persuasion 101 Copy Call to Action Credibility 4
Test #1: Multiple forms verses single form A/B Test of a landing page featuring one form versus page with top and bottom form Paid Search generated traffic Headline, body copy was identical A B 5
Test #1: Results B: Single form increased conversion 58.9% 6
Test #1: Results B: Single form increased conversion 58.9% Financial Implications: - Assuming 100 leads/month previous, 7% enrollment rate & $12,000 average tuition, yearly revenue increase: $593,712 7
Test #2: Which headlines pull better? Tested four headlines on the call to action for a Massage Therapy Profession Development program 8
Test #2: Which headlines pull better? A B C D 9
Test #2: Which headlines pull better? C: Become Lymphedema Certified in 11 Days improved conversion 40.18% 10
Test #2: Which headlines pull better? C: Become Lymphedema Certified in 11 Days improved conversion 40.18% Financial Implications: - Assuming 100 leads/month previous, 7% enrollment rate & $12,000 average tuition, yearly revenue increase: $411,264 11
Test #3: Does Language Influence Online Applications? A B C 12
Test #3: Does language Influence Online Applications? A: Apply Now had almost 2x applications 13
Test #4: Does Video Improve Conversion Rate? A No Video B Video 14
Test #4: Does Video Improve Conversion Rate? A: Apply Now had more than 2.5x applications www.capricollege.edu 15
Test #5: Does Photography Influence Conversion Rate A B 16
Test #5: Does Photography Influence Conversion Rate 17
How many conversion elements can you spot? 18
How many conversion elements can you spot? 1 2 4 3 5 6 7 8 9 10 11 12 13 19
More hidden conversion elements 16 14 15 20
Overall Testing is the only way to know whether ideas are good, bad or indifferent Small changes can have large financial implications Testing on websites and paid search accounts give valuable insight that can be applied to traditional media If you aren t testing, you need to be. 21
Online Testing Software www.convert.com www.vwo.com www.optimizely.com www.fullstory.com 22
How Google a Budget-Sucking Monster Enhanced Bidding Sugging Complexity Kill the leader strategy Mobile Decreasing ability to influence SEO 23
What you can do about it Ignorance is driving the Adwords market, not supply and demand 1. Implement testing systems for landing pages and your website 2. Adwords Management Best-Practices Make sure whoever runs your Adwords campaign has legitimate expertise 3. Say NO to Enhanced Bidding 4. Assume all Google service calls are really SUGGING 24
The Future of Education Marketing The Future is in Engagement - The linear admissions funnel is weakening - Yelp, Google+, etc make access to opinion easy - Disclosures mean we can t hold back info 25
Case Study Virtual Admissions Advisor - 16% increase in lead generation or higher - 107% improvement in Conversion Rate demo2.3.virtualadmissions.com 26
Questions? Shane Sparks Enrollment Resources 250-391-9494 shane@enrollmentresources.com 27