Revenue

See The Landing Pages These Shopify Merchants Used to Scale Ad Revenue 33X

Year round Liz and Bill Farrell, a husband and wife team, work the dirt at Fat Stone Farm in Lyme, Connecticut with their two kids.

After making the move from cubicles to the great outdoors, the Farrells realized they loved growing fresh food, and creating healthy, farm-grown products ranging from elderberry apple shots to their own maple syrup.

Now—when you think of a typical farmer’s marketing strategy—you might picture a hand-painted sign at a local market, but Liz and Bill run a digital elderberry empire.

The couple started as Shopify merchants and then partnered with digital agency Webistry to take their business to new heights. They wanted to see better return on ad spend, and prepare for winter (their best sales season of the year).

It was a perfect partnership from the start, but nobody could predict that a combo of Unbounce landing pages, popups, a Shopify integration, and near obsessive audience building and retargeting on Facebook would:

  • Lower cost-per-acquisition from $ 145 (at its highest) to just $ 1.55(!) for the company’s Elderberry Apple Shots and DIY Gummy kits.
  • Increase return on ad spend for their Elderberry Apple Shot campaigns from 1.66X to an incredible 33.12X.
  • Deliver a cost-per-lead for a sweepstakes campaign of just $ 0.51.
  • See sweepstakes conversion rates from ad click to entry of up to 79.55%.
  • And garner Facebook relevance scores of 8s and 9s.

Overall, with Webistry’s help, Fat Stone Farm tripled ROAS in just five months (December ‘16–April ‘17), and—via continued optimizations—reached returns of 33X over a year and three months.

Here’s their epic ecommerce story, and the paid media tactics that could work for you too.

Winter is Coming

Historically, sales of Fat Stone Farm’s Elderberry Apple Shots go up in winter to help fight off flu season. So in early winter 2016, Bill and Liz approached Jonathan Naccache, Co-Founder at Webistry to prep some advertising.

The agency discovered that they couldn’t look to AdWords for a huge win. The search volume for elderberries or related products wasn’t super high, and this approach simply wasn’t scalable. Instead, they needed to generate extremely targeted custom audiences on Facebook (which can be difficult because prospects on Facebook aren’t necessarily screaming about their love of elderberry – these prospects need to be uncovered).

In Webistry’s approach, each ad campaign would target a group of interests that could coincide with elderberry products. They’d target Facebook users who’s interests included: alternative medicine, natural remedies, homesteading, or those engaging with popular health blogs like Mother Earth News and Wellness Mama.

It took a lot of research, and as Jonathan says this is where the agency advantage comes into play: “having access to several strategic minds, resources and thorough research gets you a significant edge right off the start.”

The First Ad to Shopify Landing Page Combo

From December 2016 to January 2017, Webistry ran campaigns on Facebook targeting each of the audience segments they’d identified might be interested in the elderberry shots.

Here’s an example of some of the ads (corresponding to fall and winter seasons):

Pictured above: the ads Webistry ran to the associated landing page.

All elderberry apple shots ads led to this Unbounce-built PPC landing page, which converts at 4.7% (lifetime average conversion rate). A conversion in this case was a purchase via the ‘add to cart’ button):

Notice the benefit copy from the ad headlines is carried through to the Unbounce landing page. Click to see a larger version.

And while the orange ‘add to cart’ button on the page looks deceptively simple, it’s actually where the magic happens. Instead of redirecting prospects to the brand’s Shopify store, Webistry fashioned custom javascript to make the button integrate seamlessly with Shopify and offer a slick, on-page checkout experience:

Interested in adding a Shopify cart to your Unbounce landing pages? Webistry shared the custom Javascript in our community. Head over, grab the script, and drive purchases on your own pages.

Two months into this campaign, return on ad spend was 1.66X, and cost-per-purchase was fluctuating between $ 19 and $ 145. Jonathan knew they could improve upon these early results and began targeting audiences of vegetarians, vegans, healthy eating aficionado, and homesteaders.

And so, in April 2017 the agency launched a new landing page campaign for smoothie lovers.

The idea was to position the elderberry product as the ideal ingredient to add to a smoothie. Here’s a sample ad used to launch this campaign:

And of course, the landing page this ad pointed to:

This beautiful landing page converts traffic to purchase at 9.44%

Beyond driving sales, the agency realized there was potential for lead capture here too (as a means of remarketing to especially interested prospects later), so they added an on-exit popup to this page. It offered up a free smoothie recipe book and integrated with a Mailchimp autoresponder.

With an 18% conversion rate, here’s the popup built in Unbounce:

The smoothie campaign helped drop cost-per-purchase down to ~$ 9.65, and Bill and Liz saw a return on ad spend of 3X from their initial investment after just five months of executing this strategy.

This was great, but Webistry wanted to help Fat Stone Farm stay present in their potential buyer’s world year round. They could lie low waiting for winter again all summer, or they could start developing highly refined retargeting and lookalike audiences to reach all year long.

The Sweepstakes That Raised the Stakes

In May 2017, continuing in the off-season, it was time to start preparing for their next winter. Fat Stone Farm was seeing major benefits from refined Facebook audience targeting, so Jonathan and the team extended this strategy with sweepstakes.

They used weekly sweepstakes as a means to gauge and track prospect’s interest in the products, then later in the winter, they created Facebook lookalike and retargeting audiences to get in front of similar groups of interested people regularly.

As Jonathan shares, this allowed the team to generate even better target audiences:

“Our goal was to create campaigns that helped us measure different levels of interest, and to identify these audiences by tracking every event with a pixel. We had a drip campaign setup, and non-winners of the first sweepstakes were given access to a second sweepstakes.”

That is – those who didn’t win each week were offered access to another sweepstakes prize (either the breakfast pack or gummy pack product). This helped introduce prospects to other Fat Stone Farm products and gauge interest for these versus a complementary offering like smoothies.

Here’s a sample ad for the sweepstakes:

And here’s the first landing page touchpoint:

Click the image above for a closer look.

If you didn’t win, you might be sent a second offer in the sweepstakes, with a chance to win an Elderberry Gummy Kit via the landing page below:

Click the image above to see the full landing page.

Of the people who clicked through on the Facebook ad and reached the first landing page above, 18.79% converted. Moreover, of the people who did not win the first sweepstakes, but clicked through the email announcing the second sweepstakes, 79.55% converted via the landing page.

Hot tip: Webistry embedded a third party tool called ViralSweep on these pages. It’s a sweepstakes application to help manage entries, select a winner at random, and allows people to win bonus entries by referring friends via social.

Not only did this campaign collect over 15,000 relevant leads that Fat Stone Farm could remarket to year long with terrific offers, but it reduced cost-per-lead down to a mere $ 0.51.

Which brings us to…

Winter Season, 2018

After all the ad testing, landing page alterations, and lessons along the way, Webistry re-launched the sales campaigns using six months of audience-segmented data.

They launched the gummy kits as a standalone product landing page (vs. the sweepstakes page) and continued to sell the Elderberry Apple Shots. The best part? From January to March 2018 Webistry achieved the highest return on ad spend for Bill and Liz since starting to work with them: a whopping 33.12X.

Additionally, this season they saw the lowest cost-per-acquisition of just $ 1.55.

As Bill Ferrell says of the partnership with Webistry:

“These guys are worth every penny. Excellent results (very high CTRs, good CPA, [and] lots of new customers!). The Webistry co-founders are hands-on, creative, and keep tweaking throughout. Their attentiveness to the campaigns and my crazy ideas have exceeded my expectations month after month.”

Berry good results indeed.


Unbounce

Adding Content Before Subscription Checkout Increases Product Revenue 38%

Adding content to a process that leads to revenue for a company seems like a bad idea — particularly when that process is already five steps long. But for iReach (at the time, a division of PRNewswire) the decision to add content led to a 31% increase in conversion and a 38% increase in product revenue.

The Control Checkout Process

Here’s the control entry page:


Click on images to enlarge

 

Here’s an example of the following five cart pages in the control process:

In the data, it appeared that many people were exiting the process due to confusion and a lack of information. After studying customer service inquiries, it was clear that there were many questions potential customers had that were not being answered in the process.

The Treatment Checkout Process

Here’s the treatment entry page:

Below the call-to-action are links to additional content about the product for specific customer segments. Each piece of content was designed to answer further questions the PRN team hypothesized most customers were asking about the product in their minds.

These changes along with a clear product selection page (below) generated a significant result.

 

The Results

By adding steps in the process — particularly product information and a clear product matrix, iReach generated a 31% increase in conversion and 38% more revenue from its subscription/ecommerce offering

You Might Also Like

Call Center Optimization: How A Nonprofit Increased Donation Rate 29% With Call Center Testing

How A Nonprofit Leveraged A Value Proposition Workshop To See A 136% Increase In Conversions

How One Ecommerce Company Generated a 34% Increase by Simply Being Factual About its Product

 

The post Adding Content Before Subscription Checkout Increases Product Revenue 38% appeared first on MarketingExperiments.


MarketingExperiments

11 Customer-Centric Ways to Grow Your Ecommerce Revenue

There are three general ways to grow revenue in any ecommerce business:

  1. Increase the total number of customers.
  2. Increase the average number of times each customer buys from you.
  3. Increase the average order value (AOV) from each customer.

As ecommerce marketers, knowing what to prioritize can be the difference between a standard year of growth and a phenomenal one. So, what should be your next move?

Take another look above at the overall ways to grow revenue and you may notice each has a common thread: the customer. It can be a game-changer if you start with what your buyers want (and perhaps more importantly don’t want) and let them be your guiding light for everything you do in your marketing.

In 2011, Jeff Bezos said, “If you’re truly obsessed about your customers, it will cover a lot of your other mistakes.”

Learn 11 specific ways to implement more customer-centric marketing that can lead to more revenue for your store. These are categorized in ways to grow:

  1. New Customers

  2. Product Feeds

  3. Dynamic Retargeting on Facebook

  4. Content Marketing

  5. Repeat Customers

  6. Psychographic Segmentation

  7. Automated Email

  8. Targeted Promo Emails

  9. Conversion Rate

  10. Customized Checkout

  11. Chatbot Conversion Optimization

  12. Non-Boring Product Descriptions

  13. Authentic Reviews

  14. Amazing Customer Service

New Customers

1. Product Feeds

Selling on Google Shopping is a great way to market your products in a customer-centric way. Product images, pricing, reviews and brand name are all displayed in Google so that shoppers no longer need to click through to see all of that critical information.

Image Source

It works a lot like traditional Google pay-per-click campaigns. It’s set up by connecting your store’s product feed to Google Merchant Center, which then feeds into your AdWords account. Once you successfully start displaying Product Listing Ads, it is easy to begin grouping your store’s products into ad groups in AdWords.

shoes results google shopping

Image Source

Note: Typically once you have 150 or more store reviews within the last 12 months, review star ratings will display in Google Shopping.

Saving your customers time is unlikely to go out of style any time soon. Nobody ever said, “I want a great deal, but I’d first like to blindly visit 10 different stores.” By marketing on Google Shopping, you provide your future customers with a better experience.

Additionally, it is easy to connect your store’s product catalog to Facebook’s Business Manager. Uploading your product feed to advertise in a customer-centric way on Facebook (displaying product images, descriptions, price and other information) works especially well for the next section.

2. Dynamic Retargeting on Facebook

Research from 2017 shows the global conversion rate from a visitor, to add to cart is just under 3%.

us and uk conversion rates

Not everyone who adds products to their cart will complete the purchase. So for the more than 97% of people who didn’t purchase, you’ll want to make it as easy as possible for them to return and buy.

Dynamic retargeting with Facebook works well for this because it combines an image of the exact product your visitor added to cart/viewed, with info-like descriptions, pricing of that particular product and the custom copy you add. Beautiful! Your shopper only sees exactly what they were interested in plus any sort of offer text.

Facebook shopping ads

Setup for Facebook dynamic retargeting is pretty easy. First, create a product catalog in FB by hooking up your product feed. Next you’ll need to add a few events found in the Ads Manager for your store to successfully pass the product information to Facebook that corresponds with each user, which may require some dev work depending on how savvy you are with your code. Once you’ve got the events firing properly, the last step is to set up your first dynamic retargeting campaign and ad. In no time, you’ll be remarketing in a customer-centric way to your visitors who have yet to convert.

3. Content Marketing

Now that we’ve covered a couple of buyer-focused ways to advertise, it is important to note the vast majority of shoppers looking for products on Google and other search engines will bypass paid listings altogether. According to the Similar Web Search Report, it’s not even close when you examine paid vs. organic (on desktop only). The non-paid search results get 18 times more traffic.

organic search 18 times more than paid

People trust Google and other search engines to rank the best natural results, so give search engines reasons why you deserve to outrank your competition. Several factors go into SEO for ecommerce, but content marketing is arguably the most customer-centric way to improve search engine rankings.

Helping the customer is the name of the game with content. All things being equal, whoever helps users in the most valuable way, ranks the highest.

For example, campers search the phrase “how to build a campfire,” or something similar, every month. A big reason why REI ranks #1 in Google for the term is because they answered the question in the most helpful and thorough way.

rei campfire article

This well-written article dominates the competition. It has over a thousand words describing every step of the campfire building process. It’s also supported by several great images and a video. REI has created an entire ‘Expert Advice’ section of the site dedicated to answering questions and solving problems pertaining to anything they sell.

Are there common problems and questions your potential buyers have? Listen to what your customer base says and use AnswerThePublic.com to find out other ideas to help. Search Google to find out what questions pertaining to your industry could be answered in a much better way than they currently are. To give your store a good shot at outranking the “partial helpers,” you want your content to be 10 or more times better than the best results for the topic.

Repeat Customers

4. Psychographic Segmentation

Demographic information of your buyers, like age or gender, can be useful in many cases. Knowing where they live and tracking their behavior is important as well. But these will only tell you part of what you need to know. Psychographics, however, include the goals, emotions, values, hobbies and habits that help drive purchase decisions, which helps us understand our customer’s why.

market segmentation factors

Image Source

Psychographic segmentation is crucial for marketing in a customer-centric way. If we better understand the “why” of a particular buyer segment, the likelihood of positively influencing a group’s reason to buy goes way up! Learn as much as you can in order to deliver more details and serve customers even better.

5. Automated Email

Automation is an excellent way to keep your team or business lean, but still provide a personalized experience for your customers based on their actions.

This example from the marketing automation campaign builder inside Infusionsoft shows how an Ecommerce business can treat customers differently each time they buy from the company.

marketing automation map

In this example, each sequence pushes the customer toward making another purchase. Inside the “new customer welcome, shipped” sequence (pictured below), a series of emails thanks the customer for “joining the family” and offers them a coupon code as gratitude:

drip campaign message thread

In addition to incentivizing repeat purchases, these emails can be created in plaintext, meaning it looks to the end customer like a customer service rep sat down and wrote them a personal email. This can have a huge impact on the user experience of your site, and turn people into raving fans of your brand.

6. Targeted Promo Emails

Email is an effective (and cheap!) way to market to your existing customer base. So how do you stand out in your buyer’s inbox amidst the swarm of the rest of the world’s offers?

Focus on customer experience. A big reason why Chewy.com does well with promotional emails is because they’re laser-focused. For example, cat owners only see offers for cat products.

chewy triggered email message

You won’t see any dog food offers unless you make a dog food purchase. Better yet, these cat product offers are based on prior purchase behavior. So the brands and types are all familiar.

Quickly blasting your email list with offers may generate an uptick in conversions. However, if your product set is diverse, it will likely be worthwhile to spend the extra time to deliver deals that line up with exactly what matches your customer’s interest.

Conversion Rate

7. Customized Checkout

Nobody ever said, “I just wish this checkout took a little longer.” Easy and as quick as possible, especially in the world of online shopping, will never go out of style.

Standard checkout layouts created by the top ecommerce platforms have improved over the years, but the conversion rates you can expect from them are…. well, standard. Below is an example of a default checkout page layout with BigCommerce:

checkout example flow

Image Source

Basic stuff. The good news is this page can be modified to be a lot more customer-focused with some dev work.

After studying videos of real-life customers using the default checkout, the Ecommerce Crew put together an eight-step checkout page customization checklist, which soon yielded the following customized layout:

single page checkout

Image Source

The results were immediate. Modifying the page to make the process smoother, less time consuming and more trustworthy for users translated into a 30% lift in conversion rate.

8. Chatbot Conversion Optimization

One huge way to increase your conversion rate is to add a chat function to your store’s website. This gives users a way to interact with you and ask questions about what they need. In turn, it gives you an opportunity to drive them exactly where you want them to go.

Don’t have the time or the staff to sit around manning your website’s chat feature? Automate it with a chatbot. Here’s an example:

chatbot setup

Based on common customer inquiries, you can build different conversation paths for people to self-select their way through. Each ends at the critical stage of collecting the lead without the use of standard forms.

This will not only dramatically increase the conversion rate of the visitors to your site, but it has the added benefit of answering frequently asked questions for your customers, meaning you can outsource at least some of your customer service, while being more helpful to visitors than your competitors who don’t have this capability.

9. Non-Boring Product Descriptions

Product copy, when done well, is proven to sell. But what if your competitors also provide users with robust product descriptions featuring a comprehensive list of features and benefits in an easy-to-read format?

So Worth Living changes the game to stand out by injecting personality into their product descriptions that they know their buyers will enjoy and appreciate:

good product copy

Being helpful doesn’t mean being boring. Get to know your buyers better than your competition. Find ways to entertain them in product descriptions, while informing them about all the features and benefits.

10. Authentic Reviews

Back in the early days of Amazon, when the ecommerce mammoth was a book store only, the company’s employees were writing the majority of the reviews. Jeff Bezos had instructed his team to leave 100% genuine reviews. Naturally, their honesty translated into negative ratings on some books.

good amazon review of book

Image Source

Publishers got ticked off with what Amazon was doing and one told Bezos his job was to “sell books, not trash them.” Bezos didn’t waver.

How did he know Amazon was doing the right thing? Authentic reviews can seem counter-intuitive when they are bad. But they’re truly in the best interest of the customer, and therefore the right move. Helping your visitors make the right buying decisions with reviews (good, bad and ugly) puts your customer’s interests first and foremost.

11. Amazing Customer Service

Customer service is perhaps the lowest of the low-hanging fruit. In today’s world, treating people like they’re real human beings, and showing them empathy, has the power to make you stand out from the crowd in a big way.

A strategy we use frequently is every time someone has a bad experience, we give them a $ 5 gift card. This does more than reduce people’s angst. It turns a negative experience into an overwhelmingly positive one. Sure, this may slightly reduce the margin you make on their next purchase. But if it brings someone back a second, third, or fourth time, it’s worth the $ 5 all day long. Here’s a real response from June 20th as an example:

coupon code turns happy customer

Treat your customers well, and they will reciprocate.

Conclusion

Successful ecommerce marketing takes into account several factors to grow significantly. Use the customer as your north star and test, test, test to find out what works best for you.

What customer-centric ways are you using to grow your store’s revenue in 2017? Comment below and let me know.

About the Author: Ethan DeYoung is the co-founder of Wild West Pool Supplies, a company that aims to help people enjoy more time in their pool or spa. Connect with him on LinkedIn.


The Kissmetrics Marketing Blog

CMOs: Data and Martech Key To Driving Revenue and Increasing Margin

According to a recent reportThe CMO Shift to Gaining Business Lift from the CMO Council and Deloitte, "the CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion."

Before I get to the top two methods CMOs identified for driving revenue and increasing margin, here's some other key findings from the research, which consisted of a global survey of CMOs and senior marketing leaders.

  • Now, more than ever, CMOs believe they are the business-drivers of the organization and that senior leadership has high expectations for them to own growth strategies and revenue generation.
  • The best of intentions to advance the growth agenda are often being sidetracked by a legacy of brand-centric strategies and campaign-focused actions, calling into question the realities of the CMO truly becoming the primary growth driver.
  • The CMO has the opportunity, if not the requirement, to become the primary driver and orchestrator of the customer experience. However, CMOs are bogged down in operational and functional tasks, like budget meetings and approval cycles, leaving less time to collaborate with the C-suite and advance the digital transformation needed to meet the expectations of tomorrow’s customer.
  • Tremendous opportunities await CMOs in 2017 as they more fully embrace the roles, actions and strategies that drive substantive growth for the entire organization. From influencing strategic planning and business development to advancing customer-centric shifts across the enterprise, CMOs are ready to become corporate change agents, driving the development of next-generation products, services and business models that fundamentally shift the business and lift the bottom line.

Data and Martech

The chart below clearly shows you where CMOs priorities are when it comes to driving revenue and improving margin. CMOs realize that to be successful it's all about data- the right data and using it the right way via the right marketing technology. 

Not sure about the use of "intrusive ads" checking in 3rd in the priority list but that's another story for another time. 

As I have written before (and will do so again) marketing leaders must create a data-driven marketing culture and organize the required people, processes and systems. They need to eliminate data silos and create a single source of truth – a 360-degree view of customers to reliably and efficiently target the right message, to the right person at the right time.

According to research from Deloitte Digital 76% of consumers say they interact online with brands or products before arriving at the store, and are therefore making digitally-influenced decisions much earlier in the shopping process. So it is vitally important for CMOs and marketing leaders to use a marketing technology platform that provides the ability to link online digital marketing efforts to offline purchases to give them the true ROI on dollars spent.

The Truth About Martech Stacks

Did you know since 2011 the number of martech solutions available has increased 2500%? No, that's not a typo. That's twenty-five hundred percent. Download The Truth About the Martech Stack: What You Don't Know May Cost You and learn about the value of choosing an open platform that offers pre-integrated apps, offering an open infrastructure for future innovations.


Oracle Blogs | Oracle Marketing Cloud

Dial M for M-Commerce: Why Now’s the Time to Swipe Right for Mobile Revenue

all-this-technology-is-making-us-anti-social

I’ve said it before and I’ll say it again, mobile is the first screen, not the second screen. Design and invest accordingly.

Tell me if you’ve heard (or experienced) this one before…

You’re in the market for a new product. You’re on your mobile and you see something in social that prompts you to go online. You hop from page to page and site to site only to become increasingly frustrated with the process because the sites are incredibly difficult to navigate, relevant information is impossible to find, and you can’t complete a transaction without switching screens. Even though many sites/pages are optimized for small screens these days, they’re not optimized for mobile behavior and decision-making.

Did you know that in mobile-first micro-moments (as Google calls them) that 90% of mobile customers are not sure which brand they want to choose and 73% will go with the brand that offers the most mobile-friendly, useful content in each moment?

This is a big problem and it’s only multiplying.

Today’s customer journey is based on legacy rules, processes, and technologies. Mobile is largely a “bolt-on” to the evolving customer experience. From channels to pages to experiences to transactions, the future of mobile commerce is built upon a foundation of the past. In fact, in a recent report I published on the “State of Digital Transformation,” I learned that only 20% of companies were providing mobile-centric content in critical touch points. Yikes!

To flourish, m-commerce requires innovation in perspective and approach. Otherwise, you simply take new technology and capabilities and put them in a box held to yesterday’s standards. To truly innovate, businesses also have to accept what isn’t working today. You have to solve existing problems first before you open the doors that reveal new possibilities. Doing so takes thinking like mobile consumers and personally experiencing today’s journey for all of its challenges as well as its potential. I believe this takes not only a mobile-first philosophy but also seeing the inevitable world of mobile-only customer experiences.

It’s not news that mobile commerce is the future of commerce. All too often however, businesses confuse m-commerce with the ability to transact on smaller screens. It’s more than that of course. It helps to think of m-commerce as inclusive of the entire journey from discovery through transactions to relationship management. Simply investing in technology that adapts existing journeys to smaller screens isn’t enough. It’s as insufficient as it is elementary.  The entire journey must now be re-imagined to optimize discovery, decision-making and engagement. The role each page plays, how they’re experienced, and the functionality embedded along is ripe and deserving of innovation.

The steps that you’ve laid out for consumers of the past have now become obstacles that prevent natural or productive engagement. It’s just not as intuitive as you must think. We’re taking new technologies and potential and forcing customers through processes that are outmoded and to be frank, counter intuitive.

Why?

Let me ask you a question. Have you, not just your UX, UI or usability teams, experienced your customer’s journey on individual and across multiple devices? You simply can’t outsource an experience.

While design disciplines require incredible talent and experience, there is a human intuition that comes into play simply by living the brand the way your mobile customer does. It takes empathy to not only “get it” but also feel inspired to create new journeys that are meaningful and useful.

People use screens differently and as such, experience architects must design journeys, transactions and outcomes that are native to the screen and that meet expectations and aspirations accordingly. Mobile customers in large part wish to travel the journey without having to screen hop. And if they do, multiscreening should be seamless, allowing consumers to pick up where they left off while also optimizing desired outcomes based on known preferences, contexts, and states of mind. As such, technology should be invisible.

The era of mobile-first and mobile-only customer journeys are here. It’s time to learn how to thrive in these micro-moments to build and re-build customer experiences so that they’re intuitive, productive and even delightful. Otherwise, we’re forcing customers to conform to touchpoints simply because we can’t conform to their expectations. Guess how long that will last?

pasted_image_10_17_16__7_52_am

Please read X, The Experience When Business Meets Design or visit my previous publications

Connect with Brian!

Twitter: @briansolis
Facebook: TheBrianSolis
LinkedIn: BrianSolis
Youtube: BrianSolisTV
Snapchat: BrianSolis

Invite him to speak at your next event or meeting. 

The post Dial M for M-Commerce: Why Now’s the Time to Swipe Right for Mobile Revenue appeared first on Brian Solis.


Brian Solis

PPC Analytics Strength: Building A Stronger Revenue Stream With Less Traffic

Editor’s Note: This marketing infographic is part of KlientBoost’s 25-part series. We’re super excited to partner with them so you can enjoy a new gifographic once a day in your inbox. You should subscribe here.

With what seems like an endless amount of PPC metrics out there, it can be challenging to navigate all those numbers to find out what’s actually making you money in your PPC campaigns.

By having a better understanding of the various Google, Facebook, Twitter and other PPC analytics, you can drill down on the benchmarks that truly matter.

Kissmetrics and KlientBoost have partnered up to bring you these PPC analytics tips that can help you increase your revenue stream with more conversions, sales, and revenue, all with less traffic.

That way, you can measure the PPC stats that matter most, when it comes to reaching your business goals.

12-kissmetrics-ppc-analytics-2

Graphic not loading for you? Here’s a link to the direct file.

You’re Optimizing for Traffic Without Thinking About Other Factors

Sure, attracting the most amount of traffic to your site and landing pages sounds exciting.

After all, it’s a numbers game right?

Not if all that traffic isn’t the right type of traffic. If you’re not drawing in quality traffic, then more visitors does not mean more revenue.

Rather than focusing solely on PPC analytics like clicks, impressions, quality scores and click through rates (CTRs), take a look at the bigger picture and analyze macro metrics that tell you more about revenue streams.

Find out if your optimized traffic is quality traffic that’s actually converting into sales.

Ask Yourself: How do I lower my cost per conversion first? Are my landing pages optimized for the type of traffic that’s coming in?

You can focus on lowering your cost per click once you understand the conversion cost metrics first. This will keep you focused on your overall business goal.

You’re Optimizing for Conversions Without Accounting for Revenue

Are your conversions turning into actual money-generating sales?

If your PPC campaigns are focused more on increasing conversions and lowering your cost per conversions, you’re headed in the right direction. A lower cost per conversion can help you afford more effective ad spend.

When optimizing for conversions you naturally put your attention toward making your landing page offers convert by being relevant and valuable to your visitors.

In this stage you are no longer focused on cost per clicks and see a more full story.

Here’s an example of when you might think a certain cost per conversion is outperforming the other:

two-keywords-five-dollars
Keyword 1 looks better in this example

But what if you had more information and more details to the story?

Here’s the same keyword example but with sales metrics:

two-keywords-conversion
Now Keyword 2 looks like it’s winning

Dig a little deeper into your PPC analytics to uncover sales related info. This can tell you more about your conversions and whether or not they’re actually helping you reach your revenue goals.

Optimizing for conversions can be a step above optimizing for traffic, but if you’re still confused about whether or not those conversions are making you more money, then you still need to think more macro.

You’re Optimizing for Sales and Know Your Costs and Margins

The next level of macro thinking is optimizing for sales, which should be directly related to your bottom line.

Knowing how much revenue is coming in from your PPC campaigns is especially beneficial if you’re zoned in on the profit margins and knowing which PPC tactics margins are tied to those margins.

Tracking your sales at various levels like keyword, placement and audience level can help you zero in on where to give credit within your PPC campaigns.

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Optimizing for sales instead of conversions can help you save ad budget

That way you can boost your ad spend on those keywords generating sales, and decrease budget for those specific parts of your PPC campaigns that aren’t.

You Attract Customers and Know What Their Lifetime Values Are

Now that you’re clued in on optimizing for sales, it’s time to look at the long run and plan for future revenue streams.

Ask Yourself: Do you know the lifetime value of your customers?

Do you know everything about your valued customers and the PPC journey they took to get to you, and then convert and become a client?

If you can answer these questions, then you should be able to pick out the specific ads, ad formats, keywords and landing page URLs that drove specific visitors to become customers.

Once you have that golden information, your future should be bright… now you can put some extra muscle, energy and budget into the PPC targeting and PPC optimization that’ll win you more of the same sales success.

You Run Revenue Split Testing That Goes Beyond Conversion Rates

Without conducting diligent testing, you could be missing out on opportunities you may not even know about.

The best way to make sure capturing as much potential revenue as possible?

Split test your PPC campaigns and landing pages with not just conversions in mind, but revenue goals.

Find out which elements of your PPC campaigns perform the best when directly comparing two variants for revenue generation.

Tip: Consider the various stages of the conversion funnel and test out different keywords that speak to the various intent levels.

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Visitors from your various PPC channels have different intent levels

Closing Thoughts

As you’ve learned, it’s not about the amount of traffic you’re driving, but more about the quality of your visitors.

Not only that but you need to make sure those quality visitors are converting into actual sales and generating you revenue that aligns with your profit margin goals.

Once you’ve got that down, you can break down the PPC analytics and repeat that golden recipe for more of those valued lifetime customers.

Now it’s your turn to uncover useful insights in your PPC analytics, so you can reveal the bigger picture and repeat the sales success for the long-term.


The Kissmetrics Marketing Blog