Pronet got money-saving results with A/B Testing from Google Website Optimizer

Client Name:

Pronet, 2009

Services Provided:

PPC,

Objective (Summary)

As Turkey’s leading security company, we have started optimizing Pronet’s AdWords accounts in May 2009. In the next phase of our optimization process we have revamped Pronet’s online consultation form page and started an A/B testing process using Google’s website optimizer tool. By the end of this optmization process we were able to increase the number of online requests for their free security consultation form and to lower the overall cost per lead.

Our Solution

After taking over Pronet’s AdWords account we first restructered the account by reconstructing the keyword lists and composing new ad copys. To better track the results and improve the quality score we seperated the campaigns by brand keywords and product keywords, but also seperated search and content campaigns from each other. Now, each campaign and ad group has its own strategy with each set of keywords and ad copys. To better track the results we analyzed Pronet’s Analytics account and set up conversion goals. Next to analytics goal set up, we decided to set up Google’s conversion optimizer tool to prevent exceeding our cost per conversion limits.With Google conversion tracking and conversion optimizer enabled, we were able to test keywords and ad copy by their conversion statistics and could now exactly see which keyword was the lead generator and which one was just spending money These statistics helped us optimizing all KWs by by match type and variation.

After analyzing the Analytics reports we found out that there is still space for imrovement in terms of generating more leads. We wanted to revamp the conversion page to reduce conversion costs and increase customer loyalty because Analytics reports showed us that visitors were leaving the form page early. The average time on site was low and the bounce rate was quite high. We could see that the form page was not engaging enough, people were not able to find what they were looking for. We decided to do A/B testing with two different landing pages and we thought Website Optimizer would be a great tool to use. With Google Website Optimizer, we were able to compare different graphic and text designs, move them around on the pages and try different combinations.

We created 2 different landing pages, with different designs and content. The first design and content was more family related with the motto of protecting family and home. The second landing page was avoking fear, the design was dark coloured and the content was related to the design. The layout for both landing pages was the same, having an engaging headline and subtitle short but easy to understand form layout. The information about the company, testimonials and customer videos should awake trust for the visitors. The A/B testing period took about 4 – 6 weeks and finally the results of the Website Optimizer tool enabled us to define the most attractive design and the most efficient content layout to generate more leads.

In a very short time of period we were able to see the first results for our optmization efforts: We could lower the overall cost per lead by %30 already while improving the number of online requests for the free security consultation form.

With the better performing Landing Page we are now in the process of testing multivariate elements of this landing page to achive the highest return on investment possible. Once it is finished we will share the results with you as well.

Step by step Conversion Optimization:

1. - Analytics & Conversion Tracking set up
2. - Analyzing Visitor behaviour and Analyze Analytics statistics to find out areas for improvement
3. - Optimizing Google AdWords campaigns more efficiently by testing ad copy and improving keyword conversion statistics
4. - Create 2 different landing pages with different designs and content
5. - A/B testing with Google Website Optimizer Tool
6. - Indentify winner and apply Multivariate tests

Results

• With optimizing the AdWords campaigns and landing pages we were able to reduce the cost per lead by %30
• At the same time we were able to increase the number of leads by nearly %100

 

What our client said!

We've learned more than just what works on the Pronet site. We've learned a testing approach that is applicable to all our web properties. Website Optimizer provides the empirical results I need to make solid marketing decisions going forward. Landing Page Optimization is definetely a must for all online lead generation or sales websites.

— Burcu Tüzün - Digital Marketing Manager