I love working on ways to increase the number of people who fill in the enquiry form on one of the MarketingMotor lead generation websites. I enjoy this so much that I've spent more than 2 000 hours on it over the last decade or so.
The happy result: MarketingMotor lead generation sites are amongst the best in the world at turning clicks into sales leads.
I can't claim all the credit. I study what other people are doing and testing and borrow their best results.
Jakub Linowski inspired the change I'm telling you about today. He has a very rigorous approach to A/B testing websites and is generous enough to share the results.
He found a significant increase in conversions by adding more call's to action. (http://www.goodui.org/#5)
(A conversion is when a website visitor does something. A call to action is geekspeak for asking them to do it.)
I implemented this by adding a large button near the bottom of the site. It says "Contact us now for fast service." Anyone clicking on it gets taken from the bottom of the page back up to the enquiry form.
The thinking behind this is that anyone who's read to the end of the page will be wondering what to do next. I'd really like them to fill in that form so you can start the sales process so we ask them to do just that.
A love letter to statistics
This is for you if you’re interested in making data-driven decisions about your Google Ads. Amy Hebdon, founder at Paid Search Magic, wrote a fantastic article she described a love letter disguised as a how to about PPC data interpretation.
How do you know the best way to split your ad budget between search and display, between Facebook and Google, between one keyword and another?
Does Google rip advertisers off?
I'm not saying that everyone who's paid for Google ads has turned a profit. That's definitely not the case. But, when people lose money on Google ads its likely to be because Google Ads was a poor fit for their business, or because of the way they did Google Ads. I can't see Google risking their future to steal your advertising budget
Don't believe my writing
I'm not trying to bamboozle you, it's just that my - and everyone else's - writing isn't always right for your circumstances. Read on to find out more...
Google showed your ads to the wrong people today.
Google showed your some of your adverts to the wrong people today. You (or someone you hire) must deal with this or your ads are going to start costing more and generating fewer leads. Here's how.
Has Google jumped the gun on mobile?
How much commercial activity happens on mobile phones? Is it enough to justify a mobile-first approach to development? Case study with mobile vs desktop AdWords generated leads across 7 industries.
Putting a little science into AdWords
In the past I relied on a combination of the change history in AdWords, some rough notes and my memory to keep track of my testing. It worked but it wasn't great. It became more difficult as my business grew. I started to feel like I was losing control. I couldn't answer questions about an account without having to root around in Google docs, AdWords and email. Read on to see how I fixed this.
Should you advertise on Search Partners?
We check the campaigns we manage regularly to see how much it costs to generate an enquiry on Google search versus search partners. Most of the time it costs more or less the same. Sometimes the difference is huge.