Website Testing Wins: Getting Non-Branded Paid Search to Pay

By ​Peter Borden

October 2, 2012

When people use your brand name(s) to search for products and services online, they're exhibiting an affinity that suggests they could be more likely to convert without the lure of a discount or other incentive.

By contrast, website traffic referred by non-branded paid search ads might be less familiar with your company and offerings, and so could need some kind of carrot to place an order.

That was the guiding principle behind a test conducted by an apparel retailer. Using arrival URL parameter targeting, the retailer identified visitors referred from its non-branded paid search campaigns; the test segment of this group then was served a site-wide banner that promoted an offer of $10 off orders of $50 or more—the operative phrase being "site-wide." No matter which areas of the retailer's website these visitors explored, the targeted offer followed them to keep this benefit top of mind. (Here's another example of a consistency campaign that pulled a banner response from search traffic.)

This combination of offer and execution proved effective: the test lifted conversion for this segment by more than 31% and reduced cart abandonment by more than 13%.

Want to see more winning website tests, and learn how to lift sales by an average of 22%? Register to attend the "Website Testing Wins!" webinar, taking place October 10, 2-3pm. Justin Rondeau of WhichTestWon will join me in sharing the results of a dozen tests from the ecommerce, travel, and financial services sectors along with best practices for making your site more relevant and running more concurrent tests to find what works faster. Hope you can make it!

Peter Borden is a former marketing strategist at Monetate and was responsible for PPC and email marketing strategy. Peter's also an expert on the psychology of persuasion, influence, and conversion as well as an active iOS developer.

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