Search Marketing: How a simple copy change increased conversion 21%


Serving customers effectively starts with intelligence.

It’s not the kind of intelligence needed to solve Sudoku puzzles or carry home a victory on trivia night, but rather it’s what you really know about your customers:

  • What keeps them up at night?
  • How could your product or service transform their careers?
  • How could what you’re offering transform their businesses?

Yes, to serve your customers effectively, you have to understand how your products or services are relevant enough to effectively relate to their needs.

It’s also worth mentioning that PPC testing can help you build your customer theory, often on the cheap.

In today’s MarketingExperiments Blog post, let’s look at some recent PPC ad experiments that show how you can better use testing and optimization to help you understand your customers’ needs and ultimately build a deeper connection with your customers.

But first, here’s quick overview on the test background:

Background: A CRM software solution for small and large businesses.

Goal: To increase the total numbers of clicks.

Primary Research Question: Which PPC will generate the most clicks?

Approach: A/B multifactorial variable cluster





The original ad emphasizes the fact that the software is award-winning and can be fully integrated into a business.





For the treatment, the team proposed that the optimized ad should also use quantified evidence to emphasize and support the claim that the software is one of the most-used software suites in their respective vertical.





The treatment that emphasized both third-party credibility and widespread adoption outperformed the control by a relative difference of nearly 21%.


What you need to know

Relevance is the degree to which an offer is connected to a recipient’s motivations.

Relevance is what customers want, and — I have to emphasize this — they want your products to be relevant on their terms, not yours.

Your ability to connect with those customers hinges on how effective you are at tapping into that relevance.

To learn more about how relevance factors into conversion, you can watch the on-demand Web clinic replay of Optimizing PPC Campaigns.


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PPC Marketing: 3 steps to improve performance [More from the blogs]

Paid Search Marketing: 3 optimization ideas to test in your next PPC campaign [More from the blogs]

How to Test Your Value Proposition Using a PPC Ad [More from the blogs]

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