Strategy

SearchAdNetwork and HydroWorx’s relationship began with an initial keyword audit and pay per click campaign revamp. SearchAdNetwork implemented all standard PPC best practices and saw a noticeable improvement; however, they realized they had to go further to see significant conversion results. It was at this time that SearchAdNetwork turned to their newly-developed ABC Post-click Optimization package.

A is for Analytics. Using web analytics, SearchAdNetwork was able to monitor HydroWorx’s click stream metrics—exposing visitor navigation through the website. The click stream metrics revealed where users came from, what page they entered on, how long they spent on each page, which pages they visited and in what order, what page they exited on and where they went after leaving the HydroWorx site.

The pay per click campaign was driving the majority of traffic to the main residential product page, as revealed by the web analytics chart below.

Web analytics revealed that 25% of all visitors to the HydroWorx website entered on the main residential products page.

Yet, this traffic was either navigating to another internal page or exiting the site (see chart below).

The main residential products page was also where visitors exited the most—nearly 20%
of all website traffic left the site on this page.

To understand where users were going and why, SearchAdNetwork moved on the to the “B” portion of their service package.

B is for Behavior. SearchAdNetwork analyzed the behavior of HydroWorx’s visitors using a new program that provides heat maps. These vibrant heat maps reveal the exact spots on each page where users have clicked—the more brilliantly colored sections have received a greater number of clicks.

Heat map of the HydroWorx main product page. Notice how several users clicked on the photographs;
this information helped SearchAdNetwork to optimize the page.

The heat map for the main product page showed that visitors were either clicking on the images or the “View Details” links. Very few visitors elected to “Request Free DVD”—an offer hidden in the upper right corner of the page and the only path to conversion available. SearchAdNetwork determined that the landing page had to provide more easily accessible information for visitors and clearer paths to conversions.

This same program that provides heat maps also creates festive confetti reports—colorful visualizations of where users have clicked along with data on referring URLs, search terms, operating systems, time to click, browsers used and window size for each individual click.

Confetti report of the HydroWorx main product page. In this report, the color-coded dots represent the amount of time users spent on this page before clicking on the images or other links.

Drawing on this behavioral information, SearchAdNetwork’s internal design team developed the unique landing page. Instead of overwhelming users with numerous options for information and details, the landing page was clean, contained only the top features and benefits, utilized strong calls to action and presented clear paths to conversion. Once reaching this page, visitors had little doubt as to what action they should take—filling out the contact form was the only option.

C is for Conversions. Lastly, SearchAdNetwork focused on conversions. The specially-created landing page was enhanced using a new program, Google Website Optimizer, which allows one to test different versions of website pages to determine the best-performing layout and content. SearchAdNetwork created two versions of the product landing page using different images, navigation bar, calls-to-action and incentives.

The first version highlighted the free brochure and DVD provided after completing the form. This information was included in the copy above the contact form and on the button that users click after filling in all fields. The first version also utilized a flash image in an effort to discourage visitors from clicking on it, as most people know flash images rarely enlarge or lead to other pages. Additionally, this version contained a navigation bar with links to other pages of the HydroWorx website.

This version of the landing page speaks to visitors that want to install a therapy pool in their home—both the
incentive and call to action mention getting started on the project.

The second version focused on the health aspect of using the HydroWorx products. Statements referring to healing and health were included in copy above the contact form and on the submit button. A static image was used for this version and navigation links were not included.

The second landing page version focuses on the healing and
health aspects of using a HydroWorx therapy pool.

After these two versions were created by the design team, the landing pages were uploaded into the Google Website Optimizer system, allowing SearchAdNetwork to track conversions by page design.

SearchAdNetwork created different versions of the landing page by modifying four influential sections.