Conclusions

• Mobile: Mobile visitors convert better than PC visitors, and they are far cheaper to target since there is less competition for mobile advertising. Of mobile devices, Android made up 99% of my mobile traffic when promoting using Google Adwords.

  Device	Visitors	Conversions
  Mobile	1744	98 (5.6%)
  Computer	119	0 (0%)

• Adwords: Google display network sucks for payday loans. Google search partners sucks for payday loans. Google search is the only method that works. I don’t have much data for display network and search partners since I paused then quickly after they proved to be junk.

  Network	Visitors	Conversions
  Google Search	1767	98 (5.5%)
  Search Partners	70	0 (0%)
  Display Network	27	0 (0%)

• Keywords: Broad keywords like ‘Loans’ suck (my earnings per visitor is $0.32), the lead quality is junk so the leads are usually rejected or paid only $1.50. This is likely because the lead has applied with lots of companies already. Keywords containing ‘Payday Loans’ are pretty good (my earnings per visitor is $2.20), these people are better leads. Obscure phrases like ‘Emergency Loans’ and ‘Check Advance’ convert really well with $5.00+ earnings per visitor. I guess they have not searched for payday loans before, so they are good quality leads.
• Weekends: Weekend visitors get rejected far more often, I guess the quality is worse since their psychology is different. They are in a different mindset than people in the week.
• Upselling: Any leads that get rejected should be monetized. By default that traffic disappears into thin air, but if you put in some effort you could monetize those rejected leads with a credit reporting offer or something (Convert2Media or W4 could provide those offers).

• Local search has brought 188 leads
• 45% of visitors converted into leads
• We estimate that the leads convert between 50% and 90%.
• Additional revenue of $20,000-$30,000

Demographic – Age

Demographic – Gender

Demographic – Education

Thanks

• You should understand these three definitions before reading the rest of the presentation.

• This is the rough structure of the case study website. It will be kept private since it’s a profitable topic.
• In summary, it compares three products, like a product review.

• This is a useful chart, the break even chart.
• Assuming a static revenue per sale and static ad CPC the break even point is dependent on conversion rate.
• You can project your ROI for various conversion rate targets.

• This is the data used to create the break even chart. You can now create one yourself.
• e.g. 1000 visitors at $1 CPC costs $1000. 1% conversion rate of 1000 visitors is 10 sales, at $40 per sale that is $400 revenue and $600 loss.

• In my case I did 2 months of Multivariate Testing with 500 uniques per day. It led to 48.3% more click throughs to the product, leading to a similar amount more revenue.
• It took only about 10 hours of work over 2 months to achieve 48.3% more revenue per visitor.
• The extra revenue per visitor allowed me to scale up the advertising profitably to increase profit by $600 per day.

• Headings have a great effect on your visitor. Visitors decide whether to stay or leave based on the heading.

• Trust also plays a big part in conversion rate. So use testimonials, warranties, badges etc.
• Pick a good product photo, maybe of somebody using the product.

• Test these other things too, maybe one will increase your revenue by 10-20%…it’s worth the effort.

• Google Website Optimizer is a really good tool and it’s free. It does both AB tests and Multivariate tests, so go and bookmark it.

• Here is a checklist of things to test. If you test them all you could easily increase revenue by 50%.

• A 50% increase in revenue is very achievable. Once you reach 50%, go for 100%, test some more.
• Optimizing your ad campaign can increase your revenue by a further 100%, but that is another topic.

• One last thing. If you don’t know what to test, ask your visitors what they want.

1. A Goals List

2. A Rewards List

3. Day Planner

4. Good Motivation

5. Self Discipline Pin Board

6. Book: Self Discipline in 10 Days