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					                           CPALEAD FORMULA
                                  CPALEADFORMULA.COM




        HOW TO OPTIMIZE YOUR GATEWAY

                            FOR HUGE PROFITS




CPALead.com Optimization Report                        P a g e |1
Matthew Woodward
CPALeadFormula.com
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CPALead.com Optimization Report                                                           P a g e |2
Matthew Woodward
CPALeadFormula.com
INTRODUCTION

Let me introduce myself, my name is Matthew Woodward and I have been involved in online marketing for a
number of years. I was formally head of online marketing for one of Europe’s biggest electronics distributors
working with major international brands to leverage their online performance with great success.

The goal of this eBook is to increase your profits without bringing additional traffic to your website. If you
implement the methods below, you will generate higher earnings per click for every single visitor and any future
traffic you receive.

Do not just read this eBook, take ACTION! If you do not take action now you are losing money EVERY single day

CONVERSION RATE EXPLAINED

The conversion rate is usually given as a percentage and refers to the amount of people that have completed a
specific goal in comparison to the number of visitors arriving on the site.




Typical goals include product purchases, submitting forms, signing up for newsletter or in our case completing
CPALead surveys.

For example if 100 users visit our website, and 5 people proceed to complete a survey we would have a 5%
conversion rate.

WHY YOU NEED TO INCREASE YOUR CONVERSION RATE

Increasing your conversion rate is critical and is often overlooked by many online marketers. If only 5% of your
visitors are completing a survey and earning you $20 a day, what about the other 95% of your traffic?




CPALead.com Optimization Report                                                                          P a g e |3
Matthew Woodward
CPALeadFormula.com
If you could increase the conversion rate to just 10%, you would instantly double your earnings from your
EXISITING traffic. It is not unrealistic to expect conversion rates of 50% depending on your niche and quality of
traffic.




WHAT IS CONVERSION RATE OPTIMIZATION (CRO)

Conversion rate optimization is the practice of setting up tests to collect data and then make informed changes to
your website/gateway to increase your base conversion rate metric.

It sounds complicated, but it really isn’t. Here is the basics of how it works-

    1.   We have 1000 visitors a day and 2 CPALead gateway skins
    2.   We show 500 visitors one skin design, and 500 visitors the other skin everyday for a week
    3.   At the end of the week we analyze which skin brought the highest earnings
    4.   We take the winning skin, and setup another test.



A REAL EXAMPLE OF CONVERSION RATE OPTIMIZATION

As an experienced online marketer I have felt the true power of CRO and I setup multiple CRO test across all of my
websites before they even receive a single visitor. This means from day 1 I’m continuously testing, design, layout,
copy, buttons etc to get the most out of every last visitor.

I run a freebie website in which the goal is to get users to click on a banner to get to the advertiser’s page. The
original banner converted at 41.5% and looked like this-




                                                      Original Banner

I then created 4 alternative banner designs that I could rotate evenly between visitors




                                                   Combination 1 - Blue




                                                   Combination 2 - Red




CPALead.com Optimization Report                                                                            P a g e |4
Matthew Woodward
CPALeadFormula.com
                                                   Combination 3 - Purple




                                                  Combination 4 - Orange

I setup a CRO experiment with the goal of increasing my click through rate. I rotated each of the 5 banners above
evenly between my visitors. 20% saw the original, 20% saw combination 1, 20% saw combination 2 and so on.

After running the experiment for a week the results were very interesting-


                                                                               Conversion
                            Banner                Impressions      Clicks         Rate

                            Original                      1640          680           41.46%

                            Combination 1                 1490          710           47.65%

                            Combination 2                 1550          810           52.25%

                            Combination 3                 1640          740           45.12%

                            Combination 4                 1560          660           42.30%



                            Totals                        7880         3600           45.68%



Combination 2 is by far the best performing banner and converted at 52% in comparison to the original banner
that only converted at 41%. That is a huge improvement with an extra 25% of people clicking through to the
advertisers landing page or an extra 25% profit from the same levels of traffic.

To put this in perspective if I had run all 7880 visitors through the original I would have received 3,267 clicks. If I
had run them all through combination 2 I would have received 4,117 clicks.

                        THAT IS AN EXTRA 850 CLICKS FROM THE SAME TRAFFIC!




CPALead.com Optimization Report                                                                               P a g e |5
Matthew Woodward
CPALeadFormula.com
GETTING STARTED WITH CONVERSION RATE OPTIMIZATION

To start any CRO test, we must first find out how our current gateway is performing. To do this we need the
following information from last month’s statistics-

    •     Visitors – The total amount of unique visitors to your site taken from Google Analytics or your chosen
          stats package

    •     Clicks – The number of clicks your gateway received - taken from CPALead statistics tab

    •     Leads – The number of leads your gateway generated – taken from CPALead statistics tab

    •     EPC - The earnings per click your gateway generated – taken from CPALead statistics tab

    •     Visitor > Click Conversion Rate – Ratio of unique visitors that clicked a survey, this is calculated as
          clicks/visitors * 100

    •     Click > Lead Conversion Rate – Ratio of people that clicked a survey and completed it. This is calculated
          as leads/clicks * 100

    •     Payout – Taken from CPALead statistics tab

You may use this tool to help you calculate percentages if you struggle.

After doing this, I have the following statistics for the month of December-


     Visitors           Clicks     Leads     EPC      Visitor > Click Conversion      Click > Lead Conversion       Payout

        42914          11292        1157    $0.07               26.30%                         10.20%               $808.21

The 2 statistics we want to make improvements to are firstly the Visitor > Click conversion and then the Click >
lead conversion. It is important to focus on the visitor > click conversion rate first.

GOOGLE WEBSITE OPTIMIZER

Google website optimizer is our secret sauce. This is what we will use to control the rotation of our designs.

Register for Google Website Optimizer NOW




SETTING UP OUR FIRST TEST

The first metric we are going to optimize is our Visitor > Click conversion. This is purely the number of people that
click on a survey when the widget is displayed to them. To do this we are going to rotate between a few different
gateway skins.




CPALead.com Optimization Report                                                                               P a g e |6
Matthew Woodward
CPALeadFormula.com
STEP 1 – CREATING THE GATEWAYS

    1.   Login to CPALead and click on the widgets tab

    2.   Select your existing widget (gateway 1 for this example) in the left side bar

    3.   Click on clone widget and name it accordingly (gateway 2 for this example)

    4.   You will now have 2 widgets available to you on the widgets menu

    5.   Click on the widget gateway 2 you created in step 3 and then go to ‘edit widget’

    6.   Scroll down to the widget skin, and select a different skin. You can either use one of the provided
         templates or your own design. I would recommend using your own design.

    7.   Click on save changes

    8.   Now click on ‘get widget code’ for gateway 2 and save this somewhere temporarily. We will need this
         code shortly.

At this point you will now have 2 gateways with identical settings in your CPALead account. The only difference
between the 2 widgets is the skin design, all other settings are identical.

I would recommend repeating this process so you have 4 different gateways each setup with a different skin. This
is entirely up to you; you can test 2 designs or 10 designs! Please bear in mind each design needs a minimum of
1,000 impressions to be fully tested.

If you want to purchase pre-made skins I would suggest looking at www.cpaleadskins.com

STEP 2 – SETTING UP GOOGLE WEBSITE OPTIMIZER

    1.   Login to Google website optimizer and click on ‘create new experiment’

    2.   Select Multivariate Experiment on the next page

    3.   Tick the box that reads I've completed the steps above and I'm ready to start setting up my experiment.
         And then click ‘Create’

    4.   Set the experiment up with the following settings-

             a.   Name Your Experiment – enter whatever you like here, this is for your reference only

             b.   Identify Your Test Page - Set this to ANY page on your website that you currently show the
                  CPALead widget on. This is usually the page where visitors can watch a movie or TV episode.

             c.   Identify Your Conversion Page – Set this to yourdomain.com/convert.html although it will not be
                  used as we will use CPALead statistics to track conversions and not Google website optimizer.
                  However we must setup this page for Google Website Optimizer to run properly.

             d.   You will get a page not found error for your conversion page, ignore this.
CPALead.com Optimization Report                                                                          P a g e |7
Matthew Woodward
CPALeadFormula.com
    5.   Click on ‘Continue’

    6.   Select ‘You will install and validate the JavaScript tags’ and click on ‘Continue’

    7.   You will then need to add some code to your website for the rotation to work properly. If you are using
         Wordpress, login to your admin dashboard, click appearance, and then editor. Otherwise please consult
         your platforms documentation and follow the instructions provided by Google Website Optimizer.

              a.   Copy and paste the Control Script into the top of header.php

              b.   Copy and paste the Tracking Script into the end of footer.php

    8.   You then need to mark the sections of code you wish to test/rotate evenly between your visitors. In our
         case this code is the CPALead gateway code. Find your CPALead gateway code which looks like this-

<script type="text/javascript" src="http://www.cpalead.com/mygateway.php?pub=xxxx&amp;gateid=xxxxxx"></script>

    9.   And change it to include the bolded items below

<script>utmx_section("Gateway")</script>

<script type="text/javascript" src="http://www.cpalead.com/mygateway.php?pub=xxxx&amp;gateid=xxxxxx"></script>

</noscript>

    10. In step 4c we had to register a dummy conversion page, create convert.html and copy the Conversion
        Script code into it, save it and upload it to your server so it becomes the url you setup in step 4c

    11. Click on validate pages and then continue, if you have any errors this means Google Website Optimizer
        cannot find the code on the pages you specified in step 4b/c.

    12. Click on ‘add new variation’ on the left and name it for your reference. Copy and paste the gateway code
        you saved earlier (in step 1.8) on when you created the alternative gateway(s). Then click ‘save’ on the
        right handside.

    13. If you created more than 1 gateway earlier, you will need to add each of them as a new variation.

    14. When all of this is done, click ‘save and continue’

    15. Click on ‘preview’ and use the drop downs to view each gateway and make sure everything looks ok.

    16. Finally click ‘launch now’

Google Website Optimizer will now evenly rotate all of your alternate gateways to your visitors.




STEP 3 – ANALYSING RESULTS

Periodically login to Google Website Optimizer and view the report of your CRO experiment. Once each gateway
design has recieved at least 1,000 visitors (last column of the report) you will then be in a position to optimize.

CPALead.com Optimization Report                                                                           P a g e |8
Matthew Woodward
CPALeadFormula.com
To decide which is the best performing gateway design you will need the following data-

    •    Gateway name – The name of each gateway design you have tested

    •    Impressions – The number of impressions each gateway has recieved (taken from Google Website
         Optimizer)

    •    Clicks – The number of clicks your gateway received taken from CPALead statistics tab

    •    Visitor > Click Conversion Rate – Ratio of unique visitors that clicked a survey, this is calculated as
         clicks/visitors * 100

Remember, the goal of this test was to increase the number of survey clicks our gateway receives and NOT the
amount of leads (we will do a separate test for this later on)

Create a spreadsheet similar to this-


                       Gateway      Impressions     Clicks         Visitor > Click conversion

                       Original             1500             301                            20%

                       Design 1             1500             406                            27%

                       Design 2             1500             356                         23.70%

As you can see from my table of results, design 1 received an extra 105 clicks over the original which is a huge
improvement! At this stage I would end the experiment in Google Website Optimizer and setup your website to
only display Design 1 to your visitors.




FINE TUNING THE GATEWAY DESIGN

This is where we get into the real nitty gritty of CRO. Some of these changes may seem small and insignificant to
the inexperienced CRO but I assure you it’s the small changes that have the biggest impact.

An example of this is when I tested 2 headlines on a page, one read ‘Get A Free iPod’ the other read ‘Claim A Free
iPod’. The only difference between the 2 headlines was the word Get & Claim. However ‘Claim A Free iPod’
converted an extra 32% of visitors! Just by changing ONE WORD.

We now have a gateway skin that we know performs well for a fact, but the testing does not end there! We have
only just begun! There are still a lot of settings and variables we have control over and as such we are going to test
them to the death!

We need to test each individual element of the gateway one at a time to squeeze every last conversion we can out
of the design. You will be amazed at the impact this can have.

Following the same process we used to test for the best performing gateway skin you should also test the
following elements one at a time-

CPALead.com Optimization Report                                                                              P a g e |9
Matthew Woodward
CPALeadFormula.com
    •    Opacity – Setup a test at 25%, 50% and 75% opacity

    •    Instruction Text – Test 5 different instructions text lines

    •    Instruction Text Colors – Once you have winning instruction text, test the instruction text in 5 different
         colours

    •    Tease time – Setup a test at 0, 2, 4, 6 and 8 seconds

    •    Video Actors – Test with each of the 4 actors, and also without any

Please make sure you are only running one test for each setting at a time. At the end of every test create a results
table and pick out the best performing setting and then move onto the next setting.

I would recommend you conduct the tests in this order-

    1.   Tease Time

    2.   Opacity

    3.   Instruction Text

    4.   Instruction Color

    5.   Video Actors

At the end of your testing you will have an ultra slick design, with an incredible Visitor > Click conversion rate. At
the end of all these tests you’re Visitor > Click conversion rate should have at least doubled if not tripled.




OPTIMIZING THE CLICK > LEAD CONVERSION RATE

So now you have a high amount of clicks coming into your gateway, we need to convert them into leads and
money! You should have already seen an increase in earnings by increasing your Visitor > Click conversion rate
now we are going to optimize and test the surveys we display to our visitors.

As we did with the gateway skin test, make 4 copys of your optimized gateway design and change the formula
setting of each. There are 5 to choose from-

    •    Automatic

    •    Easy-Lead

    •    Advanced

    •    Strictly Conversions

    •    Strictly EPC


CPALead.com Optimization Report                                                                            P a g e | 10
Matthew Woodward
CPALeadFormula.com
You should now have 5 gateways to rotate between, all of the exact same skin/design/settings with the only
difference been the formula setting.

ANALYZING THE CLICK > LEAD CONVERSION RATE TEST RESULTS

The Click > Lead conversion rate test takes a little longer to run, I would recommend leaving it until you have
received at least 2,500 clicks on each gateway. Once you have done this you will need the following information to
create a report-

    •    Gateway Name – The name of each gateway design you have tested

    •    Impressions – The number of impressions each gateway has had (taken from Google Website Optimizer)

    •    Clicks – The number of clicks each gateway received taken from CPALead statistics tab

    •    Leads – The number of leads each gateway generated – taken from CPALead statistics tab

    •    EPC - The earnings per click each gateway generated – taken from CPALead statistics tab

    •    Click > Lead Conversion Rate – Ratio of people that clicked a survey and completed it. This is calculated
         as leads/clicks * 100

    •    Payout – Taken from CPALead statistics tab

Remember, although the primary goal of this test is to increase the Click > Lead conversion rate. It is possible for a
gateway to have a lower click > lead conversion rate but a higher EPC and payout due to the variance in surveys.

Create a spreadsheet like this-


                                                                                   Click >Lead
          Gateway                 Impressions   Clicks     Leads      EPC        Conversion Rate          Payout

   Automatic                             2500     1014        442      0.10                   43.59%      $101.40

   Easy-Lead                             2500     1029        542      0.12                   52.67%      $123.48

   Advanced                              2500     1036        489      0.14                   47.20%      $145.04

   Strictly Conversions                  2500     1009        572      0.09                   56.69%        $90.81

   Strictly EPC                          2500     1019        389      0.21                   38.17%      $213.99

Please bear in mind the results can vary massively depending on your niche, quality/source of traffic and a number
of other factors. What works for me, might not necessarily work for you!

Looking at the results above, you can clearly see that the ‘Strictly Conversions’ formula above has produced the
best Click > Lead conversion rate, however it also produced the lowest payout!

The strictly EPC formula however, has the lowest conversion rate, but the highest EPC & payout!

Based on those results, I would end the test and disable every gateway except the strictly EPC formula gateway.
CPALead.com Optimization Report                                                                        P a g e | 11
Matthew Woodward
CPALeadFormula.com
ADVANCED MANUAL FORMULA TESTING

You now have a gateway design that converts visitors into clicks, and have decided on which formula brings you
the most revenue. But there is more we can test!

This is an advanced test and is not always necessary but if you are a stats junky like myself and like to squeeze
every last $0.01 out of every visitor then you should definitely setup some of your own manual formulas and test
them.

The hardest part for this is creating your own formula, but don’t worry I’m going to give you a few of my personal
formulas to get you started!

As before, clone your high performing gateway and setup a test, you should have 5 gateways in total

    •   Original – Using the optimized skin/design and in my case the strictly EPC formula provided by CPA lead

    •   Gateway 2 - Enable the 3 highest EPC surveys for each country – disable ALL others

    •   Gateway 3- Enable the 3 highest EPC mobile offers for each country – disable ALL others

    •   Gateway 4 - Enable the 2 highest EPC surveys and the highest EPC mobile offer for each country – disable
        ALL others

    •   Gateway 5 - Enabled the 2 highest EPC mobile offers and highest EPC survey for each country – disable
        ALL others

Again let this run until you have had 2,500 clicks for each gateway and analyze your results. Then fine tune your
formula and keep testing until you are happy!




SUMMARY

You will now have one of the best performing gateways on the CPALead network full stop. I do not know of any
other CPALead publishers that follow this optimization process.

You can now sit back in comfort knowing you are getting the most out of every single visitor that comes to your
site.

You should now focus on getting as much traffic to your super mega wow wow converting website as you can!


  Do not just read this eBook, take ACTION! If you do not take
      action now you are losing money EVERY single day



CPALead.com Optimization Report                                                                        P a g e | 12
Matthew Woodward
CPALeadFormula.com

				
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