How We Doubled a Client’s Google TrafficWithout Spending a Single Penny on Ads(Exact Step-by-Step Process)
“Thanks to your work, we just had our first record month in years!"Glass.net
Partner Agency Case Study
This case study is from Zoogly Media partner agency Arryzen.com.
"Here at Zoogly we regularly join forces with the best in the business, we do this so our clients only have experts working on their marketing in all fields.
Be that world class web design, PPC wizards and Facebook ad machines.
Damien Rourke (Arryzen) is one of the most effective conversion-rate, copywriting and Facebook Ads specialists on the planet, with clients including Neil Patel, Compassion UK, Game of Thrones Direwolves, Grooming Lounge and others. His marketing campaigns shatters sales-records for 75% of his clients.”
The new owners of a national auto glass quote comparison site, Glass.Net, came to us for help.
They had purchased the failing company over a year previously and their overall traffic was down by half. This drop in traffic meant they were bleeding money left and right with no return on their investment.
Along with Google’s numerous algorithm updates constantly messing with their traffic flow, well-known competitors with deep pockets out-marketing them, very low engagement and interaction on their social media pages, and an overall shift in what people were looking for on the web...
Glass.net was struggling to reach the level of success and income its new owners were hoping for when they bought the struggling company.
Two Marketing Agencies = Two Nightmares
Growing desperate, Glass.net had hired an SEO company for 5 figures a month to help them navigate the treacherous waters of Google, only to find out 6 months later that practically nothing had been done. Reports had been sent but since the owners really didn’t know what they were looking at, it took us explaining to them that what they were looking at were five months of ZERO being done.
On top of that, they had a separate team in charge of their Pay-Per-Click advertising and retargeting that didn’t track their work very efficiently. Somehow 6 months went by without anyone noticing they were spending at least $2000 MORE per month on their PPC ads than they were actually making back.
So after spending a ton of money and not getting even a fraction of it back in profits, they reached out to Arryzen for help through a referral the owner knew.
Initially their request was to increase their traffic, but when we took a look at the overall business of Glass.net, we noticed several troubling hotspots that needed to be addressed before the subject of traffic could be tackled.
Wasting Money on Traffic Without Considering Conversion Optimisation
The most pressing challenge was that our client had been spending thousands and thousands on advertising, and yet nothing seemed to be making enough money to justify the hassle.
When clients come to us with a similar problem, we often have to tell them that if other businesses are advertising in this industry and are still in business, then advertising is probably working… it’s just not working for you.
When that’s the case, it’s not an advertising problem – it’s a conversion problem.
For example: if your site or landing page is converting at only 1% and you’re barely breaking even...the first thing most people assume is that you need to spend more on advertising in order to make more money.
This is almost always a terrible idea.
Instead, what if by testing various conversion rate factors you were able to convert at 2.5% without spending a single penny more?
You’d be singing every day on your way to work (and to the bank!).
The solution to almost every advertising problem is not spending more on ads, but instead testing and then optimizing what you already have.
If you have an optimised website, ad campaign, sales funnel, or response mechanism and you pay to send traffic to those assets, you’re basically flushing your money down the toilet.
If even only one part of your system is broken, the whole system eventually breaks down.
>> NOTE: Let me give you an example of what we mean by optimisation. When you run a Facebook ad...how many versions of the ad do you test? 1,2,3...maybe 12? When we write Facebook ads, we try to test at least 70-100 versions of the ad before we settle on a winner. <<
What happened with Glass.net is what happens to most businesses: their site was built in 2006 and had not been updated in ANY WAY, since.
No tests. No conversion optimisation, nothing.
So many businesses do this exact same thing. They just set their site or ads up once and leave them as is.
Maybe they’ll update 3-5 years later; which usually just amounts to a new template and not an actual conversion-driven upgrade.
Identifying Real Marketing Challenges Side-Stepping Limitations
The first challenge our client faced was that there are only so many people per month looking to replace their windshields. And while the search volume fluctuates based on the season and the weather, there’s generally not much change to it compared to other types of searches in other industries. (Although, the owner of Glass.net does a wiggly jig dance when it hails...cracked windshields mean big money for him!)
So how could we get our client more traffic and people requesting quotes within that monthly group of searches, without spending additional money to advertise?
Conversion Test Step 1: Hypothesis - See if we can increase the amount of people clicking from the Google search result page - to - our client's site. If we can get more people to click, then more people come into their funnel. Since these are organic listings (not ppc) any boost in traffic is essentially free.
Conversion Test Step 2: Action Step - We rewrote their organic listing descriptions using proven conversion-rate optimization strategies. These organic listings are the titles and descriptions of your website and individual pages that naturally show up in Google for search results.
Another problem with automating your listings, is if your site title and description are boring or not converting properly, your listing in Google will get fewer clicks than all the other listings on that page. This is BAD because Google is constantly rotating listings and testing to see which one(s) get the most clicks. The more clicks you get, the higher up Google will move you.
So if the #2 spot only has a 5% Click-through-rate (CTR), and your site is ranking at #5, but you get your CTR up to 10-12% by writing an enticing description and title, you could very easily bump up in ranking. Google will see that your content is more relevant than others because of the number of clicks your listing is getting and reward you for it!
So instead of leaving your title and description up to chance, we suggest going in and manually creating a very powerful, benefit-driven site description. One that will excite searchers, is up-to-date, and offers a clear and compelling reason for your audience to click.
Here’s the conversion-driven enhancements to Glass.net’s homepage Title/Description:
Windshield Replacement & Auto Glass Quotes in 10 Seconds Glass.net
Get 3 local online windshield replacement & auto glass repair quotes instantly.
Glass.net offers free mobile service from windshield professionals
Local Windshield Replacement Quotes: Best Prices 2017
Instantly compare local windshield replacement & auto glass repair quotes on-
line. Save time, money and enjoy free on-site service from local professionals.
200% increase in click-throughs (meaning they doubled the number of people who clicked on their Google organic listing; without spending a SINGLE CENT MORE.)
But this is the worst thing you could do, since you don’t know what is being displayed, where it will pull the information from, or if it’s even relevant and compelling.
Conversion Minded: Optimising for Relevance in a Distracted Society
“We just had our first record month in years!” Glass.net Owner
Within 30 days of implementing our test hypothesis, the owner of Glass.net sent us a very excited email saying: “We just had our first record month in years!"
We were all very excited for the Glass.net team 🙂
I wanted to share some personal thoughts as to the conversion philosophy behind why the changes we made, worked so well.
Conversion Optimisation Principle: Our own research, as well as independent studies have shown that by adding the word “local”, you can often increase conversions by as much as 20%. If possible, find a way to make your listing copy as relevant and personal as possible.
Conversion Optimisation Principle: We added “2017” to the title because there are now millions of outdated pages and sites online. Times change so fast that searchers and customers are always looking for the most relevant, up-to-date and even cutting edge results to satisfy their queries. By adding the current year, we are able to draw their attention away from other listings because we appear to be the most customized and current option right from the start.
Conversion Optimisation Principle: We moved “Instantly” to the beginning of the description so that customers knew right away they would get instant gratification with Glass.net’s quote comparison tool. People want fast answers and quick solutions to their problems. If you can guarantee a time-frame to a certain result, try leading with that.
Conversion Optimisation Principle: “Free mobile service” can easily be misunderstood as a cellular service rather than a service where your local glass installer will come to your home/office to replace your windshield. We needed to make this more clear, so we stated it as “enjoy free on-site service from local professionals” so that there would be no misunderstandings by either their customers or Google itself. People today don’t spend a lot of time thinking things through. They make snap judgements and fast assumptions. Spend a lot of time making sure you think through all the various ways someone might misunderstand your copy because chances are...if it can be misunderstood, people will find a way to do so.
By using these principles above, we were able to double the amount of people that clicked on our client’s listing – without them having to spend a single extra penny on advertising!
What does this mean in real terms?
Think of it like this…
What if you were able to get 50% or even up to 200% more people to come to your website by doing nothing more than just adjusting your copy?
That is the power of precise, benefit-centered copy when combined with real-world conversion optimisation principles.