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This week’s interview features Jeff Quipp, the founder and CEO of Search Engine People Inc (SEP), one of Canada’s largest search marketing firms. Jeff is an online marketing strategist, and has over eight years of search engine marketing experience.He is a frequent speaker at internet marketing panels and conferences worldwide and is recognized as one of the pre-eminent authorities on search and social media marketing. As you may know, this month’s Vertical Measures Webinar is centered around Analytics and Conversions and I thought it perfectly fitting that I speak with an expert such as Jeff, to get some straight answers on the subject.
Elise Redlin-Cook: Hi Jeff! As you can tell, I’m really anxious to get to the bottom of this. So, What is the most common mistake you see on landing pages?
Elise: Have you found more success doing a/b testing or multi variant testing?
Jeff: We’ve had a lot of success with both A/B and multivariate testing. For some clients, we’ve seen conversion rates more than double in some cases. For us though, the approach we use has a lot to do with the amount of traffic that the client site receives. If the client site gets a lot of traffic and conversions, then multivariate testing is more feasible (typically multivariate testing requires 100-250 conversions per page variation). This means that in order to extract meaningful learnings quickly, client sites with relatively infrequent conversions are best served by A/B testing.
Elise: Searcher intent is a critical component of choosing keywords. Do you have any tips to help facilitate finding the highest converting keywords based on the searcher’s intent alone?
Jeff: Absolutely! The highest converting keywords are those nearer the end of the buying cycle, meaning more specific terms. Someone searching for “cars” as an example, is very early in the buying cycle, if at all. They haven’t yet decided on a make or model, and in fact may not even be looking to purchase at all, so we’re not sure of their intent. On the other hand, someone looking for 2010 Nissan X-Terra Dallas is much more likely to be looking to buy. If they take it one step further and query “purchase 2010 Nissan X-Terra Dallas”, then we’re very sure their intent is to purchase a Nissan X-Terra. So typically it can be said that the more specific the search query, the further along in the buying cycle the searcher is. In addition, words like ‘purchase‘ or ‘buy’ are buying signals, and generally mean that the searcher is at the all important ‘take action’ phase.
Elise: So, Jeff do tell us what inspired you to start Search Engine People?
Jeff: I started Search Engine People because in my previous company, we had tried to hire a couple Search Marketing companies (back in the late 90s) to SEO our sites. Both were questionable (at best) and produced no tangible results, which led me to believe; if there weren’t any reputable SEO companies in Canada, perhaps I could start one that focused on generating real results!
Elise: Search Engine People always seems to be working on something new and exciting so I absolutely must ask…do you have any exciting projects that your involved in right now that you’d like to discuss?
Jeff: I do. We’ve developed (and continue to build out) our own proprietary solution (which we call AdTracks) that permits us to track the effectiveness of all client media spends (online or offline), and compare them against one another. Clients can make it as generic or as granular as they wish. They can track individual Yellow Pages ads, newspaper ads, and even Google keywords and the like if they wish, or campaign level performance such as newspaper in general, radio in general, television in general. AdTracks tracks phone calls, form submissions, emails, and more, all in one convenient interface. AdTracks even gives credit to those media that assist with a sale (eg. a television ad that drives people to search for it via Google).
All in all, it’s exclusive to our clients only, and enables clients to make better decisions about their advertising dollars. It’s being very well received, but we continue to build out much more functionality with it.
I’d like to thank Jeff for his great input and the answer to some of my burning Analytics and Conversion questions! Since I have two more related interviews and my coworkers Chris Von Neida & James Constable are putting together a Vertical Measures webinar on May thirteenth…
What are some of the questions that you’d like answered on the topic? Is there anything that Jeff said that you don’t agree with? Comment below and let us know!