Revealed at last - the conversion optimization secrets and strategies that allow CPA super-affiliates to make money

in
virtually any economic conditions!

How You Can Profit By Applying
Multi-Level Conversion Optimization
Secrets


Super Affiliates Are Not 50 Times Smarter Than You, They Just
Know And Use The Optimization Formula!

























Copyright (c) 2011 max@kvakzzz.com



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Table of contents
Introduction ................................................................................................................................................................. 4
Traffic Sources' Optimization ........................................................................................................................................ 5
Introduction .................................................................................................................Error! Bookmark not defined.
Collecting and Analyzing Data ................................................................................................................................... 6
Section A - Clicks and Impressions......................................................................................................................... 6
Section B - Clicks and CTR ..................................................................................................................................... 7
Section C - eCPA, Spend and Revenue: .................................................................................................................. 8
Cutting off the fat ..................................................................................................................................................... 8
Conclusions ............................................................................................................................................................ 10
Creative Optimization................................................................................................................................................. 10
Section A - Clicks ................................................................................................................................................. 12
Section B - What gets conversions?..................................................................................................................... 12
Cutting off the fat ................................................................................................................................................... 13
Weight Loss - Creative Examples............................................................................................................................. 14
Work From Home - Creative Examples.................................................................................................................... 14
IQ Quizzes - Creative Examples ............................................................................................................................... 15
Car Insurance - Creative Examples .......................................................................................................................... 15
E-Mail/Zip/PIN Submits - Creative Examples ........................................................................................................... 16
Downloads/Toolbars - Creative Examples ............................................................................................................... 17
Conclusions ............................................................................................................................................................ 18
Landing Page Conversion Optimization ....................................................................................................................... 19
Multivariate Testing ............................................................................................................................................... 19
3x4 Matrix .............................................................................................................................................................. 19
Three examples out of 9 combinations: .............................................................................................................. 20
6333333 Matrix ...................................................................................................................................................... 21
Four examples out of 18 combinations: .............................................................................................................. 23
Conclusions ................................................................................................................................................................ 27



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Introduction

Dear Reader,

If you are in the affiliate marketing industry chances are -- you've probably spit-tested your landing pages to
find a better converting one. You could have rotated various banners or ad copies to find out what works.
And, you might have check out a few traffic sources to see how well that source converts.
Let's connect everything you already know, mention things you might have forgotten about and, hopefully,
show you something new or at least interesting.
This report will walk you through the process of a CPA offer conversion optimization. Conversion
optimization is the process of making it easier for the visitors to complete the goal of buying a product or
filling out the form. It will show you three components of the conversion optimization process -- traffic,
creative, landing page -- that need optimizer's attention.
This example will use a Demand-Side-Platform (DSP) SiteScout real time bidding (RTB) system which is
used to buy media on the CPM basis.
Demand-side platform is a system that connects multiple media sources and ad exchanges, accessed by a
single easy to use user interface. It allows automated media buying across multiple traffic sources using
unified targeting, data, optimization and reporting. In other words -- you will be buying media where ad
networks buy it. It allows a lot more benefits which we will leave out for now.
Real Time Bidding is auction-based media buying. The beauty of RTB is that you adjust your bids in real-
time. You control the floodgates of traffic and the budget.
The example will also use SiteScout AdServer. Adserver is used to serve your banners fast to the sites you
are buying media at. It also allows you to manage creative, it tracks data and reports it to you.
You will see how different creative performs. And, how important it is to have several variations of creative in
rotation.
Finally, you will see how multivariate testing could improve conversions of your landing page. Landing page
can too be optimized. And, you will see one of the ways to improve your landers.

Note: I'm trying to walk a fine line -- show you as much as I can and maintain clients' privacies. The sensitive
data was deleted from the screenshots.

Turn the page over, to continue reading...




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Traffic Sources' Optimization

This section will show you one of the ways to optimize traffic sources for CPM-based media buys with buying
from SiteScout RTB platform.
The goal is to find as many sites as possible where offers convert and eliminate duds where offer doesn't
convert.

The Interface

The SiteScout's RTB interface looks quite simple, easy to use and understand. We are not going to be
creating campaigns or changing any settings. Take a look at the screenshot of an existing campaign:



The screen is divided into two parts. The top one A - shows you Campaign names. The lower part B - shows
individual sites inside the selected campaign ("Campaign X") where creative will be displayed.



Turn the page over, to continue reading...



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Collecting and Analyzing Data

The only way to make an intelligent decision about optimization is to launch the campaign and collect data.
Let's get the clicks flow to landing pages...

Three sections A, B and C will provide an abundance of valuable data.

Section A - Clicks and Impressions:

Quickly tells you:

a) How many impressions you bid on at the price
specified in the "Default CPM" column ;

b) How many impressions your banner won at the
price from the "Default CPM" column;

c) How many clicks you have received.

Optimizer's mindset:

- While testing don't spend all of your budget by
trying to overbid everyone else. Instead, get a few
tens of thousands of impressions, get a few hundred
clicks to learn traffic's reaction and interest in the
product you are marketing.



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- The CTR will show you how interested audience is in your offer. If it's low even after testing various
creative - pause the traffic source.
- If you win less than 15% of impressions on a certain site -- either increase bids to get more impressions
and more clicks flow faster or, cut the campaign off if it failed to generate the desired number of conversions.
Section B - Clicks and CTR


Quickly tells you:

a) How many people clicked your banner and
landed on your landing (sales/bridge/squeeze)
page;

b) How many people clicked from your landing
(sales/bridge/squeeze) page to the offer (order)
page ;

c) How many clicks to the order page converted into
paid customers;

Optimizer's mindset:

- Have you got enough clicks to your landing page?
How many clicks do you need to see?

Media buying platform used at this example can put your banner to a specific site but it will not let you target
potential buyers on a keyword level. Having said that -- you need more clicks to your landers while doing
CPM media buys than you'd need when buying from PPC sources. But, with media buying you could get a
better deal on clicks :)



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Section C - eCPA, Spend and Revenue:

Quickly tells you:

a) How much money you have spent;

b) How much money you have made ;

c) The effective CPA (eCPA);

d) Number of sites you are buying inventory on (63);

Optimizer's mindset:

- When to cut a traffic source? I'd cut the traffic source after it
sends 400-600 clicks to the lander and generates zero
conversions.
Think about it -- if you are buying from 63 web sites would you rather focus on buying all media you can buy
on sites where offers converts well even it is only a couple sites. Or, would you keep showing your ads to
people who are not interested in buying the product you are marketing?
- Sort by number of impressions to see if you could cut off low traffic quality sites (free file sharing sites,
image hosting - to name a few) where audience historically is not excited about buying.
- Sport by the amount spent - cut off sites that spent your CPA goal three-times.
- Sort by conversion - see if the number of impressions can be increased

Cutting off the fat

After allowing your media buying campaign run for some time and constantly analyzing data you'd be able to
find clear winners and cut off traffic that doesn't convert.



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Two domains from the example above will be transferred to a separate campaign and will be sent all
available traffic to.
Another test for "Campaign X" found not two but eight potential winners:

They too are transferred to a separate campaign and have optimizer's full attention.


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Conclusions

Media buying is a land of many golden opportunities. Yes - it works. Yes - it requires work... In order to
achieve success the optimizer must monitor stats, adjust bids, watch conversions, CTR, eCPA, eCPM,
eCPC and more...
Each domain where offers convert could be, to a some degree, a money-printing machine. It is up to
optimizers to find as many converting sites as possible.
Let the numbers tell you what works and what doesn't.







Creative Optimization

AdServer is a software application that delivers ads to the requesting web pages. It is independent of the
website on which the ad is displayed. Adserver is used for displaying and tracking impressions of your
banners.
In the example below we have adgroups and creative associated with groups inside a campaign


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Individual banners are placed into ad groups. Ad groups are inside a campaign.
The AdServer will generate what's called the "Ad Server Tag". The "Ad Server Tag" is a code you place with
a media buying platform instead of uploading creative. Whenever your Ad Server Tag is invoked by an
independent web site - the creative you have assigned to a campaign will be displayed. Ad Server Tags
make media buyers' life easier because it offers amazing flexibility when it comes to testing new creative and
a lot more things.
Next page will give a quick overview of sections A and B.



Please turn the page over and continue reading.



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Section A - Clicks


Quickly tells you:

a) Banner's weight -- influences the likelihood of a
banner being displayed. A banner with a weight of 4
is likely to be displayed four times as often as a
banner with a weight of 1;

b) How many impressions individual banner has
received;

c) How many clicks you have received.

Optimizer's mindset:

- Increase a banner's weight a little to get banner
shown a bit more often on the same traffic source.


Section B - What gets conversions?

Quickly tells you:

a) The CTR;

b) Number of conversions;

Optimizer's mindset:

- Which elements of best performing banners both
CTR-wise and conversion-wise should I combine in
my next banner to improve both - CTR and
Conversions.




Please turn the page over and continue reading.



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Cutting off the fat


As clicks and conversions come, numbers will tell you exactly what to do. Cut off creative that did not convert
after receiving a decent amount of clicks. Assign less weight to creative that shows promise. Reward better
performing creative with more impressions. Keep testing more banners...

Next few pages will show you banners other marketers are constantly testing. You will see different creative
approaches to marketing same product.



Please turn the page over and continue reading.






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Weight Loss - Creative Examples
Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.






Work From Home - Creative Examples

Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.





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IQ Quizzes - Creative Examples
Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.








Car Insurance - Creative Examples
Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.


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E-Mail/Zip/PIN Submits - Creative Examples
Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.





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Downloads/Toolbars - Creative Examples
Disclaimer: banners shown below are for demonstration purposes only. They were not used during and for
the optimization test.





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Conclusions

Constantly testing new creative, tweaking elements of the existing creative and deactivating poorly
performing banners is as important as cutting off poorly performing traffic sources.
Make sure your optimizer works with a dedicated graphic designer and a copywriter to pump out ideas. And,
most importantly, get new ideas and concepts tested as fast as possible.
















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Landing Page Conversion Optimization

Now, we are down to the final part of this report. Here you will see what could be done to a landing page to
increase its conversions, counting the fact you already have best performing traffic sources displaying your
best performing creative.

Multivariate Testing

One of many approaches to test a landing page to find the best converting combination of elements that
directly or indirectly influence the buying decision is called multivariate testing.
The idea behind applying the multivariate testing algorithm is to simultaneously test different elements of
your landing page. The algorithm will change some elements of your landing page while leaving other
elements unchanged.
Take a look at the example below:
3x4 Matrix

Let's define 4 factors (elements) of a landing page we are going to test. Let them be Headline, Sub-Head,
First Paragraph and text under the anchor's photo
Now, in order to find a best converting combination we are to test: 3 different headlines, 3 different
subheads, 3 variations of a first paragraph. And 3 variations of whatever else we want to test - anchor's
photos, text under picture, before and after pictures, second paragraph.
Please turn the page over to see how landers change:


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Three examples out of 9 combinations:

1. New Headline 2. Same sub-head
3. New first paragraph 4. Same under picture text




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1. New Headline 2. New sub-head
3. Same first paragraph 4. Same under picture text


1. Same Headline 2. New sub-head
3. New first paragraph 4. Same under picture text
The end result?!
The software you use for multivariate testing will tell you which elements of a landing page - be it a headline
#2 with sub-head #3 and first paragraph #1 and under picture text #2 - generated more conversions.

An increase in conversions multivariate testing can help you achieve could even be a double-digit number.



6333333 Matrix

The next step up from the simple 4-Factors x 3 options for each factor (4x3 matrix) test is 7 factor test. The script will
let you test 6 variations of one factor and 3 variations for the rest of 6 factors.
Take a look at the next screenshot:


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Let's define 7 factors (elements) of a landing page we are going to test.

They are:

1) Headline;
2) Top Left Heading;
3) Bottom left heading;
4) Top right heading;
5) Top bottom heading;
6) Sub-Head and
7) First Paragraph.
Now, in order to find a best converting combination we are to test: 6 different headlines, 3 top left headings,
3 bottom left headings, 3 top right headings, 3 top bottom heading, 3 Sub-Heads 3 first paragraphs.
That's quite a few variations to test :)
Now see how pages change:






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Four examples out of 18 combinations:

1) Headline - New
2) Top Left Heading - New
3) Bottom left heading - New
4) Top right heading - Same
5) Top bottom heading - Same
6) Sub-Head - New
7) First Paragraph. - New


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1) Headline - New
2) Top Left Heading - Same
3) Bottom left heading - New
4) Top right heading - New
5) Top bottom heading - New
6) Sub-Head - New
7) First Paragraph. - Same






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1) Headline - New
2) Top Left Heading - Same
3) Bottom left heading New
4) Top right heading - New
5) Top bottom heading - New
6) Sub-Head - Same
7) First Paragraph. - New




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1) Headline - Same
2) Top Left Heading - New
3) Bottom left heading - New
4) Top right heading - New
5) Top bottom heading - New
6) Sub-Head - New
7) First Paragraph. - New

You can go as far as sending traffic to different landing pages with completely different designs . But, that's
a whole another story...



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Conclusions

Congratulations! You have reached the last page of this report.
By now you've seen it all -- how to find out traffic sources that convert, how to optimize campaign's creative
and have an understanding as to what could be done to optimize your landing pages.
You already know more than 80% affiliate marketers out there. Now, put what you've just learned into work!
Otherwise there's no point in learning.
Feel free to share this report with people who you think may benefit by the information.

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