Case Study: Webinar Software. Cold Traffic Part 2

by Walt Bayliss
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Starting from where we left off in part one of this traffic case study: We had done the market research, and now looking at setting up the tracking elements and sales pages to drive the traffic to.

I have done this a few days ago, and hadn’t had a chance to come back and update the case study notes until now.

From the research in Part one, with the best kinds of audiences, Keywords and advertising styles, I have created two test pages.
Both are very different ‘Looks’ but have the same message.

Page 1 of the test: Webinar Jeo Style 1

and Page 2 of the test: Webinar Jeo Style 2

It’s always recommended to have at least two different pages when you are running ads and paid traffic, so you can see which VERSION is converting better.

We start with two VERY different pages, then we move to making smaller changes from there. Once we have the major page layout tested and working in the best way. Then we move to two versions of THAT page and start testing smaller things like headlines, video styles, Bullets, Layout and even the Video presentation. But – first we work out which LAYOUT is converting better.

NOW: for our case study – the important part of this step is to install the tracking code from the link tracking component* of our DataJeo product.

*(accessed from within your datajeo system)

To do that, we log into our Tracking area:

and follow the steps. First – we setup the pages.
So that you have two variations.
You can see here, I have other pages already – but the two SALES pages are highlighted by the arrows.

Just to the right of the image (above)
You will see the place where we click, to get the EMBED CODE
that we need to make sure is on ALL the pages.
Each page we add in, has it’s own embed code, and we cover off how to insert that in our training video shown On the tutorials page: go down to the one on embedding the codes 🙂

So – you will also see (in the image above) that we have put $0 dollar value on the sales pages.
Why? aren’t they the valuable part?
No. just because someone comes to our website, doesn’t make any money
and doesn’t mean they are a customer.

They only have a value attached to them if they purchase, and therefor hit the THANKYOU page, which you can see is the one that has the dollar value attached to it above.

A customer comes to our site – and is tracked.
They purchase and it’s called a conversion.
Right after they purchase, they are shown the thankyou page and that’s how we are going to track which ADS are getting the conversions and how much each CLICK is costing us vs. making us.

The main part of this section of the case study notes is to show you the SETUP
So now we have the pages.
2 x Sales page variations, for testing.
1 x thankyou page for tracking the conversions.

The code has been installed on each one.
now – we need to setup our CAMPAIGN.

A campaign is an advertising strategy. You might want to create different campaigns for different advertising types:
example: a different campaign for google adwords and another different campaign for your facebook ads.

You may also wish to have ONE campaign, for one set of pages – and manage the different SOURCES of the traffic in the ‘sources section’

This second method is the one I am setting up here, although I do have other campaigns running as well.
For this set of pages, I have one campaign. I am only running facebook advertising at present, with re-targeting done via Perfect Audience which I find the easiest to work with.

So I have one campaign. Two pages and I then setup 2 SOURCES.
Facebook is the first source.
Re-targetting is the second source.

In Pictures it looks like this.

This shows the campaign.
It shows 7 destinations (which are the pages in my site/project)

And two sources.

The pages, I am splitting the traffic 50/50 between my sales pages like this. And not sending any traffic to the other pages for this campaign.

and the two sources are set like this

So, now we have everything set.

Both SOURCES have generated unique tracking links for my campaigns.
So – they are the LINKS I load into my advertising mediums.

Facebook – the link ending in ZARS (above)
And retargetting with Perfect Audience, for those ads, I use the link ending in IGEL (above)

When ANY clicks come to either of those two links, the traffic will be split  50/50 between the two variations of the sales page. Once I know which sales page is converting better, I will be able to modify the percentage of traffic flowing – without needing to update my ads. I only need to update the link system.

NEXT will be setting up Audiences and ads on facebook and starting to get some traffic flowing.

In PART ONE of the case study – we found competitors, keywords and audiences in Facebook.

In PART THREE of this case study, we will be ads to the audiences and starting to get results flowing.


See you on the next update.

Walt Bayliss



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