Increasing the Conversion Rate (CR1) for Paid Search
Kranus Health
A focused team was assembled - for tight 4 weeks duration - with the primary objective of enhancing the conversion rate (CR1) for paid search campaigns promoting Kranus Edera, a digital therapy app targeting men with erectile dysfunction.
The CR1 blend rests at 2.3%, below the desired benchmark.
The primary objective is to elevate the CR1 blend to 5%, effectively doubling the current conversion rate and driving more qualified leads, user acquisitions and significantly enhance the overall effectiveness of Kranus Edera's paid search efforts.
Key Objectives
Increase Conversion Rate: Elevate the conversion rate of paid search campaigns to drive more qualified leads and user acquisitions for Kranus Edera.
Optimize Ad Performance: Enhance the performance of paid search ads by refining targeting, messaging, and creative elements to resonate with the target audience effectively.
Improve Landing Page Experience: Enhance the user experience and optimize landing pages to encourage conversions and facilitate seamless user journeys from ad click to conversion.
Team
Felix Bauer - Project lead
Hana Taha - Product Design
Laura Olbermann - Ads
Charlotte Steimer - Content
Nora Souleiman - Testing
Strategies for Improvement
Target Group Refinement: Conduct in-depth analysis to refine audience segmentation and targeting, ensuring ads reach the most relevant and high-intent users.
Ad Copy and Creative Enhancement: Develop compelling ad copy and creative assets that resonate with target audiences, highlight key benefits, and prompt action.
Keyword Optimization: Optimize keyword selection and bidding strategies to improve ad relevance, visibility, and click-through rates.
Landing Page Optimization: Enhance landing page experience by aligning messaging, design, and call-to-action elements to match ad content and user expectations.
Conversion Rate Optimization (CRO): Implement CRO techniques such as A/B testing, user flow analysis, and form optimization to identify and address barriers to conversion.
Deep Dive
Our initial step involved analyzing search keywords to determine their search volumes, identifying key terms with the highest search volumes.
From this analysis, three main keyword umbrellas emerged as pivotal focal points:
Potenz steigern (Boost Potency)
Erektile Dysfunktion (Erectile Dysfunction)
Medikamente Erektile Dysfunktion (Medications for Erectile Dysfunction)
For each of the umbrella campaigns, we conducted a comprehensive analysis of their common search keywords, delving deeper into their nuances and implications.
Through this analysis, we developed search personas based on these keywords, aiming to understand the motivations, needs, and behaviors of individuals searching for them.
Process
For each of our main 3 Umbrellas, we crafted a seamless user journey from search to sign-up. We meticulously examined the entire flow, from initial search to successful submission of the questionnaire form.
We developed targeted ad copy that directly addressed user pain points and offered compelling solutions, aligning with their search queries.
Building on this approach, we recognized the importance of tailoring landing pages to align with the specific needs and interests of users searching within each umbrella category. Rather than using a generic landing page for all ads, we opted to create new landing pages tailored for each of the three umbrellas. These landing pages were designed to resonate with the corresponding search keywords and personas we had created, ensuring relevance and alignment throughout the user journey.
To validate the effectiveness of these tailored landing pages, we conducted A/B testing against the generic landing page. This approach allowed us to gather data on user engagement, conversion rates, and overall effectiveness, enabling us to make data-driven decisions and optimize our strategy accordingly.
With a tight timeframe of 4 weeks for the project and the need for at least a week of testing to obtain reliable results, we operated with agility and decisiveness. Our approach involved moving rapidly through each step of the process while making calculated decisions based on data within this limited timeframe.
Landing Pages
Potenz steigern
When crafting the user experience for the landing pages, our focus centered on the personas we had created and the analysis of search keywords.
We sought to understand why users were visiting the page, their needs, and how to build trust and encourage conversions effectively. This user-centric approach guided our design decisions, ensuring that every element of the landing page was optimized to meet user expectations and drive desired actions.
Due to limited assistance from the technical developers in our team, we leveraged existing design components to expedite the UI development process. While this constraint required us to reuse existing resources, it also enabled us to move swiftly from low-fidelity designs to the live testing phase.
we prioritized mobile-first designs. With over 95% of visitors accessing our landing pages via mobile devices, catering to the mobile experience was paramount.
For the landing page targeting the goal of increasing potency (Potenz steigern), we adopted a performance-oriented approach, tailored to align with user search intent for terms like "increase potency," "exercises," "nutrition," and "testosterone." Our focus was on presenting our therapy as a comprehensive solution that addresses these aspects to improve potency effectively and sustainably.
We highlighted our therapy as a holistic and long-term treatment option, emphasizing its effectiveness in enhancing potency through a combination of a simple exercises that trains the pelvic floor muscles, in addition to mental and sexual therapy as well as a knowledge section that covers potency enhancement and nutrition.
This approach positioned our therapy as the ideal solution for individuals looking to optimize their performance and regain confidence in intimate relationships
Additionally, we incorporated a key entry point that highlights the coverage of our therapy by health insurance providers in Germany. This serves as a significant trust-building factor for users, as it reassures them of the credibility and legitimacy of our therapy, with zero costs to them.
Desktop View
Landing Pages
Erektile Dysfunktion
For this LP, we adopted a problem-oriented approach, aligning with the user's search intent for symptoms, root causes, treatments, and exercises related to the condition. Our goal was to provide informative content that addresses the user's concerns while offering viable solutions. We structured the page to reflect a medical tone, providing valuable insights and guidance to users seeking information about ED.
To instill trust and credibility, we prominently featured our affiliation with Charité doctors in the hero section. This addition served to reassure users of our expertise and the credibility of our solutions. By combining informative content with trust-building elements, we aimed to create a landing page that not only educates users about ED but also instills confidence in our ability to address their needs effectively.
Mobile View
Desktop View
Landing Pages
Medikamente ED
Based on our testing results, we discovered that the first top 25% of the landing page is critical for capturing user attention and engagement. As users scroll down the page, they become increasingly convinced and engaged.
Consequently, we concentrated our efforts on optimizing the hero section—the initial portion of the landing page that appears above the fold—and the subsequent two sections.
By prioritizing these sections, we aimed to immediately hook users with compelling content and visuals, ensuring a strong first impression and encouraging further engagement as they explore the rest of the page. This focused approach allowed us to capitalize on the most impactful areas of the landing page and maximize user interaction and conversion rates.
For the landing page focused on medication against erection problems, we adopted a solution-oriented approach tailored to meet the user's immediate needs. Understanding that users searching for terms like "solutions," "without side effects," "new," and "alternative" are seeking immediate remedies, we positioned our Kranus Edera therapy as a pill alternative.
Rather than solely providing information about the problem, our landing page emphasized the effectiveness and advantages of our therapy as a solution.
To build trust and highlight the effectiveness of the therapy, We showcased Alfred's success story, highlighting his transition from dependency on pills to improvement with Edera therapy. This real-life testimonial adds credibility and reassurance to prospective users, illustrating the effectiveness of our solution in addressing erection problems without the need for traditional medication.
We showcased how our therapy offers a superior alternative to traditional pills for erectile dysfunction (ED), highlighting its benefits such as being free of charge and delivering long-term effects.
we included a calculator allowing users to estimate their expenses for pills over a three-month period. This comparison highlights the cost-effectiveness of our therapy, which is covered by health insurance and incurs no additional costs for users.
We achieved our goal of surpassing 5% for CR1, resulting in a decrease in the cost per click.
Initially, this target seemed ambitious, but through diligent effort, we successfully reached it.
The intensive four-week project provided valuable insights and learnings, paving the way for future paid search endeavors and opening opportunities for us to explore paid social channels as well.
Overall, it was a challenging yet successful project that laid a strong foundation for our advertising efforts.
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