Post on 18-Jul-2015
transcript
5 Conversion Rate Hacks That Yield
Massive 3-5x Conversion Rate
Improvements
Brought to you by:
www.wordstream.com/learn#conversionconf @larrykim
#convcon @larrykim
Download Slides Here:
http://bit.ly/bigCRO
3 Random Facts
About Me
(@larrykim)
1. Crazy About PPC Marketing!!
#convcon @larrykim
3. Originally From Winnipeg, Canada!2. Originally from Winnipeg, Canada
Actual Photos of Boston From February This Year
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Photos of WordStream’s Global
Headquarters:
2008 2015
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3. Have a One-Year Old Kid (#ppckid)
#convcon @larrykim
• Why Conventional A/B
Testing Wisdom is silly
• What’s a Good Conversion
Rate?
• Reviewing The Top 10% of
High Converting Offers
• Five Ridiculously Powerful
CRO Hacks for 3-5x Gains
#convcon @larrykim
Today’s Agenda!
Warning: You Are Part of the BigCRO Rebellion and a Traitor!
Epiphany #1:The Classic A/B
Test is a Fairy Tale
The Great Landing Page Optimization
Fairy TaleWe changed the:
• Font type
• Spacing
• Button color
• Image
• Etc.
“We got a 5% increase in conversions!!”
#convcon @larrykim
Typical Conversion Rate
Optimization Test
• The early lead disappears!
• Gains don’t persist over time
#convcon @larrykim
#convcon @larrykim
Epiphany #2:Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome
#convcon @larrykim
Epiphany #2:Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome
Typical A/B Test is Overrated
• Small Changes Usually Result in Small Changes
• X% Increase You Think You Got Probably Not Real
#convcon @larrykim
A/B Testing Strategy Often Like
Rearranging Deck Chairs on Titanic
#convcon @larrykim
Epiphany #3:What is a Good
Conversion Rate?
(HIGHER Than You
Think!!)
#ABdelusionForest vs. Trees
What’s a Good Conversion Rate?
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Survey Methodology
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Donkeys vs. Unicorns
Distribution
Point
Conversion
Rate
Vs.
AverageComments
Average 2.35% Donkeys
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
#convcon @larrykim
“Top 10% of Accounts Convert 3-5x
Higher Than Average” Rule
Distribution Point
All accounts
Shopping Legal B2B Finance
Median CVR 2.35% 1.84% 2.07% 2.23% 5.01%
Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19%
Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48%
#convcon @larrykim
Aim for 3-5x Increases, NOT 3-5%!
#convcon @larrykim
Landing Page Unicorns?(3-5x Avg. Conversion Rate!)
Epiphany
#3:What Do
Landing Page
Unicorns Look
Like?
Hunting Landing Page
Unicorns (Going After
Big, Lasting CRO
Increases)
Five Incredible CRO Hacks
Rethinking The Marketing Funnel:
Two Parts to this Story.
1) You Can
Bypass this
Funnel
Entirely!
2) You Can
Eliminate or
Invert Entire
Sections of
This Funnel!!
Captured Lead
View Landing Page
Website Visitors
#convcon @larrykim
CRO Hack #1Eliminate Landing Pages Using Call Extensions
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So Bypass the Landing Page Completely
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Click-to-Call is Total Game Changer
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Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
Landing Page!
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Lead Captured 3% Average
Conversion
Rate!
Golden Rule of Mobile Traffic: “Calls to Businesses are
Worth +3x More Than Clicks to Websites”
Dramatically Increase Contact &
Qualification Rates
#convcon @larrykim
Response Time From Creation by 5 Minutes
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.
Users are 9x more likely to
place a call from a mobile
SERP than a desktop.
#convcon @larrykim
Force Mobile Searchers to Call You
• Literally just
pay for Calls to
your Business!
• Wow.
Amazing!
#convcon @larrykim
New Call-Only Campaigns in AdWords
CRO Hack #2Eliminate Landing Pages Using New Ad Formats
Facebook, Twitter, AdWords: All Have Lead Capture Ad
Formats, Allowing You to Skip Landing Page
#convcon @larrykim
Leads Get Emailed or
Posted to You
Entire Stage of Conversion Funnel Eliminated!!
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CRO Hack #3
Make Site Visitors More Likely to Convert
Conversion Rate is Defined as:
(Captured Leads / Website Visitors) *100%
Huge leverage in
changing the “Website
Visitors” part of the
equation by sending
more qualified traffic.
How?
Captured Lead
View Landing Page
Website Visitors
Shopping Ads Steal all the Conversions!
#convcon @larrykim
Price & Image Info Communicated *BEFORE* Clicking Ad!!
New Automotive Ad Formats More Likely to Inspire Actions
Image Carousel With Detailed Info
Call or Get Directions
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New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
#convcon @larrykim
New Shopping Experiences
Expandable Product Card
Local Inventory ads
#convcon @larrykim
Reviews and Ratings
Compare and Buy Insurance Online
Expandable Product Card
Call Local Agent
Detailed Reviews
#convcon @larrykim
Use Google to Get a Credit Card
Compare Rates Support for Regional Banks
#convcon @larrykim
Get a Mortgage!
Latest Rates Ratings and Details
#convcon @larrykim
@larrykim
@larrykim
• Urgency impacts
Conversions
• As sale ends (or
quantity goes to
zero), CVR
increases up to
3x!!
Use Ad Customizers to Create Urgency & Fear of Missing Out (FOMO)
@larrykim
Go Nuts With Ad Customizers
Consider doing “Perpetual Sales”
Upload Your Customer List and Find “Similar Audiences”
Similar Audiences on Twitter, Too.
Leverage the Power of Ad Platforms to Find the Needle
in the Haystack For You!
Summary: Three Ways To Make
Visitors More Likely to Convert
• New Ad Experiences
Inspire Action
• Ad Customizers
Create Urgency
• Find More
Converters with
Similar Audiences
#convcon @larrykim
CRO Hack #4
Convert Abandoners with Remarketing
Use Remarketing as a CRO Tool
96% of people who visit a
website leave without
completing the actions
marketers want them to take
70% of people abandon
their shopping cart without
completing a purpose
Your Ad
Your Site
X-
What’s The Google Display Network?
#convcon @larrykim
These are
Display
Ads!!
Huge Reach on Google Display Network
#convcon @larrykim
Weird Thing About Remarketing
#convcon @larrykim
Conversion
Rates Increase
With More Ad
Impressions
Remarketing CRO Hack: Be Bold!
#convcon @larrykim
• Set Membership Duration: 3x Avg. Sale Cycle
• Set Impression Caps to Unlimited!
• Run Multiple Ads Per Campaign!
Remarketing on Twitter!
#convcon @larrykim
Target website visitors OR custom lists
Remarketing on Facebook, Too.
#convcon @larrykim
Target website visitors OR custom lists
Summary: Remarketing = CRO*
Doubles Conversion Rates By Targeting Abandoners!
#convcon @larrykim
CRO Hack #5
Change Sign-Up Flow
Typical Software Download Form
#convcon @larrykim
New Sign-Up Flow: Register at End
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Example #2: Change Sign-Up Flow By Letting Users Decide + Emotional Triggers
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Example #3: Increase Number of Steps
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Rethinking CRO:
2 Key Takeaways
#1 Bigger Changes Produce Bigger Changes
1) You Can
Bypass this
Funnel
Entirely!
2) You Can
Eliminate or
Invert Entire
Sections of
This Funnel!!
Captured Lead
View Landing Page
Website Visitors
#convcon @larrykim
#2) Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!