9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

transcript

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Brought to you by:

www.wordstream.com/learn

9 Lead Gen Tactics from 2

Fast-Growing Startups

(What LeadPages learned from processing over 4 million opt-ins per month

& how WordStream used PPC to 10x revenue and clients in 3 years)

www.wordstream.com/learn

Want to get smart in paid search?

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@LeadPages

@WordStream

Join the conversation on Twitter

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Larry KimCTO and Founder, WordStream

@larrykim

Today’s Panelists:

Tim PaigeConversion Educator, LeadPages

@timthepaige

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About Tim

• Conversion Educator at LeadPages

• Our mission is to take the best and latest of what’s been tested and proven in marketing… and create software that just does it for you

• I’ve spent the last 12 years learning and implementing sales and marketing psychology

• We’ve used blog posts, webinars, affiliate marketing, long-form media, podcasts, etc. to make ourselves the #1 player in the space

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About LeadPages

• Launched in January, 2013

• Since then have added over 30k customers

• Hit a $3.5 million run rate first nine months after launching, and are growing about 20% month over month

• About 75 people

• 541st most popular site according to Alexa

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“If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking.”

- Buckminster Fuller

Our Approach

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About Our Dataset

• Process 4 MILLION opt-ins per month

• 15 MILLION page views per month

• Added 30k new pages in 30 days

• Storing BILLIONS of data points

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What LeadPages Learned

From Processing Over 4

Million Opt-Ins Per Month

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Create a *lot* of opt-in

opportunities (webinars, free

reports, live demos, etc.)

Step #1

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www.podcast.leadpages.net

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Step #1a Remove the opt-in box from the

sidebar and replace it with a

LeadBox.

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Conversions increased 32%

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This works because it forces

you to make a decision.

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30%Increase from one-step to two-step

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Step #1b Turn every blog post into an

opt-in page

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What You Can Give Away

• Checklists (PDF)

• PDFs of Blog Posts

• Worksheets

• Recipes

• Resources Guides

• More!

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This dude is Killing it.

(opt-ins in the 10% range)

http://blog.videofruit.com/

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ABT: Always Be Testing

(But test the right way)

Step #2

“If it worked for [insert successful

marketer here] it WILL work for me! I’ll

go do that and make a billion dollars.”

Great advice is great.

But believing the following can

be dangerous:

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That doesn’t mean you shouldn’t try the split

tests you hear on ConversionCast.

That doesn’t mean you should avoid

learning from the LeadPages blog.

That doesn’t mean you should

INGNORE great advice.

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Split (A/B) testing allows you to find

what works best for YOUR audience.

It DOES mean you should be testing…

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Here are some counterintuitive

test results that our users

have gotten…

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Example: Point of View

24% fewer conversions

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Example: Point of View

90% more signups

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Example: Immediacy

30% more signups

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Example: Concreteness

90% more signups

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Example: Raw Images

50% Higher Conversion Rate

30% Higher Conversion Rate

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The most important landing

page elements to test

1.Button Copy

2.Headline

3.Background Image

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Step #3

Use a High Converting

Landing Page That’s Clear

and Easy to Understand

and Take Action On

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• It doesn’t require someone to process too much information (like a 3 minute video or a page of copy) in order to make a decision

• Everyone wants to know the tools that you’re using

Why This is the Best-Performing Evergreen

Landing Page We’ve Ever Used

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Why This is the Best-Performing Evergreen

Landing Page We’ve Ever Used

• It outperforms a free report because a lot of folks experience information overload and don’t want something else to read

• It outperforms video lead magnets because the perceived value of video lead magnets has gone down a lot lately due to the proliferation of launches and lack of time

• It outperforms opt-in for free coaching sessions – greater value does not necessarily equal a higher conversion rate

• The amount of time you spend creating your lead magnet does not equal your conversion rate

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You can create one of these

in minutes

• If you’re a dentist: “Buyers Guide: The Top 5 Electric Toothbrushes Of This Year (Including The One That I Use)”

• If you’re a life coach: “App Guide: The Top 4 iPhone Apps For Increasing Your Productivity (Including The One That I Use Every Day)”

• Fitness experts: “The Only 3 Pieces Of Exercise Equipment You Need In Your Home (Hint: They All Weigh Less Than 5 Pounds)”

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Why you should create a

“resource guide squeeze page”

• If you already have a squeeze page I guarantee this will outperform whatever you’re doing right now

• You can set this up in minutes (it takes 30 minutes from start to finish)

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““

Results

Just want to share the results from our landing page.

Your software got us an 8x improvement over the basic

homepage and a 3x improvement over the previous opt-in.

P.S. I'm barely even using all the features, no social proof, weak offer, etc.

-Eric D

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““More Results

I've been using this for a little over a month now and I

noticed today that it is accounting for 71% of my new

list subscribers! Wow!

-Teramis

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3 Ways to Exponentially Increase

Conversions with Paid Search

(how WordStream used PPC to 10x clients

and revenue in 3 years)

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Write BetterAds

Most PPC Ads (90%) Suck

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What’s a Good Click-Through-Rate?

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Percentile Vs. ExpectedCTR

Bottom 50% Below Expected CTR

Under-Performing Advertisers

Top 15% 2X Higher Awesome Advertisers

Top 5% 3x Higher Super Awesome Advertisers

Top 1% 6x Higher!! Unicorns!!!

CTR Matters Because That’s How

Quality Score is Calculated

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Quality Score Impacts Cost-Per-Click

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Quality Score Impacts Ad Ranking

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Quality Score Impacts Impression Share

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Quality Score Matters 2x More on

Mobile Search

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Quality Score Impacts Cost-Per-Conversion

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So Write Great Ads!

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@larrykim

Unicorns?!

(6x Avg. CTR!)

Write Ads That Trigger Emotions

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This Ad Does 6x The Avg. CTR

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Because Everyone Else Sucks

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These Emotions Make People Click

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Give Better Offers

What’s a Good Conversion Rate?

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What’s a Good Conversion Rate?

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Distribution Point

All accounts

Ecommerce Legal B2B Finance

Median ConversionRate

2.35% 1.84% 2.07% 2.23% 5.01%

Top 25% Conversion Rate

5.31% 3.71% 4.12% 4.31% 11.19%

Top 10% Conversion Rate

11.45% 6.25% 6.46% 11.70% 24.48%

Top 10% of Landing Pages Have 3-5x Higher Conversion Rates

Landing Page Unicorns?!

(+3-5x Avg. Conversion Rate!)

The Great CRO Myth

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• We Changed the:

– Font Type

– Spacing

– Button Color

– Image

– Etc.

• We got a 5%

Increase in

Conversions!!*

I Can Make My A/B Tests Say Anything

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• PTD- Premature Testing Dilemma (aka “Optimizatitis”)

• The Early Lead Disappears!

• We want to believe our hard work paid off but we are often deluding ourselves…

Aim for 3-5x Increases (not 3-5%!)

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Tip: Change Your Offer

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New Offer

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Go Nuts WithRemarketing

Our Blog Does 700k Visits / Month

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Hooray for Us!

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Problem 1: Low Visitor Engagement

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Problem 2: Low Conversion Rates

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Traffic Generation Activities

Customer Signup

Offer Sign Up

Problem 3: Low Brand Recall

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So, Actual Situation More Like …

The Case for Remarketing

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• Turn abandoners into leads

• Increase Branded Recall (Direct & Brand visits)

• Increase repeat visitor rates & engagement

• Multiply effectiveness of Content Marketing Efforts

The Google Display Network

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The Google Display Network

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Define a Customized List of Users to Target Your Ads

Don’t Worry About Being Creepy

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Be Aggressive With Remarketing!

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Remarketing ads Fatigue at Half the

Rate ot Generic Display Ads

Conversion Rates Increase Over Time

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Conversion Rates

Increase With More Ad

Impressions

We Doubled Repeat Visitors!

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Time On Site Tripled!

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Huge Increase in Direct Traffic

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Conversion Rates Increase Over Time

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Conversion Rates

Increase With More Ad

ImpressionsDon’t Settle For Average! Be the Unicorn Among a Sea of Donkey PPC Advertisers and Build a Remarkable Brand.

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

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Thanks!

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