how to 2x your paid search roi without more conversions

#CRO2015

What you’re going to learn

1

2

3

How to spend your time optimizing the areas that matter most

Secrets from the top 5% of paid search advertisers

The formula that best-in-class companies use to calculate the

success of their campaigns

What Conventional CRO Wisdom

Won’t Tell You

#CRO2015

Over-emphasis on small tweaks

● In short, no they do not

● Small changes provide small, short term gains

● If you want big improvement, big changes are

needed

● The classic Conversion Rate Optimization test is

silly

On the surface

this seems great!

Small tweaks = small/no long term impact

#CRO2015

Lack of focus on business impact

Conversions

are up 350%!

Sales are

down 3%.

#CRO2015

Ignoring mobile

5% conversion rate 3% conversion rate

Increase

to 7%

CR!!!

Mobile’s impact on bottom line

No

change!!

3% conversion rate

Why mobile matters

What Does Best-in-Class

Look Like?

#CRO2015

What is a good conversion rate?

● Is an account wide 5% conversion rate good?

● What about 7%?

● How about 9% on desktops, 4% on tablets, and 3% on

mobile?

● Should I concentrate on desktop conversions only?

● Simply put, there is not one single item to concentrate on

#CRO2015

Better than you probably think

#CRO2015

It does vary by industry

How to build dramatically better

landing pages

#CRO2015

Don’t do this...

“super excellent awesome

thing”

vs.

“really great awesome thing”

Like we said before, do not stress about the little things

#CRO2015

Get the basic stuff right: 1) forms

2) no distractions 3) make the

sale #CRO2015

#1: Get the basics

1. Make the form the focus

2. Remove all distractions

Remove footer

Remove nav

3. Make the sale

#CRO2015

#2: Have a mobile-only landing page

keep it simple

One page only

CTA is highly visible

#CRO2015

#3: Change the flow

● Remove friction

● Submitting the form should send you to a thank you

page

o Not more steps

o Not to the homepage

● Keep testimonials towards the bottom

#CRO2015

#4: Change the offer

Unusual OfferMultiple Offers

#CRO2015

#5: Focus optimization on unicorns

● Do not try to optimize 100’s of pages

● Focus your efforts on pages that are already working

o The unicorns

● Learn from the pages that are working

Why unicorns are important

But...what about the

rest of the funnel?

How to Get Big Results by

Optimizing Your

Entire Campaign Funnel

#CRO2015

Multiple conversion points in any funnel

Impression

Click

Conversion

Customer

to

to

to

Repeat

to

#CRO2015

Narrow efforts on landing page

CRO

Impression

Click

Conversion

Customer

to

to

Repeat

Landing page

optimizations

to

to

#CRO2015

Deepen efforts to optimize whole funnel

Impression

Click

Conversion

Customer

to

Repeat

to

to

to

#CRO2015

1. Improve impression to click

Impression

Click

Conversion

Customer

to

Repeat

to

to

to

What you show

When you show it

#CRO2015

2. Improve click to conversion

Impression

Click

Conversion

Customer

to

to

to

Repeat

to

#CRO2015

4. Improve customer to repeat

Impression

Click

Conversion

Customer

to

to

to

to

Repeat

#CRO2015

4. Improve customer to repeat

Impression

Click

Micro-conversion

Customer

to

to

to

Repeat

to

Remarketing

Email

#CRO2015

5. Measure business impact of campaigns

Impression

Click

Conversion

Customer

to

Repeat

to

to

to

Tag your links!

Analyze ROI using CLV

VS.

Your best customers (like your best landing

pages) are unicorns

#CRO2015

Thank you for joining us!