unbelievable discoveries to triple your ctr! [webinar]

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Unbelievable Discoveries to

Triple Your Conversion

Rate

Larry Kim, Founder/CTO, WordStream

Mark Irvine, PPC Analyst, WordStream

March 6, 2014

Today’s Agenda

• Why Conventional Wisdom around

Conversion Rate Optimization is Silly

• What’s a good Conversion Rate?

• Review: The Top 10% of Landing

Pages?

• What makes them tick?

• How can I replicate them?

• What does it all mean?

Larry Kim (@larrykim) #wordstream

Speaker Introductions

• Larry Kim (@larrykim)

– Founder, CTO, WordStream, Inc.

– Provider of 20 Minute PPC Work Week and AdWords Grader

– #1 PPC Expert According to PPC Hero!

• Mark Irvine (@MarkIrvine_)

– WordStream’s PPC Analyst

– Math Wizard / PPC Expert

– Huge Hockey Fan


Take Part in Live Blogging on Twitter / Google+

Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.


Let’s learn a little about you….


Live-Poll Question

How Long Have You Been Using AdWords?

a) Less Than 1 Year

b) 1-2 Years

c) 3-5 Years

d) Over 5 Years


Live-Poll Question

What’s The Average Conversion Rate for Your Landing

Pages?

a) 0-1%

b) 1-3%

c) 3-7%

d) 7-10%

e) +10%


The Landing Page Optimization

“Experts” Are All Wrong

Warning: Lots of Data

Ahead!

Epiphany #1:

The Classic

Conversion Rate

Optimization Test

Is Often Quite Silly

The Great Landing Page Optimization Fairy Tale

• We Changed the:

– Font Type

– Spacing

– Button Color

– Image

– Etc.

• We got a 5%

Increase in

Conversions!!*


Typical Conversion Rate Optimization Test

• The Early Lead Disappears!

• We want to believe our hard work paid off

but we are often deluding ourselves…


Conventional Landing Page Optimization is Over-Rated

• Small Changes Result in Small Changes

• The x% Increase you think you got

probably isn’t significant!


Re-Arranging Deck Chairs On the Titanic


Epiphany #2:

What’s a Good

Conversion Rate?

What’s a Good Conversion Rate?


Survey Methodology


• Even the “Winner” is a Loser!


Forest vs. Trees

Unremarkable vs. Unicorns

Distribution Point Conversion Rate Vs Average Comments

Average 2.35% Unremarkable

Top 25% 5.31% 2x Awesome

Top 10% 11.45% 5x Unicorns


“top 10% of accounts have a CVR 3x average” rule


Distribution Point

All accounts Ecommerce 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%

Aim For 2-4x Increases Not 2-4%!


@larrykim

Landing Page Unicorns?!

(+3x Avg. Conversion Rate!)

Epiphany #3:

What Do Landing

Page Unicorns

Look Like?

Ad Text Testing

@larrykim, @perrymarshall

Hunting Landing Page

Unicorns

1. Changing The Offer


The New Offer:


How to Know if your Offer Stinks

• Average or Below Average Conversion Rates

• Ask Your Customer!


2. Change The Flow.


2. New Flow: Registration At End


2. New Flow: Quality vs. Quantity


Another Example of Changing The Flow


Changing the Flow: Let Them Choose


3. Use Remarketing as a CRO Tool


of people who visit a website

leave without completing

the actions marketers want

them to take

96%

Your Ad

Your Site

X -

of people abandon their

shopping cart without

completing a purchase

70%

3. Why I View Remarketing as CRO*


X -

• Opportunity to …

– Turn abandoners into leads

– Increase Branded Searches

– Increase repeat visitor rates

& engagement

– Increase effectiveness of

Landing Pages?

Users who have

visited your web site

Bring them back to

your website

Epiphany #4

You Need To Try Out

10 Landing Pages To

Find 1 Unicorn

Relative Abundance

Name Percentile Relative Abundance

Vs. Expected Conversion Rate

Awesome Landing Pages

Top 25% 1:4 2x Higher

Unicorns Top 10% 1:10 5x Higher!!

Larry Kim (@larrykim)

But I Have 10 Landing Pages!


This is the same landing page with different

spacing…


Epiphany #5

It’s Not as Hard As

You Think

80% of Traffic Goes to 10% of Landing Pages


The Bar for Landing Page Excellence is (Very) Low


You Don’t Need Dozens of Landing Pages…


But You Don’t Need Dozens of Landing Pages…


Epiphany #6

A Note on Mobile Ads

Calls Radically Change The Flow!

• The calls bypass the landing

page all-together (a very leaky

step!)

• Furthermore the intent behind

a call is much stronger than a

click to a website

• Calls converted at a 3x higher

rate than clicks to a website

• Click-to-Call = Insane

Landing Page Optimization!!


Epiphany #7

F%@# Conversion

Rates*

Eh? WHAT?!


Note Definition of Conversion Rate**


• Conversion Rate = (# of

Completed Actions / Total

Visits to a Page)

• Beware “Landing Page

Optimizations” that merely

exchange quantity for

quality

• Generating more, lower

quality leads could hurt, not

help your business!

A Quick Recap

1. Most Landing Page Optimization = Rearranging

Deck Chairs, Small % Changes (Often

Insignificant)

2. Insane Landing Page Optimization = 2-5x

Changes AND improve lead quality, too.


Grade Your Quality Score with The AdWords Grader!

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

www.wordstream.com/google-adwords


http://www.wordstream.com/google-adwords

• We find all the low hanging

fruit in your account

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

WordStream’s

20 Minute PPC Work Week

www.wordstream.com/ppc-free-trial


New: Leads & Landing Page Management Software

www.wordstream.com/ppc-free-trial

@larrykim

Released This Week: Landing Page Grader!!

www.wordstream.com/landing-page

@larrykim

Special Offers! Would you like…

a) A FREE live demo of WordStream PPC Advisor

b) Get a 1-on-1 AdWords Grader walk-through with a

PPC expert

c) Nothing at the moment


Your Questions

Thank you for attending

WordStream’s webinar!

Benchmark your AdWords account today!

http://www.wordstream.com/google-adwords

Or contact us directly:

Larry Kim

[email protected]

@larrykim

Mark Irvine

[email protected]

@markirvine_


mailto:[email protected]

mailto:[email protected]

unbelievable discoveries to triple your ctr! [webinar]

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