Published on March 6, 2014
Unbelievable Discoveries to Triple Your Conversion Rate Larry Kim, Founder/CTO, WordStream Mark Irvine, PPC Analyst, WordStream March 6, 2014 CONFIDENTIAL – DO NOT DISTRIBUTE 1
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 Larry Kim (@larrykim) #wordstream
Take Part in Live Blogging on Twitter / Google+ Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. Larry Kim (@larrykim) #wordstream
Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream
Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years Larry Kim (@larrykim) #wordstream
Live-Poll Question What’s The Average Conversion Rate for Your Landing Pages? a) b) c) d) e) 0-1% 1-3% 3-7% 7-10% +10% Larry Kim (@larrykim) #wordstream
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!!* Larry Kim (@larrykim) #wordstream
Typical Conversion Rate Optimization Test • The Early Lead Disappears! • We want to believe our hard work paid off but we are often deluding ourselves… Larry Kim (@larrykim) #wordstream
Conventional Landing Page Optimization is Over-Rated • Small Changes Result in Small Changes • The x% Increase you think you got probably isn’t significant! Larry Kim (@larrykim) #wordstream
Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #wordstream
Epiphany #2: What’s a Good Conversion Rate?
What’s a Good Conversion Rate? Larry Kim (@larrykim) #wordstream
Survey Methodology Larry Kim (@larrykim) #wordstream
• Even the “Winner” is a Loser! Forest vs. Trees CONFIDENTIAL – DO NOT DISTRIBUTE 18
Unremarkable vs. Unicorns Distribution Point Conversion Rate Vs Average Comments Average 2.35% Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable Larry Kim (@larrykim) #wordstream
“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% Larry Kim (@larrykim) #wordstream
Aim For 2-4x Increases Not 2-4%! Larry Kim (@larrykim) #wordstream
Landing Page Unicorns?! (+3x Avg. Conversion Rate!) @larrykim
Epiphany #3: What Do Landing Page Unicorns Look Like?
Ad Text Testing Hunting Landing Page Unicorns @larrykim, @perrymarshall
1. Changing The Offer Larry Kim (@larrykim) #wordstream
The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 26
How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! CONFIDENTIAL – DO NOT DISTRIBUTE 27
2. Change The Flow. Larry Kim (@larrykim) #wordstream
2. New Flow: Registration At End Larry Kim (@larrykim) #wordstream
2. New Flow: Quality vs. Quantity Larry Kim (@larrykim) #wordstream
Another Example of Changing The Flow CONFIDENTIAL – DO NOT DISTRIBUTE 31
Changing the Flow: Let Them Choose CONFIDENTIAL – DO NOT DISTRIBUTE 32
3. Use Remarketing as a CRO Tool - 96% X Your Site 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 purchase Your Ad Larry Kim (@larrykim) #wordstream
3. Why I View Remarketing as CRO* • 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 - X Bring them back to your website Larry Kim (@larrykim) #wordstream
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 Unicorns Top 25% 1:4 2x Higher Top 10% 1:10 5x Higher!! Larry Kim (@larrykim)
But I Have 10 Landing Pages! Larry Kim (@larrykim)
This is the same landing page with different spacing… Larry Kim (@larrykim)
Epiphany #5 It’s Not as Hard As You Think
80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim)
The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim)
You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
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!! Larry Kim (@larrykim)
Epiphany #7 F%@# Conversion Rates*
Eh? WHAT?! Larry Kim (@larrykim)
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! Larry Kim (@larrykim)
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. Larry Kim (@larrykim)
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 Larry Kim (@larrykim)
WordStream’s 20 Minute PPC Work Week • 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!™ www.wordstream.com/ppc-free-trial Larry Kim (@larrykim)
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 Larry Kim (@larrykim)
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@example.com @larrykim Mark Irvine firstname.lastname@example.org @markirvine_ Larry Kim (@larrykim)
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