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 firstname.lastname@example.org @larrykim Mark Irvine email@example.com @markirvine_ Larry Kim (@larrykim)
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...
... and reveal strategies guaranteed to triple your conversion rate. ... to 3X Your CTR ... Unbelievable Discoveries to TRIPLE Your ...
Webinar: Unbelievable Discoveries to TRIPLE Your Conversion Rate! WordStream. ... Amazing Discoveries Of New Unknown Animals Species 2014 ...
... WordStream’s Founder & CTO Larry Kim and Lead Analyst Mark Irvine reveal simple strategies guaranteed to TRIPLE your conversion rate. You’ll ...
Amazing Discoveries ... “fundamentalists” within the Church. 16.01.12-pope-francis-wants-to-hear-your-confession POPE FRANCIS WANTS TO HEAR YOUR ...
Average click-through rates are ... techniques you can use to triple your AdWords click-through rate. Sounds unbelievable, ... or triple your CTR ...
... is at the center of what we do and we are indeed honored to care for you. Additionally, Tripler introduced ... Tripler Army Medical Center 1 Jarrett ...
Programm für Discovery Deutschland ... Wie die meisten Webseiten nutzt DISCOVERY.de Cookies. Um Zugriff auf alle Inhalte unserer Webseite zu bekommen ...
Ultimate Guide to Google Ad ... every day—creating an unbelievable opportunity to get your business in ... you money o Triple your CTR ...
... Want to Increase Your Conversion Rates? Here's How to Triple ... increase your conversion rates by ... In Unbelievable Discoveries to 3x Your ...