Post on 07-Aug-2015
Top 10 CRO Hacks of ALL Time
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Me@ErinSagin
I’ve lived in 6 different cities in the last 6 years
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I played the piano and the saxophone competitively as a kid
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I moonlight as a bartender
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QUICK POLL: What do your current conversion rates
look like?
a)0-2%b)3-7%c)8-10%d)Over 10%e)I don’t know my average CRO
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What does a good conversion rate actually look like?
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Putting It In Perspective
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Think You’re the Exception to the Rule?
So did they.
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“Top 10% of Accounts Convert 3-5x Higher Than Average” Rule
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How Does an Unremarkable Landing Page Become a Superstar?
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Erin’s Top 10 CRO Hacks
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Hack #1: Go Big or Go Home
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The Classic A/B Test is a Fairy Tale
We changed the:• Font type• Spacing• Button color• Image• Etc.
“We got a 5% increase in conversions!!”
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Typical Conversion Rate Optimization Test
• The early lead disappears• Gains don’t persist over time
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We Obsess Over Small Tweaks
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It’s Easy To Believe What You Want to Believe
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Bigger Is Always Better
Aim for those 3-5x Increases, Not 3-5%!
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Hack #2: Eliminate Unqualified Traffic
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Conversion Rate = (Captured Leads/Website Visitors) x 100%
Huge leverage in changing the
“Website Visitors” part of the equation by sending more QUALIFIED
traffic!
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Targeting the Wrong Visitors Hurts
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Consider Keyword Choices & Targeting Settings
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Analyze Your Search Query Report
• Adjust match types
• Utilize negative keywords
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Hack #3: Prime Visitors to Convert from the
Get Go
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Pre-Qualify Your Visitors
Give them images and pricing *before* they click!
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Google Shopping Ads
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Inspire Users to Take Action
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Use Ad Customizers to Create Urgency
• Use FOMO to inspire action
• As sale ends (or quantity goes to zero), CVR increases up to 3x!!
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Pull a “J. Crew”• The sky is the
limit!
• Rotate ad customizers to create a perpetual sale or show dwindling product supply
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Hack #4: Use Consistent Messaging
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Don’t Send Mixed Messages
Feature ONE clear CTA!
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Don’t Make Promises You Can’t Keep
Where’s the sale???
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Ideal Message Flow
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Hack #5: Experiment with Different Offers
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It’s Easy to Get Stuck in a Rut
Or Follow the Pack
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WordStream’s Old Offer
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How We Knew Our Offer Wasn’t Working
1. Average to below average conversion rates
2. Prospects were asking for more help (through website and feedback from Sales Team)
Revelation! Rather than pushing the product from the get go, satisfy their needs first, then go in for the kill!
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Give the People What They Want
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WordStream’s New Offer
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Hack #6: Change Your Sign-up Flow
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Typical Software Download Form
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Clear Your Path to Conversion
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Example #1: Register at the End
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Example #2: Let Users Decide
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Hack #7: Get Creative With Your Imagery
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A Picture Is Worth 1,000 Words
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These images do more harm than good!
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Aim for the Hero Shot
vs.
A visual representation of your offer that demonstrates how your product or service actually works so your prospects can picture themselves using it. The hero shot is generally a photo or a video and should clearly show benefits and context of use.
--Oli Gardner, Unbounce
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Infuse Text in Images
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Example: HubSpot
3% Increase in Conversions!
Data Source: HubSpot Webinar (10 Unconventional, Proven, Data-Backed CRO Hacks http://www.slideshare.net/HubSpot/10-unconventional-proven-databacked-cro-hacks)
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Experiment With Video
Data Source: Unbounce Blog ([Case Study] Using Video to Lift Landing Page Conversion Rate by 100%, http://unbounce.com/conversion-rate-optimization/case-study-using-video-to-lift-landing-page-conversion-rate-by-100/)
100% Increase in Conversions w/
Video!
• Without video: 6.5% average conversion rate
• With video: 13% average conversion rate
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Hack #8: Revitalize Your Mobile Landing
Pages
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These Mobile Sites Stink
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WHY DID WE BUILD THESE CRAPPY LANDING PAGES?
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Because Mobile Devices Are Slow
But they’re not slow anymore…
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Because Mobile Screens Are Tiny
But they keep getting larger…
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% Who Switched To Full Site
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Conversion RatesMobile Site Vs. Full Site on Mobile
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Hack #9: Bypass Landing Pages
Altogether
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Capture Leads Directly From Ads
Leads Get Emailed or Posted to You!
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Encourage Searchers to Call You
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New! Call-Only Campaigns in AdWords
• Eliminate clicks to mobile landing pages altogether
• Phone number will appear regardless of location
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Hack #10: Use Remarketing to
Convert Abandoners
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Use Remarketing as a CRO Tool
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Use Remarketing as a CRO Tool
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Remarketing WorksYep, that’s $56…on ice cream. All thanks to remarketing…
Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
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Q & A
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