Hacking CRO, PPC Style; 5 Tips to 3x Your Conversion Rates
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Transcript of Hacking CRO, PPC Style; 5 Tips to 3x Your Conversion Rates
Hacking CRO, PPC Style; 5 Tips
to 3x Your Conversion Rates
Brought to you by:
www.wordstream.com/learn#convroadtrip @erinsagin
• Customer Success Manager at
WordStream
• Has specialized in search for 3+ years
• Team consults for over 3,000 PPC
accounts
• “From” Boston, MA
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Meet Erin
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Today’s Agenda
ü Why conven*onal conversion rate tes*ng is flawed
ü What a good conversion rate actually looks like ü Erin’s Top 5 Game Changing CRO Hacks
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The Classic A/B Test is a Fairy Tale
We changed the: • Font type • Spacing • BuFon color • Image • Etc.
“We got a 5% increase in conversions!!”
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Typical Conversion Rate OpJmizaJon Test
• The early lead disappears • Gains don’t persist over *me
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It’s Easy To Believe What You Want to Believe
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So, what does a good conversion rate actually look like?
Top 10% of landing pages have 5x the average
conversion rate!
*Based on over 100,000 AdWords accounts
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PuQng It In PerspecJve
Distribu<on Point
Conv. Rate
Vs. Average
Level
Average 2.35% Unremarkable
Top 25% 5.31% 2x One-‐Hit Wonder
Top 10% 11.45% 5x Superstar
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Think You’re the ExcepJon to the Rule?
So did they. #convroadtrip @erinsagin
“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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Aim for 3-‐5x Increases, NOT 3-‐5%
Bigger Is Always Be]er
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Erin’s Top 5 Game Changing CRO
Hacks #convroadtrip @erinsagin
Hack #1: Prime Site Visitors to Convert From
the Get Go #convroadtrip @erinsagin
Conversion Rate = (Captured Leads/Website Visitors) x 100%
Website Visitors
View Landing Page
Captured Lead
Huge leverage in
changing the “Website
Visitors” part of the
equa*on by sending
more QUALIFIED traffic
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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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New Shopping Experiences
Expandable Product Card
Local Inventory ads
Reviews and Ra*ngs
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Inspire Users To Take AcJon
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Compare and Buy Insurance Online
Expandable Product Card Call Local Agent Detailed
Reviews
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Use Google to Get a Credit Card
Compare Rates Support for Regional Banks
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Get a Mortgage!
Latest Rates Ra*ngs and Details
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Use Ad Customizers to Create Urgency • Use FOMO to inspire ac*on • As sale ends (or quan*ty 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 #2: 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
Revela*on! Rather than pushing the product from the get go, sa*sfy their needs first, then go in for the kill!
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Customer: I just started a trial and I am REALLY confused. Help! L
1. Average to below average conversion rates 2. Prospects were asking for more help (through
website and feedback from Sales Team)
Give the People What They Want
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WordStream’s New Offer
5x Higher Conv. Rate!
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Hack #3: Change Your Sign-‐
Up Flow
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Typical Soiware Download Form
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Clearing the Path to Conversion
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Example #1: Register at End
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Example #2: Let Users Decide
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Hack #4: Use Remarke*ng
to Convert Abandoners
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Use RemarkeJng as a CRO Tool
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Use RemarkeJng as a CRO Tool
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RemarkeJng Works
96% of people who visit a website leave
without comple*ng the ac*ons marketers
want them to take
70% of people abandon their shopping cart without comple*ng a purpose
Your Site
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…Maybe Even TOO Successfully Yep, that’s $56…on ice cream. All thanks to remarke*ng…
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Conversion Rates Increase with Ad Exposure
More than 2x more likely to convert aOer seeing your ad SIX <mes!
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RemarkeJng Tips to Maximize Conversions
• Set Membership Dura*on to 3x Average Sale Cycle
• Set Impression Caps to Unlimited
• Run Mul*ple Ads Per Campaign
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Hack #5: Revitalize Your Mobile Landing
Pages #convroadtrip @erinsagin
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These Mobile Sites SJnk
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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’re only gemng bigger…
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% Who Switched To Full Site
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Conversion Rates Mobile Site vs. Full Site on Mobile
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Time is Running Out
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Let’s Recap!
1. Prime Site Visitors for Conversion Early On
2. Experiment with New Offers
3. Change the Sign-‐up Flow
4. U*lize Remarke*ng
5. Improve Your Mobile Experience
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Bonus Hack! Temporarily Bypass Your Crappy Landing Pages with PPC Tricks
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Capture Lead InformaJon Directly from the SERP Leads Get Emailed or Posted to You!
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Encourage Searchers to Call You
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Users are 9x more likely to place a call from a mobile SERP
than a desktop.
• Eliminate clicks to mobile landing pages all together
• Phone number will appear regardless of loca*on
New! Call-‐Only Campaigns in AdWords
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Thank You!
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