Top 10 CRO Hacks of All Time

Top 10 CRO Hacks of ALL Time

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@ErinSagin


3 Random Facts About

Me@ErinSagin

I’ve lived in 6 different cities in the last 6 years


I played the piano and the saxophone competitively as a kid


I moonlight as a bartender



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


What does a good conversion rate actually look like?


Putting It In Perspective


Think You’re the Exception to the Rule?

So did they.


“Top 10% of Accounts Convert 3-5x Higher Than Average” Rule


How Does an Unremarkable Landing Page Become a Superstar?


Erin’s Top 10 CRO Hacks


Hack #1: Go Big or Go Home


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!!”


Typical Conversion Rate Optimization Test

• The early lead disappears• Gains don’t persist over time


We Obsess Over Small Tweaks


It’s Easy To Believe What You Want to Believe


Bigger Is Always Better

Aim for those 3-5x Increases, Not 3-5%!


Hack #2: Eliminate Unqualified Traffic


Conversion Rate = (Captured Leads/Website Visitors) x 100%

Huge leverage in changing the

“Website Visitors” part of the equation by sending more QUALIFIED

traffic!


Targeting the Wrong Visitors Hurts


Consider Keyword Choices & Targeting Settings


Analyze Your Search Query Report

• Adjust match types

• Utilize negative keywords


Hack #3: Prime Visitors to Convert from the

Get Go


Pre-Qualify Your Visitors

Give them images and pricing *before* they click!


Google Shopping Ads


Inspire Users to Take Action


Use Ad Customizers to Create Urgency

• Use FOMO to inspire action

• As sale ends (or quantity goes to zero), CVR increases up to 3x!!


Pull a “J. Crew”• The sky is the

limit!

• Rotate ad customizers to create a perpetual sale or show dwindling product supply


Hack #4: Use Consistent Messaging


Don’t Send Mixed Messages

Feature ONE clear CTA!


Don’t Make Promises You Can’t Keep

Where’s the sale???


Ideal Message Flow


Hack #5: Experiment with Different Offers


It’s Easy to Get Stuck in a Rut

Or Follow the Pack


WordStream’s Old Offer


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!


Give the People What They Want


WordStream’s New Offer


Hack #6: Change Your Sign-up Flow


Typical Software Download Form


Clear Your Path to Conversion


Example #1: Register at the End


Example #2: Let Users Decide


Hack #7: Get Creative With Your Imagery


A Picture Is Worth 1,000 Words


These images do more harm than good!


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


Infuse Text in Images


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)


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


Hack #8: Revitalize Your Mobile Landing

Pages


These Mobile Sites Stink


WHY DID WE BUILD THESE CRAPPY LANDING PAGES?


Because Mobile Devices Are Slow

But they’re not slow anymore…


Because Mobile Screens Are Tiny

But they keep getting larger…


% Who Switched To Full Site


Conversion RatesMobile Site Vs. Full Site on Mobile


Hack #9: Bypass Landing Pages

Altogether


Capture Leads Directly From Ads

Leads Get Emailed or Posted to You!


Encourage Searchers to Call You


New! Call-Only Campaigns in AdWords

• Eliminate clicks to mobile landing pages altogether

• Phone number will appear regardless of location


Hack #10: Use Remarketing to

Convert Abandoners


Use Remarketing as a CRO Tool


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


Q & A


Top 10 CRO Hacks of All Time

Marketing

Transcript of Top 10 CRO Hacks of All Time