#SMX #14B3 @larrykim
5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements Larry Kim, Founder of WordStream, Inc.
#SMX #14B3 @larrykim
A Few Random Facts About Me
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#SMX #14B3 @larrykim
Originally from Winnipeg, Canada
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Actual Photos of Boston From February This Year
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WordStream’s Global Headquarters in Boston
2008 2015
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You are a member of the CRO Rebellion …
and a Traitor!
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Download Slides: bit.ly/big-cro
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EPIPHANY #1: The Classic A/B Test is a Fairy Tale
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#SMX #14B3 @larrykim
Typical Conversion Rate Optimization Test
• The early lead disappears! • Gains don’t persist over time.
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EPIPHANY #2:
Most Marketing Departments Are Delusional about CRO
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CONVERSION RATE OPTIMIZATION
I WANT TO BELIEVE
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TYPICAL A/B TEST IS OVERRATED
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Small Changes Usually Result in Small Changes
The percentage increase you think you got is probably not real.
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A/B Testing Strategy is Often Like Rearranging Deck Chairs on the Titanic
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CRO EPIPHANY #3:
CRO Often Just Increases Quantity of Leads at the Expense of Quality
VS
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Higher Conversion Rate = (Much) Lower % Marketing Qualified Lead Rate
Landing Conversion Rate % Marketing Qualified Leads (MQL)
1% 2% 4% 7%
18%
2% 5%
9%
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EPIPHANY #4:
(HIGHER THAN YOU THINK!)
What is a Good Conversion Rate?
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Forest vs. Trees
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What’s a good Conversion Rate? Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45% and Above
SHA
RE
OF
ALL
AC
CO
UN
TS
SEARCH CONVERSION RATE WordStream Client Data, not Official Google Data.
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Donkeys vs. Unicorns
Distribution Point Conversion Rate Vs. Average Comments
AVERAGE 2.35% - DONKEYS
TOP 25% 5.31% 2X AWESOME
TOP 10% 11.45% 5X UNICORNS
UNICORNS CONVERT 5X BETTER THAN DONKEYS
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Aim for 3-5x Increases, NOT 3-5%
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Landing Page Unicorns? (3-5x Avg. Conversion Rate!)
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Most Conversion Rate Optimization Efforts Actually More Like …
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How to make: Conversion Rates Go Up & Stay Up Forever & Not Kill Lead Quality
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Big CRO: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements
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Larry’s #1 Big CRO Hack
Eliminate Landing Pages Using Call Extensions
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Rethinking the Marketing Funnel: Two Parts to this Story
1. You can bypass this funnel entirely!
2. You can eliminate or invert entire sections of this funnel!
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#SMX #14B3 @larrykim
#SMX #14B3 @larrykim
Skip Landing Page! Use Call Buttons
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Call Buttons are Game Changers Desktop Search
Conversion Funnel Mobile
Conversion Funnel
1. Sees Ad 2. Clicks on Ad 3. Vists Website
Landing Page 4. Lead Captured
1. Sees Ad
2. Calls Business
3. Lead Captured No Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
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Dramatically Increase Contact & Qualification Rates
Contact rates significantly drop off after 5 minutes. Why? Declining interest, alternate solutions, etc.
CONTACT RATE 100x decrease from 5 min to 30 min
QUALIFICATION RATE 21x decrease from 5 min to 30 min C
ON
TAC
T R
ATE
TIME
Source: MIT
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Force Mobile Searchers to Call You
Users are 9x more likely to place a call from a mobile SERP than a desktop.
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Literally just pay for calls to your business!
New Call-Only Campaigns in AdWords
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#SMX #14B3 @larrykim
Larry’s #2 Big CRO Hack
Eliminate Landing Pages Using New Ad Formats
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New Facebook Social Direct Response Ad Formats
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Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are automatically emailed
or posted to you!
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#SMX #14B3 @larrykim
Larry’s #3 Big CRO Hack
Make Site Visitors More Likely to Convert
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Conversion Rate is Defined as: (Captured Leads / Website Visitors) *100%
Huge leverage in changing the “Website Visitors” part of the equation by sending more qualified traffic.
How?
Captured Lead
View Landing Page
Website Visitors
CLOSED DEAL!
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Shopping Ads Steal all the Conversions!
Price & Image Info Communicated *BEFORE* Clicking Ad!
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New Automotive Ad Formats More Likely to Inspire Actions
Image Carousel With Detailed Info
Call or Get Directions
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New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
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New Shopping Experiences
Expandable Product Card
Reviews and Ratings
Local Inventory Ads
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Compare and Buy Insurance Online
Expandable Product Card
Detailed Reviews
Call Local Agent
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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 Ratings and Details
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Google is Taking All the Conversions
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As sale ends (or quantity goes to zero), CVR increases up to 3x!
Use Ad Customizers to Create Urgency & Fear of Missing Out (FOMO)
Urgency impacts Conversions
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Go Nuts With Ad Customizers
Consider doing “Perpetual Sales”
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Clone Your Audience List Using Similar Audiences!
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In Facebook and Twitter: Upload Customer Emails, Phone Numbers, Social IDs.
Leverage the Power of Ad Platforms to Find the Needle in the Haystack For You!
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Summary: Three Ways to Make Visitors More Likely to Convert
• New ad experiences inspire action
• Ad customizers create urgency
• Find more converters with similar audiences
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Larry’s #4 Big CRO Hack:
Super Remarketing
I’LL BE BACK
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What’s The Biggest Difference??
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Super Remarketing = Be Picky!
In Super-Remarketing, Cast a Narrow Net, Maximize Conversion Rates.
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Precise Ad Targeting Boosts Engagement Rate
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Demographic Ad Targeting in Facebook
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Behold The Power of Super-Remarketing! Behavioral & Interest Targeting = They’re interested in your stuff
Remarketing = They Recently Checked Out Your Stuff
Demographic Targeting = They Can Afford to Buy Your Stuff
Target a Narrow Audience That Meets
all 3 Criteria = $$$
#SMX #14B3 @larrykim
Power of Super Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Engagement Rates! Conversion Rates!
3X 2X
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Weird Thing About Remarketing
Conversion Rates
Increase With More Ad
Impressions
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Remarketing CRO Hack: Be Bold!
• Set Membership Duration: 3x Avg. Sale Cycle
• Set Impression Caps to Unlimited!
• Run Multiple Ads Per Campaign!
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#SMX #14B3 @larrykim
Larry’s #5 Big CRO Hack
Change Sign-Up Flow
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Typical Software Download Form
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New Sign-Up Flow: Register at End
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Example #2: Change Sign-Up Flow By Letting Users Decide + Emotional Triggers
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Larry’s Bonus Big CRO Hack Change Your Offer (in a Big Way)
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Free Trial vs. Free AdWords Grader Report
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Rethinking CRO: Key Takeaways
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Conventional CRO is Table Stakes, Not a Growth Strategy. Focus on BIG CRO instead!
PLACE MINIMUM BET
Takeaway #1
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Big Changes =
Big Changes.
Takeaway #2
Small Changes =
Small Changes.
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Takeaway #3
Don’t Settle For Average. Be a Unicorn in a Sea of Donkeys!
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Thank You!
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