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Transcript of 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's...
![Page 1: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/1.jpg)
5 Conversion Rate Hacks That Yield
Massive 3-5x Conversion Rate
Improvements
Brought to you by:
www.wordstream.com/learn#conversionconf @larrykim
![Page 2: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/2.jpg)
#convcon @larrykim
Download Slides Here:
http://bit.ly/bigCRO
![Page 3: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/3.jpg)
3 Random Facts
About Me
(@larrykim)
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1. Crazy About PPC Marketing!!
#convcon @larrykim
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3. Originally From Winnipeg, Canada!2. Originally from Winnipeg, Canada
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Actual Photos of Boston From February This Year
#convcon @larrykim
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Photos of WordStream’s Global
Headquarters:
2008 2015
#convcon @larrykim
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3. Have a One-Year Old Kid (#ppckid)
#convcon @larrykim
![Page 9: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/9.jpg)
• Why Conventional A/B
Testing Wisdom is silly
• What’s a Good Conversion
Rate?
• Reviewing The Top 10% of
High Converting Offers
• Five Ridiculously Powerful
CRO Hacks for 3-5x Gains
#convcon @larrykim
Today’s Agenda!
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Warning: You Are Part of the BigCRO Rebellion and a Traitor!
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Epiphany #1:The Classic A/B
Test is a Fairy Tale
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The Great Landing Page Optimization
Fairy TaleWe changed the:
• Font type
• Spacing
• Button color
• Image
• Etc.
“We got a 5% increase in conversions!!”
#convcon @larrykim
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Typical Conversion Rate
Optimization Test
• The early lead disappears!
• Gains don’t persist over time
#convcon @larrykim
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#convcon @larrykim
Epiphany #2:Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome
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#convcon @larrykim
Epiphany #2:Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome
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Typical A/B Test is Overrated
• Small Changes Usually Result in Small Changes
• X% Increase You Think You Got Probably Not Real
#convcon @larrykim
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A/B Testing Strategy Often Like
Rearranging Deck Chairs on Titanic
#convcon @larrykim
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Epiphany #3:What is a Good
Conversion Rate?
(HIGHER Than You
Think!!)
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#ABdelusionForest vs. Trees
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What’s a Good Conversion Rate?
#convcon @larrykim
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Survey Methodology
#convcon @larrykim
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Donkeys vs. Unicorns
Distribution
Point
Conversion
Rate
Vs.
AverageComments
Average 2.35% Donkeys
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
#convcon @larrykim
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“Top 10% of Accounts Convert 3-5x
Higher Than Average” Rule
Distribution Point
All accounts
Shopping 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%
#convcon @larrykim
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Aim for 3-5x Increases, NOT 3-5%!
#convcon @larrykim
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Landing Page Unicorns?(3-5x Avg. Conversion Rate!)
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Epiphany
#3:What Do
Landing Page
Unicorns Look
Like?
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Hunting Landing Page
Unicorns (Going After
Big, Lasting CRO
Increases)
![Page 28: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/28.jpg)
Five Incredible CRO Hacks
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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!!
Captured Lead
View Landing Page
Website Visitors
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#convcon @larrykim
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CRO Hack #1Eliminate Landing Pages Using Call Extensions
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#convcon @larrykim
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So Bypass the Landing Page Completely
#convcon @larrykim
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Click-to-Call is Total Game Changer
#convcon @larrykim
Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
Landing Page!
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Lead Captured 3% Average
Conversion
Rate!
Golden Rule of Mobile Traffic: “Calls to Businesses are
Worth +3x More Than Clicks to Websites”
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Dramatically Increase Contact &
Qualification Rates
#convcon @larrykim
Response Time From Creation by 5 Minutes
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.
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Users are 9x more likely to
place a call from a mobile
SERP than a desktop.
#convcon @larrykim
Force Mobile Searchers to Call You
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• Literally just
pay for Calls to
your Business!
• Wow.
Amazing!
#convcon @larrykim
New Call-Only Campaigns in AdWords
![Page 38: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/38.jpg)
CRO Hack #2Eliminate Landing Pages Using New Ad Formats
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Facebook, Twitter, AdWords: All Have Lead Capture Ad
Formats, Allowing You to Skip Landing Page
#convcon @larrykim
Leads Get Emailed or
Posted to You
Entire Stage of Conversion Funnel Eliminated!!
![Page 40: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/40.jpg)
#convcon @larrykim
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CRO Hack #3
Make Site Visitors More Likely to Convert
![Page 42: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/42.jpg)
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
![Page 43: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/43.jpg)
Shopping Ads Steal all the Conversions!
#convcon @larrykim
Price & Image Info Communicated *BEFORE* Clicking Ad!!
![Page 44: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/44.jpg)
New Automotive Ad Formats More Likely to Inspire Actions
Image Carousel With Detailed Info
Call or Get Directions
#convcon @larrykim
![Page 45: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/45.jpg)
New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
#convcon @larrykim
![Page 46: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/46.jpg)
New Shopping Experiences
Expandable Product Card
Local Inventory ads
#convcon @larrykim
Reviews and Ratings
![Page 47: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/47.jpg)
Compare and Buy Insurance Online
Expandable Product Card
Call Local Agent
Detailed Reviews
#convcon @larrykim
![Page 48: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/48.jpg)
Use Google to Get a Credit Card
Compare Rates Support for Regional Banks
#convcon @larrykim
![Page 49: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/49.jpg)
Get a Mortgage!
Latest Rates Ratings and Details
#convcon @larrykim
![Page 50: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/50.jpg)
@larrykim
![Page 51: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/51.jpg)
@larrykim
• Urgency impacts
Conversions
• As sale ends (or
quantity goes to
zero), CVR
increases up to
3x!!
Use Ad Customizers to Create Urgency & Fear of Missing Out (FOMO)
![Page 52: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/52.jpg)
@larrykim
Go Nuts With Ad Customizers
Consider doing “Perpetual Sales”
![Page 53: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/53.jpg)
Upload Your Customer List and Find “Similar Audiences”
![Page 54: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/54.jpg)
Similar Audiences on Twitter, Too.
Leverage the Power of Ad Platforms to Find the Needle
in the Haystack For You!
![Page 55: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/55.jpg)
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
#convcon @larrykim
![Page 56: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/56.jpg)
CRO Hack #4
Convert Abandoners with Remarketing
![Page 57: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/57.jpg)
Use Remarketing as a CRO Tool
96% 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 purpose
Your Ad
Your Site
X-
![Page 58: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/58.jpg)
What’s The Google Display Network?
#convcon @larrykim
These are
Display
Ads!!
![Page 59: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/59.jpg)
Huge Reach on Google Display Network
#convcon @larrykim
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Weird Thing About Remarketing
#convcon @larrykim
Conversion
Rates Increase
With More Ad
Impressions
![Page 61: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/61.jpg)
Remarketing CRO Hack: Be Bold!
#convcon @larrykim
• Set Membership Duration: 3x Avg. Sale Cycle
• Set Impression Caps to Unlimited!
• Run Multiple Ads Per Campaign!
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Remarketing on Twitter!
#convcon @larrykim
Target website visitors OR custom lists
![Page 63: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/63.jpg)
Remarketing on Facebook, Too.
#convcon @larrykim
Target website visitors OR custom lists
![Page 64: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/64.jpg)
Summary: Remarketing = CRO*
Doubles Conversion Rates By Targeting Abandoners!
#convcon @larrykim
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CRO Hack #5
Change Sign-Up Flow
![Page 66: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/66.jpg)
Typical Software Download Form
#convcon @larrykim
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New Sign-Up Flow: Register at End
#convcon @larrykim
![Page 68: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/68.jpg)
Example #2: Change Sign-Up Flow By Letting Users Decide + Emotional Triggers
#convcon @larrykim
![Page 69: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/69.jpg)
Example #3: Increase Number of Steps
#convcon @larrykim
![Page 70: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/70.jpg)
Rethinking CRO:
2 Key Takeaways
![Page 71: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/71.jpg)
#1 Bigger Changes Produce Bigger Changes
1) You Can
Bypass this
Funnel
Entirely!
2) You Can
Eliminate or
Invert Entire
Sections of
This Funnel!!
Captured Lead
View Landing Page
Website Visitors
![Page 72: 5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements - Larry Kim's Presentation for Conversion Conference 2015](https://reader030.fdocuments.net/reader030/viewer/2022032422/55a9f08d1a28ab99418b4796/html5/thumbnails/72.jpg)
#convcon @larrykim
#2) Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!