Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]
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Transcript of Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Unbelievable Discoveries to
Triple Your Conversion
Rate
Larry Kim, Founder/CTO, WordStream
Mark Irvine, PPC Analyst, WordStream
March 6, 2014
Today’s Agenda
• Why Conventional Wisdom around
Conversion Rate Optimization is Silly
• What’s a good Conversion Rate?
• Review: The Top 10% of Landing
Pages?
• What makes them tick?
• How can I replicate them?
• What does it all mean?
Larry Kim (@larrykim) #wordstream
Speaker Introductions
• Larry Kim (@larrykim)
– Founder, CTO, WordStream, Inc.
– Provider of 20 Minute PPC Work Week and AdWords Grader
– #1 PPC Expert According to PPC Hero!
• Mark Irvine (@MarkIrvine_)
– WordStream’s PPC Analyst
– Math Wizard / PPC Expert
– Huge Hockey Fan
Larry Kim (@larrykim) #wordstream
Take Part in Live Blogging on Twitter / Google+
Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc.
Larry Kim (@larrykim) #wordstream
Let’s learn a little about you….
Larry Kim (@larrykim) #wordstream
Live-Poll Question
How Long Have You Been Using AdWords?
a) Less Than 1 Year
b) 1-2 Years
c) 3-5 Years
d) Over 5 Years
Larry Kim (@larrykim) #wordstream
Live-Poll Question
What’s The Average Conversion Rate for Your Landing
Pages?
a) 0-1%
b) 1-3%
c) 3-7%
d) 7-10%
e) +10%
Larry Kim (@larrykim) #wordstream
The Landing Page Optimization
“Experts” Are All Wrong
Warning: Lots of Data
Ahead!
Epiphany #1:
The Classic
Conversion Rate
Optimization Test
Is Often Quite Silly
The Great Landing Page Optimization Fairy Tale
• We Changed the:
– Font Type
– Spacing
– Button Color
– Image
– Etc.
• We got a 5%
Increase in
Conversions!!*
Larry Kim (@larrykim) #wordstream
Typical Conversion Rate Optimization Test
• The Early Lead Disappears!
• We want to believe our hard work paid off
but we are often deluding ourselves…
Larry Kim (@larrykim) #wordstream
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result in Small Changes
• The x% Increase you think you got
probably isn’t significant!
Larry Kim (@larrykim) #wordstream
Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #wordstream
Epiphany #2:
What’s a Good
Conversion Rate?
What’s a Good Conversion Rate?
Larry Kim (@larrykim) #wordstream
Survey Methodology
Larry Kim (@larrykim) #wordstream
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 18
Forest vs. Trees
Unremarkable vs. Unicorns
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
Larry Kim (@larrykim) #wordstream
“top 10% of accounts have a CVR 3x average” rule
Larry Kim (@larrykim) #wordstream
Distribution Point
All accounts Ecommerce 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%
Aim For 2-4x Increases Not 2-4%!
Larry Kim (@larrykim) #wordstream
@larrykim
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
Epiphany #3:
What Do Landing
Page Unicorns
Look Like?
Ad Text Testing
@larrykim, @perrymarshall
Hunting Landing Page
Unicorns
1. Changing The Offer
Larry Kim (@larrykim) #wordstream
The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE 26
How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
CONFIDENTIAL – DO NOT DISTRIBUTE 27
2. Change The Flow.
Larry Kim (@larrykim) #wordstream
2. New Flow: Registration At End
Larry Kim (@larrykim) #wordstream
2. New Flow: Quality vs. Quantity
Larry Kim (@larrykim) #wordstream
Another Example of Changing The Flow
CONFIDENTIAL – DO NOT DISTRIBUTE 31
Changing the Flow: Let Them Choose
CONFIDENTIAL – DO NOT DISTRIBUTE 32
3. Use Remarketing as a CRO Tool
Larry Kim (@larrykim) #wordstream
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X -
of people abandon their
shopping cart without
completing a purchase
70%
3. Why I View Remarketing as CRO*
Larry Kim (@larrykim) #wordstream
X -
• Opportunity to …
– Turn abandoners into leads
– Increase Branded Searches
– Increase repeat visitor rates
& engagement
– Increase effectiveness of
Landing Pages?
Users who have
visited your web site
Bring them back to
your website
Epiphany #4
You Need To Try Out
10 Landing Pages To
Find 1 Unicorn
Relative Abundance
Name Percentile Relative Abundance
Vs. Expected Conversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)
But I Have 10 Landing Pages!
Larry Kim (@larrykim)
This is the same landing page with different
spacing…
Larry Kim (@larrykim)
Epiphany #5
It’s Not as Hard As
You Think
80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim)
The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim)
You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)
Epiphany #6
A Note on Mobile Ads
Calls Radically Change The Flow!
• The calls bypass the landing
page all-together (a very leaky
step!)
• Furthermore the intent behind
a call is much stronger than a
click to a website
• Calls converted at a 3x higher
rate than clicks to a website
• Click-to-Call = Insane
Landing Page Optimization!!
Larry Kim (@larrykim)
Epiphany #7
F%@# Conversion
Rates*
Eh? WHAT?!
Larry Kim (@larrykim)
Note Definition of Conversion Rate**
Larry Kim (@larrykim)
• Conversion Rate = (# of
Completed Actions / Total
Visits to a Page)
• Beware “Landing Page
Optimizations” that merely
exchange quantity for
quality
• Generating more, lower
quality leads could hurt, not
help your business!
A Quick Recap
1. Most Landing Page Optimization = Rearranging
Deck Chairs, Small % Changes (Often
Insignificant)
2. Insane Landing Page Optimization = 2-5x
Changes AND improve lead quality, too.
Larry Kim (@larrykim)
Grade Your Quality Score with The AdWords Grader!
• A free, instant PPC audit in under a minute!
• Grades your AdWords account performance based on the 8 PPC metrics that really matter
• Compares how you’re doing against other accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
Larry Kim (@larrykim)
• We find all the low hanging
fruit in your account
• You just review / approve the
findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can
improve your ROI on
AdWords by 20% or more!™
WordStream’s
20 Minute PPC Work Week
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim)
New: Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
@larrykim
Released This Week: Landing Page Grader!!
www.wordstream.com/landing-page
@larrykim
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
b) Get a 1-on-1 AdWords Grader walk-through with a
PPC expert
c) Nothing at the moment
Larry Kim (@larrykim)
Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
@larrykim
Mark Irvine
@markirvine_
Larry Kim (@larrykim)