Your SlideShare is downloading. ×
Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]


Published on

In the world of PPC, getting clicks is only half the battle - the other half is getting those visitors to take the next step and actually convert to customers. In this webinar, WordStream's Founder & …

In the world of PPC, getting clicks is only half the battle - the other half is getting those visitors to take the next step and actually convert to customers. In this webinar, WordStream's Founder & CTO Larry Kim and Lead Analyst Mark Irvine reveal simple strategies guaranteed to TRIPLE your conversion rate. You'll learn:

-Features of top converting PPC campaigns
-Conversion rate benchmarks for top industries
-Precise impact of Quality Score on Cost Per Action
-Easy conversion rate experiments to send your conversions sky-high!

Watch it now and arm yourself with the tools needed to launch your conversion rate to infinity – and beyond!

For more information, please visit

Published in: Marketing

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Unbelievable Discoveries to Triple Your Conversion Rate Larry Kim, Founder/CTO, WordStream Mark Irvine, PPC Analyst, WordStream March 6, 2014 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  • 2. 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
  • 3. 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
  • 4. Take Part in Live Blogging on Twitter / Google+ Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. Larry Kim (@larrykim) #wordstream
  • 5. Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream
  • 6. Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years Larry Kim (@larrykim) #wordstream
  • 7. Live-Poll Question What’s The Average Conversion Rate for Your Landing Pages? a) b) c) d) e) 0-1% 1-3% 3-7% 7-10% +10% Larry Kim (@larrykim) #wordstream
  • 8. The Landing Page Optimization “Experts” Are All Wrong
  • 9. Warning: Lots of Data Ahead!
  • 10. Epiphany #1: The Classic Conversion Rate Optimization Test Is Often Quite Silly
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #wordstream
  • 15. Epiphany #2: What’s a Good Conversion Rate?
  • 16. What’s a Good Conversion Rate? Larry Kim (@larrykim) #wordstream
  • 17. Survey Methodology Larry Kim (@larrykim) #wordstream
  • 18. • Even the “Winner” is a Loser! Forest vs. Trees CONFIDENTIAL – DO NOT DISTRIBUTE 18
  • 19. Unremarkable vs. Unicorns Distribution Point Conversion Rate Vs Average Comments Average 2.35% Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable Larry Kim (@larrykim) #wordstream
  • 20. “top 10% of accounts have a CVR 3x average” rule 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% Larry Kim (@larrykim) #wordstream
  • 21. Aim For 2-4x Increases Not 2-4%! Larry Kim (@larrykim) #wordstream
  • 22. Landing Page Unicorns?! (+3x Avg. Conversion Rate!) @larrykim
  • 23. Epiphany #3: What Do Landing Page Unicorns Look Like?
  • 24. Ad Text Testing Hunting Landing Page Unicorns @larrykim, @perrymarshall
  • 25. 1. Changing The Offer Larry Kim (@larrykim) #wordstream
  • 27. How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! CONFIDENTIAL – DO NOT DISTRIBUTE 27
  • 28. 2. Change The Flow. Larry Kim (@larrykim) #wordstream
  • 29. 2. New Flow: Registration At End Larry Kim (@larrykim) #wordstream
  • 30. 2. New Flow: Quality vs. Quantity Larry Kim (@larrykim) #wordstream
  • 31. Another Example of Changing The Flow CONFIDENTIAL – DO NOT DISTRIBUTE 31
  • 32. Changing the Flow: Let Them Choose CONFIDENTIAL – DO NOT DISTRIBUTE 32
  • 33. 3. Use Remarketing as a CRO Tool - 96% X Your Site 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 purchase Your Ad Larry Kim (@larrykim) #wordstream
  • 34. 3. Why I View Remarketing as CRO* • 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 - X Bring them back to your website Larry Kim (@larrykim) #wordstream
  • 35. Epiphany #4 You Need To Try Out 10 Landing Pages To Find 1 Unicorn
  • 36. Relative Abundance Name Percentile Relative Abundance Vs. Expected Conversion Rate Awesome Landing Pages Unicorns Top 25% 1:4 2x Higher Top 10% 1:10 5x Higher!! Larry Kim (@larrykim)
  • 37. But I Have 10 Landing Pages! Larry Kim (@larrykim)
  • 38. This is the same landing page with different spacing… Larry Kim (@larrykim)
  • 39. Epiphany #5 It’s Not as Hard As You Think
  • 40. 80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim)
  • 41. The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim)
  • 42. You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
  • 43. But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
  • 44. Epiphany #6 A Note on Mobile Ads
  • 45. 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)
  • 46. Epiphany #7 F%@# Conversion Rates*
  • 47. Eh? WHAT?! Larry Kim (@larrykim)
  • 48. Note Definition of Conversion Rate** • 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! Larry Kim (@larrykim)
  • 49. 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)
  • 50. 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) Larry Kim (@larrykim)
  • 51. WordStream’s 20 Minute PPC Work Week • 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!™ Larry Kim (@larrykim)
  • 52. New: Leads & Landing Page Management Software @larrykim
  • 53. Released This Week: Landing Page Grader!! @larrykim
  • 54. 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)
  • 55. Your Questions Thank you for attending WordStream’s webinar! Benchmark your AdWords account today! Or contact us directly: Larry Kim @larrykim Mark Irvine @markirvine_ Larry Kim (@larrykim)