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Unbelievable Discoveries to
Triple Your Conversion
Rate
Larry Kim, Founder/CTO, WordStream
Mark Irvine, PPC Analyst, WordS...
Today’s Agenda
• Why Conventional Wisdom around
Conversion Rate Optimization is Silly
• What’s a good Conversion Rate?
• R...
Speaker Introductions
• Larry Kim (@larrykim)
– Founder, CTO, WordStream, Inc.
– Provider of 20 Minute PPC Work
Week and A...
Take Part in Live Blogging on Twitter / Google+
Include the hashtag #wordstream in your
Twitter tweets, Google+ status upd...
Let’s learn a little about you….

Larry Kim (@larrykim) #wordstream
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

L...
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%

L...
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.

• ...
Typical Conversion Rate Optimization Test
• The Early Lead Disappears!
• We want to believe our hard work paid off
but we ...
Conventional Landing Page Optimization is Over-Rated

• Small Changes Result in Small Changes
• The x% Increase you think ...
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!

Forest vs. Trees
CONFIDENTIAL – DO NOT DISTRIBUTE

18
Unremarkable vs. Unicorns

Distribution Point

Conversion Rate

Vs Average

Comments

Average

2.35%

Top 25%

5.31%

2x

...
“top 10% of accounts have a CVR 3x average” rule
Distribution
Point

All accounts

Ecommerce

Legal

B2B

Finance

Median ...
Aim For 2-4x Increases Not 2-4%!

Larry Kim (@larrykim) #wordstream
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
@larrykim
Epiphany #3:
What Do Landing
Page Unicorns
Look Like?
Ad Text Testing

Hunting Landing Page
Unicorns

@larrykim, @perrymarshall
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 D...
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
-

96%

X

Your Site

of people who visit a website
leave without completing
the actions ...
3. Why I View Remarketing as CRO*
• Opportunity to …
– Turn abandoners into leads
– Increase Branded Searches
– Increase r...
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
Unicorns

To...
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 i...
Epiphany #7
F%@# Conversion
Rates*
Eh? WHAT?!

Larry Kim (@larrykim)
Note Definition of Conversion Rate**
• Conversion Rate = (# of
Completed Actions / Total
Visits to a Page)
• Beware “Landi...
A Quick Recap
1. Most Landing Page Optimization = Rearranging
Deck Chairs, Small % Changes (Often
Insignificant)
2. Insane...
Grade Your Quality Score with The AdWords Grader!
•

A free, instant PPC audit in
under a minute!

•

Grades your AdWords ...
WordStream’s
20 Minute PPC Work Week
• We find all the low hanging
fruit in your account
• You just review / approve the
f...
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 ...
Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.c...
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Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]

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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 www.wordstream.com.

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Transcript of "Unbelievable Discoveries to TRIPLE Your CTR! [Webinar]"

  1. 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. 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. 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. 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. 5. Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream
  6. 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. 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. 8. The Landing Page Optimization “Experts” Are All Wrong
  9. 9. Warning: Lots of Data Ahead!
  10. 10. Epiphany #1: The Classic Conversion Rate Optimization Test Is Often Quite Silly
  11. 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. 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. 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. 14. Re-Arranging Deck Chairs On the Titanic Larry Kim (@larrykim) #wordstream
  15. 15. Epiphany #2: What’s a Good Conversion Rate?
  16. 16. What’s a Good Conversion Rate? Larry Kim (@larrykim) #wordstream
  17. 17. Survey Methodology Larry Kim (@larrykim) #wordstream
  18. 18. • Even the “Winner” is a Loser! Forest vs. Trees CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 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. 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. 21. Aim For 2-4x Increases Not 2-4%! Larry Kim (@larrykim) #wordstream
  22. 22. Landing Page Unicorns?! (+3x Avg. Conversion Rate!) @larrykim
  23. 23. Epiphany #3: What Do Landing Page Unicorns Look Like?
  24. 24. Ad Text Testing Hunting Landing Page Unicorns @larrykim, @perrymarshall
  25. 25. 1. Changing The Offer Larry Kim (@larrykim) #wordstream
  26. 26. The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. How to Know if your Offer Stinks • Average or Below Average Conversion Rates • Ask Your Customer! CONFIDENTIAL – DO NOT DISTRIBUTE 27
  28. 28. 2. Change The Flow. Larry Kim (@larrykim) #wordstream
  29. 29. 2. New Flow: Registration At End Larry Kim (@larrykim) #wordstream
  30. 30. 2. New Flow: Quality vs. Quantity Larry Kim (@larrykim) #wordstream
  31. 31. Another Example of Changing The Flow CONFIDENTIAL – DO NOT DISTRIBUTE 31
  32. 32. Changing the Flow: Let Them Choose CONFIDENTIAL – DO NOT DISTRIBUTE 32
  33. 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. 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. 35. Epiphany #4 You Need To Try Out 10 Landing Pages To Find 1 Unicorn
  36. 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. 37. But I Have 10 Landing Pages! Larry Kim (@larrykim)
  38. 38. This is the same landing page with different spacing… Larry Kim (@larrykim)
  39. 39. Epiphany #5 It’s Not as Hard As You Think
  40. 40. 80% of Traffic Goes to 10% of Landing Pages Larry Kim (@larrykim)
  41. 41. The Bar for Landing Page Excellence is (Very) Low Larry Kim (@larrykim)
  42. 42. You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
  43. 43. But You Don’t Need Dozens of Landing Pages… Larry Kim (@larrykim)
  44. 44. Epiphany #6 A Note on Mobile Ads
  45. 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. 46. Epiphany #7 F%@# Conversion Rates*
  47. 47. Eh? WHAT?! Larry Kim (@larrykim)
  48. 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. 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. 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) www.wordstream.com/google-adwords Larry Kim (@larrykim)
  51. 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!™ www.wordstream.com/ppc-free-trial Larry Kim (@larrykim)
  52. 52. New: Leads & Landing Page Management Software www.wordstream.com/ppc-free-trial @larrykim
  53. 53. Released This Week: Landing Page Grader!! www.wordstream.com/landing-page @larrykim
  54. 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. 55. 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 lkim@wordstream.com @larrykim Mark Irvine mirvine@wordstream.com @markirvine_ Larry Kim (@larrykim)
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