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Larry Kim, Founder
WordStream, Inc.
SearchLove London, October 17, 2016
#searchlove@larrykim
in the magical landing
page kingdom, there lived
a landing page princess
who held a deep dark
secret…
#searchlove@larrykim
#searchlove@larrykim
Searching far and wide
for a CRO who can
help us fix our
unfortunate situation
The Great A/B Testing Fairy Tale
If We Change The..
• Font Type
• Spacing
• Button Color
• Image
• Text
• Etc.
“We’ll Get ...
#searchlove@larrykim
• 5% Gains per test
• 52 Tests per year…
=1264%
Increase in
Conversions!
#searchlove@larrykim
Typical A/B Test: The Gains Didn’t Persist
Early Lead Disappears. Gains Don’t Persist.
#searchlove@larrykim
CRO Often Just Increases Quantity
of Leads at the Expense of Quality
VS
#searchlove@larrykim
Higher Conversion Rate = (Much)
Lower % Marketing Qualified
Lead Rate
Landing Conversion Rate
% Marketing Qualified Leads ...
CRO popularity increased 8x over the last decade. Average
conversion rates remain unchanged.
#searchlove@larrykim
#searchlove@larrykim
Conventional CRO Wasn’t
Working. It was all smoke and
mirrors!
Outraged, the king and queen of landing page
land hired a private investigator.
#searchlove@larrykim
3 Random facts about me
Make PPC
Magical
Again!
#searchlove @larrykim#searchlove@larrykim
#searchlove@larrykim
1. From Manitoba,
Canada. The Polar Bear
Capital of the World!!
#searchlove@larrykim
Actual Photos From Boston Last Winter
#searchlove@larrykim
2. Live in Harvard Square, Cambridge, MA
#searchlove@larrykim
WordStream’s Headquarters
2008 2016
#searchlove@larrykim
3. Have a 2-year old Kid (#ppckid)
10 CRO Truth Bombs That Will Forever Change Your
Approach to Marketing
#searchlove@larrykim
The Great CRO Conspiracy Revea...
Larry’s #10 CRO Truth Bomb: Kill (Obvious) CTAs
#searchlove@larrykim
#searchlove@larrykim
Email Subject Line Open Rate
Can We Connect on Linkedin? 36.21%
44 Fabulous Tips for Facebook Advertising 30.25%
Wake up a...
(… Duh!)
#searchlove @larrykim
Larry’s #9 CRO
Truth Bomb: Higher
CTR = Higher CTR!
#searchlove@larrykim
This Ad is a Donkey
#searchlove@larrykim
A New Ad:
Emotion: Fear.
Persona: Bearer of Bad News
#searchlove@larrykim
125% Increase in Daily Appointments Booked!
4
9
0 2 4 6 8 10
Positive Twist
Negative Twist
#searchlove@larrykim
170% Increase in Daily Call Volumes!
10
27
0 5 10 15 20 25 30
Positive Twist
Negative Twist
#searchlove@larrykim
Note: Calls Worth More Than Clicks
Contact rates significantly drop off after 5 minutes.
Why? Declining interest, alternat...
Larry’s #8 CRO Truth Bomb: Remarketing =
CRO
#searchlove@larrykim
Weird Thing About Remarketing
Conversion Rates
Increase With
More Ad
Impressions
#searchlove@larrykim
Remarketing CRO Hack: Be Bold!
• Target Both FB & GDN
• Set Membership Duration:
3x Avg. Sale Cycle
• Set Impression Caps ...
Larry’s #7 CRO Truth Bomb:
Brand Affinity Dramatically
Impacts Conversion Rates
#searchlove@larrykim
Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
#searchlove@larrykim
Larry’s #6 PPC Hack: RLSA Will Save The Day
#searchlove@larrykim
RLSA
Target search ads only to people who
recently visited your site!
How Remarketing Lists for Search Ads (RLSA) Works
Users v...
New Visitors vs. Repeat Visitors
How does Increasing Brand Affinity Impact CTR?
Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
#searchlove@larrykim
Quality Score affects your CPC
10 Discounted by 50.0%
9 Discounted by 44.2%
8 Discounted by 37.5%
7 Discounted by 28.6%
6 ...
RLSA
Triples Click Through Rates
Cuts CPC in Half
Triples Conversion Rates
Volume Limited By Audience Size
Behold The Powe...
**You’re Leaving Money On The Table If You’re NOT Doing This!
Combining RLSA + SEO/Content Marketing
#searchlove@larrykim
Fix RLSA Volume Issue By Dramatically Expanding
Cookie Pools
Solution: make the
smaller circle 100-
1000x bigger for
cheap...
Demographic Bidding for Search Ads
#searchlove@larrykim
New: Demographic
Bidding for Search Ads in
AdWords
#searchlove@larrykim
Behold The Awesome Power of SUPER-RLSA
Demographic Bidding=
They’re qualified buyers.
Remarketing = They Recently Checked
...
Go After Users *BEFORE* They Search For Your Stuff
Larry’s #5 CRO Truth Bomb:
“Off-Topic” Content
#searchlove@larrykim
Use Google Analytics
User Explorer to Gain
Insights To Determine
Target Market
#searchlove@larrykim
Upload Your
Customer List to
Facebook Insights!
#searchlove@larrykim
Even Twitter Has
Audience
Insights!
#searchlove@larrykim
#searchlove@larrykim
How Marketing REALLY Works
STEP 1:
Create & Promote Inspirational / Memorable Content about Your Brand to your
Target Mark...
#searchlove@larrykim
Larry’s #4 CRO Truth Bomb:
Create Stronger Biases With Video Ads
$0.01 Cent Per Video View!
@larrykim #searchlove@larrykim
Larry’s #3 CRO Truth Bomb:
Eliminate Your Landing Pages!
@larrykim #searchlove@larrykim
Lead Capture Ads & Call Extensions Eliminate Need
for Landing Pages
@larrykim #searchlove@larrykim
See your ad
Call you
See your ad
#searchlove@larrykim
Old Way New Way
Click on it
Go to website
Fill out form
Larry’s #2 CRO Truth
Bomb: Change Your
Flow
@larrykim #searchlove@larrykim
#SMX #14B3 @larrykim
Typical Software Download Form
@larrykim #searchlove@larrykim
Larry’s #1 CRO Truth Bomb:
Change Your Offer For Insanely Awesome CRO
#searchlove@larrykim
Conversion Rates Are Low & Going Nowhere
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10...
Distribution Point Conversion Rate Vs. Average Comments
AVERAGE 2.35% - DONKEYS
TOP 25% 5.31% 2X AWESOME
TOP 10% 11.45% 5X...
How To Convert Donkey Offers Into
Unicorns?
#searchlove@larrykim
Ecommerce Example:
Higher CTRs = Higher Conversion Rates
#searchlove@larrykim
Picnic Pants*
(inspired by Wil Reynolds)
Drones
Vs.
#searchlove@larrykim
CTR
Conversion Rate
• Picnic Pants
Drones •
Worst thing you can do: Lipstick on a Donkey
#searchlove@larrykim
invisible
noodles?
Your Current Offer
A Completely Different,
Better Offer
Big vs. Little Changes
Unicorn
Hill
Donkey
Hill
#searchlove@larryk...
Change Your Offer To Dramatically
Increase Conversion Rates
#searchlove@larrykim
#searchlove@larrykim
#searchlove@larrykim
My Product: 6 Years Ago
• Low ASP
• 5 Month Customer
Lifetime Value
• Low Value!
My Product: Today!
#searchlove@larrykim
#searchlove@larrykim
WordStream Revenues: +2810% in 5 Years!
What Does it All Mean?
CRO?
#searchlove@larrykim
1
2
3
(a) Create Promote Content to Target Market on the
Cheap!
CREATE
Produce memorable,
inspirational content
AMPLIFY
Pr...
5
4
6
(b) Convert Viewers Into
Leads and Sales
Simplify
Consider By-passing
Landing Page if
Possible
Remarketing
Turn Bias...
Summary: Unicorn CRO!
1. On-Page Elements:
UX, Design, Images, Copy,
Fonts, Emotional Triggers,
Psychology, Etc.
2. Brand ...
The Landing Page
Princess Decided
she didn’t need
prince CRO. She
ended up becoming
a growth hacking
brand builder
instead...
The CRO donkey was banned
from the kingdom.
#searchlove@larrykim
Be a Unicorn in a Sea of Donkeys!
#searchlove@larrykim
SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change Your Approach to Conversion Rate Optimisation
SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change Your Approach to Conversion Rate Optimisation
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SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change Your Approach to Conversion Rate Optimisation

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You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn how new marketing technologies are rendering conventional CRO thinking obsolete.

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SearchLove London 2016 | Larry Kim | Ten CRO Truth Bombs that will Change Your Approach to Conversion Rate Optimisation

  1. 1. Larry Kim, Founder WordStream, Inc. SearchLove London, October 17, 2016 #searchlove@larrykim
  2. 2. in the magical landing page kingdom, there lived a landing page princess who held a deep dark secret… #searchlove@larrykim
  3. 3. #searchlove@larrykim Searching far and wide for a CRO who can help us fix our unfortunate situation
  4. 4. The Great A/B Testing Fairy Tale If We Change The.. • Font Type • Spacing • Button Color • Image • Text • Etc. “We’ll Get a 5% Increase in Conversions” #searchlove@larrykim CRO
  5. 5. #searchlove@larrykim • 5% Gains per test • 52 Tests per year… =1264% Increase in Conversions!
  6. 6. #searchlove@larrykim
  7. 7. Typical A/B Test: The Gains Didn’t Persist Early Lead Disappears. Gains Don’t Persist. #searchlove@larrykim
  8. 8. CRO Often Just Increases Quantity of Leads at the Expense of Quality VS #searchlove@larrykim
  9. 9. Higher Conversion Rate = (Much) Lower % Marketing Qualified Lead Rate Landing Conversion Rate % Marketing Qualified Leads (MQL) 1% 2% 4% 7% 18% 2% 5% 9% #searchlove@larrykim
  10. 10. CRO popularity increased 8x over the last decade. Average conversion rates remain unchanged. #searchlove@larrykim
  11. 11. #searchlove@larrykim Conventional CRO Wasn’t Working. It was all smoke and mirrors!
  12. 12. Outraged, the king and queen of landing page land hired a private investigator. #searchlove@larrykim
  13. 13. 3 Random facts about me Make PPC Magical Again! #searchlove @larrykim#searchlove@larrykim
  14. 14. #searchlove@larrykim
  15. 15. 1. From Manitoba, Canada. The Polar Bear Capital of the World!! #searchlove@larrykim
  16. 16. Actual Photos From Boston Last Winter #searchlove@larrykim
  17. 17. 2. Live in Harvard Square, Cambridge, MA #searchlove@larrykim
  18. 18. WordStream’s Headquarters 2008 2016 #searchlove@larrykim
  19. 19. 3. Have a 2-year old Kid (#ppckid)
  20. 20. 10 CRO Truth Bombs That Will Forever Change Your Approach to Marketing #searchlove@larrykim The Great CRO Conspiracy Revealed:
  21. 21. Larry’s #10 CRO Truth Bomb: Kill (Obvious) CTAs #searchlove@larrykim
  22. 22. #searchlove@larrykim
  23. 23. Email Subject Line Open Rate Can We Connect on Linkedin? 36.21% 44 Fabulous Tips for Facebook Advertising 30.25% Wake up and smell Google’s Expanded Text Ads 26.75% 10 Easy Facebook Marketing Ideas 26.09% Magic Facebook Marketing Tricks 25.29% Are Facebook Ads Right For Your Business? 24.78% PPC Account Structure in 6 Simple Steps [Free Guide] 20.76% 15 Inspiring Landing Page Ideas [Free Guide] 19.44% 3 Underused AdWords Features That’ll Blow Your Mind 18.35% #searchlove@larrykim My Top Email Subject Lines Last Quarter
  24. 24. (… Duh!) #searchlove @larrykim
  25. 25. Larry’s #9 CRO Truth Bomb: Higher CTR = Higher CTR! #searchlove@larrykim
  26. 26. This Ad is a Donkey #searchlove@larrykim
  27. 27. A New Ad: Emotion: Fear. Persona: Bearer of Bad News #searchlove@larrykim
  28. 28. 125% Increase in Daily Appointments Booked! 4 9 0 2 4 6 8 10 Positive Twist Negative Twist #searchlove@larrykim
  29. 29. 170% Increase in Daily Call Volumes! 10 27 0 5 10 15 20 25 30 Positive Twist Negative Twist #searchlove@larrykim
  30. 30. Note: Calls Worth More Than Clicks 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 CONTACTRATE TIME Source: MIT #searchlove@larrykim
  31. 31. Larry’s #8 CRO Truth Bomb: Remarketing = CRO #searchlove@larrykim
  32. 32. Weird Thing About Remarketing Conversion Rates Increase With More Ad Impressions #searchlove@larrykim
  33. 33. Remarketing CRO Hack: Be Bold! • Target Both FB & GDN • Set Membership Duration: 3x Avg. Sale Cycle • Set Impression Caps to Unlimited! • Run Multiple Ads Per Campaign! #searchlove@larrykim
  34. 34. Larry’s #7 CRO Truth Bomb: Brand Affinity Dramatically Impacts Conversion Rates #searchlove@larrykim
  35. 35. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) #searchlove@larrykim
  36. 36. Larry’s #6 PPC Hack: RLSA Will Save The Day #searchlove@larrykim RLSA
  37. 37. Target search ads only to people who recently visited your site! How Remarketing Lists for Search Ads (RLSA) Works Users visit your site, get added to your remarketing list Show them customized ads when they search for your keywords on Google! #searchlove@larrykim
  38. 38. New Visitors vs. Repeat Visitors How does Increasing Brand Affinity Impact CTR?
  39. 39. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) #searchlove@larrykim
  40. 40. Quality Score affects your CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay #searchlove@larrykim
  41. 41. RLSA Triples Click Through Rates Cuts CPC in Half Triples Conversion Rates Volume Limited By Audience Size Behold The Power of RLSA!! #searchlove@larrykim
  42. 42. **You’re Leaving Money On The Table If You’re NOT Doing This! Combining RLSA + SEO/Content Marketing #searchlove@larrykim
  43. 43. Fix RLSA Volume Issue By Dramatically Expanding Cookie Pools Solution: make the smaller circle 100- 1000x bigger for cheap using SEO/Content Marketing. People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition) #searchlove@larrykim
  44. 44. Demographic Bidding for Search Ads #searchlove@larrykim
  45. 45. New: Demographic Bidding for Search Ads in AdWords #searchlove@larrykim
  46. 46. Behold The Awesome Power of SUPER-RLSA Demographic Bidding= They’re qualified buyers. Remarketing = They Recently Checked Out Your Stuff and are Biased Towards You Keyword Targeting = They’re Searching To Buy Your Stuff NOW. Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$ #searchlove@larrykim
  47. 47. Go After Users *BEFORE* They Search For Your Stuff Larry’s #5 CRO Truth Bomb: “Off-Topic” Content #searchlove@larrykim
  48. 48. Use Google Analytics User Explorer to Gain Insights To Determine Target Market #searchlove@larrykim
  49. 49. Upload Your Customer List to Facebook Insights! #searchlove@larrykim
  50. 50. Even Twitter Has Audience Insights! #searchlove@larrykim
  51. 51. #searchlove@larrykim
  52. 52. How Marketing REALLY Works STEP 1: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. #searchlove@larrykim
  53. 53. #searchlove@larrykim Larry’s #4 CRO Truth Bomb: Create Stronger Biases With Video Ads
  54. 54. $0.01 Cent Per Video View! @larrykim #searchlove@larrykim
  55. 55. Larry’s #3 CRO Truth Bomb: Eliminate Your Landing Pages! @larrykim #searchlove@larrykim
  56. 56. Lead Capture Ads & Call Extensions Eliminate Need for Landing Pages @larrykim #searchlove@larrykim
  57. 57. See your ad Call you See your ad #searchlove@larrykim Old Way New Way Click on it Go to website Fill out form
  58. 58. Larry’s #2 CRO Truth Bomb: Change Your Flow @larrykim #searchlove@larrykim
  59. 59. #SMX #14B3 @larrykim Typical Software Download Form @larrykim #searchlove@larrykim
  60. 60. Larry’s #1 CRO Truth Bomb: Change Your Offer For Insanely Awesome CRO #searchlove@larrykim
  61. 61. Conversion Rates Are Low & Going Nowhere Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) #searchlove@larrykim
  62. 62. Distribution Point Conversion Rate Vs. Average Comments AVERAGE 2.35% - DONKEYS TOP 25% 5.31% 2X AWESOME TOP 10% 11.45% 5X UNICORNS Donkeys vs. Unicorns Unicorns Convert 5x Better Than Donkeys #searchlove@larrykim
  63. 63. How To Convert Donkey Offers Into Unicorns? #searchlove@larrykim
  64. 64. Ecommerce Example: Higher CTRs = Higher Conversion Rates #searchlove@larrykim
  65. 65. Picnic Pants* (inspired by Wil Reynolds) Drones Vs. #searchlove@larrykim CTR Conversion Rate • Picnic Pants Drones •
  66. 66. Worst thing you can do: Lipstick on a Donkey #searchlove@larrykim invisible noodles?
  67. 67. Your Current Offer A Completely Different, Better Offer Big vs. Little Changes Unicorn Hill Donkey Hill #searchlove@larrykim
  68. 68. Change Your Offer To Dramatically Increase Conversion Rates #searchlove@larrykim
  69. 69. #searchlove@larrykim
  70. 70. #searchlove@larrykim My Product: 6 Years Ago • Low ASP • 5 Month Customer Lifetime Value • Low Value!
  71. 71. My Product: Today! #searchlove@larrykim
  72. 72. #searchlove@larrykim WordStream Revenues: +2810% in 5 Years!
  73. 73. What Does it All Mean? CRO? #searchlove@larrykim
  74. 74. 1 2 3 (a) Create Promote Content to Target Market on the Cheap! CREATE Produce memorable, inspirational content AMPLIFY Promote top content via Video Ads, etc. TAG Build remarketing audiences by tagging site visitors with a cookie START/GO (Donkey Land) #searchlove@larrykim
  75. 75. 5 4 6 (b) Convert Viewers Into Leads and Sales Simplify Consider By-passing Landing Page if Possible Remarketing Turn Biased Users into Customers Delight Consider Changing out Stupid Offers END/REPEAT (Unicorn Land) #searchlove@larrykim
  76. 76. Summary: Unicorn CRO! 1. On-Page Elements: UX, Design, Images, Copy, Fonts, Emotional Triggers, Psychology, Etc. 2. Brand Awareness: People overwhelmingly favor the brands they're familiar with. 3.Growth Hack: Engineer an offer to be 10x more compelling and pull uses through the funnel 10x faster. Key Takeaway: Focus on All Three Areas! #searchlove@larrykim
  77. 77. The Landing Page Princess Decided she didn’t need prince CRO. She ended up becoming a growth hacking brand builder instead resulting in ridiculously great CRO. #searchlove@larrykim
  78. 78. The CRO donkey was banned from the kingdom. #searchlove@larrykim
  79. 79. Be a Unicorn in a Sea of Donkeys! #searchlove@larrykim

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