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#WSwebinar 
Brought to you by: 
www.wordstream.com/learn 
9 Lead Gen Tactics from 2 Fast-Growing Startups 
(What LeadPages...
www.wordstream.com/learn 
Want to get smart in paid search? 
#WSwebinar
#WSwebinar 
@LeadPages 
@WordStream 
Join the conversation on Twitter 
#WSwebinar
Larry Kim 
CTO and Founder, WordStream 
@larrykim 
Today’s Panelists: 
Tim Paige 
Conversion Educator, LeadPages 
@timthep...
About Tim 
•Conversion Educator at LeadPages 
•Our mission is to take the best and latest of what’s been tested and proven...
About LeadPages 
•Launched in January, 2013 
•Since then have added over 30k customers 
•Hit a $3.5 million run rate first...
“If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use ...
About Our Dataset 
•Process 4 MILLION opt-ins per month 
•15 MILLION page views per month 
•Added 30k new pages in 30 days...
What LeadPages Learned From Processing Over 4 Million Opt-Ins Per Month 
#WSwebinar
Create a *lot* of opt-in opportunities (webinars, free reports, live demos, etc.) 
Step #1 
#WSwebinar
www.podcast.leadpages.net 
#WSwebinar
#WSwebinar
Step #1a 
Remove the opt-in box from the sidebar and replace it with a LeadBox. 
#WSwebinar
Conversions increased 32% 
#WSwebinar
#WSwebinar
#WSwebinar
This works because it forces you to make a decision. 
#WSwebinar
30% 
Increase from one-step to two-step 
#WSwebinar
Step #1b 
Turn every blog post into an opt-in page 
#WSwebinar
What You Can Give Away 
•Checklists (PDF) 
•PDFs of Blog Posts 
•Worksheets 
•Recipes 
•Resources Guides 
•More! 
#WSwebin...
This dude is Killing it. 
(opt-ins in the 10% range) 
http://blog.videofruit.com/ 
#WSwebinar
#WSwebinar
#WSwebinar
#WSwebinar
#WSwebinar
ABT: Always Be Testing 
(But test the right way) 
Step #2
“If it worked for [insert successful marketer here] it WILL work for me! I’ll go do that and make a billion dollars.” 
Gre...
That doesn’tmean you shouldn’t try the split tests you hear on ConversionCast. 
That doesn’tmean you should avoid learning...
Split (A/B) testing allows you to find what works best for YOUR audience. 
It DOES mean you should be testing… 
#WSwebinar
Here are some counterintuitive test results that our users have gotten… 
#WSwebinar
Example: Point of View 
24% fewer conversions 
#WSwebinar
Example: Point of View 
90% more signups 
#WSwebinar
Example: Immediacy 
30% more signups 
#WSwebinar
Example: Concreteness 
90% more signups 
#WSwebinar
Example: Raw Images 
50% Higher Conversion Rate 
30% Higher Conversion Rate 
#WSwebinar
The most important landing page elements to test 
1.Button Copy 
2.Headline 
3.Background Image 
#WSwebinar
Step #3 
Use a High Converting Landing Page That’s Clear and Easy to Understand and Take Action On 
#WSwebinar
#WSwebinar
#WSwebinar
•It doesn’t require someone to process too much information (like a 3 minute video or a page of copy) in order to make a d...
#WSwebinar
#WSwebinar
#WSwebinar
#WSwebinar
Why This is the Best-Performing Evergreen Landing Page We’ve Ever Used 
•It outperforms a free report because a lot of fol...
You can create one of these in minutes 
•If you’re a dentist: “Buyers Guide: The Top 5 Electric Toothbrushes Of This Year ...
Why you should create a “resource guide squeeze page” 
•If you already have a squeeze page I guarantee this will outperfor...
“ 
“ 
Results 
Just want to share the results from our landing page. 
Your software got us an 8ximprovement over the basic...
“ 
“ 
More Results 
I've been using this for a little over a month now and I noticed today that it is accounting for 71%of...
3 Ways to Exponentially Increase Conversions with Paid Search 
(how WordStream used PPC to 10x clients and revenue in 3 ye...
Write BetterAds
Most PPC Ads (90%) Suck 
#WSwebinar
What’s a Good Click-Through-Rate? 
#WSwebinar 
Percentile 
Vs. ExpectedCTR 
Name 
Bottom 50% 
Below Expected CTR 
Under- P...
CTR Matters Because That’s How Quality Score is Calculated 
#WSwebinar
Quality Score Impacts Cost-Per-Click 
#WSwebinar
Quality Score Impacts Ad Ranking 
#WSwebinar
Quality Score Impacts Impression Share 
#WSwebinar
Quality Score Matters 2x More on Mobile Search 
#WSwebinar
Quality Score Impacts Cost-Per-Conversion 
#WSwebinar
So Write Great Ads! 
#WSwebinar
@larrykim 
Unicorns?! 
(6x Avg. CTR!)
Write Ads That Trigger Emotions 
#WSwebinar
This Ad Does 6x The Avg. CTR 
#WSwebinar
Because Everyone Else Sucks 
#WSwebinar
These Emotions Make People Click 
#WSwebinar
Give Better Offers
What’s a Good Conversion Rate? 
#WSwebinar
What’s a Good Conversion Rate? 
#WSwebinar 
Distribution Point 
All accounts 
Ecommerce 
Legal 
B2B 
Finance 
Median Conve...
Landing Page Unicorns?! (+3-5x Avg. Conversion Rate!)
The Great CRO Myth 
#WSwebinar 
•We Changed the: 
–Font Type 
–Spacing 
–Button Color 
–Image 
–Etc. 
•We got a 5% Increas...
I Can Make My A/B Tests Say Anything 
#WSwebinar 
•PTD-Premature Testing Dilemma (aka “Optimizatitis”) 
•The Early Lead Di...
Aim for 3-5x Increases (not 3-5%!) 
#WSwebinar
Tip: Change Your Offer 
#WSwebinar
New Offer 
#WSwebinar
Go Nuts WithRemarketing
Our Blog Does 700k Visits / Month 
#WSwebinar
Hooray for Us! 
#WSwebinar
Problem 1: Low Visitor Engagement 
#WSwebinar
Problem 2: Low Conversion Rates 
#WSwebinar 
Traffic Generation Activities 
Customer Signup 
Offer Sign Up
Problem 3: Low Brand Recall 
#WSwebinar
Problem 3: Low Brand Recall 
#WSwebinar
Problem 3: Low Brand Recall 
#WSwebinar 
So, Actual Situation More Like …
The Case for Remarketing 
#WSwebinar 
•Turn abandoners into leads 
•Increase Branded Recall (Direct & Brand visits) 
•Incr...
The Google Display Network 
#WSwebinar
The Google Display Network 
#WSwebinar 
Define a Customized List of Users to Target Your Ads
Don’t Worry About Being Creepy 
#WSwebinar
Be Aggressive With Remarketing! 
#WSwebinar 
Remarketing ads Fatigue at Half the Rate otGeneric Display Ads
Conversion Rates Increase Over Time 
#WSwebinar 
Conversion Rates Increase With More Ad Impressions
We Doubled Repeat Visitors! 
#WSwebinar
Time On Site Tripled! 
#WSwebinar
Huge Increase in Direct Traffic 
#WSwebinar
Conversion Rates Increase Over Time 
#WSwebinar 
Conversion Rates Increase With More Ad Impressions 
Don’t Settle For Aver...
www.wordstream.com/google-adwords 
www.wordstream.com/landing-page 
Grade Your AdWordsAccount 
Grade Your AdWordsLanding P...
Thanks! 
#WSwebinar
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9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

21,455 views

Published on

What does it take to grow your customer base from 0 to 25,000 in just 2 years and multiply both revenue and clients 10X in 3?

In this webinar, find out the lead generation strategies behind these 2 REAL growth stories of startups LeadPages and WordStream. Conversion Educator Tim Paige and Founder and CTO of WordStream Larry Kim reveal the secrets and tactics behind their almost unbelievable success.

You’ll walk away with a trifecta of know-how:

-3 lessons learned from processing over 4 MILLION opt-ins per month
-3 ways to exponentially increase conversions with paid search advertising
-The 3 most important landing page elements to test

For more information, visit www.wordstream.com.

Published in: Marketing

9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

  1. 1. #WSwebinar Brought to you by: www.wordstream.com/learn 9 Lead Gen Tactics from 2 Fast-Growing Startups (What LeadPages learned from processing over 4 million opt-ins per month & how WordStream used PPC to 10x revenue and clients in 3 years)
  2. 2. www.wordstream.com/learn Want to get smart in paid search? #WSwebinar
  3. 3. #WSwebinar @LeadPages @WordStream Join the conversation on Twitter #WSwebinar
  4. 4. Larry Kim CTO and Founder, WordStream @larrykim Today’s Panelists: Tim Paige Conversion Educator, LeadPages @timthepaige #WSwebinar
  5. 5. About Tim •Conversion Educator at LeadPages •Our mission is to take the best and latest of what’s been tested and proven in marketing… and create software that just does it for you •I’ve spent the last 12 years learning and implementing sales and marketing psychology •We’ve used blog posts, webinars, affiliate marketing, long-form media, podcasts, etc. to make ourselves the #1 player in the space #WSwebinar
  6. 6. About LeadPages •Launched in January, 2013 •Since then have added over 30k customers •Hit a $3.5 million run rate first nine months after launching, and are growing about 20% month over month •About 75 people •541stmost popular site according to Alexa #WSwebinar
  7. 7. “If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking.” -Buckminster Fuller Our Approach #WSwebinar
  8. 8. About Our Dataset •Process 4 MILLION opt-ins per month •15 MILLION page views per month •Added 30k new pages in 30 days •Storing BILLIONS of data points #WSwebinar
  9. 9. What LeadPages Learned From Processing Over 4 Million Opt-Ins Per Month #WSwebinar
  10. 10. Create a *lot* of opt-in opportunities (webinars, free reports, live demos, etc.) Step #1 #WSwebinar
  11. 11. www.podcast.leadpages.net #WSwebinar
  12. 12. #WSwebinar
  13. 13. Step #1a Remove the opt-in box from the sidebar and replace it with a LeadBox. #WSwebinar
  14. 14. Conversions increased 32% #WSwebinar
  15. 15. #WSwebinar
  16. 16. #WSwebinar
  17. 17. This works because it forces you to make a decision. #WSwebinar
  18. 18. 30% Increase from one-step to two-step #WSwebinar
  19. 19. Step #1b Turn every blog post into an opt-in page #WSwebinar
  20. 20. What You Can Give Away •Checklists (PDF) •PDFs of Blog Posts •Worksheets •Recipes •Resources Guides •More! #WSwebinar
  21. 21. This dude is Killing it. (opt-ins in the 10% range) http://blog.videofruit.com/ #WSwebinar
  22. 22. #WSwebinar
  23. 23. #WSwebinar
  24. 24. #WSwebinar
  25. 25. #WSwebinar
  26. 26. ABT: Always Be Testing (But test the right way) Step #2
  27. 27. “If it worked for [insert successful marketer here] it WILL work for me! I’ll go do that and make a billion dollars.” Great advice is great. But believing the following can be dangerous: #WSwebinar
  28. 28. That doesn’tmean you shouldn’t try the split tests you hear on ConversionCast. That doesn’tmean you should avoid learning from the LeadPages blog. That doesn’tmean you should INGNORE great advice. #WSwebinar
  29. 29. Split (A/B) testing allows you to find what works best for YOUR audience. It DOES mean you should be testing… #WSwebinar
  30. 30. Here are some counterintuitive test results that our users have gotten… #WSwebinar
  31. 31. Example: Point of View 24% fewer conversions #WSwebinar
  32. 32. Example: Point of View 90% more signups #WSwebinar
  33. 33. Example: Immediacy 30% more signups #WSwebinar
  34. 34. Example: Concreteness 90% more signups #WSwebinar
  35. 35. Example: Raw Images 50% Higher Conversion Rate 30% Higher Conversion Rate #WSwebinar
  36. 36. The most important landing page elements to test 1.Button Copy 2.Headline 3.Background Image #WSwebinar
  37. 37. Step #3 Use a High Converting Landing Page That’s Clear and Easy to Understand and Take Action On #WSwebinar
  38. 38. #WSwebinar
  39. 39. #WSwebinar
  40. 40. •It doesn’t require someone to process too much information (like a 3 minute video or a page of copy) in order to make a decision •Everyone wants to know the tools that you’re using Why This is the Best-Performing Evergreen Landing Page We’ve Ever Used #WSwebinar
  41. 41. #WSwebinar
  42. 42. #WSwebinar
  43. 43. #WSwebinar
  44. 44. #WSwebinar
  45. 45. Why This is the Best-Performing Evergreen Landing Page We’ve Ever Used •It outperforms a free report because a lot of folks experience information overload and don’t want something else to read •It outperforms video lead magnets because the perceived value of video lead magnets has gone down a lot lately due to the proliferation of launches and lack of time •It outperforms opt-in for free coaching sessions –greater value does not necessarily equal a higher conversion rate •The amount of time you spend creating your lead magnet does not equal your conversion rate #WSwebinar
  46. 46. You can create one of these in minutes •If you’re a dentist: “Buyers Guide: The Top 5 Electric Toothbrushes Of This Year (Including The One That I Use)” •If you’re a life coach: “App Guide: The Top 4 iPhone Apps For Increasing Your Productivity (Including The One That I Use Every Day)” •Fitness experts: “The Only 3 Pieces Of Exercise Equipment You Need In Your Home (Hint: They All Weigh Less Than 5 Pounds)” #WSwebinar
  47. 47. Why you should create a “resource guide squeeze page” •If you already have a squeeze page I guarantee this will outperform whatever you’re doing right now •You can set this up in minutes (it takes 30 minutes from start to finish) #WSwebinar
  48. 48. “ “ Results Just want to share the results from our landing page. Your software got us an 8ximprovement over the basic homepage and a 3ximprovement over the previous opt-in. P.S. I'm barely even using all the features, no social proof, weak offer, etc. -Eric D #WSwebinar
  49. 49. “ “ More Results I've been using this for a little over a month now and I noticed today that it is accounting for 71%of my new list subscribers! Wow! -Teramis #WSwebinar
  50. 50. 3 Ways to Exponentially Increase Conversions with Paid Search (how WordStream used PPC to 10x clients and revenue in 3 years) #WSwebinar
  51. 51. Write BetterAds
  52. 52. Most PPC Ads (90%) Suck #WSwebinar
  53. 53. What’s a Good Click-Through-Rate? #WSwebinar Percentile Vs. ExpectedCTR Name Bottom 50% Below Expected CTR Under- Performing Advertisers Top 15% 2X Higher Awesome Advertisers Top 5% 3xHigher Super Awesome Advertisers Top 1% 6x Higher!! Unicorns!!!
  54. 54. CTR Matters Because That’s How Quality Score is Calculated #WSwebinar
  55. 55. Quality Score Impacts Cost-Per-Click #WSwebinar
  56. 56. Quality Score Impacts Ad Ranking #WSwebinar
  57. 57. Quality Score Impacts Impression Share #WSwebinar
  58. 58. Quality Score Matters 2x More on Mobile Search #WSwebinar
  59. 59. Quality Score Impacts Cost-Per-Conversion #WSwebinar
  60. 60. So Write Great Ads! #WSwebinar
  61. 61. @larrykim Unicorns?! (6x Avg. CTR!)
  62. 62. Write Ads That Trigger Emotions #WSwebinar
  63. 63. This Ad Does 6x The Avg. CTR #WSwebinar
  64. 64. Because Everyone Else Sucks #WSwebinar
  65. 65. These Emotions Make People Click #WSwebinar
  66. 66. Give Better Offers
  67. 67. What’s a Good Conversion Rate? #WSwebinar
  68. 68. What’s a Good Conversion Rate? #WSwebinar Distribution Point All accounts Ecommerce Legal B2B Finance Median ConversionRate 2.35% 1.84% 2.07% 2.23% 5.01% Top 25% Conversion Rate 5.31% 3.71% 4.12% 4.31% 11.19% Top 10% Conversion Rate 11.45% 6.25% 6.46% 11.70% 24.48% Top 10% of Landing Pages Have 3-5x Higher Conversion Rates
  69. 69. Landing Page Unicorns?! (+3-5x Avg. Conversion Rate!)
  70. 70. The Great CRO Myth #WSwebinar •We Changed the: –Font Type –Spacing –Button Color –Image –Etc. •We got a 5% Increase in Conversions!!*
  71. 71. I Can Make My A/B Tests Say Anything #WSwebinar •PTD-Premature Testing Dilemma (aka “Optimizatitis”) •The Early Lead Disappears! •We want to believe our hard work paid off but we are often deluding ourselves…
  72. 72. Aim for 3-5x Increases (not 3-5%!) #WSwebinar
  73. 73. Tip: Change Your Offer #WSwebinar
  74. 74. New Offer #WSwebinar
  75. 75. Go Nuts WithRemarketing
  76. 76. Our Blog Does 700k Visits / Month #WSwebinar
  77. 77. Hooray for Us! #WSwebinar
  78. 78. Problem 1: Low Visitor Engagement #WSwebinar
  79. 79. Problem 2: Low Conversion Rates #WSwebinar Traffic Generation Activities Customer Signup Offer Sign Up
  80. 80. Problem 3: Low Brand Recall #WSwebinar
  81. 81. Problem 3: Low Brand Recall #WSwebinar
  82. 82. Problem 3: Low Brand Recall #WSwebinar So, Actual Situation More Like …
  83. 83. The Case for Remarketing #WSwebinar •Turn abandoners into leads •Increase Branded Recall (Direct & Brand visits) •Increase repeat visitor rates & engagement •Multiply effectiveness of Content Marketing Efforts
  84. 84. The Google Display Network #WSwebinar
  85. 85. The Google Display Network #WSwebinar Define a Customized List of Users to Target Your Ads
  86. 86. Don’t Worry About Being Creepy #WSwebinar
  87. 87. Be Aggressive With Remarketing! #WSwebinar Remarketing ads Fatigue at Half the Rate otGeneric Display Ads
  88. 88. Conversion Rates Increase Over Time #WSwebinar Conversion Rates Increase With More Ad Impressions
  89. 89. We Doubled Repeat Visitors! #WSwebinar
  90. 90. Time On Site Tripled! #WSwebinar
  91. 91. Huge Increase in Direct Traffic #WSwebinar
  92. 92. Conversion Rates Increase Over Time #WSwebinar Conversion Rates Increase With More Ad Impressions Don’t Settle For Average! Be the Unicorn Among a Sea of Donkey PPC Advertisers and Build a Remarkable Brand.
  93. 93. www.wordstream.com/google-adwords www.wordstream.com/landing-page Grade Your AdWordsAccount Grade Your AdWordsLanding Pages #WSwebinar
  94. 94. Thanks! #WSwebinar

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