Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top inﬂuencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is committed to helping small businesses learn how to grow their businesses through search marketing.
The A/B Landing Page Optimization Gurus Have it Wrong. The Classic A/B Conversion Rate Optimization Test Is Often Quite Silly. We changed the: • Font Type • Spacing • Button Color • Image • Etc. We got a 5% Increase in conversions!! The Great Landing Page Optimization Fairy Tale • We want to believe our hard work paid off but we are often deluding ourselves… Typical Conversion Rate Optimization Test
• Small Changes Result in Small Changes • The X% Increase you think you got often isn’t significant! Conventional Landing Page Optimization is Over-Rated
So … What’s a Good Conversion Rate?
Survey Methodology. Distribution Point Conversion Rate Vs. Average Comments Average 2.35% Unremarkable Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable vs. Unicorns. Distribution Point All accounts Ecommerce Legal B2B Finance Median CVR 2.35% “Top 10% of accounts have a CVR 3x average” rule
Aim For 2-4x Increases Not 2-4%!
• Average or Below Average Conversion Rates • Ask Your Customers! How to Know if your Offer Stinks?
Change The Flow (Reverse Funnel)
New Flow: Registration At End. Changing the Flow: Let Them Choose. No. of people who visit a website leave without completing. X - Users who have visited your web site Bring them back to your website Opportunity to. Why I View Remarketing as CRO*
You Need To Run 10 A/B Tests To Find 1 Unicorn. Percentile Relative Abundance Vs. Expected Conversion Rate. This is the same landing page with different spacing. 80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
Use GEO based data throughout your funnel!
Results! 20% increase in leads and 68% improvement in qualiﬁed leads as people felt the solution was more customized to them.
We found that targeting to a speciﬁc city decreased conversions by 19% as people felt creeped out. What to avoid
Try using authentication. Pulling log in details from Google. Diﬀerence between sign up and sign in was. 22% Total conversion increase was a 94%.
Quizzes are more eﬀective for lead generation! Diﬀerence was a 281% increase in leads. People love games
Free trials can increase cash ﬂow! Increase cash ﬂow by 60% •Decreased churn by 41%. Watch out for processing issues
Double your revenue through 3 upsells! Don’t make people re-enter their CC details by asking for CC details on each step.
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