This document summarizes key tactics for lead generation from two fast-growing startups, LeadPages and WordStream. LeadPages processes over 4 million opt-ins per month and shares tactics like creating many opt-in opportunities, testing different page elements, and using clear landing pages. WordStream grew revenue 10x in 3 years using PPC. They discuss writing better ads to trigger emotions, improving offers, and aggressively using remarketing to boost metrics like repeat visitors and time on site.

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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. www.wordstream.com/learn
Want to get smart in paid search?
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@LeadPages
@WordStream
Join the conversation on Twitter
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4. Larry Kim
CTO and Founder, WordStream
@larrykim
Today’s Panelists:
Tim Paige
Conversion Educator, LeadPages
@timthepaige
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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
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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
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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
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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
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9. What LeadPages Learned From Processing Over 4 Million Opt-Ins Per Month
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10. Create a *lot* of opt-in opportunities (webinars, free reports, live demos, etc.)
Step #1
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11. www.podcast.leadpages.net
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13. Step #1a
Remove the opt-in box from the sidebar and replace it with a LeadBox.
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14. Conversions increased 32%
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17. This works because it forces you to make a decision.
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18. 30%
Increase from one-step to two-step
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19. Step #1b
Turn every blog post into an opt-in page
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20. What You Can Give Away
•Checklists (PDF)
•PDFs of Blog Posts
•Worksheets
•Recipes
•Resources Guides
•More!
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21. This dude is Killing it.
(opt-ins in the 10% range)
http://blog.videofruit.com/
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26. ABT: Always Be Testing
(But test the right way)
Step #2

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:
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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.
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29. Split (A/B) testing allows you to find what works best for YOUR audience.
It DOES mean you should be testing…
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30. Here are some counterintuitive test results that our users have gotten…
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31. Example: Point of View
24% fewer conversions
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32. Example: Point of View
90% more signups
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33. Example: Immediacy
30% more signups
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34. Example: Concreteness
90% more signups
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35. Example: Raw Images
50% Higher Conversion Rate
30% Higher Conversion Rate
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36. The most important landing page elements to test
1.Button Copy
2.Headline
3.Background Image
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37. Step #3
Use a High Converting Landing Page That’s Clear and Easy to Understand and Take Action On
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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
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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
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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)”
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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)
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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
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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
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50. 3 Ways to Exponentially Increase Conversions with Paid Search
(how WordStream used PPC to 10x clients and revenue in 3 years)
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51. Write BetterAds

52. Most PPC Ads (90%) Suck
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53. What’s a Good Click-Through-Rate?
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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. CTR Matters Because That’s How Quality Score is Calculated
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55. Quality Score Impacts Cost-Per-Click
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56. Quality Score Impacts Ad Ranking
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57. Quality Score Impacts Impression Share
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58. Quality Score Matters 2x More on Mobile Search
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59. Quality Score Impacts Cost-Per-Conversion
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60. So Write Great Ads!
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61. @larrykim
Unicorns?!
(6x Avg. CTR!)

62. Write Ads That Trigger Emotions
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63. This Ad Does 6x The Avg. CTR
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64. Because Everyone Else Sucks
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65. These Emotions Make People Click
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66. Give Better Offers

67. What’s a Good Conversion Rate?
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68. What’s a Good Conversion Rate?
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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. Landing Page Unicorns?! (+3-5x Avg. Conversion Rate!)

70. The Great CRO Myth
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•We Changed the:
–Font Type
–Spacing
–Button Color
–Image
–Etc.
•We got a 5% Increase in Conversions!!*

71. I Can Make My A/B Tests Say Anything
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•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. Aim for 3-5x Increases (not 3-5%!)
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73. Tip: Change Your Offer
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74. New Offer
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75. Go Nuts WithRemarketing

76. Our Blog Does 700k Visits / Month
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77. Hooray for Us!
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78. Problem 1: Low Visitor Engagement
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79. Problem 2: Low Conversion Rates
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Traffic Generation Activities
Customer Signup
Offer Sign Up

80. Problem 3: Low Brand Recall
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81. Problem 3: Low Brand Recall
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82. Problem 3: Low Brand Recall
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So, Actual Situation More Like …

83. The Case for Remarketing
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•Turn abandoners into leads
•Increase Branded Recall (Direct & Brand visits)
•Increase repeat visitor rates & engagement
•Multiply effectiveness of Content Marketing Efforts

84. The Google Display Network
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85. The Google Display Network
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Define a Customized List of Users to Target Your Ads

86. Don’t Worry About Being Creepy
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87. Be Aggressive With Remarketing!
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Remarketing ads Fatigue at Half the Rate otGeneric Display Ads

88. Conversion Rates Increase Over Time
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Conversion Rates Increase With More Ad Impressions

89. We Doubled Repeat Visitors!
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90. Time On Site Tripled!
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91. Huge Increase in Direct Traffic
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92. Conversion Rates Increase Over Time
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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. www.wordstream.com/google-adwords
www.wordstream.com/landing-page
Grade Your AdWordsAccount
Grade Your AdWordsLanding Pages
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94. Thanks!
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