Hacking CRO, PPC Style; 5 Tips to 3x Your Conversion Rates

Hacking CRO, PPC Style; 5 Tips
to 3x Your Conversion Rates
Brought to you by:
www.wordstream.com/learn#convroadtrip @erinsagin

•  Customer Success Manager at
WordStream
•  Has specialized in search for 3+ years
•  Team consults for over 3,000 PPC
accounts
•  “From” Boston, MA
#convroadtrip @erinsagin
Meet Erin

Today’s Agenda
ü Why
conven*onal
conversion
rate
tes*ng
is

ﬂawed

ü What
a
good
conversion
rate
actually
looks
like

ü Erin’s
Top
5
Game
Changing
CRO
Hacks


The Classic A/B Test is a Fairy Tale
We
changed
the:

•  Font
type

•  Spacing

•  BuFon
color

•  Image

•  Etc.

“We
got
a
5%
increase

in
conversions!!”


Typical Conversion Rate OpJmizaJon Test
•  The
early
lead
disappears

•  Gains
don’t
persist
over
*me


It’s Easy To Believe What You Want to
Believe

So, what does a good conversion rate actually look like?
Top
10%
of

landing
pages

have
5x
the

average

conversion
rate!

*Based
on
over
100,000
AdWords
accounts


PuQng It In PerspecJve
Distribu<on

Point

Conv.

Rate

Vs.

Average

Level

Average
2.35%
Unremarkable

Top
25%
5.31%
2x
One-‐Hit
Wonder

Top
10%
11.45%
5x
Superstar


Think You’re the ExcepJon to the Rule?
So did they.

“Top 10% of Accounts Convert 3-‐5x Higher
Than Average” Rule

How Does An Unremarkable Landing Page Become a
Superstar?

Aim for 3-‐5x Increases, NOT 3-‐5%
Bigger Is Always Be]er

Erin’s
Top
5
Game

Changing
CRO

Hacks


Hack
#1:

Prime
Site
Visitors

to
Convert
From

the
Get
Go


Conversion Rate =
(Captured Leads/Website Visitors) x 100%
Website
Visitors

View
Landing
Page

Captured
Lead

Huge
leverage
in

changing
the
“Website

Visitors”
part
of
the

equa*on
by
sending

more
QUALIFIED
traﬃc


Pre-‐Qualify Your Visitors
Give them images and pricing *before* they click.

Google Shopping Ads

New Shopping Experiences
Expandable

Product
Card

Local
Inventory

ads

Reviews
and

Ra*ngs


Inspire Users To Take AcJon

Compare and Buy Insurance Online
Expandable

Product
Card

Call
Local
Agent
Detailed

Reviews


Use Google to Get a Credit Card
Compare
Rates
Support
for
Regional
Banks


Get a Mortgage!
Latest
Rates
Ra*ngs
and
Details


Use Ad Customizers to Create Urgency
•  Use
FOMO
to
inspire
ac*on

•  As
sale
ends
(or
quan*ty

goes
to
zero),
CVR

increases
up
to
3x!!


Pull a “J. Crew”
•  The
sky
is
the
limit!

•  Rotate
ad

customizers
to

create
a
perpetual

sale
or
show

dwindling
product

supply


Hack
#2:

Experiment
With

Diﬀerent
Oﬀers


It’s Easy To Get Stuck In A Rut
Or Follow the Pack

WordStream’s Old Oﬀer

How We Knew Our Oﬀer Wasn’t Working
Revela*on!
Rather
than
pushing
the
product
from
the
get

go,
sa*sfy
their
needs
ﬁrst,
then
go
in
for
the
kill!

Customer: I just started a trial and I
am REALLY confused. Help! L
1.  Average
to
below
average
conversion
rates

2.  Prospects
were
asking
for
more
help
(through

website
and
feedback
from
Sales
Team)

Give the People What They Want

WordStream’s New Oﬀer
5x
Higher

Conv.
Rate!


Hack
#3:

Change
Your
Sign-‐
Up
Flow


Typical Soiware Download Form

Clearing the Path to Conversion

Example #1: Register at End

Example #2: Let Users Decide

Hack
#4:

Use
Remarke*ng

to
Convert

Abandoners


Use RemarkeJng as a CRO Tool

RemarkeJng Works
96%
of
people
who
visit
a
website
leave

without
comple*ng
the
ac*ons
marketers

want
them
to
take

70%
of
people
abandon
their
shopping

cart
without
comple*ng
a
purpose

Your
Site


…Maybe Even TOO Successfully
Yep,
that’s
$56…on
ice
cream.

All
thanks
to
remarke*ng…


Conversion Rates Increase with Ad Exposure
More
than
2x

more
likely
to

convert
aOer

seeing
your

ad
SIX
<mes!


RemarkeJng Tips to Maximize Conversions
•  Set
Membership
Dura*on
to
3x

Average
Sale
Cycle

•  Set
Impression
Caps
to

Unlimited

•  Run
Mul*ple
Ads
Per
Campaign


Hack
#5:

Revitalize
Your

Mobile
Landing

Pages


These Mobile Sites SJnk

WHY DID WE BUILD THESE CRAPPY LANDING PAGES?!

Because Mobile Devices Are Slow
But
they’re
not

slow
anymore…


Because Mobile Screens Are Tiny
But
they’re
only

gemng
bigger…


% Who Switched To Full Site

Conversion Rates
Mobile Site vs. Full Site on Mobile

Time is Running Out

Let’s Recap!
1.  Prime
Site
Visitors
for
Conversion
Early
On

2.  Experiment
with
New
Oﬀers

3.  Change
the
Sign-‐up
Flow

4.  U*lize
Remarke*ng

5.  Improve
Your
Mobile
Experience


Bonus
Hack!

Temporarily
Bypass

Your
Crappy
Landing

Pages
with
PPC
Tricks


Capture Lead InformaJon Directly from the SERP

Leads
Get
Emailed

or
Posted
to
You!


Encourage Searchers to Call You
Users are 9x more likely to
place a call from a mobile SERP
than a desktop.

•  Eliminate
clicks
to
mobile

landing
pages
all
together

•  Phone
number
will
appear

regardless
of
loca*on

New! Call-‐Only Campaigns in AdWords

Thank You!


Hacking CRO, PPC Style; 5 Tips to 3x Your Conversion Rates

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