Conversion rate optimization is one of the hottest trends in digital marketing, and for good reason. In today’s increasingly competitive marketplace, it has never been more important to make adjustments to your PPC campaigns that will increase your conversion rates and deliver higher return on investment. Whether you’re familiar with conversion rate optimization or a newcomer to CRO, Erin will show you how to get more out of PPC by optimizing and refining the techniques you’re already using.

1. Top 10 CRO Hacks of
ALL Time
Brought to you by:
www.wordstream.com/learn
#crohacks @ErinSagin

2. www.wordstream.com/learn
Want to get smart in paid search?
#crohacks @ErinSagin

3. Join the conversation on Twitter
#CROHacks
@WordStream
@ErinSagin
#crohacks @ErinSagin

4. 3 Random
Facts About
Me
@ErinSagin

5. I’ve lived in 6 different cities in the
last 6 years
#crohacks @ErinSagin

6. I played the piano and the saxophone
competitively as a kid
#crohacks @ErinSagin

7. I moonlight as a bartender
#crohacks @ErinSagin

8. #crohacks @ErinSagin
QUICK POLL:
What do your current conversion rates look like?
a)0-2%
b)3-7%
c)8-10%
d)Over 10%
e)I don’t know my average CRO

9. #crohacks @ErinSagin
What does a good conversion rate
actually look like?

10. #crohacks @ErinSagin
Putting It In Perspective

11. #crohacks @ErinSagin
Think You’re the Exception to the
Rule?
So did they.

12. #crohacks @ErinSagin
“Top 10% of Accounts Convert 3-5x
Higher Than Average” Rule

13. #crohacks @ErinSagin
How Does an Unremarkable Landing
Page Become a Superstar?

14. #crohacks @ErinSagin
Erin’s Top 10 CRO
Hacks

15. #crohacks @ErinSagin
Hack #1: Go Big or Go
Home

16. #crohacks @ErinSagin
The Classic A/B Test is a Fairy Tale
We changed the:
• Font type
• Spacing
• Button color
• Image
• Etc.
“We got a 5% increase
in conversions!!”

17. #crohacks @ErinSagin
Typical Conversion Rate Optimization
Test
• The early lead disappears
• Gains don’t persist over time

18. #crohacks @ErinSagin
We Obsess Over Small Tweaks

19. #crohacks @ErinSagin

20. #crohacks @ErinSagin

21. #crohacks @ErinSagin

22. #crohacks @ErinSagin
It’s Easy To Believe What You Want to
Believe

23. #crohacks @ErinSagin

24. #crohacks @ErinSagin
Bigger Is Always Better
Aim for those 3-5x Increases, Not 3-5%!

25. #crohacks @ErinSagin
Hack #2: Eliminate
Unqualified Traffic

26. #crohacks @ErinSagin
Conversion Rate = (Captured
Leads/Website Visitors) x 100%
Huge leverage in
changing the
“Website
Visitors” part of
the equation by
sending more
QUALIFIED
traffic!

27. #crohacks @ErinSagin

28. #crohacks @ErinSagin
Targeting the Wrong Visitors Hurts

29. #crohacks @ErinSagin
Consider Keyword Choices & Targeting
Settings

30. #crohacks @ErinSagin
Analyze Your Search Query Report
• Adjust
match
types
• Utilize
negative
keywords

31. #crohacks @ErinSagin
Hack #3: Prime Visitors
to Convert from the
Get Go

32. #crohacks @ErinSagin
Pre-Qualify Your Visitors
Give them images and pricing *before* they
click!

33. #crohacks @ErinSagin
Google Shopping Ads

34. #crohacks @ErinSagin
Inspire Users to Take Action

35. #crohacks @ErinSagin
Use Ad Customizers to Create Urgency
• Use FOMO to inspire
action
• As sale ends (or
quantity goes to zero),
CVR increases up to
3x!!

36. #crohacks @ErinSagin
Pull a “J. Crew”
• The sky is the
limit!
• Rotate ad
customizers to
create a perpetual
sale or show
dwindling product
supply

37. #crohacks @ErinSagin
Hack #4: Use
Consistent Messaging

38. #crohacks @ErinSagin
Don’t Send Mixed Messages
Feature ONE clear CTA!

39. #crohacks @ErinSagin
Don’t Make Promises You Can’t Keep
Where’s the sale???

40. #crohacks @ErinSagin
Ideal Message Flow

41. #crohacks @ErinSagin
Hack #5: Experiment
with Different Offers

42. #crohacks @ErinSagin
It’s Easy to Get Stuck in a Rut
Or Follow the Pack

43. #crohacks @ErinSagin
WordStream’s Old Offer

44. #crohacks @ErinSagin
How We Knew Our Offer Wasn’t
Working
1. Average to below average
conversion rates
2. Prospects were asking for more
help (through website and
feedback from Sales Team)
Revelation! Rather than pushing the
product from the get go, satisfy their
needs first, then go in for the kill!

45. #crohacks @ErinSagin
Give the People What They Want

46. #crohacks @ErinSagin
WordStream’s New Offer

47. #crohacks @ErinSagin
Hack #6: Change Your
Sign-up Flow

48. #crohacks @ErinSagin
Typical Software Download Form

49. #crohacks @ErinSagin
Clear Your Path to Conversion

50. #crohacks @ErinSagin
Example #1: Register at the End

51. #crohacks @ErinSagin
Example #2: Let Users Decide

52. #crohacks @ErinSagin
Hack #7: Get Creative
With Your Imagery

53. #crohacks @ErinSagin
A Picture Is Worth 1,000 Words

54. #crohacks @ErinSagin
These images
do more harm
than good!

55. #crohacks @ErinSagin
Aim for the Hero Shot
vs.
A visual representation of your offer that demonstrates how your product
or service actually works so your prospects can picture themselves using
it. The hero shot is generally a photo or a video and should clearly show
benefits and context of use.
--Oli Gardner, Unbounce

56. #crohacks @ErinSagin
Infuse Text in Images

57. #crohacks @ErinSagin
Example: HubSpot
3% Increase in
Conversions!
Data Source: HubSpot Webinar (10 Unconventional, Proven, Data-Backed CRO Hacks
http://www.slideshare.net/HubSpot/10-unconventional-proven-databacked-cro-hacks)

58. #crohacks @ErinSagin
Experiment With Video
Data Source: Unbounce Blog ([Case Study] Using Video to Lift Landing Page Conversion Rate by 100%,
http://unbounce.com/conversion-rate-optimization/case-study-using-video-to-lift-landing-page-conversion-rate-by-100/)
100% Increase in
Conversions w/
Video!
• Without video:
6.5% average
conversion
rate
• With video:
13% average
conversion
rate

59. #crohacks @ErinSagin
Hack #8: Revitalize
Your Mobile Landing
Pages

60. #crohacks @ErinSagin

61. #crohacks @ErinSagin
These Mobile Sites Stink

62. #crohacks @ErinSagin
WHY DID WE BUILD THESE CRAPPY
LANDING PAGES?

63. #crohacks @ErinSagin
Because Mobile Devices Are Slow
But they’re
not slow
anymore…

64. #crohacks @ErinSagin
Because Mobile Screens Are Tiny
But they
keep
getting
larger…

65. #crohacks @ErinSagin
% Who Switched To Full Site

66. #crohacks @ErinSagin
Conversion Rates
Mobile Site Vs. Full Site on Mobile

67. #crohacks @ErinSagin

68. #crohacks @ErinSagin
Hack #9: Bypass
Landing Pages
Altogether

69. #crohacks @ErinSagin
Capture Leads Directly From Ads
Leads Get Emailed
or Posted to You!

70. #crohacks @ErinSagin
Encourage Searchers to Call You

71. #crohacks @ErinSagin
New! Call-Only Campaigns in AdWords
• Eliminate clicks to mobile
landing pages altogether
• Phone number will appear
regardless of location

72. #crohacks @ErinSagin
Hack #10: Use
Remarketing to
Convert Abandoners

73. #crohacks @ErinSagin
Use Remarketing as a CRO Tool

74. #crohacks @ErinSagin
Use Remarketing as a CRO Tool

75. #crohacks @ErinSagin
Remarketing Works
Yep, that’s $56…on
ice cream. All thanks
to remarketing…

76. Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
#crohacks @ErinSagin

77. Q & A
#crohacks @ErinSagin