Cro truth-bombs-searchlove-london-october-2016-larry-kim

Larry Kim, Founder
WordStream, Inc.
SearchLove London, October 17, 2016
#searchlove@larrykim

in the magical landing
page kingdom, there lived
a landing page princess
who held a deep dark
secret…

Searching far and wide
for a CRO who can
help us fix our
unfortunate situation

The Great A/B Testing Fairy Tale
If We Change The..
• Font Type
• Spacing
• Button Color
• Image
• Text
• Etc.
“We’ll Get a 5% Increase in Conversions”
CRO

• 5% Gains per test
• 52 Tests per year…
=1264%
Increase in
Conversions!

Typical A/B Test: The Gains Didn’t Persist
Early Lead Disappears. Gains Don’t Persist.

CRO Often Just Increases Quantity
of Leads at the Expense of Quality
VS

Higher Conversion Rate = (Much)
Lower % Marketing Qualified
Lead Rate
Landing Conversion Rate
% Marketing Qualified Leads (MQL)
1% 2% 4% 7%
18%
2%
5%
9%

CRO popularity increased 8x over the last decade. Average
conversion rates remain unchanged.

Conventional CRO Wasn’t
Working. It was all smoke and
mirrors!

Outraged, the king and queen of landing page
land hired a private investigator.

3 Random facts about me
Make PPC
Magical
Again!
#searchlove @larrykim#searchlove@larrykim

1. From Manitoba,
Canada. The Polar Bear
Capital of the World!!

Actual Photos From Boston Last Winter

2. Live in Harvard Square, Cambridge, MA

WordStream’s Headquarters
2008 2016

3. Have a 2-year old Kid (#ppckid)

10 CRO Truth Bombs That Will Forever Change Your
Approach to Marketing
The Great CRO Conspiracy Revealed:

Larry’s #10 CRO Truth Bomb: Kill (Obvious) CTAs

Email Subject Line Open Rate
Can We Connect on Linkedin? 36.21%
44 Fabulous Tips for Facebook Advertising 30.25%
Wake up and smell Google’s Expanded Text Ads 26.75%
10 Easy Facebook Marketing Ideas 26.09%
Magic Facebook Marketing Tricks 25.29%
Are Facebook Ads Right For Your Business? 24.78%
PPC Account Structure in 6 Simple Steps [Free Guide] 20.76%
15 Inspiring Landing Page Ideas [Free Guide] 19.44%
3 Underused AdWords Features That’ll Blow Your Mind 18.35%
My Top Email Subject Lines Last Quarter

(… Duh!)
#searchlove @larrykim

Larry’s #9 CRO
Truth Bomb: Higher
CTR = Higher CTR!

This Ad is a Donkey

A New Ad:
Emotion: Fear.
Persona: Bearer of Bad News

125% Increase in Daily Appointments Booked!
4
9
0 2 4 6 8 10
Positive Twist
Negative Twist

170% Increase in Daily Call Volumes!
10
27
0 5 10 15 20 25 30
Positive Twist
Negative Twist

Note: Calls Worth More Than Clicks
Contact rates significantly drop off after 5 minutes.
Why? Declining interest, alternate solutions, etc.
CONTACT RATE
100x decrease from 5 min to 30 min
QUALIFICATION RATE
21x decrease from 5 min to 30 min
CONTACTRATE
TIME Source: MIT

Larry’s #8 CRO Truth Bomb: Remarketing =
CRO

Weird Thing About Remarketing
Conversion Rates
Increase With
More Ad
Impressions

Remarketing CRO Hack: Be Bold!
• Target Both FB & GDN
• Set Membership Duration:
3x Avg. Sale Cycle
• Set Impression Caps to
Unlimited!
• Run Multiple Ads Per
Campaign!

Larry’s #7 CRO Truth Bomb:
Brand Affinity Dramatically
Impacts Conversion Rates

Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)

Larry’s #6 PPC Hack: RLSA Will Save The Day
RLSA

Target search ads only to people who
recently visited your site!
How Remarketing Lists for Search Ads (RLSA) Works
Users visit your site, get added
to your remarketing list
Show them customized ads
when they search for your keywords on
Google!

New Visitors vs. Repeat Visitors
How does Increasing Brand Affinity Impact CTR?

Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)

Quality Score affects your CPC
10 Discounted by 50.0%
5 Google benchmark
4 Increased by 25.0%
You Save
You Pay

RLSA
Triples Click Through Rates
Cuts CPC in Half
Triples Conversion Rates
Volume Limited By Audience Size
Behold The Power of RLSA!!

**You’re Leaving Money On The Table If You’re NOT Doing This!
Combining RLSA + SEO/Content Marketing

Fix RLSA Volume Issue By Dramatically Expanding
Cookie Pools
Solution: make the
smaller circle 100-
1000x bigger for
cheap using
SEO/Content
Marketing.
People
unfamiliar
with your
brand
People
familiar with
your brand
RLSA only targets
these usersRLSA Doesn’t Target These
Users (By Definition)

Demographic Bidding for Search Ads

New: Demographic
Bidding for Search Ads in
AdWords

Behold The Awesome Power of SUPER-RLSA
Demographic Bidding=
They’re qualified buyers.
Remarketing = They Recently Checked
Out Your Stuff and are Biased Towards
You
Keyword Targeting =
They’re Searching To Buy Your Stuff NOW.
Target a Narrow Audience
That Meets all 3 Criteria with
HIGH ENGAGEMENT
UNICORNS = $$$

Go After Users *BEFORE* They Search For Your Stuff
“Off-Topic” Content

Use Google Analytics
User Explorer to Gain
Insights To Determine
Target Market

Upload Your
Customer List to
Facebook Insights!

Even Twitter Has
Audience
Insights!

How Marketing REALLY Works
STEP 1:
Create & Promote Inspirational / Memorable Content about Your Brand to your
Target Market
STEP 2:
People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become
Biased)
STEP 3:
Later when the Need Arises, People
either:
Do a Branded Search for
Your Stuff
Do Un-Branded Search but Biased
Towards Clicking & Buying From
You.

Create Stronger Biases With Video Ads

$0.01 Cent Per Video View!
@larrykim #searchlove@larrykim

Eliminate Your Landing Pages!

Lead Capture Ads & Call Extensions Eliminate Need
for Landing Pages

See your ad
Call you
See your ad
Old Way New Way
Click on it
Go to website
Fill out form

Larry’s #2 CRO Truth
Bomb: Change Your
Flow

#SMX #14B3 @larrykim
Typical Software Download Form

Change Your Offer For Insanely Awesome CRO

Conversion Rates Are Low & Going Nowhere
Search Conversion Rate Distribution
Median: 2.35%
Top 25%: 5.31% and Above
Top 10%: 11.45% and
Above
SHAREOFALLACCOUNTS
SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)

Distribution Point Conversion Rate Vs. Average Comments
AVERAGE 2.35% - DONKEYS
TOP 25% 5.31% 2X AWESOME
TOP 10% 11.45% 5X UNICORNS
Donkeys vs. Unicorns
Unicorns Convert 5x Better Than Donkeys

How To Convert Donkey Offers Into
Unicorns?

Ecommerce Example:
Higher CTRs = Higher Conversion Rates

Picnic Pants*
(inspired by Wil Reynolds)
Drones
Vs.
CTR
Conversion Rate
• Picnic Pants
Drones •

Worst thing you can do: Lipstick on a Donkey
invisible
noodles?

Your Current Offer
A Completely Different,
Better Offer
Big vs. Little Changes
Unicorn
Hill
Donkey
Hill

Change Your Offer To Dramatically
Increase Conversion Rates

My Product: 6 Years Ago
• Low ASP
• 5 Month Customer
Lifetime Value
• Low Value!

My Product: Today!

WordStream Revenues: +2810% in 5 Years!

What Does it All Mean?
CRO?

1
2
3
(a) Create Promote Content to Target Market on the
Cheap!
CREATE
Produce memorable,
inspirational content
AMPLIFY
Promote top content via Video Ads, etc.
TAG
Build remarketing audiences by
tagging site visitors with a
cookie
START/GO
(Donkey Land)

5
4
6
(b) Convert Viewers Into
Leads and Sales
Simplify
Consider By-passing
Landing Page if
Possible
Remarketing
Turn Biased Users
into Customers
Delight
Consider Changing
out Stupid Offers
END/REPEAT
(Unicorn Land)

Summary: Unicorn CRO!
1. On-Page Elements:
UX, Design, Images, Copy,
Fonts, Emotional Triggers,
Psychology, Etc.
2. Brand Awareness: People
overwhelmingly favor the
brands they're familiar with.
3.Growth Hack:
Engineer an offer to be 10x
more compelling and pull
uses through the funnel 10x
faster.
Key Takeaway: Focus on All Three Areas!

The Landing Page
Princess Decided
she didn’t need
prince CRO. She
ended up becoming
a growth hacking
brand builder
instead resulting in
ridiculously great
CRO.

The CRO donkey was banned
from the kingdom.

Be a Unicorn in a Sea of Donkeys!

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