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  

#convroadtrip @erinsagin

#convroadtrip @erinsagin

#convroadtrip @erinsagin

#convroadtrip @erinsagin

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

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!!”  

#convroadtrip @erinsagin

Typical  Conversion  Rate  OpJmizaJon  Test  

•  The  early  lead  disappears  •  Gains  don’t  persist  over  *me  

#convroadtrip @erinsagin

#convroadtrip @erinsagin

It’s  Easy  To  Believe  What  You  Want  to  Believe  

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

Think  You’re  the  ExcepJon  to  the  Rule?  

So  did  they.  #convroadtrip @erinsagin

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

#convroadtrip @erinsagin

How  Does  An  Unremarkable  Landing  Page  Become  a  Superstar?  

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Aim  for  3-­‐5x  Increases,  NOT  3-­‐5%  

Bigger  Is  Always  Be]er  

#convroadtrip @erinsagin

Erin’s  Top  5  Game  Changing  CRO  

Hacks  #convroadtrip @erinsagin

Hack  #1:  Prime  Site  Visitors  to  Convert  From  

the  Get  Go  #convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

Pre-­‐Qualify  Your  Visitors    

Give  them  images  and  pricing  *before*  they    click.  

#convroadtrip @erinsagin

Google  Shopping  Ads  

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New  Shopping  Experiences  

Expandable  Product  Card  

Local  Inventory  ads  

Reviews  and  Ra*ngs  

#convroadtrip @erinsagin

Inspire  Users  To  Take  AcJon  

#convroadtrip @erinsagin

Compare  and  Buy  Insurance  Online  

Expandable  Product  Card   Call  Local  Agent  Detailed    

Reviews  

#convroadtrip @erinsagin

Use  Google  to  Get  a  Credit  Card  

Compare  Rates   Support  for  Regional  Banks  

#convroadtrip @erinsagin

Get  a  Mortgage!  

Latest  Rates   Ra*ngs  and  Details  

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#convroadtrip @erinsagin

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!!  

#convroadtrip @erinsagin

Pull  a  “J.  Crew”  

•  The  sky  is  the  limit!    •  Rotate  ad  customizers  to  create  a  perpetual  sale  or  show  dwindling  product  supply  

#convroadtrip @erinsagin

Hack  #2:  Experiment  With  Different  Offers  

#convroadtrip @erinsagin

It’s  Easy  To  Get  Stuck  In  A  Rut  

Or  Follow  the  Pack  

#convroadtrip @erinsagin

WordStream’s  Old  Offer  

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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!    

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

WordStream’s  New  Offer  

5x  Higher  Conv.  Rate!  

#convroadtrip @erinsagin

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Hack  #3:  Change  Your  Sign-­‐

Up  Flow  

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Typical  Soiware  Download  Form  

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Clearing  the  Path  to  Conversion  

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Example  #1:  Register  at  End  

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Example  #2:  Let  Users  Decide  

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Hack  #4:  Use  Remarke*ng  

to  Convert  Abandoners  

#convroadtrip @erinsagin

Use  RemarkeJng  as  a  CRO  Tool  

#convroadtrip @erinsagin

Use  RemarkeJng  as  a  CRO  Tool  

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

…Maybe  Even  TOO  Successfully  Yep,  that’s  $56…on  ice  cream.    All  thanks  to  remarke*ng…  

#convroadtrip @erinsagin

Conversion  Rates  Increase  with  Ad  Exposure  

More  than  2x  more  likely  to  convert  aOer  seeing  your  ad  SIX  <mes!  

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

Hack  #5:  Revitalize  Your  Mobile  Landing  

Pages  #convroadtrip @erinsagin

#convroadtrip @erinsagin

These  Mobile  Sites  SJnk  

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WHY  DID  WE  BUILD  THESE  CRAPPY  LANDING  PAGES?!  

#convroadtrip @erinsagin

Because  Mobile  Devices  Are  Slow  

But  they’re  not  slow  anymore…    

#convroadtrip @erinsagin

Because  Mobile  Screens  Are  Tiny  

But  they’re  only  gemng  bigger…    

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%  Who  Switched  To  Full  Site  

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Conversion  Rates  Mobile  Site  vs.  Full  Site  on  Mobile  

#convroadtrip @erinsagin

Time  is  Running  Out  

#convroadtrip @erinsagin

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  

#convroadtrip @erinsagin

#convroadtrip @erinsagin

Bonus  Hack!  Temporarily  Bypass  Your  Crappy  Landing  Pages  with  PPC  Tricks  

#convroadtrip @erinsagin

Capture  Lead  InformaJon  Directly  from  the  SERP      Leads  Get  Emailed  or  Posted  to  You!        

#convroadtrip @erinsagin

Encourage  Searchers  to  Call  You  

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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  

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Thank You!    

#convroadtrip @erinsagin