7 proven ways to triple your ppc conversion rate (webinar)
Post on 14-Jul-2015
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CONFIDENTIAL – DO NOT DISTRIBUTE 1
6 7! Proven Ways to TRIPLE
Your PPC Conversion Rate
Erin Sagin, Customer Success Manager, WordStream
Mark Irvine, Data Scientist, WordStream
March 17, 2015
www.wordstream.com/learn
Want to get smart in paid search?
Join the conversation on Twitter
#ConversionHacks
@WordStream
@erinsagin
@MarkIrvine89
Today’s Agenda
• Why Conventional Wisdom around
Conversion Rate Optimization is Silly
• What’s a good Conversion Rate?
• Review: The Top 10% of Landing Pages?
• What makes them tick?
• How can I replicate them?
• What do I need to do to convert
more users?
#conversionhacks
Meet Our Presenters
Erin Sagin, Customer Success Manager
• Oversees a team managing 2,000+
Paid Search Accounts
• Speaking at PubCon Austin in April.
• When she’s not working, you’ll find
her hula hooping, vacationing in the
Caribbean and binging on reality TV
• @erinsagin
Mark Irvine, Data Scientist
• Spot trends in data to help hit search
& remarketing goals
• Speaking at SMX Advanced Seattle in
June.
• Shamelessly addicted to reality TV
• @MarkIrvine89
#conversionhacks
Let’s learn a little about you….
#conversionhacks
Live-Poll Question
How Long Have You Been Using AdWords?
a) Less Than 1 Year
b) 1-2 Years
c) 3-5 Years
d) Over 5 Years
What’s The Average Conversion Rate for Your Landing Pages?
a) 0-1%
b) 1-3%
c) 3-7%
d) 7-10%
e) +10%
The Landing Page Optimization
“Experts” Are All Wrong
Warning: Lots of Data
Ahead!
Secret #1:
The Way the “Experts” do
Conversion Rate Tests is Silly.
The Great Landing Page Optimization Fairy Tale
• We Changed the:
– Font Type
– Spacing
– Button Color
– Image
– Etc.
• We got a 5%
Increase in
Conversions!!*
#conversionhacks
Typical Conversion Rate Optimization Test
• The Early Lead Disappears!
• We want to believe our hard work paid
off but we are often deluding ourselves…
#conversionhacks
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result in Small Changes
• The x% Increase you think you got
probably isn’t significant!
#conversionhacks
Re-Arranging Deck Chairs On the Titanic
#conversionhacks
Secret #2:
What’s a Good
Conversion Rate?
What’s a Good Conversion Rate?
#conversionhacks
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 17
Forest vs. Trees
Unremarkable vs. Unicorns
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
#conversionhacks
“Top 10% of accounts have a CVR 3x average” rule
Distribution Point
All accounts Ecommerce Legal B2B Finance
Median CVR 2.35% 1.84% 2.07% 2.23% 5.01%
Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19%
Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48%
#conversionhacks
Aim For 2-4x Increases Not 2-4%!
#conversionhacks
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
Secret #3
You Won’t Get it Right until
your 10th Attempt.
Relative Abundance
Name Percentile RelativeAbundance
Vs. ExpectedConversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
#conversionhacks
But I Have 10 Landing Pages!
#conversionhacks
This is the same landing page with different
spacing…
#conversionhacks
Secret #4:It’s Not as Hard As You Think
80% of Traffic Goes to 10% of Landing Pages
#conversionhacks
The Bar for Landing Page Excellence is (Very) Low
#conversionhacks
But You Don’t Need Dozens of Landing Pages…
#conversionhacks
Secret #5:
What Do Landing Page
Unicorns Look Like?
Ad Text Testing
Hunting Landing Page
Unicorns
1. Changing The Offer
#conversionhacks
The New Offer:
#conversionhacks
2. Change The Flow.
#conversionhacks
2. New Flow: Registration At End
#conversionhacks
Another Example of Changing The Flow
#conversionhacks
Changing the Flow: Let Them Choose
#conversionhacks
Secret #6:
Remarketing is your
secret weapon.
6. Use Remarketing as a CRO Tool
X-Traditional CRO “win”:
1% Conversion
Rate
3% Conversion
Rate
#conversionhacks
6. Use Remarketing as a CRO Tool
X-Traditional CRO misses the bigger picture:
99% Abandon
Rate
97% Abandon
Rate
Remarket to these people!
#conversionhacks
6. Use Remarketing as a CRO Tool
of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your Site
X-
of people abandon their
shopping cart without
completing a purchase
70%
#conversionhacks
6. Use Remarketing as a CRO Tool
#conversionhacks
Secret #7:You have to mobilize - NOW
7. Mobilize your conversions
Why stress about mobile?
#conversionhacks
7. Mobilize your conversions
But what’s wrong with this picture?
#conversionhacks
7. Mobilize your conversions
Your “mobile optimized” site from 2009 sucks.
#conversionhacks
7. Mobilize your conversions
The mobile user experience has changed!
#conversionhacks
Mobile screen size &
download speeds
have increased
7. Mobilize your conversions
The mobile user experience has changed!
#conversionhacks
• Problems with the mobile user are
different than 2011/2012
• No longer need small, content bare
sites
• Most users are researchers and
need that content-rich experience
16.5-20% of users on
sites like this opted
for “Full Site” option
7. Mobilize your conversions
#conversionhacks
While mobile CTRs are low, extensions yield higher
CVRs.
7. Mobilize your conversions
Use mobile ad extensions to promote alternative
mobile conversion paths.
#conversionhacks
Users are 9x more likely to place a call from a mobile
SERP than a desktop.
Super Important Mobile
Hack: Bypass the landing
page altogether!
7. Mobilize your conversions
#conversionhacks
• Eliminates clicks to mobile
landing pages altogether!
• Phone number will appear
regardless of location.
7. Mobilize your conversions
Call – Only
campaigns!
BRAND NEW!
#conversionhacks
A Quick Recap
1. Don’t be tempted to focus on small changes.
Small changes yield small results.
2. The biggest results come from big changes.
3. The top results belong to those aggressively
testing 10+ different offers.
4. Focus on your high volume landing pages first.
5. Change your offer & your flow to convert more
visitors.
6. Use remarketing as a CRO tool
7. Make your offer mobile friendly – use calls and
apps to convert mobile users.
#conversionhacks
Grade Your Quality Score with The AdWords Grader!
• A free, instant PPC audit in under a minute!
• Grades your AdWords account performance based on the 8 PPC metrics that really matter
• Compares how you’re doing against other accounts of similar size (monthly spend)
www.wordstream.com/google-adwords
• We find all the low hanging fruit in your account
• You just review / approve the findings.
• Quick. Easy. Powerful.
• 20 Minutes a Week can improve your ROI on AdWords by 20% or
more!™
WordStream’s
20 Minute PPC Work Week
www.wordstream.com/ppc-free-trial
Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
Landing Page Grader
www.wordstream.com/landing-page
Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
b) 1-1 AdWords Assessment
c) I don’t need help with my PPC
Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Or contact us directly:
Erin Sagin
esagin@wordstream.com
@ErinSagin
Mark Irvine
mirvine@wordstream.com
@MarkIrvine89
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