10 unconventional, proven, data-backed cro hacks
TRANSCRIPT
Housekeeping: • Webinar will be recorded and sent to all attendees
tomorrow • #ConversionHacks (part of #CROday) • Ask questions in the Q&A panel • Additional resource can be sent after the webinar
Larry Kim @larrykim Founded WordStream in 2007
Doing PPC for 13+ years Voted #1 PPC expert
11-month-old #PPCkid
Lanya Olmsted @lanyaolmsted Marketing & Psych Research - Harvard Business
Runs HubSpot experiments on CRO CRO Consultant for small businesses
On-Demand Webinar:
Unconventional,
Proven,Data-Backed
CAD HACKS With Larry Ki.In and Lanya Olmsted
� WordStream HubSp t
The Great Landing Page Optimization / CRO Fairytale
We changed the: • Font Type • Spacing • Button Color • Image • Etc.
… We got a 5% lift in Conversions!!
The Typical Conversion Rate Optimization / CRO Test (… Here’s What REALLY Happened)
The early lead disappears!!
• We want to believe our hard work paid off, but we are often deluding ourselves.
• Think of “Winners” as winners “for now” (not Lifetime appointments)
Conventional LP Optimization is Over-Rated
• Small changes result in small changes
• The x% increase you think you got, probably isn’t that
significant!
• Small gains almost never persist over time.
A Good Conversion Rate: Probably Much HIGHER than you Think
• Average Conversion Rate = 2.35% = Terrible
• Top 10% of Advertisers = +11.45% = Incredible
Donkeys vs. Unicorns
Distribu(on Point Conversion Rate Vs. Average Comments
Average 2.35% -‐ Donkeys
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
Unicorn Rule of CRO: “Across Every Industry, the Top 10% of Accounts Have 3-6x the Average Conversion Rate”
Rethinking The Marketing Funnel: Two Parts to this Story
1) You Can Bypass
this Funnel
Entirely!
2) You Can Employ
Psychology to Make this
Work Way Better!
Captured Lead
View Landing Page
Website Visitors
Click-to-Call is a Game Changer
Mobile Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Desktop Search Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website Landing Page
4. Lead Captured 3% Average Conversion
Rate!
Golden Rule of Mobile: “Calls to Businesses are Worth +3x More Than Clicks to Websites”
Dramatically Increase Contact & Qualification Rates
Response Time From Creation by 5 Minutes
Contact Rate 100x decrease from 5 min to 30 min Qualification Rate 21x decrease from 5 min to 30 min
Contact rates significantly drop off after 5 minutes. Why? Declining interest, alternate
solution, etc.
Make All Mobile Clicks Pop-Up Call Button
Users are 9x more likely to place a call from a mobile
SERP than a desktop.
Bounce rates on HubSpot’s landing pages are 20-30% higher for mobile
viewers than those on a desktop
Facebook, Twitter, AdWords: Have Lead Capture Ad Formats, Allowing You to Skip Landing Page
Leads get emailed or posted to you. The same benefits of eliminating an entire stage of conversion funnel applies here.
Conversion Rate is Defined as: (Captured Leads / Website Visitors) *100%
Huge leverage in
changing the “Website
Visitors” part of the
equation by sending
more qualified traffic.
How?
Captured Lead
View Landing Page
Website Visitors
This Works on Twitter, Too.
Leverage the power of ad platforms to find the needle in the haystack for you!
Use Remarketing as a CRO Tool
96% of people who visit a
website leave without
completing the actions
marketers want them to take
70% of people abandon
their shopping cart without
completing a purpose
Your Ad
Your Site X -
Why I View Remarketing as CRO
It’s an opportunity to… • Turn abandoners into leads • Increase branded searches • Increase repeat visitor rates and
engagement • Increase effectiveness of landing
pages?
Users who have visited your web site
Bring them back to your website
Larry’s Summary:
• Stop mucking around with button colors, etc.
• Instead, Go for Big Changes (3-5x Improvements)
• Redefine Conventional Notion of “Marketing Funnel”
using advances in mobile and PPC ad technologies to
collapse/eliminate entire stages of marketing funnel.
Interactive technology makes triggers very important. We can
receive a trigger and perform the target behavior immediately.
Benchmark Your Conversion Funnel
Grade Your AdWords Account
www.wordstream.com/google-‐adwords
Grade Your Landing Pages
www.wordstream.com/landing-‐pages