how to 2x your paid search roi without more conversions
TRANSCRIPT
#CRO2015
What you’re going to learn
1
2
3
How to spend your time optimizing the areas that matter most
Secrets from the top 5% of paid search advertisers
The formula that best-in-class companies use to calculate the
success of their campaigns
What Conventional CRO Wisdom
Won’t Tell You
#CRO2015
Over-emphasis on small tweaks
● In short, no they do not
● Small changes provide small, short term gains
● If you want big improvement, big changes are
needed
● The classic Conversion Rate Optimization test is
silly
On the surface
this seems great!
Small tweaks = small/no long term impact
#CRO2015
Lack of focus on business impact
Conversions
are up 350%!
Sales are
down 3%.
#CRO2015
Ignoring mobile
5% conversion rate 3% conversion rate
Increase
to 7%
CR!!!
Mobile’s impact on bottom line
No
change!!
3% conversion rate
Why mobile matters
What Does Best-in-Class
Look Like?
#CRO2015
What is a good conversion rate?
● Is an account wide 5% conversion rate good?
● What about 7%?
● How about 9% on desktops, 4% on tablets, and 3% on
mobile?
● Should I concentrate on desktop conversions only?
● Simply put, there is not one single item to concentrate on
#CRO2015
Better than you probably think
#CRO2015
It does vary by industry
How to build dramatically better
landing pages
#CRO2015
Don’t do this...
“super excellent awesome
thing”
vs.
“really great awesome thing”
Like we said before, do not stress about the little things
#CRO2015
Get the basic stuff right: 1) forms
2) no distractions 3) make the
sale #CRO2015
#1: Get the basics
1. Make the form the focus
2. Remove all distractions
Remove footer
Remove nav
3. Make the sale
#CRO2015
#2: Have a mobile-only landing page
keep it simple
One page only
CTA is highly visible
#CRO2015
#3: Change the flow
● Remove friction
● Submitting the form should send you to a thank you
page
o Not more steps
o Not to the homepage
● Keep testimonials towards the bottom
#CRO2015
#4: Change the offer
Unusual OfferMultiple Offers
#CRO2015
#5: Focus optimization on unicorns
● Do not try to optimize 100’s of pages
● Focus your efforts on pages that are already working
o The unicorns
● Learn from the pages that are working
Why unicorns are important
But...what about the
rest of the funnel?
How to Get Big Results by
Optimizing Your
Entire Campaign Funnel
#CRO2015
Multiple conversion points in any funnel
Impression
Click
Conversion
Customer
to
to
to
Repeat
to
#CRO2015
Narrow efforts on landing page
CRO
Impression
Click
Conversion
Customer
to
to
Repeat
Landing page
optimizations
to
to
#CRO2015
Deepen efforts to optimize whole funnel
Impression
Click
Conversion
Customer
to
Repeat
to
to
to
#CRO2015
1. Improve impression to click
Impression
Click
Conversion
Customer
to
Repeat
to
to
to
What you show
When you show it
#CRO2015
2. Improve click to conversion
Impression
Click
Conversion
Customer
to
to
to
Repeat
to
#CRO2015
4. Improve customer to repeat
Impression
Click
Conversion
Customer
to
to
to
to
Repeat
#CRO2015
4. Improve customer to repeat
Impression
Click
Micro-conversion
Customer
to
to
to
Repeat
to
Remarketing
#CRO2015
5. Measure business impact of campaigns
Impression
Click
Conversion
Customer
to
Repeat
to
to
to
Tag your links!
Analyze ROI using CLV
VS.
Your best customers (like your best landing
pages) are unicorns
#CRO2015
Thank you for joining us!