5 Conversion Rate Hacks That Yield Massive 3-5x Conversion Rate Improvements

1. 5 Conversion Rate Hacks That Yield
Massive 3-5x Conversion Rate
Improvements
Brought to you by:
www.wordstream.com/learn
#conversionconf @larrykim

2. #convcon @larrykim
Download Slides Here:
http://bit.ly/bigCRO

3. 3 Random Facts
About Me
(@larrykim)

4. 1. Crazy About PPC Marketing!!
#convcon @larrykim

5. 3. Originally From Winnipeg, Canada!2. Originally from Winnipeg, Canada

6. Actual Photos of Boston From February This Year
#convcon @larrykim

7. Photos of WordStream’s Global
Headquarters:
2008 2015
#convcon @larrykim

8. 3. Have a One-Year Old Kid (#ppckid)
#convcon @larrykim

9. • Why Conventional A/B
Testing Wisdom is silly
• What’s a Good Conversion
Rate?
• Reviewing The Top 10% of
High Converting Offers
• Five Ridiculously Powerful
CRO Hacks for 3-5x Gains
#convcon @larrykim
Today’s Agenda!

10. Warning: You Are Part of the Big
CRO Rebellion and a Traitor!

11. Epiphany #1:
The Classic A/B
Test is a Fairy Tale

12. The Great Landing Page Optimization
Fairy Tale
We changed the:
• Font type
• Spacing
• Button color
• Image
• Etc.
“We got a 5% increase in conversions!!”
#convcon @larrykim

13. Typical Conversion Rate
Optimization Test
• The early lead disappears!
• Gains don’t persist over time
#convcon @larrykim

14. #convcon @larrykim
Epiphany #2:
Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome

15. #convcon @larrykim
Epiphany #2:
Most Marketing
Departments Suffer
from Pre-Mature
“Optimizitus”
Syndrome

16. Typical A/B Test is Overrated
• Small Changes Usually Result in Small Changes
• X% Increase You Think You Got Probably Not Real
#convcon @larrykim

17. A/B Testing Strategy Often Like
Rearranging Deck Chairs on Titanic
#convcon @larrykim

18. Epiphany #3:
What is a Good
Conversion Rate?
(HIGHER Than You
Think!!)

19. #ABdelusion
Forest vs. Trees

20. What’s a Good Conversion Rate?
#convcon @larrykim

21. Survey Methodology
#convcon @larrykim

22. Donkeys vs. Unicorns
Distribution
Point
Conversion
Rate
Vs.
Average
Comments
Average 2.35% Donkeys
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
#convcon @larrykim

23. “Top 10% of Accounts Convert 3-5x
Higher Than Average” Rule
Distribution
Point
All
accounts
Shopping 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%
#convcon @larrykim

24. Aim for 3-5x Increases, NOT 3-5%!
#convcon @larrykim

25. Landing Page Unicorns?
(3-5x Avg. Conversion Rate!)

26. Epiphany
#3:
What Do
Landing Page
Unicorns Look
Like?

27. Hunting Landing Page
Unicorns (Going After
Big, Lasting CRO
Increases)

28. Five Incredible
CRO Hacks

29. Rethinking The Marketing Funnel:
Two Parts to this Story.
1) You Can
Bypass this
Funnel
Entirely!
2) You Can
Eliminate or
Invert Entire
Sections of
This Funnel!!
Captured Lead
View Landing Page
Website Visitors

30. #convcon @larrykim

31. CRO Hack #1
Eliminate Landing
Pages Using Call
Extensions

32. #convcon @larrykim

33. So Bypass the Landing Page Completely
#convcon @larrykim

34. Click-to-Call is Total Game Changer
#convcon @larrykim
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 Traffic: “Calls to Businesses are
Worth +3x More Than Clicks to Websites”

35. Dramatically Increase Contact &
Qualification Rates
#convcon @larrykim
Response Time From Creation by 5 Minutes
Contact rates significantly drop off after 5
minutes. Why? Declining interest, alternate
solution, etc.

36. Users are 9x more likely to
place a call from a mobile
SERP than a desktop.
#convcon @larrykim
Force Mobile Searchers to Call You

37. • Literally just
pay for Calls to
your Business!
• Wow.
Amazing!
#convcon @larrykim
New Call-Only Campaigns in AdWords

38. CRO Hack #2
Eliminate Landing
Pages Using New Ad
Formats

39. Facebook, Twitter, AdWords: All Have Lead Capture Ad
Formats, Allowing You to Skip Landing Page
#convcon @larrykim
Leads Get Emailed or
Posted to You
Entire Stage of Conversion Funnel Eliminated!!

40. #convcon @larrykim

41. CRO Hack #3
Make Site Visitors
More Likely to Convert

42. 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

43. Shopping Ads Steal all the Conversions!
#convcon @larrykim
Price & Image Info Communicated *BEFORE* Clicking Ad!!

44. New Automotive Ad Formats More
Likely to Inspire Actions
Image Carousel
With Detailed Info
Call or Get
Directions
#convcon @larrykim

45. New Mobile Hotel Ad Experiences
Ratings Info! Click to Book!
#convcon @larrykim

46. New Shopping Experiences
Expandable
Product Card
Local
Inventory ads
#convcon @larrykim
Reviews and
Ratings

47. Compare and Buy Insurance Online
Expandable
Product Card
Call Local
Agent
Detailed
Reviews
#convcon @larrykim

48. Use Google to Get a Credit Card
Compare Rates Support for Regional Banks
#convcon @larrykim

49. Get a Mortgage!
Latest Rates Ratings and
Details
#convcon @larrykim

50. @larrykim

51. @larrykim
• Urgency impacts
Conversions
• As sale ends (or
quantity goes to
zero), CVR
increases up to
3x!!
Use Ad Customizers to Create Urgency &
Fear of Missing Out (FOMO)

52. @larrykim
Go Nuts With Ad Customizers
Consider doing “Perpetual Sales”

53. Upload Your Customer List and Find “Similar
Audiences”

54. Similar Audiences on Twitter, Too.
Leverage the Power of Ad Platforms to Find the Needle
in the Haystack For You!

55. Summary: Three Ways To Make
Visitors More Likely to Convert
• New Ad Experiences
Inspire Action
• Ad Customizers
Create Urgency
• Find More
Converters with
Similar Audiences
#convcon @larrykim

56. CRO Hack #4
Convert Abandoners
with Remarketing

57. 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-

58. What’s The Google Display Network?
#convcon @larrykim
These are
Google
Display
Ads!!

59. Huge Reach on Google Display Network
#convcon @larrykim

60. Weird Thing About Remarketing
#convcon @larrykim
Conversion
Rates Increase
With More Ad
Impressions

61. Remarketing CRO Hack: Be Bold!
#convcon @larrykim
• Set Membership
Duration: 3x Avg. Sale
Cycle
• Set Impression Caps to
Unlimited!
• Run Multiple Ads Per
Campaign!

62. Remarketing on Twitter!
#convcon @larrykim
Target website visitors OR custom lists

63. Remarketing on Facebook, Too.
#convcon @larrykim
Target website visitors OR custom lists

64. Summary: Remarketing = CRO*
Doubles Conversion Rates By Targeting Abandoners!
#convcon @larrykim

65. CRO Hack #5
Change Sign-Up Flow

66. Typical Software Download Form
#convcon @larrykim

67. New Sign-Up Flow: Register at End
#convcon @larrykim

68. Example #2: Change Sign-Up Flow By Letting
Users Decide + Emotional Triggers
#convcon @larrykim

69. Example #3: Increase Number of Steps
#convcon @larrykim

70. Rethinking CRO:
2 Key Takeaways

71. #1 Bigger Changes Produce Bigger
Changes
1) You Can
Bypass this
Funnel
Entirely!
2) You Can
Eliminate or
Invert Entire
Sections of
This Funnel!!
Captured Lead
View Landing Page
Website Visitors

72. #convcon @larrykim
#2) Don’t Settle For Average – Be a Unicorn
Among a Sea of Donkeys!

73. Thank You!
Slides: http://bit.ly/bigCRO
@larrykim #heroconf