You have compelling, keyword-rich ads, and have seen incremental increases in your click-through-rates, but now you need to convert your clicks to customers, so how do you do that? Lucky for you, we have original research based on thousands of customers and billions of dollars in ad spend to establish simple strategies for you to triple your conversion rate. Let us show you how. In this new webinar, you'll learn: - What a good conversion rate is - Conversion rate benchmarks - The impact of Quality Score on cost-per-action - Results from crazy conversion rate experiments that you can learn from and apply to your account ________________________________________ For more information about WordStream's services, visit www.wordstream.com.

1. 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

2. www.wordstream.com/learn
Want to get smart in paid search?

3. Join the conversation on Twitter
#ConversionHacks
@WordStream
@erinsagin
@MarkIrvine89

4. 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

5. 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

6. Let’s learn a little about you….
#conversionhacks

7. 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%

8. The Landing Page Optimization
“Experts” Are All Wrong

9. Warning: Lots of Data
Ahead!

10. Secret #1:
The Way the “Experts” do
Conversion Rate Tests is Silly.

11. 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

12. 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

13. 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

14. Re-Arranging Deck Chairs On the Titanic
#conversionhacks

15. Secret #2:
What’s a Good
Conversion Rate?

16. What’s a Good Conversion Rate?
#conversionhacks

17. • Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 17
Forest vs. Trees

18. 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

19. “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

20. Aim For 2-4x Increases Not 2-4%!
#conversionhacks

21. Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)

22. Secret #3
You Won’t Get it Right until
your 10th Attempt.

23. Relative Abundance
Name Percentile Relative
Abundance
Vs. Expected
Conversion
Rate
Awesome
Landing
Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
#conversionhacks

24. But I Have 10 Landing Pages!
#conversionhacks

25. This is the same landing page with different
spacing…
#conversionhacks

26. Secret #4:
It’s Not as Hard As You Think

27. 80% of Traffic Goes to 10% of Landing Pages
#conversionhacks

28. The Bar for Landing Page Excellence is (Very) Low
#conversionhacks

29. But You Don’t Need Dozens of Landing Pages…
#conversionhacks

30. Secret #5:
What Do Landing Page
Unicorns Look Like?

31. Ad Text Testing
Hunting Landing Page
Unicorns

32. 1. Changing The Offer
#conversionhacks

33. The New Offer:
#conversionhacks

34. 2. Change The Flow.
#conversionhacks

35. 2. New Flow: Registration At End
#conversionhacks

36. Another Example of Changing The Flow
#conversionhacks

37. Changing the Flow: Let Them Choose
#conversionhacks

38. Secret #6:
Remarketing is your
secret weapon.

39. 6. Use Remarketing as a CRO Tool
X
-
Traditional CRO “win”:
1% Conversion
Rate
3% Conversion
Rate
#conversionhacks

40. 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

41. 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

42. 6. Use Remarketing as a CRO Tool
#conversionhacks

43. Secret #7:
You have to mobilize - NOW

44. 7. Mobilize your conversions
Why stress about mobile?
#conversionhacks

45. 7. Mobilize your conversions
But what’s wrong with this picture?
#conversionhacks

46. 7. Mobilize your conversions
Your “mobile optimized” site from 2009 sucks.
#conversionhacks

47. 7. Mobilize your conversions
The mobile user experience has changed!
#conversionhacks

48. Mobile screen size &
download speeds
have increased
7. Mobilize your conversions
The mobile user experience has changed!
#conversionhacks

49. • 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

50. While mobile CTRs are low,
extensions yield higher
CVRs.
7. Mobilize your conversions
Use mobile ad extensions to promote alternative
mobile conversion paths.
#conversionhacks

51. 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

52. • Eliminates clicks to mobile
landing pages altogether!
• Phone number will appear
regardless of location.
7. Mobilize your conversions
Call – Only
campaigns!
BRAND
NEW!
#conversionhacks

53. 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

54. 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

55. • 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

56. Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial

57. Landing Page Grader
www.wordstream.com/landing-page

58. 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

59. 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