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