10 Unconventional, Proven, Data-Backed CRO Hacks

10 UNCONVENTIONAL, PROVEN

DATA-BACKED

CRO HACKS #CROday

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

Agenda: Special CRO Day Webinar

1  Introduction: Rethinking CRO

2  10 Incredible CRO Hacks

3  Q&A

On-Demand Webinar:

Unconventional,

Proven,Data-Backed

CAD HACKS With Larry Ki.In and Lanya Olmsted

� WordStream HubSp t

Rethinking CRO

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.

The Typical CRO ‘Strategy’

So, what’s a good conversion rate?

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”

Hunting Landing Page Unicorns

CRO MONEYBALL (Going after BIG Changes)

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

Ten Incredible CRO Hacks

Eliminate Your Landing Pages

Using Call Extensions

Hack #1:

This Year, Half of Searches are From Mobile!

Bypass the Landing Page Altogether!

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.

New! Call-Only Campaigns

•  Literally just pay for calls to your business!

Wow. Amazing.

Mobile CRO Hack #2:

Bounce rates on HubSpot’s landing pages are 20-30% higher for mobile

viewers than those on a desktop  

Make mobile conversion quick and easy

RESULTS    

ü 5x the submissions ü Bounce rate was cut in

half

Eliminate Your Landing Pages

Using New Ad Formats

Hack #3:

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.

Make Your Site Visitors More Likely

to Convert

Hack #4:

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

Upload Your Customer List and Find “Similar Audiences”

This Works on Twitter, Too.

Leverage the power of ad platforms to find the needle in the haystack for you!

Remind People to Convert With

Remarketing

Hack #5:

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

Huge Reach on Google Display Network

Weird Thing About Remarketing…

Conversion  Rates  Increase  With  More  Ad  Impressions  

Remarketing on Facebook, Too!

Target website visitors OR custom lists

Remarketing on Twitter, Too!

Target website visitors OR custom lists

What a Typical Remarketing Ad Looks Like

So Skip The Landing Page

HubSpot’s Results

200%+  increase  in  demo  requests    

40%  lower  cost-­‐per-­‐click  $$  

$  

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.

Motivation

Humans are motivated by: •  Pleasure/pain

•  Hope/fear

•  Social acceptance/rejection

Ability = Simplicity

Make it easy for someone to perform a task

Triggers

Interactive technology makes triggers very important. We can

receive a trigger and perform the target behavior immediately.

Tell Them Who You Are

Hack #6: Motivation

3%+ increase in Conversion rate  

Include a Download Counter

Hack #7: Motivation

4%+ increase in conversion rate  

Use Images

Hack #8: Ability

3%+ increase in

conversion rate  

Have a Short Form

Hack #9: Ability

7%+ increase in conversion rate

Use Urgent Wording

Hack #10: Trigger

4%+ increase in conversion rate

Triggers + Motivation + Ability = BIG CHANGES in CR

Benchmark  Your  Conversion  Funnel  

Grade  Your  AdWords  Account  

www.wordstream.com/google-­‐adwords  

Grade  Your  Landing  Pages  

www.wordstream.com/landing-­‐pages  

Q&A