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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.
10 Unconventional, Proven, Data-Backed CRO Hacks
 
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
10 Unconventional, Proven, Data-Backed CRO Hacks
3%+ increase in Conversion rate
	
  
Include a Download Counter
Hack #7:
Motivation
10 Unconventional, Proven, Data-Backed CRO Hacks
4%+ increase in conversion rate
	
  
Use Images
Hack #8:
Ability
10 Unconventional, Proven, Data-Backed CRO Hacks
10 Unconventional, Proven, Data-Backed CRO Hacks
3%+ increase in
conversion rate
	
  
Have a Short Form
Hack #9:
Ability
10 Unconventional, Proven, Data-Backed CRO Hacks
7%+ increase in conversion rate
Use Urgent Wording
Hack #10:
Trigger
10 Unconventional, Proven, Data-Backed CRO Hacks
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

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