So you've changed your copy, rearranged your landing page, shortened your form but still can’t get more conversions? Join the club. It’s time to try something new, something guaranteed to drive more leads. Join this revolutionary on-demand webinar with conversion experts WordStream Founder Larry Kim and HubSpot Psychologist Lanya Olmsted to learn our top 10 new and unconventional CRO hacks backed by psychology principles that can DOUBLE your leads. We’ve run dozens of tests to prove these changes will make a huge impact on your campaigns, and better yet, they’re easy to replicate! You’ll learn amazing strategies like: - Why you should rethink the conversion formula - How to overcome your audience's anxiety over providing personal information on the landing page form - When to throw out your landing page altogether - And much more!

1. 10 UNCONVENTIONAL, PROVEN
DATA-BACKED
CRO HACKS
#CROday

2. 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

3. Larry Kim @larrykim
Founded WordStream in 2007
Doing PPC for 13+ years
Voted #1 PPC expert
11-month-old #PPCkid

4. Lanya Olmsted @lanyaolmsted
Marketing & Psych Research - Harvard Business
Runs HubSpot experiments on CRO
CRO Consultant for small businesses

5. Agenda: Special CRO Day Webinar
1 Introduction: Rethinking CRO
2 10 Incredible CRO Hacks
3 Q&A

6. On-Demand Webinar:
Unconventional,
Proven,Data-Backed
CAD HACKS
With Larry Ki.In and Lanya Olmsted
� WordStream HubSp t

7. Rethinking CRO

8. The Great Landing Page Optimization /
CRO Fairytale
We changed the:
• Font Type
• Spacing
• Button Color
• Image
• Etc.
… We got a 5% lift in Conversions!!

9. 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)

10. 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.

11. The Typical CRO ‘Strategy’

12. So, what’s a good
conversion rate?

13. A Good Conversion Rate: Probably Much
HIGHER than you Think
• Average Conversion Rate = 2.35% = Terrible
• Top 10% of Advertisers = +11.45% = Incredible

14. 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”

15. Hunting Landing Page
Unicorns

16. CRO MONEYBALL
(Going after BIG Changes)

17. 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

18. Ten Incredible
CRO Hacks

19. Eliminate Your Landing Pages
Using Call Extensions
Hack #1:

20. This Year, Half of Searches are From Mobile!

21. Bypass the Landing Page Altogether!

22. 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”

23. 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.

24. Make All Mobile Clicks Pop-Up Call Button
Users are 9x more likely to
place a call from a mobile
SERP than a desktop.

25. New! Call-Only Campaigns
• Literally just pay for calls to your business!
Wow. Amazing.

26. Mobile CRO
Hack #2:

27. Bounce rates on HubSpot’s landing
pages are 20-30% higher for mobile
viewers than those on a desktop

28. Make mobile conversion quick and easy

29. RESULTS
ü 5x the submissions
ü Bounce rate was cut in
half

30. Eliminate Your Landing Pages
Using New Ad Formats
Hack #3:

31. 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.

32. Make Your Site Visitors More Likely
to Convert
Hack #4:

33. 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

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

35. This Works on Twitter, Too.
Leverage the power of ad platforms to find the needle in
the haystack for you!

36. Remind People to Convert With
Remarketing
Hack #5:

37. 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-

38. 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

39. Huge Reach on Google Display Network

40. Weird Thing About Remarketing…
Conversion
Rates
Increase
With
More
Ad
Impressions

41. Remarketing on Facebook, Too!
Target website visitors OR custom lists

42. Remarketing on Twitter, Too!
Target website visitors OR custom lists

43. What a Typical Remarketing Ad
Looks Like

44. So Skip The Landing Page

45. HubSpot’s Results
200%+
increase
in
demo
requests
40%
lower
cost-­‐per-­‐click
$$
$

46. 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.

49. Motivation

50. Humans are motivated by:
• Pleasure/pain
• Hope/fear
• Social acceptance/rejection

51. Ability = Simplicity

52. Make it easy for someone to perform a task

53. Triggers

54. Interactive technology makes
triggers very important. We can
receive a trigger and perform the
target behavior immediately.

55. Tell Them Who You Are
Hack #6:
Motivation

57. 3%+ increase in Conversion rate

58. Include a Download Counter
Hack #7:
Motivation

60. 4%+ increase in conversion rate

61. Use Images
Hack #8:
Ability

64. 3%+ increase in
conversion rate

65. Have a Short Form
Hack #9:
Ability

67. 7%+ increase in conversion rate

68. Use Urgent Wording
Hack #10:
Trigger

70. 4%+ increase in conversion rate

71. Triggers + Motivation + Ability =
BIG CHANGES in CR

72. Benchmark
Your
Conversion
Funnel
Grade
Your
AdWords
Account
www.wordstream.com/google-­‐adwords
Grade
Your
Landing
Pages
www.wordstream.com/landing-­‐pages

73. Q&A