In the world of PPC, getting clicks is only half the battle - the other half is getting those visitors to take the next step and actually convert to customers. In this webinar, WordStream's Founder & CTO Larry Kim and Lead Analyst Mark Irvine reveal simple strategies guaranteed to TRIPLE your conversion rate. You'll learn: -Features of top converting PPC campaigns -Conversion rate benchmarks for top industries -Precise impact of Quality Score on Cost Per Action -Easy conversion rate experiments to send your conversions sky-high! Watch it now and arm yourself with the tools needed to launch your conversion rate to infinity – and beyond! For more information, please visit www.wordstream.com.

1. Unbelievable Discoveries to
Triple Your Conversion
Rate
Larry Kim, Founder/CTO, WordStream
Mark Irvine, PPC Analyst, WordStream
March 6, 2014
CONFIDENTIAL – DO NOT DISTRIBUTE
1

2. 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 does it all mean?
Larry Kim (@larrykim) #wordstream

3. Speaker Introductions
• Larry Kim (@larrykim)
– Founder, CTO, WordStream, Inc.
– Provider of 20 Minute PPC Work
Week and AdWords Grader
– #1 PPC Expert According to PPC
Hero!
• Mark Irvine (@MarkIrvine_)
– WordStream’s PPC Analyst
– Math Wizard / PPC Expert
– Huge Hockey Fan
Larry Kim (@larrykim) #wordstream

4. Take Part in Live Blogging on Twitter / Google+
Include the hashtag #wordstream in your
Twitter tweets, Google+ status updates, etc.
Larry Kim (@larrykim) #wordstream

5. Let’s learn a little about you….
Larry Kim (@larrykim) #wordstream

6. Live-Poll Question
How Long Have You Been Using AdWords?
a)
b)
c)
d)
Less Than 1 Year
1-2 Years
3-5 Years
Over 5 Years
Larry Kim (@larrykim) #wordstream

7. Live-Poll Question
What’s The Average Conversion Rate for Your Landing
Pages?
a)
b)
c)
d)
e)
0-1%
1-3%
3-7%
7-10%
+10%
Larry Kim (@larrykim) #wordstream

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

9. Warning: Lots of Data
Ahead!

10. Epiphany #1:
The Classic
Conversion Rate
Optimization Test
Is Often Quite 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!!*
Larry Kim (@larrykim) #wordstream

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…
Larry Kim (@larrykim) #wordstream

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!
Larry Kim (@larrykim) #wordstream

14. Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #wordstream

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

16. What’s a Good Conversion Rate?
Larry Kim (@larrykim) #wordstream

17. Survey Methodology
Larry Kim (@larrykim) #wordstream

18. • Even the “Winner” is a Loser!
Forest vs. Trees
CONFIDENTIAL – DO NOT DISTRIBUTE
18

19. Unremarkable vs. Unicorns
Distribution Point
Conversion Rate
Vs Average
Comments
Average
2.35%
Top 25%
5.31%
2x
Awesome
Top 10%
11.45%
5x
Unicorns
Unremarkable
Larry Kim (@larrykim) #wordstream

20. “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%
Larry Kim (@larrykim) #wordstream

21. Aim For 2-4x Increases Not 2-4%!
Larry Kim (@larrykim) #wordstream

22. Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
@larrykim

23. Epiphany #3:
What Do Landing
Page Unicorns
Look Like?

24. Ad Text Testing
Hunting Landing Page
Unicorns
@larrykim, @perrymarshall

25. 1. Changing The Offer
Larry Kim (@larrykim) #wordstream

26. The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE
26

27. How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
CONFIDENTIAL – DO NOT DISTRIBUTE
27

28. 2. Change The Flow.
Larry Kim (@larrykim) #wordstream

29. 2. New Flow: Registration At End
Larry Kim (@larrykim) #wordstream

30. 2. New Flow: Quality vs. Quantity
Larry Kim (@larrykim) #wordstream

31. Another Example of Changing The Flow
CONFIDENTIAL – DO NOT DISTRIBUTE
31

32. Changing the Flow: Let Them Choose
CONFIDENTIAL – DO NOT DISTRIBUTE
32

33. 3. Use Remarketing as a CRO Tool
-
96%
X
Your Site
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 purchase
Your Ad
Larry Kim (@larrykim) #wordstream

34. 3. Why I View Remarketing as CRO*
• Opportunity to …
– Turn abandoners into leads
– Increase Branded Searches
– Increase repeat visitor rates
& engagement
– Increase effectiveness of
Landing Pages?
Users who have
visited your web site
-
X
Bring them back to
your website
Larry Kim (@larrykim) #wordstream

35. Epiphany #4
You Need To Try Out
10 Landing Pages To
Find 1 Unicorn

36. Relative Abundance
Name
Percentile
Relative
Abundance
Vs. Expected
Conversion
Rate
Awesome
Landing
Pages
Unicorns
Top 25%
1:4
2x Higher
Top 10%
1:10
5x Higher!!
Larry Kim (@larrykim)

37. But I Have 10 Landing Pages!
Larry Kim (@larrykim)

38. This is the same landing page with different
spacing…
Larry Kim (@larrykim)

39. Epiphany #5
It’s Not as Hard As
You Think

40. 80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim)

41. The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim)

42. You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)

43. But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)

44. Epiphany #6
A Note on Mobile Ads

45. Calls Radically Change The Flow!
• The calls bypass the landing
page all-together (a very leaky
step!)
• Furthermore the intent behind
a call is much stronger than a
click to a website
• Calls converted at a 3x higher
rate than clicks to a website
• Click-to-Call = Insane
Landing Page Optimization!!
Larry Kim (@larrykim)

46. Epiphany #7
F%@# Conversion
Rates*

47. Eh? WHAT?!
Larry Kim (@larrykim)

48. Note Definition of Conversion Rate**
• Conversion Rate = (# of
Completed Actions / Total
Visits to a Page)
• Beware “Landing Page
Optimizations” that merely
exchange quantity for
quality
• Generating more, lower
quality leads could hurt, not
help your business!
Larry Kim (@larrykim)

49. A Quick Recap
1. Most Landing Page Optimization = Rearranging
Deck Chairs, Small % Changes (Often
Insignificant)
2. Insane Landing Page Optimization = 2-5x
Changes AND improve lead quality, too.
Larry Kim (@larrykim)

50. 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
Larry Kim (@larrykim)

51. WordStream’s
20 Minute PPC Work Week
• 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!™
www.wordstream.com/ppc-free-trial
Larry Kim (@larrykim)

52. New: Leads & Landing Page Management Software
www.wordstream.com/ppc-free-trial
@larrykim

53. Released This Week: Landing Page Grader!!
www.wordstream.com/landing-page
@larrykim

54. Special Offers! Would you like…
a) A FREE live demo of WordStream PPC Advisor
b) Get a 1-on-1 AdWords Grader walk-through with a
PPC expert
c) Nothing at the moment
Larry Kim (@larrykim)

55. Your Questions
Thank you for attending
WordStream’s webinar!
Benchmark your AdWords account today!
http://www.wordstream.com/google-adwords
Or contact us directly:
Larry Kim
lkim@wordstream.com
@larrykim
Mark Irvine
mirvine@wordstream.com
@markirvine_
Larry Kim (@larrykim)