Conversion rate optimization is one of the hottest trends in digital marketing, and for good reason. In today’s increasingly competitive marketplace, it has never been more important to make adjustments to your PPC campaigns that will increase your conversion rates and deliver higher return on investment.
Whether you’re familiar with conversion rate optimization or a newcomer to CRO, Erin will show you how to get more out of PPC by optimizing and refining the techniques you’re already using.
16. #crohacks @ErinSagin
The Classic A/B Test is a Fairy Tale
We changed the:
• Font type
• Spacing
• Button color
• Image
• Etc.
“We got a 5% increase
in conversions!!”
26. #crohacks @ErinSagin
Conversion Rate = (Captured
Leads/Website Visitors) x 100%
Huge leverage in
changing the
“Website
Visitors” part of
the equation by
sending more
QUALIFIED
traffic!
35. #crohacks @ErinSagin
Use Ad Customizers to Create Urgency
• Use FOMO to inspire
action
• As sale ends (or
quantity goes to zero),
CVR increases up to
3x!!
36. #crohacks @ErinSagin
Pull a “J. Crew”
• The sky is the
limit!
• Rotate ad
customizers to
create a perpetual
sale or show
dwindling product
supply
44. #crohacks @ErinSagin
How We Knew Our Offer Wasn’t
Working
1. Average to below average
conversion rates
2. Prospects were asking for more
help (through website and
feedback from Sales Team)
Revelation! Rather than pushing the
product from the get go, satisfy their
needs first, then go in for the kill!
55. #crohacks @ErinSagin
Aim for the Hero Shot
vs.
A visual representation of your offer that demonstrates how your product
or service actually works so your prospects can picture themselves using
it. The hero shot is generally a photo or a video and should clearly show
benefits and context of use.
--Oli Gardner, Unbounce
57. #crohacks @ErinSagin
Example: HubSpot
3% Increase in
Conversions!
Data Source: HubSpot Webinar (10 Unconventional, Proven, Data-Backed CRO Hacks
http://www.slideshare.net/HubSpot/10-unconventional-proven-databacked-cro-hacks)
58. #crohacks @ErinSagin
Experiment With Video
Data Source: Unbounce Blog ([Case Study] Using Video to Lift Landing Page Conversion Rate by 100%,
http://unbounce.com/conversion-rate-optimization/case-study-using-video-to-lift-landing-page-conversion-rate-by-100/)
100% Increase in
Conversions w/
Video!
• Without video:
6.5% average
conversion
rate
• With video:
13% average
conversion
rate
71. #crohacks @ErinSagin
New! Call-Only Campaigns in AdWords
• Eliminate clicks to mobile
landing pages altogether
• Phone number will appear
regardless of location
76. Special Offers
I would like to get set up with …
A. FREE Live demo of the WordStream Advisor
B. 1-1 AdWords Assessment
C. I don’t need help with my PPC
#crohacks @ErinSagin