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Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Brought to you by:
www.wordstream.com/learn
#PPChacks
+
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#PPChacks
Pay-per-click (PPC) experts.
We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION
in ad spend (WOAH!).
We make online advertising easy.
Manage AdWords & Bing campaigns in 20 minutes a week.
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
A quick introduction to Larry…
• Founder & CTO of WordStream (@larrykim)
• (Slightly) Obsessed with AdWords Quality
Score and Unicorns
• Slight man-crush on @oligardner
• Had first kid 11 months ago (#PPCkid)
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#PPChacks
• Co-founder of Unbounce (@oligardner)
• Seen more landing pages than anyone on the planet, seriously
• Loves giant whiteboards
• 2015 Marketer to Watch*
*in the under 43 category…. nominated by his mother
A quick introduction to Oli…
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Agenda
#PPChacks
• Step 1: Learn the shocking TRUTH about
PPC ads & conversion rates
• Step 2: Create ads that convert like CRAZY
• Step 3: Send traffic to dedicated, high-
converting landing pages
• Q&A
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
STEP 1
The Shocking Truth About PPC
Ads & Conversion Rates
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Larry’s Agenda: 3 PPC CRO Epiphanies
1. The Truth about PPC Ads and Conversion Rates
2. 5 Crazy Hacks to 3-5x Increase PPC Conversion Rates
3. The Biggest Blunder in PPC CRO Ever
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
EPIPHANY 1:
Most PPC Ad Copy Optimizations Have
Zero Impact on Conversion Rates!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
The Ad Text
Optimization
Fairy Tale
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
The Ad Text Optimization Fairy Tale
We Changed the
(Punctuation,
Capitalization, [Insert
ridiculously
insignificant change
here]) … and got a 5%
increase in
conversions!!
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
The Relationship Between CTR and CVR?
• Low CTR Ads Convert
Terribly.
• Higher CTR Ads Convert
Better than Low CTR Ads.
• But it’s not a HUGE
difference.
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
No Relationship in CVR vs. Ad Position
• Ads in different ad
positions on average
convert at same rate.
• Higher ad position = more
clicks and conversions (at
higher cost) but the
conversion rate won’t
change.
• Key Takeaway: It’s mostly
about your offer &
Landing Page.
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Most Ad Testing For Conversion Rate
Optimization is Overrated
• Small changes result in small changes
• The X% increase you think you go
probably isn’t significant!
– Ad Position Changes Nothing
– Higher CTR produces modest uplift
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Aim for 3-5x PPC Conversion Rate Increases,
NOT 3-5%!
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Most (+90%) PPC Ads Suck!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Instead Create Click-Bait Ads That Trigger Emotions
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
This Ad Gets 6x The Average CTR
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Because Everyone Else Sucks…
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
STEP 2
Create Ads That Convert
Like Crazy
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
PRESENTING: 5 Incredible
PPC Conversion Rate Hacks!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
5 Incredible PPC Conversion Rate Hacks!
Focus on these big changes that
ACTUALLY MATTER
Each one of these hacks will
increase PPC Conversion Rates by
2X-5X! (not merely 2-5%)
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#1: Shopping Ads Steal All The Conversions
• Price and image
information infused into
searcher’s mind before
clicking on PPC ad.
• Images steal 2/3rds of the
Clicks
• Works amazingly well for
ambiguous queries like
‘blue dresses’
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#2: Ad Customizers
• Countdowns infuse Fear of
Missing Out (FOMO) and
sense of urgency which
impacts Conversions
• As sale ends (or quantity
goes to zero), CVR
increases up to 3x!!
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Go Nuts With Ad Customizers!!
• Biggest innovation in PPC
Ad Text since DKI
• Ridiculously Obvious (why
did it take so long??) Yet
Incredibly Powerful
• Consider doing “Perpetual
Sales”
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
#3: Keyword Selection
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Huge Differences in Conversion Rates
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
But I Love My Millions of Keywords!
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
EPIPHANY 2:
Use Remarketing as
a Conversion Rate
Optimization Tool
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
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 purchase Your Ad
Your Site
X-
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
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 website
Bring them back to
your website
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Remarketing on Facebook
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Remarketing on Twitter
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Remarketing on the Google Display Network
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Be Super Aggressive:
Conversion Rates Increase Over Time!
Conversion
Rates Increase
With More Ad
Impressions
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
EPHIPHANY 3:
Remarketing Lists
for Search Ads
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
RLSA: Easy Hack to Double Conversion Rates
On Average, Clicks
from RLSA
• Have 2x Higher CTR
• Have 50% Lower CPC
• Convert 2x Better
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
JUST SAY NO
TO LOW CTR
STRATEGIES!
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Google Expects High Ad Performance
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Quality Score Based on Beating Expected CTR
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Low CTR (Low QS Ads) Get Penalized
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Low QS Ads Don’t Even Get Shown …
#PPChacks
• Each Point +/- in QS
Results in +/- 9% Desktop
Impression Share
• Low Impression Share
Penalty is 2x Worse on
Mobile
• Low QS Ads Don’t Even
Get Shown (at all).
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Summary: Optimizing PPC Ads for High
Conversions
• Most PPC Ad Tests impact CTR not Conversion Rates
– Increases in CTR produce modest increases in Conversion Rates
• PPC Optimizations that Hugely Impact CVR: Ad Formats (Shopping,
Customizers), Intent of Keywords, Remarketing
• For the Love of God: Say NO to Low CTR!
• Beyond These Big “Structural” Changes, PPC Conversion Rates is
Mostly about the Landing Pages… (take it away Oli!)
#PPChacks
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
STEP 3
Send Traffic to Dedicated, High-
Converting Landing Pages
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
THE 7 PRINCIPLES OF CONVERSION-CENTERED DESIGN
WHAT AN AVERAGE CAMPAIGN LOOKS LIKE
WHAT A PERFECT CAMPAIGN LOOKS LIKE
WHAT YOUR CAMPAIGN CONVERSION CURVE LOOKS LIKE
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
Horror Vacui
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
yellow highlighter pen manufacturers
Custom Highlighters - Large Selection
www.vistaprint.ca/
Shop now! Price as low as $0.54
High Print Quality. Affordable Prices.
Blue Highlighters - Black Highlighters - Multi-Function Pens - Stylus Pens
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
MARKETERS ARE DISRESPECTING THE CLICK
go back
to the
search
results
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
ATTENTION RATIO 118:1
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
the ratio of the number of things you can do on a page
to the number of things you should be doing
ATTENTION RATIO 118:1
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
the
NSAMCWADLPprinciple
#1
ATTENTIONUSING ATTENTION-DRIVEN DESIGN TO APPLY FOCUS
TO YOUR CONVERSION GOAL
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
attention ratio
10:1
attention ratio
1:1
attention ratio
10:1
attention ratio
1:1
+31% lift in ebook downloads
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
DON’T MAKE ME THINK!- Steve Krug
AS ATTENTION RATIO
GOES DOWN,!
CONVERSION RATES
GO UP
Please sir,
can I have just
one more link ?
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
-14% people starting the course
DESIGN rules
design RULES
VISUAL HIERARCHY
IS ONE OF THE EASIEST WAYS TO
STRENGTHEN
OR WEAKEN A DESIGN
- Joshua Porter (@bokardo)
23 principles of
Attention-Driven Design
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
Direction
Just like a film director
expertly guides us through
the movie experience, the
principle of direction can
be used to guide our
wandering visitors to the
conversion goal.
PointerPointer.com
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
Contrast
The circle (or button in
the case of a landing
page) stands out
because of the contrast
– not the color.
Encapsulation
Encapsulation creates an
immediate sense of
importance. You know that
this area was wrapped up
for a reason and you should
heed its importance.
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
+53% lift in cellphone donations
Proximity
Elements that are
closer together
are perceived
as being related.
Dominance
This is visual hierarchy
in its truest sense.
Increasing the size of an
important element lets
people know they
should pay more
attention to it.
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
!
Proximity
!
Contrast
!
Dominance
+32% lift in click-through rate
Attention-Driven Design Ebook - Coming Soon
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
yellow highlighter pen manufacturers
Custom Highlighters - Large Selection
www.vistaprint.ca/
Shop now! Price as low as $0.54
High Print Quality. Affordable Prices.
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!
5 clicks to find what I wanted
!
A dedicated landing page would have
removed all 5 clicks
#2
CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY
TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED
PRIOR TO THE CLICK.
POST-CLICK SUCCESSDEPENDS ON HOW WELL YOU DELIVER ON YOUR
PRE-CLICK PROMISES
!
Zero Design Match. Zero Message Match.!
X
!
Perfect Design Match. Perfect Message Match.!
CONTEXT IS LIKE VELCRO
THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
http://www.fanpop.com/clubs/disney-princess/images/36571769/title/walt-disney-fan-art-queen-elsa-photo
***********************************
PASSWORDS MUST CONTAIN
AT LEAST SIX CHARACTERS
MICKEYMINNIEGOOFYPLUTOSNOWWHITEMOWGLIDUMBO
#3
CLARITYCOMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A
LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?”
DELIVERS
Ask 20 people
“what is this page about?”
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
IF 20 PEOPLE THINK
YOU PROBABLY ARE
The Clarity Test Worksheet
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
VISUAL HIERARCHY
Photo: http://animal-kid.com/silverback-gorilla-muscles.html
INFORMATION HIERARCHY
Photo: http://animal-kid.com/silverback-gorilla-muscles.html
copy informs design, not the other way round
Do this first
Add the form
after
Trying to be clever
Clear, benefit driven
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
+30% people starting the course
what do your forms say
about your campaign?
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
#4
CONGRUENCEALIGNING EVERY ELEMENT ON YOUR LANDING PAGE
WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL
FORM-FIRST DESIGN
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
THE ANATOMY
OF A HIGH-CONVERTING
FORM
1 FORM HEADLINE
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
3 BENEFITS BULLETS*optional
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
5 CALL TO ACTION
4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
Your all-important call to action that describes what will happen when you click, or reinforces
what it is you’ll be getting.
5 CALL TO ACTION
4 A FORM
3 BENEFITS BULLETS*
The benefits extend the “Why” in an easy to read format.
2
1 FORM HEADLINE
SUBHEAD
The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I
should care about your offer.
Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
This one’s easy. Your form goes here now that it’s purpose has been introduced.
Your all-important call to action that describes what will happen when you click, or reinforces
what it is you’ll be getting.
6 THE CLOSER
A closer is intended to add a last minute nudge to encourage a click. It can be social proof,
urgency, a trust statement, or important details such as “Free” or “No credit card required” etc.
Form-First Design Balsamiq Wireframe
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
5
4
2
1
6
The 7-Day Lead Generation Landing Page Course
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Bullets
Form header!
Testimonial
Form fields
Why
Privacy statement
Call-to-Action
TOTAL 0%
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%
campaign goal
download a white paper
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
Bullets Blazing fast throughput
Bullets Advanced networking features
Form header! Download your whitepaper! Complete the required fields
Testimonial It’s about the product not the value in the whitepaper
Form fields Country, province/state, phone number
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0%
Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: the next generation firewall is here 1
Hero shot Photo of a man holding some paper which is obscured 1
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at affordable
prices.
0
Bullets Blazing fast throughput 0
Bullets Advanced networking features 0
Form header! Download your whitepaper! Complete the required fields 1
Testimonial It’s about the product not the value in the whitepaper 0
Form fields Country, province/state, phone number 0
Why About the product, not the form goal which is whitepaper 0
Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 12.5%
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
the
NBALPWACGprinciple
The Congruence Test Worksheet
WordStream Conversion Goodies
get.unbounce.com/wordstream-goodies
Art by: http://www.redbubble.com/people/asrielle
I DON’T BELIEVE YOU
#5
CREDIBILITY
DEMONSTRATING
AND VERIFIABLE TRUST SIGNALS
But i don’t have
any testimonials yet!
4 ways to deal
with no testimonials
be okay with NOT
having them
#1
silence is better
than bullshit
give your THING*
to a select few, for free
#2
*Product or service or cause
Support the concept vs.
support the thing*
#3
*Product or service or cause
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
ask bloggers/reporters
to review your THING*
#4
*Product or service or cause
if you have media mentions…
show the #$%@% mention!
gizmodo said we are
totally amazing!!
nothing FEELS more TRUSTWORTHY
than delight.
Art by: http://www.redbubble.com/people/asrielle
!
If you’re genuinely lovely
people will trust you.
Art by: http://www.redbubble.com/people/asrielle
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
#6
CLOSINGAPPLYING POSITIVE CLICK TRIGGERS & ELIMINATING
NEGATIVE IMPULSES AT THE POINT OF CONVERSION
SPAM
LOVE
Proximity
Elements that are
closer together
are perceived
as being related.
CTA
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
!
Remove the anxiety
of a potential auto-tweet.
!
Reduces the “I can’t make that
date/time” anxiety.
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
ALWAYS TEST CLOSERS
!
A winning smile, amirite?
ALWAYS TEST CLOSERS
my face lost by -14%
CLOSERS CAN MAKE YOU OR BREAK YOU
Call to Action Closers You Can Test*
WordStream Conversion Goodies
*work in progress
get.unbounce.com/wordstream-goodies
#7
CONTINUANCEAMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION
MARKETING & MOMENTUM LOOPS
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)
TO RECAP
NSAMCWADLP
That’s My Mother!
Thank You! @oligardner
Q&A
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WordStream & Unbounce: 3 Steps to High-Converting Pay-Per-Click Campaigns (Webinar)

  • 1. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Brought to you by: www.wordstream.com/learn #PPChacks +
  • 2. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #PPChacks Pay-per-click (PPC) experts. We’ve Evaluated over 50,000 AdWords accounts and $15 BILLION in ad spend (WOAH!). We make online advertising easy. Manage AdWords & Bing campaigns in 20 minutes a week.
  • 3. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #PPChacks
  • 4. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash A quick introduction to Larry… • Founder & CTO of WordStream (@larrykim) • (Slightly) Obsessed with AdWords Quality Score and Unicorns • Slight man-crush on @oligardner • Had first kid 11 months ago (#PPCkid) #PPChacks
  • 5. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #PPChacks • Co-founder of Unbounce (@oligardner) • Seen more landing pages than anyone on the planet, seriously • Loves giant whiteboards • 2015 Marketer to Watch* *in the under 43 category…. nominated by his mother A quick introduction to Oli…
  • 6. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Agenda #PPChacks • Step 1: Learn the shocking TRUTH about PPC ads & conversion rates • Step 2: Create ads that convert like CRAZY • Step 3: Send traffic to dedicated, high- converting landing pages • Q&A
  • 7. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash STEP 1 The Shocking Truth About PPC Ads & Conversion Rates
  • 8. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Larry’s Agenda: 3 PPC CRO Epiphanies 1. The Truth about PPC Ads and Conversion Rates 2. 5 Crazy Hacks to 3-5x Increase PPC Conversion Rates 3. The Biggest Blunder in PPC CRO Ever #PPChacks
  • 9. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash EPIPHANY 1: Most PPC Ad Copy Optimizations Have Zero Impact on Conversion Rates!
  • 10. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash The Ad Text Optimization Fairy Tale
  • 11. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash The Ad Text Optimization Fairy Tale We Changed the (Punctuation, Capitalization, [Insert ridiculously insignificant change here]) … and got a 5% increase in conversions!! #PPChacks
  • 12. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
  • 13. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash The Relationship Between CTR and CVR? • Low CTR Ads Convert Terribly. • Higher CTR Ads Convert Better than Low CTR Ads. • But it’s not a HUGE difference. #PPChacks
  • 14. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
  • 15. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash No Relationship in CVR vs. Ad Position • Ads in different ad positions on average convert at same rate. • Higher ad position = more clicks and conversions (at higher cost) but the conversion rate won’t change. • Key Takeaway: It’s mostly about your offer & Landing Page. #PPChacks
  • 16. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Most Ad Testing For Conversion Rate Optimization is Overrated • Small changes result in small changes • The X% increase you think you go probably isn’t significant! – Ad Position Changes Nothing – Higher CTR produces modest uplift #PPChacks
  • 17. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Aim for 3-5x PPC Conversion Rate Increases, NOT 3-5%! #PPChacks
  • 18. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
  • 19. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Most (+90%) PPC Ads Suck!
  • 20. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Instead Create Click-Bait Ads That Trigger Emotions
  • 21. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash This Ad Gets 6x The Average CTR
  • 22. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Because Everyone Else Sucks… #PPChacks
  • 23. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash STEP 2 Create Ads That Convert Like Crazy
  • 24. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash PRESENTING: 5 Incredible PPC Conversion Rate Hacks!
  • 25. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash 5 Incredible PPC Conversion Rate Hacks! Focus on these big changes that ACTUALLY MATTER Each one of these hacks will increase PPC Conversion Rates by 2X-5X! (not merely 2-5%) #PPChacks
  • 26. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #1: Shopping Ads Steal All The Conversions • Price and image information infused into searcher’s mind before clicking on PPC ad. • Images steal 2/3rds of the Clicks • Works amazingly well for ambiguous queries like ‘blue dresses’ #PPChacks
  • 27. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #2: Ad Customizers • Countdowns infuse Fear of Missing Out (FOMO) and sense of urgency which impacts Conversions • As sale ends (or quantity goes to zero), CVR increases up to 3x!! #PPChacks
  • 28. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Go Nuts With Ad Customizers!! • Biggest innovation in PPC Ad Text since DKI • Ridiculously Obvious (why did it take so long??) Yet Incredibly Powerful • Consider doing “Perpetual Sales”
  • 29. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash #3: Keyword Selection #PPChacks
  • 30. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Huge Differences in Conversion Rates #PPChacks
  • 31. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
  • 32. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash But I Love My Millions of Keywords! #PPChacks
  • 33. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash EPIPHANY 2: Use Remarketing as a Conversion Rate Optimization Tool
  • 34. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash 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 purchase Your Ad Your Site X- #PPChacks
  • 35. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash 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 website Bring them back to your website #PPChacks
  • 36. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Remarketing on Facebook #PPChacks
  • 37. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Remarketing on Twitter #PPChacks
  • 38. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Remarketing on the Google Display Network #PPChacks
  • 39. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Be Super Aggressive: Conversion Rates Increase Over Time! Conversion Rates Increase With More Ad Impressions #PPChacks
  • 40. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash EPHIPHANY 3: Remarketing Lists for Search Ads
  • 41. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash RLSA: Easy Hack to Double Conversion Rates On Average, Clicks from RLSA • Have 2x Higher CTR • Have 50% Lower CPC • Convert 2x Better #PPChacks
  • 42. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash JUST SAY NO TO LOW CTR STRATEGIES!
  • 43. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Google Expects High Ad Performance #PPChacks
  • 44. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Quality Score Based on Beating Expected CTR #PPChacks
  • 45. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Low CTR (Low QS Ads) Get Penalized #PPChacks
  • 46. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Low QS Ads Don’t Even Get Shown … #PPChacks • Each Point +/- in QS Results in +/- 9% Desktop Impression Share • Low Impression Share Penalty is 2x Worse on Mobile • Low QS Ads Don’t Even Get Shown (at all).
  • 47. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Summary: Optimizing PPC Ads for High Conversions • Most PPC Ad Tests impact CTR not Conversion Rates – Increases in CTR produce modest increases in Conversion Rates • PPC Optimizations that Hugely Impact CVR: Ad Formats (Shopping, Customizers), Intent of Keywords, Remarketing • For the Love of God: Say NO to Low CTR! • Beyond These Big “Structural” Changes, PPC Conversion Rates is Mostly about the Landing Pages… (take it away Oli!) #PPChacks
  • 48. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash STEP 3 Send Traffic to Dedicated, High- Converting Landing Pages
  • 50. THE 7 PRINCIPLES OF CONVERSION-CENTERED DESIGN
  • 51. WHAT AN AVERAGE CAMPAIGN LOOKS LIKE
  • 52. WHAT A PERFECT CAMPAIGN LOOKS LIKE
  • 53. WHAT YOUR CAMPAIGN CONVERSION CURVE LOOKS LIKE
  • 58. yellow highlighter pen manufacturers Custom Highlighters - Large Selection www.vistaprint.ca/ Shop now! Price as low as $0.54 High Print Quality. Affordable Prices. Blue Highlighters - Black Highlighters - Multi-Function Pens - Stylus Pens
  • 66. ATTENTION RATIO 118:1 Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38
  • 67. Photo: Issei Kato/Reuters./ Published: 01/20/2014 12:06:38 the ratio of the number of things you can do on a page to the number of things you should be doing ATTENTION RATIO 118:1
  • 71. #1 ATTENTIONUSING ATTENTION-DRIVEN DESIGN TO APPLY FOCUS TO YOUR CONVERSION GOAL
  • 80. DON’T MAKE ME THINK!- Steve Krug
  • 81. AS ATTENTION RATIO GOES DOWN,! CONVERSION RATES GO UP
  • 82. Please sir, can I have just one more link ?
  • 85. -14% people starting the course
  • 88. VISUAL HIERARCHY IS ONE OF THE EASIEST WAYS TO STRENGTHEN OR WEAKEN A DESIGN - Joshua Porter (@bokardo)
  • 91. Direction Just like a film director expertly guides us through the movie experience, the principle of direction can be used to guide our wandering visitors to the conversion goal.
  • 96. Contrast The circle (or button in the case of a landing page) stands out because of the contrast – not the color.
  • 97. Encapsulation Encapsulation creates an immediate sense of importance. You know that this area was wrapped up for a reason and you should heed its importance.
  • 99. +53% lift in cellphone donations
  • 100. Proximity Elements that are closer together are perceived as being related.
  • 101. Dominance This is visual hierarchy in its truest sense. Increasing the size of an important element lets people know they should pay more attention to it.
  • 104. +32% lift in click-through rate
  • 105. Attention-Driven Design Ebook - Coming Soon WordStream Conversion Goodies get.unbounce.com/wordstream-goodies
  • 106. yellow highlighter pen manufacturers Custom Highlighters - Large Selection www.vistaprint.ca/ Shop now! Price as low as $0.54 High Print Quality. Affordable Prices. Blue Highlighters - Black Highlighters - Multi-Function Pens - Stylus Pens
  • 107. ! 5 clicks to find what I wanted ! A dedicated landing page would have removed all 5 clicks
  • 108. #2 CONTEXTDESIGNING POST-CLICK EXPERIENCES THAT SPEAK DIRECTLY TO THE DESIRES, EXPECTATIONS, AND DATA ESTABLISHED PRIOR TO THE CLICK.
  • 109. POST-CLICK SUCCESSDEPENDS ON HOW WELL YOU DELIVER ON YOUR PRE-CLICK PROMISES
  • 110. ! Zero Design Match. Zero Message Match.! X
  • 111. ! Perfect Design Match. Perfect Message Match.!
  • 112. CONTEXT IS LIKE VELCRO THE MORE YOU HAVE, THE MORE YOU CAN HOLD ON TO
  • 115. PASSWORDS MUST CONTAIN AT LEAST SIX CHARACTERS
  • 117. #3 CLARITYCOMMUNICATING YOUR UNIQUE CAMPAIGN PROPOSITION ON A LEVEL WHERE THE QUESTION “WHAT IS THIS PAGE ABOUT?” DELIVERS
  • 118. Ask 20 people “what is this page about?”
  • 120. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  • 121. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  • 122. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  • 123. WHAT DO YOU THINK THIS PAGE IS ABOUT? WHAT DO YOU EXPECT TO HAPPEN IF YOU CLICK ON THE CALL TO ACTION (BUTTON)? DID YOU THINK THIS PAGE LOOKED TRUSTWORTHY?
  • 124. IF 20 PEOPLE THINK YOU PROBABLY ARE
  • 125. The Clarity Test Worksheet WordStream Conversion Goodies get.unbounce.com/wordstream-goodies
  • 128. Do this first Add the form after
  • 129. Trying to be clever Clear, benefit driven
  • 133. +30% people starting the course
  • 134. what do your forms say about your campaign?
  • 138. #4 CONGRUENCEALIGNING EVERY ELEMENT ON YOUR LANDING PAGE WITH – AND ONLY WITH – YOUR CAMPAIGN GOAL
  • 142. THE ANATOMY OF A HIGH-CONVERTING FORM
  • 143. 1 FORM HEADLINE Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  • 144. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  • 145. 3 BENEFITS BULLETS*optional The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form.
  • 146. 4 A FORM 3 BENEFITS BULLETS* The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced.
  • 147. 5 CALL TO ACTION 4 A FORM 3 BENEFITS BULLETS* The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced. Your all-important call to action that describes what will happen when you click, or reinforces what it is you’ll be getting.
  • 148. 5 CALL TO ACTION 4 A FORM 3 BENEFITS BULLETS* The benefits extend the “Why” in an easy to read format. 2 1 FORM HEADLINE SUBHEAD The subhead can be used to add a clarifying description of what the offer is, this is the first part of “Why” I should care about your offer. Your form headline should introduce the “What” of your offer. What will I be getting if I interact with your form. This one’s easy. Your form goes here now that it’s purpose has been introduced. Your all-important call to action that describes what will happen when you click, or reinforces what it is you’ll be getting. 6 THE CLOSER A closer is intended to add a last minute nudge to encourage a click. It can be social proof, urgency, a trust statement, or important details such as “Free” or “No credit card required” etc.
  • 149. Form-First Design Balsamiq Wireframe WordStream Conversion Goodies get.unbounce.com/wordstream-goodies
  • 154. The 7-Day Lead Generation Landing Page Course WordStream Conversion Goodies get.unbounce.com/wordstream-goodies
  • 156. Page Element Content Score Headline Subhead Hero shot Intro Bullets Bullets Form header! Testimonial Form fields Why Privacy statement Call-to-Action TOTAL 0%
  • 157. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Bullets Advanced networking features Form header! Download your whitepaper! Complete the required fields Testimonial It’s about the product not the value in the whitepaper Form fields Country, province/state, phone number Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0%
  • 158. campaign goal download a white paper
  • 159. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Bullets Advanced networking features Form header! Download your whitepaper! Complete the required fields Testimonial It’s about the product not the value in the whitepaper Form fields Country, province/state, phone number Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0%
  • 160. Page Element Content Score Headline Ocean of data instantly become security intelligence 0 Subhead Whitepaper download: the next generation firewall is here 1 Hero shot Photo of a man holding some paper which is obscured 1 Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. 0 Bullets Blazing fast throughput 0 Bullets Advanced networking features 0 Form header! Download your whitepaper! Complete the required fields 1 Testimonial It’s about the product not the value in the whitepaper 0 Form fields Country, province/state, phone number 0 Why About the product, not the form goal which is whitepaper 0 Privacy statement sell, nasty, spam 0 Call-to-Action Get my offer 0 TOTAL 12.5%
  • 163. The Congruence Test Worksheet WordStream Conversion Goodies get.unbounce.com/wordstream-goodies
  • 167. But i don’t have any testimonials yet!
  • 168. 4 ways to deal with no testimonials
  • 169. be okay with NOT having them #1
  • 171. give your THING* to a select few, for free #2 *Product or service or cause
  • 172. Support the concept vs. support the thing* #3 *Product or service or cause
  • 175. ask bloggers/reporters to review your THING* #4 *Product or service or cause
  • 176. if you have media mentions…
  • 177. show the #$%@% mention! gizmodo said we are totally amazing!!
  • 178. nothing FEELS more TRUSTWORTHY than delight. Art by: http://www.redbubble.com/people/asrielle
  • 179. ! If you’re genuinely lovely people will trust you. Art by: http://www.redbubble.com/people/asrielle
  • 181. #6 CLOSINGAPPLYING POSITIVE CLICK TRIGGERS & ELIMINATING NEGATIVE IMPULSES AT THE POINT OF CONVERSION
  • 182. SPAM LOVE Proximity Elements that are closer together are perceived as being related. CTA
  • 184. ! Remove the anxiety of a potential auto-tweet.
  • 185. ! Reduces the “I can’t make that date/time” anxiety.
  • 187. ALWAYS TEST CLOSERS ! A winning smile, amirite?
  • 188. ALWAYS TEST CLOSERS my face lost by -14%
  • 189. CLOSERS CAN MAKE YOU OR BREAK YOU
  • 190. Call to Action Closers You Can Test* WordStream Conversion Goodies *work in progress get.unbounce.com/wordstream-goodies
  • 191. #7 CONTINUANCEAMPLIFYING CONVERSION OPPORTUNITIES USING POST-CONVERSION MARKETING & MOMENTUM LOOPS
  • 198. Q&A
  • 199. Build, publish & A/B test landing pages without I.T. The mobile responsive landing page builder for professional marketers try.unbounce.com/wordstream-webinar Get 50% off Unbounce for 3 months