Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is committed to helping small businesses learn how to grow their businesses through search marketing.
The A/B Landing Page Optimization Gurus Have it Wrong. The Classic A/B Conversion Rate Optimization Test Is Often Quite Silly. We changed the: • Font Type • Spacing • Button Color • Image • Etc. We got a 5% Increase in conversions!! The Great Landing Page Optimization Fairy Tale • We want to believe our hard work paid off but we are often deluding ourselves… Typical Conversion Rate Optimization Test
• Small Changes Result in Small Changes • The X% Increase you think you got often isn’t significant! Conventional Landing Page Optimization is Over-Rated
So … What’s a Good Conversion Rate?
Survey Methodology. Distribution Point Conversion Rate Vs. Average Comments Average 2.35% Unremarkable Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable vs. Unicorns. Distribution Point All accounts Ecommerce Legal B2B Finance Median CVR 2.35% “Top 10% of accounts have a CVR 3x average” rule
Aim For 2-4x Increases Not 2-4%!
• Average or Below Average Conversion Rates • Ask Your Customers! How to Know if your Offer Stinks?
Change The Flow (Reverse Funnel)
New Flow: Registration At End. Changing the Flow: Let Them Choose. No. of people who visit a website leave without completing. X - Users who have visited your web site Bring them back to your website Opportunity to. Why I View Remarketing as CRO*
You Need To Run 10 A/B Tests To Find 1 Unicorn. Percentile Relative Abundance Vs. Expected Conversion Rate. This is the same landing page with different spacing. 80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
Use GEO based data throughout your funnel!
Results! 20% increase in leads and 68% improvement in qualified leads as people felt the solution was more customized to them.
We found that targeting to a specific city decreased conversions by 19% as people felt creeped out. What to avoid
Try using authentication. Pulling log in details from Google. Difference between sign up and sign in was. 22% Total conversion increase was a 94%.
Quizzes are more effective for lead generation! Difference was a 281% increase in leads. People love games
Free trials can increase cash flow! Increase cash flow by 60% •Decreased churn by 41%. Watch out for processing issues
Double your revenue through 3 upsells! Don’t make people re-enter their CC details by asking for CC details on each step.
Join us on Twitter @larrykim @neilpatel #KISSwebinar
3. Neil Patel
KISSmetrics
@neilpatel
Larry Kim
WordStream
@larrykim
Larry Kim is the founder and CTO at WordStream
where he is contributor to both the product team and
marketing teams. Larry is commi ed to helping small
businesses learn how to grow their businesses
through search marketing.
Neil Patel is the co-founder of KISSmetrics, Crazy Egg
and Hello Bar. He helps companies like Amazon, NBC,
GM, HP, and Viacom grow their revenue. The Wall
Street Journal calls him a top influencer on the web
and Entrepreneur Magazine says he created one of
the 100 most brilliant companies in the world.
9. Weirdest A/B Test #1:
The Classic A/B
Conversion Rate
Optimization Test Is
Often Quite Silly …
10. We changed the:
• Font Type
• Spacing
• Button Color
• Image
• Etc.
We got a 5% Increase in conversions!!
The Great Landing Page Optimization Fairy Tale
11. • The Early Lead Disappears!
• We want to believe our hard work paid off
but we are often deluding ourselves…
Typical Conversion Rate Optimization Test
12. • Small Changes Result in Small Changes
• The x% Increase you think you got often isn’t
significant!
Conventional Landing Page Optimization is Over-Rated
17. Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE
16
Trees vs. Forest
18. Distribution
Point
Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
Unremarkable vs. Unicorns
19. 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%
“Top 10% of accounts have a CVR 3x average” rule
31. CONFIDENTIAL – DO NOT DISTRIBUTE
30
Changing the Flow: Let Them Choose
32. of people who visit a website
leave without completing
the actions marketers want
them to take
96%
Your Ad
Your%Site
X
-
of people abandon their
shopping cart without
completing a purchase
70%
3. Use Remarketing as a CRO Tool
33. X
-
Users who have
visited your web site
Bring them back to
your website
Opportunity to …
• Turn abandoners into leads
• Increase Branded Searches
• Increase repeat visitor rates & engagement
• Increase effectiveness of Landing Pages
3. Why I View Remarketing as CRO*
35. Name Percentile Relative
Abundance
Vs. Expected
Conversion
Rate
Awesome
Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)
Relative Abundance
55. •Using authentication at the end of your funnel
isn’t as effective.
•You have to analyze your drop off rates per step
to figure out where to use it.
Section OneWhat to avoid
56. 8. Quizzes are more effective for lead generation
!
Test Eight
63. Section OneWatch out for processing issues
By refunding anyone who complains and by
charging a dollar for the trial (then refund it),
you’re conversions will go up.