How to become a unicorn or crack down on conversion myths

Original author: Larry Kim
  • Transfer


Conversion rate is the key to online advertising. If views don’t turn into clicks and clicks turn into money, then why the hell should you invest money in advertising? But what is a “good conversion” - 3, 5 or 10%?

Wordstream’s specialists analyzed several thousand landing pages and campaigns in Google Adwords, and found that some advertisers receive 2-3 times more conversions than industry average. What does this depend on: on the “directness” of the hands of the marketer, the size of the budget or the lunar calendar? What is unusual about leader campaigns that other players don’t do?


Firstly, this is due to stereotypes of thinking - business owners put the experience of others on the basis of their own advertising campaigns. Expert opinions, best practices, copying competitors.

Wordstream founder Larry Kim compares what experts say with faith in talismans. Brilliant and pretty on the outside, but essentially empty. Think about it: the marketing gurus say almost the same thing, your competitors are listening to them. And if everyone does the same thing, how are you going to stand out?

Secondly, most of the tricks revolve around optimizing the CTA buttons, the number of fields in the application form, image quality and other micro-actions. Occasionally they “shoot” with a conversion increase of 40-50%. Most often it is 10-15%. Yes, continuous tests of landing page elements give results, but you are unlikely to go beyond the "average for the hospital" indicators.

Below are the statistics of one of the tests from the category of micro-conversion optimization:



The gray line is the original, the blue line is the test version of the page. After a day, the separation of the conversion of the test option is almost 3 times. Cool! And then - pain and disappointment (((
After 3 days, the conversion of the original “catches up”, and after a week ahead of the “upstart” by a tenth of a percent. And so most a / b tests with buttons, forms, pictures end.

Larry Kim calls this approach "Moving chairs on the Titanic.



Micro actions are useless, you need to break the template. To start, the Wordstream research data:



About ¼ of all accounts have a conversion of <1%; The middle part of the sample is 2.35%; Leaders - 5.31%; Top> 11 , 45%.

*The calculation implies the conversion of landing pages, Google Adwords accounts (on one account there can be> 1 landing, more than 1 advertising campaign).

In quantitative terms, it looks like this:



If your conversion rate is 5%, then you are already ahead of 65% of advertisers by 2 times, while the Top “Unicorns” with a 5-fold superiority is not an anomaly, but a logical result.

And here are the conversion statistics by industry:



Unfortunately, we have not found similar information on Runet. If you have any statistics, share in the comments.

How to become a “unicorn”

Larry Kim recommends doing 5 things:

1. Change the offer (value proposition)

Remember the landing pages you came across. How much do they differ within the same niche? Most often, these are trivial “build”, “deliver”, “install” with calls for free advice, make an appointment in the “national” topics or install a demo version in the IT field. The business at the first step sells its product.

The more complex the product, the longer the touch chain. And the first step, the transition of the visitor to the lead should be as simple as possible. To do this, make the least burdensome proposal.

Wordstream made the so-called "advertising grader" by Google Adwords. The user receives a comprehensive report on the effectiveness of his account - from analysis of semantics to ad texts. Free, in 1 minute, in exchange for email.



In addition, the sources of traffic strongly influence the conversion of the offer, but more on that later.

2. Change the sequence of actions.

This is relevant when filling out forms for complex IT-products and financial services, where a large amount of information is required.

When a user sees this form:



He reacts like Mr. Bean:



By the way, this form “captured” visitors of the PDFZilla application (converting PDF files to other formats).

On the new landing page, developers changed the sequence of actions. Now users first install the application, and then register:



The task is to identify obstacles in the way of users to the target action. Analyze what stops them, which causes doubt.

3. Set up remarketing (retargeting)

Yes, it works. According to Larry Kim, proper retargeting increases the return of an advertising campaign by 55-60%.

4. Test 10 landing pages to find 1 effective.

Tests will show effective options and allow you to filter out “slag”. It’s not worth the effort that does not give returns. However, many specialists focus only on targeted traffic. A person wants to install plastic windows - we offer him the installation of windows. At a discount or some other “bun” to attract.

Normal strategy, only one minus: expensive. Competition rolls over, the auction is "overheated", the price of a click is growing.

But what if there are very few targeted requests, or are they super expensive, like in a window-themed theme? And what about innovative products (mobile applications, IT-development, etc.)? There are no targeted requests at all!

Well, who, pray tell, will look for "An application for preserving children's vision while watching a computer"? By the way, not so long ago, developers of just such an application came to us with the problem of setting Yandex Direct in particular, and promotion in general.
What came of this - read the article "3 Ways to Get Customers from Contextual Advertising at the Price of a Business Card . "

5. Spit on conversion.

Larry Kim put it even cooler: “F ... k The Conversion”. How so? Conversion is a difficult indicator and can be misleading.

We recommend that you pay attention to 3 points:

Consider the sources of traffic

Even a strong offer will sink in a stream of “dirty” traffic when users with a weak interest in the product or even for inappropriate requests come to the landing page. This is on the conscience of not very competent traffic specialists, and we will consider a more common option.

Once we tested the headlines on the landing page of the fitness club and got such data:



The first heading is stronger: specific benefits and a call to action, value proposition. In the second option - “just” the heading, a statement of the fact, what the company is doing. But all the logic is turned upside down depending on the sources of traffic.

The primitive header gave more conversions because the page responds to direct requests. A person wants to do strength training, which he sees in the proposal. Clearly caught in need.
And in the second case - blurry queries. Both men and girls come along them. And, perhaps, a person is not interested in a slim figure, but, on the contrary, how to gain weight, pump up biceps, etc.

The problem is that no one digs so deep. There is a pool of requests, there is a more or less tolerable (for the boss or client) conversion of the page into the application. What else does? In fact, working “in depth” can give surprising results if you need to take off to the level of “unicorns”.
At Yagla, we give our offer for every user need. On the same page. We pull the need out of requests.

Example from a car dealership case:



Grouping from 5 to 30 phrases, and this works great.

Consider external factors.

In addition to purely internal factors, there are seasonal fluctuations in the quantity and quality of traffic (holiday season, holidays), media publications, advertising, and even weather at specific times.

One of the pizza delivery companies caught the relationship - when it rains, the number of orders jumps sharply. At Google Adwords, they set up a “Pizza while it rains” special offer. This feature allowed to increase the ROI of the entire advertising campaign by 25%.

And, conversely, some things should be neglected. For example, a federal television channel told about you. Or your site is in the TOP ranking on a promoted resource. Attendance soared, and the conversion collapsed. Because the audience came out of the target, from the category of "pee."

Measure ROI optimization

Conversion for the sake of conversion makes no sense. How many users filled out the form and sent applications is not as important as the number of buyers in the end. With 10% conversion per application, you may have 1% conversion per sale. Watch what happens on the "lower" floors of the sales funnel.

For example, Popcorn Metrics agency describes a case.when one of the page options during the a / b test ahead of the "competitors" by 40% (conversion to registration). But at the final stage, the leader’s conversion (to install the application) lost 2.5 times (!).

Count profits, not registrations; business conversion, not site conversion.

PS Share your experiences in the comments and what you think about all this.

Image: Dark_sheirena

Also popular now: