The 6 Ways Your Website is Failing and How to Fix It - Chris Goward

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The Six Ways Your Website is Failing and How To Fix It

Chris Goward, Co-Founder & CEOWiderFunnel Marketing OptimizationTwitter: @chrisgoward


Today’s Agenda

1. How to Identify The Six Ways Your Website is Failing

2. How to Fix It (Case Study)

Bonus Free Offer: Custom Landing Page Evaluation


• Services:– Web testing: A/B/n & multivariate

• Planning, copywriting, design & coding

– Web analytics

• Ecommerce and lead generation:

WiderFunnel: The Conversion Optimization Agency


Identify The Six Ways Your Website Is Failing


The LIFT Model™: 6 Conversion Rate Factors

RelevanceClarity

AnxietyDistraction

Urgency

(Hint: Take this to the office & use it)


A Random Landing Page Sample

Let’s pick a search term and look at six of the top landing pages


#1 - Value Proposition

Your perceived benefits are low and perceived costs are high


Landing Page Value Proposition Problems

• Poor graphic design reduces credibility

• No credibility indicators: testimonials, reviews, associations

• No brand credibility

• Take-away: Credibility is part of your Value Proposition


#2 - Relevance

Your page does not relate to the visitor’s expectations


Landing Page Relevance Problems

• Headline mismatch for search term “armpit sweat pads”

• Product mismatch for search term “armpit sweat pads”

• Irrelevant images

• Take-away: visitors are following a “scent-trail” of relevance


#3 - Clarity

Your value proposition and call-to-action are confusing


Landing Page Clarity Problems

• No value proposition in headline

• Large copy blocks

• What is the product?

• This is not a CTA!

• Take-away: Your Solution and CTA must have 3-second Clarity


#4 - Anxiety

Your page creates uncertainty about converting


Landing Page Anxiety Problems

• Security logo & help given primary prominence

• General usability issues create anxiety!

• Take-away: Don’t scare people & cause Anxiety


#5 - Distraction

Too many choices redirect attention from primary Call-to-action


Landing Page Distraction Problems

• Unclickable headlines and graphics pushes products below the fold

• Irrelevant products

• Low priority messages given primary prominence

• Take-away: Provide one solution for one need


#6 - Urgency

There’s no reason to act now


Landing Page Urgency Problems

• No urgency in tone

• No pricing

• No CTA

• Take-away: If they don’t act now, you’ve lost them


Case Study:How to Fix Problems

Using Conversion Testing


Original Landing Page


LIFT™ Analysis1. Relevance: Headline doesn’t specify “international” travel

3. Clarity: Subhead with body style lacks prominence

2. Clarity: Upper case headline text difficult to read

4. Distraction: Too many competing CTAs

6. Clarity: Center-aligned text difficult to read

5. Clarity: Grey & blue type lacks prominence

10. Distraction: Irrelevant credit card offer link

8. Value Proposition: Out-of-date award seal from 2004

9. Clarity: Most powerful messaging statement hidden below the fold

11. Urgency: Immediate assistance message under-emphasized

7. Distraction: Secondary CTA more prominence than primary


Test Strategy

SwapBox

Variation BVariation B

Variation CVariation C

ControlControl

Variation AVariation A

• Test Structure: Start with A/B/n testing with 3 variations plus the “Control”

• Traffic: Paid search only


Variation A

2 Add prominent phone to right column

23 Rewritten Value Proposition

points

3

1 Credibility indicators (Logos of Airlines)

1 4 Add borders to frame the page

4

5 Secondary CTA below the fold

Hypotheses to lift conversions:

6 “Click Here for Quote” CTA button added

6


Variation B

2 Add prominent phone to left column

2

3 Rewritten Value Proposition points

3

1 Add affluent traveler image

1

4 Add borders to frame the page

4


5



6


Variation C

2 Add prominent phone to right column

2

3 Rewritten Value Proposition points

3

1 Add affluent traveler image

1

4 Add borders to frame the page

4


5



6


Which Variation Won?

A B C


Which Variation Won?

A B C

48% Phone Call Lift!


Total Conversion Rate Lift

• Variation A received the highest Combined conversion rate• 17% Overall Conversion Rate Lift, 48% Phone Call Lift• This is a statistically significant result at 95% confidence

Variation Phone Only Lift Phone + Online Lift

Control 0% 0%

A +48% +17%

B +25% +12%

C +15% +1%


What did we change?

• Clear value proposition headline

• Added value proposition copy

• Added credibility indicators

• Left-aligned text

• Improved graphic design

Variation A – 48% Phone Call Lift!


Take-aways

1. Credibility is part of your Value Proposition

2. Visitors are following a “scent trail” of Relevance

3. Your Solution and CTA must have 3-second Clarity

4. Don’t scare people & cause Anxiety

5. Provide one solution for one need

6. If they don’t act now, you’ve lost them


Interested in a Free Landing Page Evaluation?– 10 time slots are available– Scheduled on a first-come, first-served basis

To qualify:

1. Email to: [email protected]

2. Tell us the URL of the web page you’d like evaluated

3. Minimum 20,000 unique visitors per month

Free Offer: Custom Landing Page Evaluation


Would you like a copy of this presentation? • Email to: [email protected]

• Follow @chrisgoward on Twitter

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The 6 Ways Your Website is Failing and How to Fix It - Chris Goward