Top Tips for Immediate Conversion Optimization

© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO

Top Tips for Immediate Conversion Optimization

Chris GowardFounder & CEOWiderFunnel@chrisgoward


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About Tech Marketing 360: An OMS EventThe list of ways your competitors can engage and influence your customers is larger than ever – from marketing automation, social platforms and mobile to search, content marketing and more. As a tech marketer, this means you’ve never had so many challenges.

Tech Marketing 360 is dedicated to building a community of tech marketers, for tech marketers. Gain insight and be immersed in a community of practice, sharing, teaching and learning that will supercharge not just your skill sets, but your entire strategic vision – all in an upscale, intimate ocean-side venue.

Nestled in the gorgeous Ritz-Carlton in Laguna Niguel, the complete Tech Marketing 360 experience will offer:• A two and a half day conference dedicated to

technology marketing• Educational sessions highlighting the successes

and failures of some the best marketers in the industry

• Socializing and sharing of best practices with a community of other senior marketers from top companies in an intimate venue


• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

• Conversion rate lift of 10% to 750% for every multi-test client

• In demand as a speaker

• Author of “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEOWiderFunnel@chrisgoward

Chris Goward, Founder & CEO

© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.

We partner with our clients to dramatically lift their profit with marketing optimization• Strategy, design, copywriting & testing

• Every client has had 10% to 700%+ lift


Content SlideConversion Rate

Dissatisfaction

is Growing

Source: eConsultancy Conversion Rate Optimization Report 2012

36%

41%

Q. How satisfied are you with your conversion rate?


30% 35%Conversion RateImprovementis Getting Harder70% 65%

Q. Has your conversion rate improved?



Top Priorities for Digital Marketers in 2013

2012 201325%

30%

35%

40%

Conversion Optimization

Content Marketing

Social Media

Brand/Viral

Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013


Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

Conversion Optimization Works!


How to Dramatically Lift Your ProfitA Strategic Approach for Conversion Optimization


Background• Landing page for 1 million+

daily outbound emails • The most important page for

the business• Had hit an optimization plateau

The GoalMore e-commerce revenue


It Needed a Redesign!

But, redesigns without testing are extremely dangerous

This called for a “Variable Cluster A/B/n Test”

(I wish there was a better name for that!)


A B

Which Test Challenger Won?


5% Conversion Rate Lift

41%

Revenue/Visitor Lift

Controlled Test Result


Which NEW Test Challenger Won?

A B


7% Conversion Rate Lift


Full case study here:

http://j.mp/WineExpress-CMW







How to Get the Best Results?

You Should Test That!

Download a free chapter at www.YouShouldTestThat.com


Digital Marketing “Best Practices” are Dead...until you test them.




Rotating messages are a Distraction


Over-emphasis on security creates

anxiety


Does this create trust?


Want to shop here?


Or here?


“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”

—Bertrand Russell


But . . .

How you test is critical


200%That’s what a structured testing process is worth.


No Yes

Larg

e In

crease

In

Sale

s


2x

Q. Does your organization have a structured approach to improving conversion rates?


FunEx

Opportunities 1.1 Cluster1.2 Isolation1.3 Isolation

LIFT

Discovery

Page 1FunEx

2.1 Isolation2.2 Isolation2.3 Cluster

LIFT

Page 2

FunEx

3.1 Isolation3.2 Isolation

LIFTPage 3

FunEx

4.1 Isolation4.2 Cluster

4.3 Isolation

LIFT

Page 4

Insight Flow

Page 5, etc.

The Structured & Agile System

PIE Framework

Kaizen Plan

As Needed:

Analytics Audit

AdWords Audit

Voice of Customer

In-Page Analytics

Phase 1Conversion Optimization Strategy

Phase 2LIFT™ Analyses and Testing


Start by Aligning Your Goals

Or, “How does your business make money?”


BusinessGoals

MarketingGoals

ConversionOptimization

Goals

The GoalsWaterfall


?

??

?

?

??


Background• Nurse.com is part of the largest

U.S. newspaper publisher group• Leading Continuing Education

(CE) provider for nurses• Thousands of online courses

delivered

The GoalUnlimited CE subscriptions


How should we lift their sales?

What should we test?


“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.”—Peter Drucker


Knowing what to test: Using the LIFT Model™

(Note: For more, google “WiderFunnel Lift”)

TM

RelevanceClarity

AnxietyDistraction

Urgency


Clarity: No hover treatment of the CTA buttons

Clarity: “Ready to get started” not clickable connected to CTA

Clarity: Image alignment confuses eyeflow

Distraction: Treatment & copy of top banner is disjointed and complex

Clarity: ‘browse course catalog’ CTA is competing with primary CTA

Distraction: Content written as plain factual, not emotive or persuasive

Clarity: The value proposition is hidden in summary block

Distraction: Links to State Req courses take prospect off the page

Distraction: Long course list on right column


Competing CTAs

Clicks on non-clickable area

Clicks dispersed over course lists

No interest in body content area!

Click Heatmap Analysis


15.7%Conversion Rate Lift


Beautiful, focused eyeflow!

Click Heatmap Analysis for Winning Page


17,000 web pagesPlus landing pages!


LIFT™ AnalysisRelevance: Headline doesn’t say "Backup"

Clarity: Large header graphic pushes content below fold

Clarity: CTA not reinforced above & below the fold

Distraction: Multiple products without detail

Relevance: Image does not reinforce the backup message

Clarity: Odd copy layout creates visual confusion

Value Proposition: "Contact Us" contains no benefits

Value Proposition: No offer associated with form fill

Value Proposition: No credibility indicators

Anxiety: Privacy policy message is not comforting


Develop Test Hypotheses

WEAKNESS STRENGTH

Relevance - Headline doesn’t say "Backup

Value Proposition - "Contact Us" contains no benefits

Clarity- Large header graphic

Hypothesis: A headline that includes “backup”

Hypothesis: Reducing size of header graphic

Hypothesis: Changing CTA to Request a Quote vs. Download


Which Paid Search Landing Page Won?

vs.

A B C



404%Conversion Rate Lift


Imagine getting results like this every month.. or every week!It’s possible.


Be Smart & Agile

0 2 4 6 8 10 12 14 160.9

1.4

1.9

2.4

2.9

Agile Tool Smart Strategy Smart & Agile Strategy

Convers

ion R

ate


Convers

ion R

ate

0 2 4 6 8 10 12 14 160.9

1.4

1.9

2.4

2.9

Agile Tool Smart Strategy Smart & Agile Strategy

Be Smart & Agile

Lift

SpeedSmart

& Agile

Resu

lts


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