Mprof17 Chris Goward v2 · Be#the#CMO#of#yourdreams How#to#drive#growth#with#a#proven#optimization#program Chris#Goward Founder#&#CEO WiderFunnel @chrisgoward

Be the CMO of your dreamsHow to drive growth with a proven optimization program

Chris GowardFounder & CEOWiderFunnel@chrisgoward

© 2007-2017 WiderFunnel Marketing Inc.

Tweet to: @chrisgoward #mpb2b1981


Tweet to: @chrisgoward #mpb2b










Tweet this: @chrisgoward #mpb2b

Var A Var B Var C Var D





23.4% more orders for IBM Softlayer servers



115% more qualified leads for Magento Enterprise







What’s the best button color?



What’s the average conversion rate in my industry?



Average conversion rates are meaningless.Switzerland on average is flat.



What’s more important?

Understanding your prospects’ minds.



• Monthly mystery box of toys• E-commerce subscription model • Huge social fan base

Goals• Lift subscribers and profit• Understand their customer



Fun?



You Should Test That!







A B C ê 7.7%é 0.6%



A B C



A B C é 14.1%é 8.9%

?




Tweet to: @chrisgoward #mpb2bLimbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

Limbic® Map



“People make a purchase emotionallyand defend the purchase rationally.

You must create the emotionsnecessary to close the sale backed up with the logicof the decision to defend it.”

-Tom Hopkins











Landing page redesign?Personalization? Price anchoring?Eyeflow?Button colour?

Headlines?Testimonials?Segmentation?Reduce form fields?Reduce form fields?Reduce form steps? Add form momentum?

Long copy landing page?Short copy landing page?Create Scarcity?

Use Reciprocity?Mention Social Proof?Appeal to Authority?Font selection?

Urgency wording?Put your CTA above the fold?Include your inbound keywords in your headline?

Make your headline action-oriented?Include testimonials, reviews, awards?Use specific custom landing pages?Reduce your outbound links on your pages?Increase the size of your product images?Include a photo of a smiling person?Reduce your product options to max five?Use high contrast text on white background pages?

Reduce the length of your privacy policy?Move your SSL secure icons below the fold?

Embed lead gen forms on your landing pages?Emphasize features over benefits?

Add ‘action captions’ below images?

Include filter and sorting on category pages?

Reduce your page columns to max two?

Use video product overviews?Use a grid view on category page templates?

Always use orange CTA buttons?

Always use the word ‘Free’ somewhere?Always use the word ‘Free’ somewhere?

Use video product overviews?

Embed lead gen forms on your landing pages?

Reduce your outbound links on your pages?


Make your headline action-oriented?

Put your CTA above the fold?

Always use the word ‘Free’ somewhere?






Put your CTA above the fold?Always use the word ‘Free’ somewhere?
















Embed lead gen forms on your landing pages



















Use video product overviews







Use video product overviews?Embed lead gen forms on your landing pages


Reduce your page columns to max two








Make your headline action-oriented?Put your CTA above the fold?


































































Use video product overviews?Embed lead gen forms on your landing pages?











Reduce your outbound links on your pages?Make your headline action-oriented?








Use video product overviews?Reduce your outbound links on your pages?


Make your headline action
















Reduce your page columns to max twoAlways use the word ‘Free’ somewhere?
































































Use video product overviews?Embed lead gen forms on your landing pages?











Reduce your outbound links on your pages?Make your headline action-oriented?








Use video product overviews?Reduce your outbound links on your pages?


















Reduce your page columns to max twoAlways use the word ‘Free’ somewhere?





Tips & tricks are dead ends.



You need a method for discovering the words that motivate your readers.



Expert optimization

team

Proven optimization

process

Meaningful customer insights

The three success factors



TMLIFT Model

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





Clarity: Repeats previous step headline

Clarity: Low button prominence

Distraction: Too many colors

Distraction: Gradient background

Distraction: Three column layout adds complexity

Distraction: Too much content for a simple action

Anxiety: Unable to select multiple providers at once



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

?



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

- 9.7%

+ 19.2% + 11.8%



Profitable ‘A-ha!’ Moment



Where do these ideas come from?



The best growth marketing programs produce a never-ending stream of profitable insights.



ProvenQuantitativeLogicalSolid

IntuitiveQualitative

InspiredFuzzy



Infinity Optimization Process



ExploreViews data through the lens of the customer experience.



ExploreAll data viewed through the customer’s perceptual lenses using the LIFT Model.



Explore

We have nearly 200 cognitive biases (so far) to test in varying situations.



The “choice is yours” effect

A Meta-Analysis of the Effectiveness of the “But You Are Free” Compliance-Gaining Technique, 2012 – Christopher J Carpenter

Analysis of 42 studies involving 22,000

participants.

Insight: Telling the person they have the

freedom to choose nearly doubled sales

success rates.



TMLIFT Model






+7.34% Revenue Lift



The LIFT Model™


AnxietyDistraction

RelevanceClarity

Urgency



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C

+ 14.0%

No Change + 40.39%



Social Proof (Bandwagon Effect)

We tend to put our trust in

something because we

believe many other people

have put their trust in it

first.

There is safety in numbers.



The Bandwagon Effect works For this audience and context!



Bandwagon Effect



0.0% Conversion Rate



Explore

We have nearly 200 cognitive biases (so far) to test in varying situations.



§ New brand & website launch, big marketing spend

§ Result: declining sales!

§ Tie spend to direct sales

§ Focus on Return on Ad Spend (ROAS)

§ Outsource Conversion Optimization to WiderFunnel



“WiderFunnel has experience with a wide variety of websites, so they get to see more of what works and what doesn’t.”

– Jamie Elgie, Chief Marketing Officer, weBoost









DISTRACTION: Multiple similar CTAs dilutes attention

RELEVANCE: Installation guide not relevant to many users

DISTRACTION: Write a review and Ask a question interrupts purchase flow

RELEVANCE: Important package content is buried in text

RELEVANCE: All information relevant to purchase decision is below the fold

ANXIETY: Overwhelming amount of information can cause users to abandon

CLARITY: Disjointed eyeflow creates confusion.



Variation A Variation B



ValidateDesign of Experiments is used to maximize the growth and insights results from experiments.



ê 8% Salesé 27% Sales

Variation A Variation B

?



Feedback Forms



Post-purchase surveys





é 23% Sales é 46% Sales





















What’s the business result?



Before After



Before After



Before After



104% conversion rate lift (e.g. doubled)215% revenue lift across entire website

71% increase in site traffic400%+ increase in ad impressions

Business Results:



Learn how to become an optimization champion

Get the new 32-page“Optimization Champion’s Handbook”

Send an email to: [email protected]: Champion Handbook Please!

Ask me anything at the Post-Presentation Huddle!

Questions? Email: [email protected]

Documents

Mprof17 Chris Goward v2 · Be#the#CMO#of#yourdreams How#to#drive#growth#with#a#proven#optimization#program Chris#Goward Founder#&#CEO WiderFunnel @chrisgoward