From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: Beyond CRO: How to Use Psychological Principles to Improve Your Customer Experience & Increase Conversions. PRESENTATION: Growing Beyond the Conversion Optimization Essentials - Given by Chris Goward, @chrisgoward - WiderFunnel, CEO & Founder and Harper Grubbs, @harpergrubbs - Heifer International, Director of Digital Marketing

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Growing Beyond the
Conversion Optimization Essentials
Techniques to Move Your Program to the Next Level

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Goal: sign up for the
monthly subscription

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Hypothesis: Adding a
social inclusion button will
lift orders.
Hypothesis: Adding a sense
of urgency button will lift
orders.
 6.5% Signups  0.5% Signups
Var A: Social Signal Var B: UrgencyControl
Goal: sign up for the
monthly subscription
?

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You should be skeptical of
so-called “best-practices”

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23.4% more orders for IBM Softlayer servers

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115% more qualified leads for Magento Enterprise

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$1 million per month additional revenue for BuildDirect.com

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A proven
optimization
process
An expert
optimization
team
Meaningful
customer
insights
Amazing results
The most important factors for growth marketing success

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About Heifer International

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E-Commerce Donation Model

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Optimizing our Optimization Efforts
 New competitors
 Robust platform
 Lacked strategic approach
 Small tests
 Insignificant results
 No impact

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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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
Use video product overviews?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews
Embed lead gen forms on your landing pages?
Reduce your outbound links on your
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pa
Reduce your outbound links on your pages?
Reduce your page columns to max two
Make your headline action-oriente
Put your CTA above the fold?
he word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages?
outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews
Embed lead gen forms on your landing pages?
Reduce your outbound links on your
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pa
Reduce your outbound links on your pages?
Reduce your page columns to max two
Make your headline action-oriente
Put your CTA above the fold?
he word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages?
outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
ce your page columns to max two?
our headline action-oriented?
above the fold?
ord ‘Free’ somewhere?
oduct overviews?
forms on your landing pages?
tbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
ur CTA above the fold?
the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
se the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
omewhere?
se video product overviews?
n forms on your landing pages?
tbound links on your pages?
page columns to max two?
action-oriented?Put your CTA above the fold?
ews?
Embed lead gen forms on your landing pages?
on your pages?
ke your headline action-oriented?
e the fold?
Always use the word ‘Free’ somewhere?
Use video prod
Embed lead gen forms on yo
Reduce your outbound
Make your headline action-oriente
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your page
Make your headli
Put your CTA above the fold?
Always use the word ‘Free’ somewhere
Use vid
Embed lead gen forms on
Reduce your o
Reduce your page colum
Make your headline actio
Put your CTA above the fold?
Always use the word ‘Free’ somewh
Use video product overviews?
Embed lead gen for
Reduce your outbound links on yo
Reduce your pag
Make your h
Put your CTA above the f
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing pa
Reduce your page columns to max two
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms o
Reduce your page columns to m
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
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing p
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orien
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ake your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages
r outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
t your CTA above the fold?
e word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
uce your page columns to max two?
your headline action-oriented?
A above the fold?
word ‘Free’ somewhere?
roduct overviews?
n forms on your landing pages?
utbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
e the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
use the word ‘Free’ somewhere?
eo product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
somewhere?
Use video product overviews?
en forms on your landing pages?
utbound links on your pages?
ur page columns to max two?
e action-oriented?Put your CTA above the fold?
iews?
Embed lead gen forms on your landing pages?
s on your pages?
ake your headline action-oriented?
e the fold?
Always use the word ‘Free’ somewhere?
Use video prod
Embed lead gen forms on yo
Reduce your outboun
Make your headline action-orien
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your pag
Make your head
Put your CTA above the fold?
Always use the word ‘Free’ somewhe
Use vi
Embed lead gen forms o
Reduce your
Reduce your page colu
Make your headline acti
Put your CTA above the fold?
Always use the word ‘Free’ somew
Use video product overviews?
Embed lead gen fo
Reduce your outbound links on y
Reduce your pag
Make your
Put your CTA above the
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms
Reduce your page columns to m
Don’t start with tactics.

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They needed:
A growth marketing program that produces a
never-ending stream of profitable insights.

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What makes a great
optimization process?

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Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
FuzzyYang
Yin

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Optimization champions
are zen marketing masters

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The best optimization process
delivers inspiration and proof.

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Infinity Optimization Process

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Explore

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Explore
Web analytics – done
right – can feed insights
into user experience
hypotheses.

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Conversion Rate: -2.23%
Revenue per visitor: -2.95%

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But!
The right process ensures no losing tests.

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Get a free chapter at www.YouShouldTestThat.com

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Conversion Rate: -9.97%
Average Donation: +1.57%
Revenue per visitor: -8.55%

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#AlternativeFacts

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Ikea effect
Consumers place a
disproportionately high value on
products they partially create.
Could interacting with the slider
create a sense of ownership of the
donation?

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Infinity Optimization Process

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Validate

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

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Loss Aversion
Studies have shown that losing an
amount is twice as psychologically
powerful as gaining the same
amount.
- Amos Tversky and Daniel Kahneman

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Conversion Rate: +2.04%
Average Donation: +5.94%
Revenue per visitor: +8.01%

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Explore
Your visitors convert in
their minds before they
convert with their click.

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Self-consistency Bias

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Self-consistency Bias
We like to keep consistent with what
we think, say and do, and will change
to ensure this is so.
- Cialdini, Influence.
(2006)

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Cognitive Dissonance
A mental stress experienced when a
person holds contradictory beliefs, or
acts in contradiction to existing
beliefs.
- Leon Festinger
(1957)

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Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%

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14% of visitors
68% of donors
86% of visitors
32% of donors
Selected
“Regular Donor”
Selected
“Occasional Donor”
Selected
“First Time Donor”
Non-Responders

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Now, we’re building on these insights to deliver
Personalized data-informed experiences.

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Where we are now?
• Significant growth in conversion rate and RPV this past holiday
season
• A disciplined strategy based on data-driven hypotheses
• Team includes dedicated CRO design & dev with WiderFunnel
• Collaboration across all of our agencies’ strategies
• Moving up the optimization maturity into Personalization

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Learn how to become an optimization champion
Get the new 32-page
“Optimization Champion’s
Handbook”
Send an email to: iwant@WiderFunnel.com
Subject: Champion Handbook Please!

51. Profitable ‘A-ha!’ moments everyday.™