A free webcast on http://www.smartinsights.com/ from Chris Goward of Wider Funnel.
Chris gives a great description of the LIFT processes and examples of how to create and test hypotheses to boost conversion.
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Conversion Optimisation Best Practices
1. Digital Marketing Priorities 2013
Brought to you by:
Conversion Optimization for more
leads, sales and profit!
Chris Goward
Founder & CEO
Wider Funnel
Chris Goward, Founder and CEO of WiderFunnel and author You Should Test That!
will show how they've been testing new website tactics for Electronic
Arts, BuildDirect.com, SAP, Shutterfly, Salesforce, Google and more with surprising
results
3. 3
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
New book by Wiley:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Presenter: Chris Goward, Founder
& CEO
4. 4
WE DRAMATICALLY LIFT OUR CLIENTS’
PROFITS
WITH SCIENTIFIC MARKETING
Conversion Rate Optimization
• Strategy, design, copywriting & testing
• Every client has had 10% to 700%+ lift
More free tips at www.WiderFunnel.com/Blog
5. 5
How satisfied are you with your conversion rate? (2010 v. 2011)
Source: eConsultancy Conversion Rate Optimization Report 2011
Vote!
6. 6
The Shift in Priorities
25%
30%
35%
40%
2012 2013
Social Media
Conversion Optimization
Brand/Viral
Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013
7. 7
Has your conversion rate improved? (2010 v. 2011)
30%
35%
Source: eConsultancy Conversion Rate Optimization Report 2011
46. 46
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency
Knowing what to test: Using the
LIFT™Model
47. 47
LIFT™ Analysis
Relevance: 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
48. 48
Develop Test Hypotheses
WEAKNESS STRENGTH
Relevance - Headline
doesn’t say "Backup
Value Proposition -
"Contact Us" contains
no benefits
Clarity- Large header
graphic pushes content
below fold
Hypothesis: Changing
headline to include
“backup”
Hypothesis: Reducing
size of header graphic
Hypothesis: Changing
CTA to Request a
Quote vs. Download
57. 57
Find out if you qualify to work with WiderFunnel
• We have a slot open now for a conversion optimization program
To Find out if you Qualify:
1. Tell us the URL of the web page you’d like evaluated
2. Email: Hello@widerfunnel.com
3. Schedule the qualification interview
Want results like this?
Editor's Notes
Conversion optimization and landing page optimization for clients in all industries.WiderFunnel does everything: from strategy and hypotheses to wireframing, design, copy, testing and results analysis.Every client has had 10% to 700%+ lift
Conversion rate dissatisfaction is growing year over year. Companies are realizing that their conversion rate needs to improve.
But it’s getting harder to achieve conversion rate improvement. Companies who say their conversion rate has improved decreased 5% in one year. It’s getting harder for many companies to make progress because they’re doing it wrong.
We know that Conversion Optimization works. At WiderFunnel, our average conversion rate lift is 23% for ecommerce and 49% for lead gen. I’m going to show you how to get there with the 5 step conversion optimization strategy.
Think about Iron Mountain’s situation. How would you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system.
…starting with a quick example.Iron Mountain was driving expensive traffic to their landing pages and website and knew their conversion rates needed to be improved. Many of the designs had been created by their landing page management software and weren’t performing well.
Listing Data Protection solutions with imagery increased lead generation.Most “best practices” say you should minimize content and competing images. And sometimes that works.
How do you choose? Hippo? Black turtleneck?
Bricks and mortar retailers have perfected the warm, welcoming shopping environment. Would you rather shop here?
Or in a high security zone?
On the SAP home page yesterday, this was the page I saw. Think about the prospect’s experience here…
If you have rotating messages on your home pages, You Should Test That!
Why does this happen? How did we get into this situation?Every serious professional discipline in history has advanced by embracing the scientific method and humans have benefited immensely. Lift expectancy, infant mortality, productivity, education, The marketing discipline has been the most resistant to the scientific method. Marketers want to believe that their intuition and opinions are true. They think they know good marketing when they see it.Let me give you a couple examples.
Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
Think about Iron Mountain’s situation. How would you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system.
Your conversion funnel is more than just landing pages. Persuasion marketing relates to the top end of your conversion funnel. Your landing pages and informational pages need to give your prospects motivation to buy.Then, the transactional bottom end of the funnel needs to facilitate that transaction smoothly.
The PIE Framework helps you prioritize your conversion optimization opportunities.
The marketing managers at Iron Mountain were amazed to see the repeated conversion rate lift. Beginning with a 45% lift in the first test, then a 404% boost (!), then another 44%, then an additional 38%, followed by a 49% conversion rate increase. Testing on the main ironmountain.com site produced a massive 279% lead generation lift across all product category pages, site-wide. And that’s just the beginning of their potential for lift.
Iron Mountain also applied the key marketing insights gleaned from individual tests to other business units. Because of the strategic way we planned the tests, the improvements could be rolled out across the company.
The only way to get there is to run more tests than anyone.Apparently Gurus are now called Ninjas. Whatever you call it, getting there can only be done with lots of learning from testing.