1. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
Tweet this: @rogerdooley @chrisgoward #NeuroCRO
Neuromarketing Meets
Conversion Optimization:
Brainy Profit Boosters
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Roger Dooley
Author
Brainfluence
@rogerdooley

2. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Before we get started. . .
• This presentation deck will be
available to you after the webinar
• Use Questions Pane with questions or
comments in real time
Free Offer!
• Custom Web Page Evaluation
Find out how to qualify at the end
Type question here

3. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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• 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 & CEO
WiderFunnel
@chrisgoward
Chris Goward, Founder & CEO

4. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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• We dramatically lift our clients’ profits with scientific
marketing
• Conversion Rate Optimization
– Strategy, design, copywriting & testing
– Landing Page Optimization
• Advanced optimization for high traffic businesses
The Conversion Optimization Agency

5. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
WiderFunnel’s Testing Expertise

6. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
Tweet this: @rogerdooley @chrisgoward #NeuroCRO
• Author of Brainfluence:
100 Ways to Persuade and
Convince Consumers with
Neuromarketing
• Founder,
Dooley Direct LLC
• International keynote
speaker
Roger Dooley
Author
Brainfluence
@rogerdooley
Roger Dooley, Author of Brainfluence

7. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Roger Dooley, Author of Brainfluence

8. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing

9. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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10. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Honesty & Ethics
Very High/High
•Nurses – 85%
•Engineers – 70%
•Advertising – 11%
•Sales – 8%

11. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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CEO Trust
•CFOs – 90%
•CIOs – 90%
•CMOs – 20%

12. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Why?

13. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Most Marketing
& Sales
Money Is Wasted.

14. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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95%
of New Products

15. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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95%
of New Products

16. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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98%
of Direct Mail

17. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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98%
of Direct Mail

18. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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98%
of Web Visitors

19. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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98%
of Web Visitors

20. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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CEO Consumer

21. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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22. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious

23. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Today’s Objective:

24. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Help you cut marketing
waste –
even a little!

25. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Neuromarketing
insights
+
Real-world testing

26. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Your Logo

27. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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28. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Control
Challenger
Challenger

29. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Neuromarketing sits here

30. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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31. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Conversion
Optimization

32. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Conversion Optimization works,
if you do it right…
Good News:

33. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Average Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Works

34. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Over-emphasis on
security creates anxiety

35. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Does this
create trust?

36. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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37. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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38. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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39. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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40. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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41. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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What small change did this?
•Fair Price – Up 7%
•Caring – Up 11%
•Fair Treatment – Up 20%
•Quality – Up 30%
•Competency – Up 33%

42. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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“You can trust us to do
the job for you.”

43. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Scarcity

44. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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vs.

45. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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46. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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47. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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48. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Scarcity +
Social
Proof!

49. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Creating Scarcity

50. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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51. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Use SCARCITY to make
your offer more
attractive.

52. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Scarcity on Steroids

53. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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54. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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FTW

55. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Amp up SCARCITY EFFECT
by showing decreasing
availability.

56. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Situation
Millions of daily emails to opt-in list
Highly optimized, but hit a plateau
The Goal
More e-commerce revenue

57. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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A Bvs.
Which Test Challenger Won?

58. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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5%
Conversion Rate Lift
&
41%
Revenue/Visitor Lift
Controlled Test Result

59. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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A Bvs.
Which New Test Challenger Won?

60. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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7%
Conversion Rate Lift
over “Countdown” Version
Controlled Test Result

61. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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“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

62. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency

63. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Situation
Competitive search keywords “Human Growth
Hormone”
Shoppers worried about product efficacy & FUD
The Goal
More e-commerce revenue

64. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Relevance: No “HGH
Supplement Spray” in headline.
Clarity: Multiple competing
headlines.
Clarity: Buy Button does not
look like a button.
Distraction: Multiple nav bars
push content down
Clarity: Copy on dark
background under-performs.
Clarity: Inconsistent link
treatment
Anxiety: Security indicators
too prominent
Distraction: Duplicate
information
Clarity: Money-back guarantee
given low prominence
Value Proposition: No clear
value positioning
LIFT Analysis

65. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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A B
Which Landing Page Won?

66. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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49%
Sales Lift
Controlled Test Result

67. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Selling
to
Guys?

68. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Evolutionary Psychology

69. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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“fitness“fitness”

70. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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71. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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72. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Impatient &
Short Term Emphasis
-Margo Wilson and Martin Daly

73. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Attractive Photo =
-4% Loan Interest Rate
Marianne Bertrand et al, 2005

74. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Convert more men with
“mating triggers.”

75. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Situation
Hair restoration services, focused on direct response
PPC landing page tested & tuned – had hit a plateau
The Goal
More lead gen form fills

76. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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BA
Which Paid Search Landing Page Won?

77. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Controlled Test Result
20%
Conversion Rate Lift

78. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Truth: Sex Is Distracting

79. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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200%
That’s what a structured
testing process is worth.

80. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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No Yes
LargeIncreaseInSales
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Does your organization have a structured approach to improving conversion rates?

81. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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FunEx
Discovery
Opportunities
1.1 Cluster
1.2 Isolation
1.3 Isolation
LIFT
Page 1
FunEx
2.1 Isolation
2.2 Isolation
2.3 Cluster
LIFT
Page 2
FunEx
3.1 Isolation
3.2 Isolation
LIFTPage 3
FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight Flow
Page 5, etc.
Phase 1
Conversion Optimization Strategy
Phase 2
LIFT™ Analyses and Testing
The Structured Process
Heuristics
Web Analytics
Voice of Customer
Research
PIE Framework
Kaizen Plan

82. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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More Tests Run=
Nothing Beats Testing Experience

83. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Interested in a Free Conversion Page Evaluation?
• 10 time slots are available for attendees
• Scheduled on a first-come, first-served basis
To Qualify:
1. Tell us the URL of the web page you’d like evaluated
2. Minimum 30,000 unique visitors per month
3. Email: Hello@widerfunnel.com
Free Offer: Custom Page Evaluation

84. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
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Chris Goward
@chrisgoward
Chris.Goward@WiderFunnel.com
WiderFunnel.com
Linkedin.com/in/cgoward
RogerD@DooleyDirect.com
RogerDooley.com
Linkedin.com/in/dooley
Roger Dooley
@rogerdooley
Questions?