conversion optimization for email
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Conversion Rate Optimization for Email
Plus Two Special Offers!
Chris Goward Founder & CEO WiderFunnel @chrisgoward
Hunter Boyle Senior Biz Dev Manager AWeber @hunterboyle
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
• 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
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
• Conversion Rate Optimization – Strategy, design, copywriting & testing – Landing Page Optimization
• Advanced testing for complex businesses
• Conversion rate lift of 10% to 750% for every retainer client
The Conversion Optimization Agency
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
• Optimized content marketing, email and conversions for variety of clients, e.g., 575% sales lift for 1800Hotels.com
• Speaker, webinar host/blogger featured on MarketingProfs, MarketingSherpa, MarketingExperiments, Success.com; former Internet Marketing Report editor
• Loves educating marketers on content and conversion rate optimization – and helping them achieve ROI gains
Hunter Boyle Sr Biz Dev Manager AWeber @hunterboyle
Presenter: Hunter Boyle, Sr. Business Developer
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
• What do we do? – Easy to use Email & Social Marketing Tools
• Newsletters, autoresponders, opt-in forms, A/B tests, apps
– Ideal for digital marketers, bloggers, SMBs – Over 100,000 customers worldwide – Award-winning marketing blog and resources
Email Marketing Delivered
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Who wants to dive right in with a test?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Newsletter Opt-in Page A/B Test
Control: Simple form, good track record Goal: Increase blog newsletter subscriptions
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Newsletter Opt-in Page A/B Test
Version B: ü More context, WIIFM ü Third-party credibility ü Second form at bottom
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
A B
321% Opt-in Lift
Which opt-in design won?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
How to Quadruple Your Opt In Rate
(Full Case Study)
http://bit.ly/321optins
Controlled Test Results
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Background Official tourism organization of BC Opt-in checkbox on all landing pages The Goal More newsletter subscriptions
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
A
B
C
Which Opt-in Design Won?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Control
Challenger
Challenger
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
12% Opt-in
Conversion Rate Lift
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Conversion Optimization Is Being Under-valued
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Are You Missing The Potential?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Let’s Correct Some Misconceptions
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Myth: “Best Practices” Advice Gives “Best Results”
If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Myth: Green Buttons Work Best
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Myth: Red Buttons Work Best
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Myth: Orange Buttons Work Best
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Truth: Winning Design Depends on Context!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
MVT Whiz-bang
Weak Ideas
Brilliant Results
Myth: Multivariate Testing Gives Best Results
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
“Spend 10% on Tools, 90% on People”
- Avinash
Truth: Pareto was (almost) right
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Conversion Rate
Oops…
Old Page New Page
Myth: You Don’t Need Controlled Testing
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2012 Chris Goward
Myth: Usability Testing is a Substitute for CRO
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Real Conversion Optimization Is…
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Conversion Optimization
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
How? Create Powerful Hypotheses
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
These Frameworks Work in All Industries
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
Knowing what to test: Using the LIFT™Model
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Background Millions of daily emails to opt-in list Highly optimized, but hit a plateau The Goal More e-commerce revenue
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
LIFT™ Analysis Distraction: Shipping deal gets lost in the busy header
Clarity: Sommelier Video is below the fold
Distraction: Too much space taken at the top of the page
Distraction: Item number is given high prominence
Clarity: Customer ratings are below the fold / No link to reviews above the fold
Relevance: “You May Also Like” is less relevant to email traffic
Clarity: Product description is below fold
Clarity: Label image is non clickable to enlarge Clarity: The typeface is small within the pricing / product section
Urgency: Little Urgency messaging for time-sensitive offer
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
A B vs.
Which Test Challenger Won?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
5% Conversion Rate Lift
&
41% Revenue/Visitor Lift
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
A B vs.
Which NEW Test Challenger Won?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
7% Conversion Rate Lift
over “Countdown” Version
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Marketing Insight!
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Make your Email Messaging more powerful • 10 evaluations available for today's webinar attendees
• Scheduled on a first-come, first-served basis
To Qualify:
1. Email: HunterB@aweber.com
Subject: CRO
2. Include the URL of the email, or forward it, with brief overview
3. Minimum 10,000 active subscribers
Special Offer #1 Free Offer: Email Messaging Evaluation
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Interested in a Free Conversion Page Evaluation? • 10 time slots are available for webinar attendees group
• Scheduled on a first-come, first-served basis
To Qualify:
1. Email: Hello@widerfunnel.com
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
Special Offer #2 Free Offer: Custom Web Page Evaluation
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward @hunterboyle #email
Free Web Page Evaluation 1. Email: Hello@widerfunnel.com
2. Tell us the URL of the web page
3. Tell us the traffic volume / mo.
(Min. 30K visitors/mo)
Email Messaging Evaluation 1. Email: HunterB@aweber.com
Subject: CRO
2. Include the URL of the email, or
forward it, with brief overview
3. Minimum 10,000 active subscribers
Chris Goward Founder & CEO WiderFunnel @chrisgoward
Hunter Boyle Senior Biz Dev Manager AWeber @hunterboyle
Questions?
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