how to be a conversion rockstar

© 2007-2015 WiderFunnel Marketing Inc.

March 4, 2015

How to Be a Conversion Optimization Rockstar

Chris Goward

Founder & CEO, WiderFunnel

@chrisgoward

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© 2007-2015 WiderFunnel Marketing Inc.

Var A: Concise Benefits Var B: Service Details

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é 49.9% Lead Conversion Rate

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“When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd.” —Robert Cialdini

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Social Proof works For this audience and context!

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© 2007-2015 WiderFunnel Marketing Inc.

searchmarketingexpo.com @ChrisGoward #SMX #21C

© 2007-2015 WiderFunnel Marketing Inc.

searchmarketingexpo.com @ChrisGoward #SMX #21C

© 2007-2015 WiderFunnel Marketing Inc.

searchmarketingexpo.com @ChrisGoward #SMX #21C

© 2007-2015 WiderFunnel Marketing Inc.

searchmarketingexpo.com @ChrisGoward #SMX #21C

© 2007-2015 WiderFunnel Marketing Inc.

0.0% Conversion Rate

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© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.

Marketing Scientific Process

Conversion Optimization + =

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@WiderFunnel

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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.

ê 6.5% Signups ê 0.5% Signups

Var A: Social Signal Var B: Urgency Control

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“It's weird not to be weird.” — John Lennon

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Rockstars don’t follow “Best Practices”

(You’re not still looking for the best button color, right?)

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Rockstars see the big picture

Use “framework thinking” to find solutions

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Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing

The WiderFunnel System™

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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

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The LIFT Model™

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

Anxiety Distraction

Relevance Clarity

Urgency

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The 27 Sub-Factors

Value Proposition Tangible Features Intangible Benefits Tangible Costs Intangible Risks

Urgency Internal Seasonality External Offer Response

Clarity Information Hierarchy Design Eyeflow Imagery Colour CTA Copywriting

Relevance Funnel Source media Target audience Competitive Navigation preference

Anxiety Privacy Usability Effort Fulfillment

Distraction First Impression Message

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© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.

Relevance: No headline to capture scent trail

Clarity: Free samples offer not prominent

Distraction: Rotating banner confuses

Distraction: Busy-looking 3-column layout creates visual confusion.

Value Proposition: Inconsistent design (text, color) reduce credibility

Clarity: “Featured Products” carries no value proposition

Clarity: Low price prominence, undermines core value proposition

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Which Home Page Won?

A: Savings prominence B: Selection Breadth C: Selection Breadth+

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A/B Test Result

é 16.9%

Conversion Rate Lift

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Rockstars know their value proposition

Is your message aligned with your customers?

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© 2007-2015 WiderFunnel Marketing Inc.

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

Intrigue? Quality?

Fun? Value?

Social

Inclusion?

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You Should Test That!

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Which Value Proposition approaches should you test?

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Prospects’ Desires

Your Features

Competitors’ Features

Your Points of Difference

(PODs) Your Points of Parity

(POPs)

Your Points of Irrelevance (POIs)

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Rockstars are rigorous

You’ve heard of the 10,000 hour rule, right?

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Test

Insight

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© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.

Results After 24 Months $3 Million Revenue Lift

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Want to learn more?

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Download a free chapter at www.YouShouldTestThat.com

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.

We partner with high traffic companies for high impact conversion optimization. •  Conversion optimization strategy, design, copywriting & testing

•  Every WiderFunnel LIFT System™ client has 400% to 1500% ROI

•  For more info, email iwant@WiderFunnel.com