the 6 ways your website is failing and how to fix it - chris goward
DESCRIPTION
Conversion Optimization is the art and science of scientifically testing layout and content changes to your website that maximize your leads and sales. Chris Goward is one of the leading experts on Conversion Optimization and the developer of the WiderFunnel LIFT Model, which is taught at the U. of Eastern Michigan Conversion Optimization program.Chris was a top rated speakers at IMC Stockholm 2009 & Vancouver and SMX Search Analytics 2009. His work has been published in Marketing Sherpa, Search Engine Watch, the Google blog, Search Engine Marketing Journal and DM News.TRANSCRIPT
© 2007-2010 WiderFunnel Marketing Inc.
The Six Ways Your Website is Failing and How To Fix It
Chris Goward, Co-Founder & CEOWiderFunnel Marketing OptimizationTwitter: @chrisgoward
© 2007-2010 WiderFunnel Marketing Inc.
Today’s Agenda
1. How to Identify The Six Ways Your Website is Failing
2. How to Fix It (Case Study)
Bonus Free Offer: Custom Landing Page Evaluation
© 2007-2010 WiderFunnel Marketing Inc.
• Services:– Web testing: A/B/n & multivariate
• Planning, copywriting, design & coding
– Web analytics
• Ecommerce and lead generation:
WiderFunnel: The Conversion Optimization Agency
© 2007-2010 WiderFunnel Marketing Inc.
Identify The Six Ways Your Website Is Failing
© 2007-2010 WiderFunnel Marketing Inc.
The LIFT Model™: 6 Conversion Rate Factors
RelevanceClarity
AnxietyDistraction
Urgency
(Hint: Take this to the office & use it)
© 2007-2010 WiderFunnel Marketing Inc.
A Random Landing Page Sample
Let’s pick a search term and look at six of the top landing pages
© 2007-2010 WiderFunnel Marketing Inc.
#1 - Value Proposition
Your perceived benefits are low and perceived costs are high
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Value Proposition Problems
• Poor graphic design reduces credibility
• No credibility indicators: testimonials, reviews, associations
• No brand credibility
• Take-away: Credibility is part of your Value Proposition
© 2007-2010 WiderFunnel Marketing Inc.
#2 - Relevance
Your page does not relate to the visitor’s expectations
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Relevance Problems
• Headline mismatch for search term “armpit sweat pads”
• Product mismatch for search term “armpit sweat pads”
• Irrelevant images
• Take-away: visitors are following a “scent-trail” of relevance
© 2007-2010 WiderFunnel Marketing Inc.
#3 - Clarity
Your value proposition and call-to-action are confusing
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Clarity Problems
• No value proposition in headline
• Large copy blocks
• What is the product?
• This is not a CTA!
• Take-away: Your Solution and CTA must have 3-second Clarity
© 2007-2010 WiderFunnel Marketing Inc.
#4 - Anxiety
Your page creates uncertainty about converting
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Anxiety Problems
• Security logo & help given primary prominence
• General usability issues create anxiety!
• Take-away: Don’t scare people & cause Anxiety
© 2007-2010 WiderFunnel Marketing Inc.
#5 - Distraction
Too many choices redirect attention from primary Call-to-action
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Distraction Problems
• Unclickable headlines and graphics pushes products below the fold
• Irrelevant products
• Low priority messages given primary prominence
• Take-away: Provide one solution for one need
© 2007-2010 WiderFunnel Marketing Inc.
#6 - Urgency
There’s no reason to act now
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Urgency Problems
• No urgency in tone
• No pricing
• No CTA
• Take-away: If they don’t act now, you’ve lost them
© 2007-2010 WiderFunnel Marketing Inc.
Case Study:How to Fix Problems
Using Conversion Testing
© 2007-2010 WiderFunnel Marketing Inc.
Original Landing Page
© 2007-2010 WiderFunnel Marketing Inc.
LIFT™ Analysis1. Relevance: Headline doesn’t specify “international” travel
3. Clarity: Subhead with body style lacks prominence
2. Clarity: Upper case headline text difficult to read
4. Distraction: Too many competing CTAs
6. Clarity: Center-aligned text difficult to read
5. Clarity: Grey & blue type lacks prominence
10. Distraction: Irrelevant credit card offer link
8. Value Proposition: Out-of-date award seal from 2004
9. Clarity: Most powerful messaging statement hidden below the fold
11. Urgency: Immediate assistance message under-emphasized
7. Distraction: Secondary CTA more prominence than primary
© 2007-2010 WiderFunnel Marketing Inc.
Test Strategy
SwapBox
Variation BVariation B
Variation CVariation C
ControlControl
Variation AVariation A
• Test Structure: Start with A/B/n testing with 3 variations plus the “Control”
• Traffic: Paid search only
© 2007-2010 WiderFunnel Marketing Inc.
Variation A
2 Add prominent phone to right column
23 Rewritten Value Proposition
points
3
1 Credibility indicators (Logos of Airlines)
1 4 Add borders to frame the page
4
5 Secondary CTA below the fold
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Variation B
2 Add prominent phone to left column
2
3 Rewritten Value Proposition points
3
1 Add affluent traveler image
1
4 Add borders to frame the page
4
5 Secondary CTA below the fold
5
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Variation C
2 Add prominent phone to right column
2
3 Rewritten Value Proposition points
3
1 Add affluent traveler image
1
4 Add borders to frame the page
4
5 Secondary CTA below the fold
5
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Which Variation Won?
A B C
© 2007-2010 WiderFunnel Marketing Inc.
Which Variation Won?
A B C
48% Phone Call Lift!
© 2007-2010 WiderFunnel Marketing Inc.
Total Conversion Rate Lift
• Variation A received the highest Combined conversion rate• 17% Overall Conversion Rate Lift, 48% Phone Call Lift• This is a statistically significant result at 95% confidence
Variation Phone Only Lift Phone + Online Lift
Control 0% 0%
A +48% +17%
B +25% +12%
C +15% +1%
© 2007-2010 WiderFunnel Marketing Inc.
What did we change?
• Clear value proposition headline
• Added value proposition copy
• Added credibility indicators
• Left-aligned text
• Improved graphic design
Variation A – 48% Phone Call Lift!
© 2007-2010 WiderFunnel Marketing Inc.
Take-aways
1. Credibility is part of your Value Proposition
2. Visitors are following a “scent trail” of Relevance
3. Your Solution and CTA must have 3-second Clarity
4. Don’t scare people & cause Anxiety
5. Provide one solution for one need
6. If they don’t act now, you’ve lost them
© 2007-2010 WiderFunnel Marketing Inc.
Interested in a Free Landing Page Evaluation?– 10 time slots are available– Scheduled on a first-come, first-served basis
To qualify:
1. Email to: [email protected]
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 20,000 unique visitors per month
Free Offer: Custom Landing Page Evaluation
© 2007-2010 WiderFunnel Marketing Inc.
Would you like a copy of this presentation? • Email to: [email protected]
• Follow @chrisgoward on Twitter