top tips for immediate conversion optimization
TRANSCRIPT
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Top Tips for Immediate Conversion Optimization
Chris GowardFounder & CEOWiderFunnel@chrisgoward
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
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© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
About Tech Marketing 360: An OMS EventThe list of ways your competitors can engage and influence your customers is larger than ever – from marketing automation, social platforms and mobile to search, content marketing and more. As a tech marketer, this means you’ve never had so many challenges.
Tech Marketing 360 is dedicated to building a community of tech marketers, for tech marketers. Gain insight and be immersed in a community of practice, sharing, teaching and learning that will supercharge not just your skill sets, but your entire strategic vision – all in an upscale, intimate ocean-side venue.
Nestled in the gorgeous Ritz-Carlton in Laguna Niguel, the complete Tech Marketing 360 experience will offer:• A two and a half day conference dedicated to
technology marketing• Educational sessions highlighting the successes
and failures of some the best marketers in the industry
• Socializing and sharing of best practices with a community of other senior marketers from top companies in an intimate venue
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
• 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 & CEOWiderFunnel@chrisgoward
Chris Goward, Founder & CEO
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
We partner with our clients to dramatically lift their profit with marketing optimization• Strategy, design, copywriting & testing
• Every client has had 10% to 700%+ lift
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Content SlideConversion Rate
Dissatisfaction
is Growing
Source: eConsultancy Conversion Rate Optimization Report 2012
36%
41%
Q. How satisfied are you with your conversion rate?
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
30% 35%Conversion RateImprovementis Getting Harder70% 65%
Q. Has your conversion rate improved?
Source: eConsultancy Conversion Rate Optimization Report 2012
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Top Priorities for Digital Marketers in 2013
2012 201325%
30%
35%
40%
Conversion Optimization
Content Marketing
Social Media
Brand/Viral
Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Average Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Works!
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
How to Dramatically Lift Your ProfitA Strategic Approach for Conversion Optimization
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Background• Landing page for 1 million+
daily outbound emails • The most important page for
the business• Had hit an optimization plateau
The GoalMore e-commerce revenue
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It Needed a Redesign!
But, redesigns without testing are extremely dangerous
This called for a “Variable Cluster A/B/n Test”
(I wish there was a better name for that!)
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
A B
Which Test Challenger Won?
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
5% Conversion Rate Lift
41%
Revenue/Visitor Lift
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Which NEW Test Challenger Won?
A B
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7% Conversion Rate Lift
Controlled Test Result
Full case study here:
http://j.mp/WineExpress-CMW
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
How to Get the Best Results?
You Should Test That!
Download a free chapter at www.YouShouldTestThat.com
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Digital Marketing “Best Practices” are Dead...until you test them.
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Rotating messages are a Distraction
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Over-emphasis on security creates
anxiety
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Does this create trust?
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Want to shop here?
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Or here?
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”
—Bertrand Russell
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
But . . .
How you test is critical
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
200%That’s what a structured testing process is worth.
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
No Yes
Larg
e In
crease
In
Sale
s
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Q. Does your organization have a structured approach to improving conversion rates?
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
FunEx
Opportunities 1.1 Cluster1.2 Isolation1.3 Isolation
LIFT
Discovery
Page 1FunEx
2.1 Isolation2.2 Isolation2.3 Cluster
LIFT
Page 2
FunEx
3.1 Isolation3.2 Isolation
LIFTPage 3
FunEx
4.1 Isolation4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight Flow
Page 5, etc.
The Structured & Agile System
PIE Framework
Kaizen Plan
As Needed:
Analytics Audit
AdWords Audit
Voice of Customer
In-Page Analytics
Phase 1Conversion Optimization Strategy
Phase 2LIFT™ Analyses and Testing
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
Start by Aligning Your Goals
Or, “How does your business make money?”
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
BusinessGoals
MarketingGoals
ConversionOptimization
Goals
The GoalsWaterfall
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?
??
?
?
??
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Background• Nurse.com is part of the largest
U.S. newspaper publisher group• Leading Continuing Education
(CE) provider for nurses• Thousands of online courses
delivered
The GoalUnlimited CE subscriptions
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
How should we lift their sales?
What should we test?
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
“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
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Knowing what to test: Using the LIFT Model™
(Note: For more, google “WiderFunnel Lift”)
TM
RelevanceClarity
AnxietyDistraction
Urgency
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable connected to CTA
Clarity: Image alignment confuses eyeflow
Distraction: Treatment & copy of top banner is disjointed and complex
Clarity: ‘browse course catalog’ CTA is competing with primary CTA
Distraction: Content written as plain factual, not emotive or persuasive
Clarity: The value proposition is hidden in summary block
Distraction: Links to State Req courses take prospect off the page
Distraction: Long course list on right column
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Competing CTAs
Clicks on non-clickable area
Clicks dispersed over course lists
No interest in body content area!
Click Heatmap Analysis
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
15.7%Conversion Rate Lift
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page
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17,000 web pagesPlus landing pages!
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LIFT™ AnalysisRelevance: 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
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Develop Test Hypotheses
WEAKNESS STRENGTH
Relevance - Headline doesn’t say "Backup
Value Proposition - "Contact Us" contains no benefits
Clarity- Large header graphic
Hypothesis: A headline that includes “backup”
Hypothesis: Reducing size of header graphic
Hypothesis: Changing CTA to Request a Quote vs. Download
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Which Paid Search Landing Page Won?
vs.
A B C
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Controlled Test Result
404%Conversion Rate Lift
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO© 2007-2013 WiderFunnel Marketing Inc.
Imagine getting results like this every month.. or every week!It’s possible.
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Be Smart & Agile
0 2 4 6 8 10 12 14 160.9
1.4
1.9
2.4
2.9
Agile Tool Smart Strategy Smart & Agile Strategy
Convers
ion R
ate
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
Convers
ion R
ate
0 2 4 6 8 10 12 14 160.9
1.4
1.9
2.4
2.9
Agile Tool Smart Strategy Smart & Agile Strategy
Be Smart & Agile
Lift
SpeedSmart
& Agile
Resu
lts
© 2007-2013 WiderFunnel Marketing Inc.| widerfunnel.com/blogTweet this: @chrisgoward @omsummit #CRO
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