263% higher conversion

263% Higher Conversion Rate: How reducing anxiety helped one company improve conversion rate three-fold

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Today’s team

Dr. Flint McGlaughlin Managing Director

Jon Powell Senior Manager, Research and Strategy

Lauren Maki Research Analyst

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A Case Study

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Experiment: Background

Background: A B2B company offering business VoIP telephone services Goal: To increase the amount of quote requests Primary Research Question: Which quote process will generate more total leads? Approach: A/B multifactor split test

Experiment ID: TP1594 – Landing Page Test 1 Record Location: MarketingExperiments Research Library Research Partner: Protected

Research Notes:

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Experiment: Control

• The original page forced prospects into an unnecessary quote request process with many form fields (some of which asked for personal contact information).

• This original process required visitors to be contacted by a representative.

• Because of this, our analysts hypothesized that there was a significant potential to reduce the anxiety generated by this process.

Logo

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Experiment: Treatment

• First, we reduced the friction in

the process by reducing the time and effort involved in the quote process:

1. Required less fields to complete a quote

2. Instant quote provided upon completion of the form

Logo

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Experiment: Treatment

• But more significantly, the treatment page sought to reduce the inherit anxiety of the current process by the following:

1. Changed the form from a traditional sales call form to an interactive quote tool

2. Emphasized anxiety reducing copy

3. Added 5 third-party credibility indicators

4. Added a comparison chart that addressed specific issues of concern

Logo

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Experiment: Side-by-side

Logo Control

Logo Treatment

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What We Covered Last Web Clinic

Value Force

Cost Force

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Nf = pVf - pCf

Wherein:

Nf = Net Force of the Value Proposition

Vf = Gross Force Of the Value

Cf = Gross Force of the Cost

P = Perceived

Cl = Clarity

Cr = Credibility

Ap = Appeal

Ex = Exclusivity

Mt = Material

Mn = Mental

P = (Cl ⁞ Cr)

Vf = (Ap/Ex)

Cf = (Mt + Mn)

Value Proposition Heuristic

What We Covered Last Web Clinic

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Value Force

Cost Force

In this test, our analysts focused on reducing the cost force of the

exchange sum.

Experiment: Control vs. Treatment Logo Logo

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Design Conversion Rate

(%) Relative

Difference Statistical Level of Confidence

Original Page 2.4% - -

Treatment 8.8% 262.3%

262% Increase in lead rate The new page’s lead rate increased by 262.3%

99%

What you need to understand: By minimizing friction and overcorrecting for anxiety, the treatment was able to outperform the control by 262.3%.

Experiment #2: Results

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What we discovered

1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion than the friction.

1. Friction relates to resistance (even annoyance)

2. Anxiety relates to concern (even fear)

Key Principles F

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The Greater Threat of Anxiety

• Each of the forms fields represents a similar degree of effort (friction) involved in entering the information.

• However, some of the form fields have the potential to produce more anxiety than others.

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• The optimized instant quote process not only reduces the commitment required, but it is less invasive and significantly reduces the anxiety of having a (sales) representative call you on the phone.

The Greater Threat of Anxiety

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What we discovered


2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk.

Key Principles F

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Today’s Lack of Trust

Sales Sales

Sales

The post-modern consumer doesn’t trust us any more

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What we discovered



3. Therefore, the marketer must learn to anticipate and overcorrect potential causes of anxiety.

Key Principles F

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Today, we are going to walk through three ways to overcorrect the anxiety in most conversion processes.

Today’s Focus

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Three Ways to Overcorrect Anxiety

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Overcorrecting anxiety starts with a corrective measure that addresses the precise source of customer anxiety.

Focus on Specific Causes of Concern 1

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Specific concerns about the product:

• How much is this really going to cost?

• Is this the lowest cost option?

• Are there any contracts or hidden fees?

• How does VoIP compare with traditional?

• What is the phone quality?

• Is this company reliable and reputable?

Specific concerns about the process:

• Why do I have to give up this information?

• What are they going to do with all my information?

• What happens when I click “Get Quote”?

• Are they going to call me?

• Is there a quicker option out there?

#1 – Overcorrecting Anxiety with Specificity 1

Logo Control

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• First, new copy integrates anxiety reducing disclaimers dealing with the specific concerns about the product.


Logo

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• Emphasis on “Instant” addresses specific concerns about the process.

• Comparison chart addresses concerns about fees, mobile integration and voice quality.

• Third-party credibility indicators address concerns about security and reliability.

• Logos imply reliability.


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Specific Sources

1. Quality

2. Reliability

3. Security

4. Price

Specific Corrections

1. Satisfaction Guarantee

2. Testimonials

3. Third-party Seals

4. Low-price Guarantee


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Ease of use

Product quality

Customer satisfaction

Cost justification


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Overcorrecting anxiety involves placing corrective measures such that they are experienced at the same time as, or as soon after, the moment that the anxiety is stimulated.

Meet Anxiety at the Precise Occurrence 2

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#2 – Overcorrecting Anxiety with Proximity

• Often, the visitor will experience the most anxiety in the moment in which you ask them to take an action.

• On this page, that moment is near the call-to-action, yet there is nothing nearby relieving anxiety.

No Anxiety Reduction

No Anxiety Reduction

2

Logo

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• The optimized version integrates anxiety correctives close to the main causes of concern.

#2 – Overcorrecting Anxiety with Proximity 2

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Not this… But this…

Credibility indicators near CTA but distant from form.

Credibility indicators moved near both form and CTA.

87% IN CONVERSION


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Not this…

But this…

54% IN CONVERSION


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Not this…

36% IN CONVERSION

But this…


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Overcoming anxiety requires an intensity level that must address the extra level of irrational concern stimulated by the amplifying affect of fear-borne anxiety.

Suppress Anxiety with Extra Intensity 3

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By significantly reducing the required form fields and changing the feel of the form (from traditional lead format to a interactive tool format), we addressed the irrational anxiety associated with filling out forms.

#3 – Overcorrecting Anxiety with Intensity 3

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• See how the comparison chart overcompensates for the concern.

• Notice the intensity of the language: “Zero set-up fees,” “Instant activation,” “Easily … from anywhere,” “Integrates seamlessly,” “As many as you want”

• Plus, there are even more if the visitor needs them.


Company

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• Legitimate question: Why do you need my credit card information for a free trial?

• Corrective measure addresses not only the “substance” of the legitimate concern, but overcorrects by reassuring that “You will never be charged during …”

Not this… But this…


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Not this…

But this…

This pop-up appears inside of an online CMS, offering more options with an upgrade.

However, customers were concerned that if they upgraded, they would lose their current work in the process…

112% IN CONVERSION


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Not this…

But this…

162% IN CONVERSION


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3. Therefore, the marketer must learn to anticipate and overcorrect potential causes of anxiety by utilizing three tactics:

1. Specificity

2. Proximity

3. Intensity

Summary

Key Principles F

3

2

1

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Live Optimization

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February 12-15, 2013 - Las Vegas

Interactive, How-to Training Sessions on email and social media integration, mobile, list growth tactics, relevancy, deliverability and measurement. Latest 2013 MarketingSherpa Email Research and Benchmark Data on spending, tactics, conversion rates, budgets and more. Interactive Panel Discussions with subject matter experts on optimizing your email program, increasing ROI, creating relevant contagious content, and more. Extended Face-to-Face Networking Opportunities with seasoned professionals, trainers and peers over meals, breaks and receptions.

Proven Email Strategies, campaigns and tactics you can immediately apply to get more done with fewer people, less time and more limited budgets. Interaction with Colleagues sharing successful campaigns and tactics to inspire and hone your marketing skills. Become a Certified Professional by taking a pre- and post-Summit workshops taught by email experts, who provide a proven methodology with step-by-step tactics on how to maximize your email results.

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