webcongress l.a /chris goward/ conversion optimization

© 2007-2015 WiderFunnel Marketing Inc.

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

Tweet this: @chrisgoward @widerfunnel #awesome

“You Should Test That!” Principles and Frameworks for Conversion Optimization

with @ChrisGoward of


Tweet this: @chrisgoward @widerfunnel #awesome 1981




Marketing Scientific Process

Conversion Optimization + =



@WiderFunnel



Relevance: This should be more specific to my location.



A

B



A

B

! 5.4%



State segmented results range: !60% to " 70%




You should be skeptical of untested “Best Practices”




Turn ‘best practices’ into ‘tested practices’

(...and dramatically lift your profit)




Website redesigns must die

Because they suck.



2-5 year gaps between redesigns

Wedge of

sucky-ness

The best websites

Yours



Continuous website

improvement!



•  The largest online retailer for heavyweight building supplies

•  Customers save up to 80%, get FREE samples

•  Data-driven business is their competitive advantage




Marketer happiness with latest website redesign

Extremely Not so much

24%

76%




Left column design test

" 16.2% Conversion Rate Lift




Right column design test




Header design test




Results After 12 Months $1 Million Revenue Lift

(per month)


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

Before

After

Dramatic Design Improvement and Profit Lift




What’s the best tool to get results like this?

The human brain.



Customer Insights LIFT™ Experiments

The Optimization System™




What about mobile?



Are we there yet?




But, what is mobile?



. . .and maybe

When most marketers think of mobile. . .



Reality



Is this a mobile device?



What about this?



And this?




Mobile is a state of being. Not just a type of device.



Mobile marketing is all about context




0

2

4

6

8

10

12

2000 2013 Goldfish

Attention Span Shrinkage 12.0

8.0 9.0




You have less than 8 seconds



How do you make your experiences

sticky?




The right Value Proposition communicated with Clarity in a context of Relevance avoiding Anxiety and Distraction and adding high Urgency



The LIFT Model™

(Note: For more info, bing �WiderFunnel Lift�)

Anxiety Distraction

Relevance Clarity

Urgency




Clarity: Do your visitors know what this icon means?



A

B Menu Usage " 53.8%

Search Usage " 16.6%

The Question: Are mobile menu labels needed?




LIFT™ Analysis Relevance: Headline does not mention “donation” Clarity: Eye flow is disjointed with mis-aligned content Clarity: Start of form is pushed down the page Value Proposition: Lowest donation amount pre-selected

Clarity: 2-column form

Clarity: cc number and billing information are separated Anxiety: Many fields shown at once

Value Proposition: No testimonials for credibility Clarity: No hover state on the CTA




Clarity: Start of form is pushed down the page

Relevance: Headline does not mention “donation”

Clarity: Eye flow is disjointed with mis-aligned content

Clarity: cc number and billing information are separated

Value Proposition: No testimonials for credibility

Value Proposition: Lowest donation amount pre-selected

Moving the form above the fold to the top

Adding “donation” into the headline

Redesigning a single eyeflow of content

Clustering cc number with billing information

Addition of testimonials to add credibility

Anchoring the amount with higher values first

Turn problems into hypotheses

…will lift sales

Weakness Strength



Variation A – Long Copy



Variation B – Form Focused



Variation C – Momentum



Which one won?

AB

C



Overall winner

" 12.4% Donation Revenue Lift



During Typhoon Haiyan Crisis

X!! 15.7%

Donation Decrease



For ‘Search Campaign’ Segment




For ‘Search Campaign’ Segment During the Crisis





A/B testing has been undervalued




You should test your value proposition

Is your message aligned with your customers?



•  Monthly mystery box of toys •  E-commerce subscription model •  Huge social fan base Goals •  Lift subscribers and profit •  Understand their customer




You Should Test That!



A B C ! 7.7% " 0.6%



A B C



A B C " 14.1% " 8.9%




Social Proof works For this audience and context!



0.0% Conversion Rate




A/B testing should be

an ongoing profit center No more “CRO projects”




Which Conversion Optimization ‘best practices’ should you follow?

•  Put your CTA above the fold

•  Include your inbound keywords in your headline

•  Make your headline action-oriented

•  Include testimonials, reviews, awards

•  Use specific custom landing pages

•  Reduce your outbound links on your pages

•  Increase the size of your product images

•  Include a photo of a smiling person

•  Reduce your product options to max five

•  Use high contrast text on white background pages

•  Reduce the length of your privacy policy

•  Move your SSL secure icons below the fold

•  Embed lead gen forms on your landing pages

•  Emphasize features over benefits

•  Add ‘action captions’ below images

•  Include filter and sorting on category pages

•  Reduce your page columns to max two

•  Use video product overviews

•  Use a grid view on category page templates

•  Always use orange CTA buttons

•  Always use the word ‘Free’ somewhere




You Should Test That!




Want to learn more?



Download a free chapter at

www.YouShouldTestThat.com




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

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

•  For more info, email [email protected]

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