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Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
Chris Goward at AZIMA January 2014
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Chris Goward at AZIMA January 2014

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More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at …

More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at the Hilton Scottsdale Resort & Villas. Chris Goward, founder and president of Wider Funnel Marketing Optimization, gave the audience a sobering glimpse into the reality that when it comes to website design and functionality, “most best practices don’t work because they have not been tested.”

http://joinazima.org/events/past-events
For more about AZIMA: http://joinazima.org/about/missionwhat%20is

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  • 1. How to get the Best Conversion Optimization Results AZIMA | January 16, 2014 Chris Goward Founder & CEO WiderFunnel @chrisgoward Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 2. We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing •  Every System client has 400% to 1500% ROI Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 3. Q. How satisfied are you with your conversion rate? 45%$ Quite$Dissa1sfied$ 40%$ 35%$ 30%$ 25%$ 20%$ Very$Dissa1sfied$ 41% 36% ion Rate Convers Slide Content action Dissatisf Growing is 15%$ 10%$ 2010$ 2011$ Tweet this: @chrisgoward @joinAZIMA #awesome Source: eConsultancy Conversion Marketing Inc. Report 2012 © 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog 2012$
  • 4. Q. Has your conversion rate improved? Yes# 80%# 75%# 30% 70%# 65%# 60%# 70% 55%# 2010$ Conversion Rate Improvem ent is Getting H arder 2011$ Tweet this: @chrisgoward @joinAZIMA #awesome Source: eConsultancy Conversion Marketing Inc. Report 2012 © 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog No# 35% 65% 2012$
  • 5. Top Priorities for Digital Marketers 40% 35% Conversion Optimization Content Marketing 30% 25% 2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing1Inc. | widerfunnel.com/blog Source: eMarketer, Content Vaults to No. Marketing Priority for 2013 Social Media Brand/Viral 2013
  • 6. Conversion Optimization Works! Okay... prove it. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 7. Conversion Optimization Works! Average Conversion Rate Lift Ecommerce 23.1% Lead Gen 49.0% *WiderFunnel average results 2007-2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 8. Background •  Great video content •  Millions of daily outbound emails •  Had hit an optimization plateau The Goal More e-commerce revenue Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 9. Which Test Challenger Won? A Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog B
  • 10. Controlled Test Result 5% Conversion Rate Lift % 41 Revenue/Visitor Lift Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 11. Which NEW Test Challenger Won? A Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog B
  • 12. Controlled Test Result 7% Conversion Rate Lift Full case study here: http://j.mp/WineExpress-CMW Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 13. Learn About Your Target Audience Audiences are not one-size-fits-all Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 14. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 15. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 16. Rotating messages are a Distraction Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 17. Digital Marketing “Best Practices” are Dead ...until you test them. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 18. Over-emphasis on security creates Anxiety Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 19. Does this create trust? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 20. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 21. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 22. Your website needs help Yes, I’m looking at you... Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 23. But, you don’t need a website redesign! Epic redesigns are risky Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 24. Under-achievement The best websites Yours 5 year gaps between redesigns Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 25. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 26. Continuous website improvement! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 27. How to Win? A continuous A/B testing system Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 28. “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 29. But . . . How you test is critical Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 30. 200 % That’s what a structured testing process is worth. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 31. Large Increase In Sales Q. Does your organization have a structured approach to improving conversion rates? 2x No Source: eConsultancy Conversion Rate Optimization Report 2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Yes
  • 32. The Structured & Agile System PIE Framework Opportunities Page 1 LIFT FunEx LIFT Page 2 Kaizen Plan Page 3 As Needed: Analytics Audit Page 5, etc. LIFT Page 4 AdWords Audit Discovery Voice of Customer In-Page Analytics Phase 1 Conversion Optimization Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog FunEx LIFT 2.1 Isolation 2.2 Isolation 2.3 Cluster 1.1 Cluster 1.2 Isolation 1.3 Isolation Insight Flow FunEx FunEx 4.1 Isolation 4.2 Cluster 4.3 Isolation 3.1 Isolation 3.2 Isolation Phase 2 LIFT™ Analyses and Testing
  • 33. Start with Goals ...or you’ll just go the wrong way faster Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 34. The Goals Waterfall Business Goals Marketing Goals Conversion Optimization Goals Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 35. ? ? ? ? ? ? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog ?
  • 36. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 37. “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 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 38. The LIFT Model™ Relevance Clarity Urgency Anxiety (Note: For @chrisgoward @joinAZIMA #awesome Tweet this:more, google “WiderFunnel Lift”) © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Distraction
  • 39. Distraction: Treatment & copy of top banner is disjointed and complex Clarity: “Ready to get started” not clickable connected to CTA Clarity: No hover treatment of the CTA buttons Clarity: Image alignment confuses eyeflow Clarity: ‘browse course catalog’ CTA is competing with primary CTA Distraction: Content written as plain factual, not emotive or persuasive Distraction: Long course list on right column Distraction: Links to State Req courses take prospect off the page Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Clarity: The value proposition is hidden in summary block
  • 40. Click Heatmap Analysis Clicks on non-clickable area Clicks dispersed over course lists Competing CTAs No interest in body content area! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 41. 15.7% Conversion Rate Lift Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 42. Click Heatmap Analysis for Winning Page Beautiful, focused eyeflow! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 43. Imagine getting results like this every month.. or every week! It’s possible. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 44. Be Smart & Agile Conversion Rate 2.9 2.4 1.9 1.4 0.9 0 2 4 Agile Tool 6 8 Smart Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog 10 12 14 Smart & Agile Strategy 16
  • 45. Be Smart & Agile Conversion Rate 2.9 2.4 1.9 Lift 1.4 0.9 Speed 0 2 4 Agile Tool 6 8 Smart Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog 10 12 14 Smart & Agile Strategy 16
  • 46. There Are No Losing Tests! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 47. Yes, most of our tests are winners... Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 48. Winning Tests 89% 90% Winning Tests in 2012! 80% 70% 60% 50% 40% 30% 20% 10% 0% Internal Teams Other Agency Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog WiderFunnel
  • 49. But, what about the “other” tests? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  • 50. I NC CO N E! IV US L Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 51. Gain Marketing Insights from under-performers Analyze to hypothesize for “Why”! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 52. The next test after the inconclusive… Shazam! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 53. Gain Marketing Insights from under-performers Analyze to gain marketing insights! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 54. The next test after the inconclusive… Booyah! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  • 55. Free Whitepaper Get a free 20-page whitepaper for how to build this strategy. Just email: iwant@widerfunnel.com Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog

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