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How To Be a Conversion Optimization Rockstar by Chris Goward
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How To Be a Conversion Optimization Rockstar by Chris Goward

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Smx Advanced 2014 Session #Smx #21B - Conversion Rate Optimizaton Rock Star spresentation How To Be A Conversion Rate Rockstar By Chris Goward @Chrisgoward Of Widerfunnel …

Smx Advanced 2014 Session #Smx #21B - Conversion Rate Optimizaton Rock Star spresentation How To Be A Conversion Rate Rockstar By Chris Goward @Chrisgoward Of Widerfunnel

For more on marketing strategy visit http://marketingland.com


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  • 1. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome How to be a Conversion Optimization Rockstar Chris Goward Founder & CEO WiderFunnel @chrisgoward
  • 2. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Rockstars don’t follow “Best Practices” (You’re not still looking for the best button color, right?)
  • 3. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. “It's weird not to be weird.” — John Lennon
  • 4. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc.
  • 5. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc.
  • 6. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Rotating messages are a Distraction
  • 7. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. You Should Test That!
  • 8. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Rockstars see the big picture Use “framework thinking” to find solutions
  • 9. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome “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
  • 10. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome The LIFT Model™ (Note: For more, google WiderFunnel Lift ) Relevance Clarity Anxiety Distraction Urgency
  • 11. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. 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
  • 12. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Competing CTAs Clicks on non- clickable area Clicks dispersed over course lists No interest in body content area! Click Heatmap Analysis
  • 13. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. 15.7% Conversion Rate Lift
  • 14. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Beautiful, focused eyeflow! Click Heatmap Analysis for Winning Page
  • 15. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Rockstars know their value proposition Is your message aligned with your customers?
  • 16. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
  • 17. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. WIIFYC? And do they care?
  • 18. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
  • 19. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Situation •  Fast-growth startup with lean team facing large competitors •  ‘Freemium’ expense tracking app •  Home page is primary landing page for online signups The Goal Dramatically lift new member signups from the home page!
  • 20. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Controlled Test Result 28% More New Users Full case study at: www.WiderFunnel.com/case-studies Flexible Hassle Free Ironclad Security
  • 21. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. That’s just the beginning... Three more dramatic test rounds on the home page so far.
  • 22. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc.
  • 23. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Total conversion rate lift to date: 47.2% And the winning pages have pushed them past the 1 million user mark.
  • 24. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Rockstars do it different The traditional website redesign must die
  • 25. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Marketer happiness with latest website redesign Extremely Not so much 24% 76%
  • 26. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome 2-5 year gaps between redesigns Under-achievement The best websites Yours
  • 27. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
  • 28. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome Continuous website improvement!
  • 29. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. After 3-years of testing tweaks, BuildDirect needed a website redesign.
  • 30. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Dramatic Design Improvement and Conversion Rate Lift
  • 31. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Results After 12 Months $1 million increased revenue (per month)
  • 32. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. Want to learn more?
  • 33. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. If the strategy is worth $20 ! Download a free chapter at www.YouShouldTestThat.com
  • 34. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome © 2007-2014 WiderFunnel Marketing Inc. We deliver more profit and insights for high octane marketers. •  Marketing optimization strategy, design & A/B testing •  Average System™ client has 7x ROI •  For more info email iwant@WiderFunnel.com

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