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Conversion Optimisation Best Practices

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A free webcast on http://www.smartinsights.com/ from Chris Goward of Wider Funnel. …

A free webcast on http://www.smartinsights.com/ from Chris Goward of Wider Funnel.

Chris gives a great description of the LIFT processes and examples of how to create and test hypotheses to boost conversion.

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  • Conversion optimization and landing page optimization for clients in all industries.WiderFunnel does everything: from strategy and hypotheses to wireframing, design, copy, testing and results analysis.Every client has had 10% to 700%+ lift
  • Conversion rate dissatisfaction is growing year over year. Companies are realizing that their conversion rate needs to improve.
  • But it’s getting harder to achieve conversion rate improvement. Companies who say their conversion rate has improved decreased 5% in one year. It’s getting harder for many companies to make progress because they’re doing it wrong.
  • We know that Conversion Optimization works. At WiderFunnel, our average conversion rate lift is 23% for ecommerce and 49% for lead gen. I’m going to show you how to get there with the 5 step conversion optimization strategy.
  • Think about Iron Mountain’s situation. How would you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system.
  • …starting with a quick example.Iron Mountain was driving expensive traffic to their landing pages and website and knew their conversion rates needed to be improved. Many of the designs had been created by their landing page management software and weren’t performing well.
  • Listing Data Protection solutions with imagery increased lead generation.Most “best practices” say you should minimize content and competing images. And sometimes that works.
  • How do you choose? Hippo? Black turtleneck?
  • Bricks and mortar retailers have perfected the warm, welcoming shopping environment. Would you rather shop here?
  • Or in a high security zone?
  • On the SAP home page yesterday, this was the page I saw. Think about the prospect’s experience here…
  • If you have rotating messages on your home pages, You Should Test That!
  • Why does this happen? How did we get into this situation?Every serious professional discipline in history has advanced by embracing the scientific method and humans have benefited immensely. Lift expectancy, infant mortality, productivity, education, The marketing discipline has been the most resistant to the scientific method. Marketers want to believe that their intuition and opinions are true. They think they know good marketing when they see it.Let me give you a couple examples.
  • Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
  • Customer Voice = Surveys, User Testing, Eye TrackingIn-Page Analytics = Heat map / Click Tracking, Screen Recording
  • Think about Iron Mountain’s situation. How would you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system.
  • Your conversion funnel is more than just landing pages. Persuasion marketing relates to the top end of your conversion funnel. Your landing pages and informational pages need to give your prospects motivation to buy.Then, the transactional bottom end of the funnel needs to facilitate that transaction smoothly.
  • The PIE Framework helps you prioritize your conversion optimization opportunities.
  • The marketing managers at Iron Mountain were amazed to see the repeated conversion rate lift. Beginning with a 45% lift in the first test, then a 404% boost (!), then another 44%, then an additional 38%, followed by a 49% conversion rate increase. Testing on the main ironmountain.com site produced a massive 279% lead generation lift across all product category pages, site-wide. And that’s just the beginning of their potential for lift.
  • Iron Mountain also applied the key marketing insights gleaned from individual tests to other business units. Because of the strategic way we planned the tests, the improvements could be rolled out across the company.
  • The only way to get there is to run more tests than anyone.Apparently Gurus are now called Ninjas. Whatever you call it, getting there can only be done with lots of learning from testing.
  • Transcript

    • 1. Digital Marketing Priorities 2013 Brought to you by: Conversion Optimization for more leads, sales and profit! Chris Goward Founder & CEO Wider Funnel Chris Goward, Founder and CEO of WiderFunnel and author You Should Test That! will show how they've been testing new website tactics for Electronic Arts, BuildDirect.com, SAP, Shutterfly, Salesforce, Google and more with surprising results
    • 2. 2 About SmartInsights.com Actionable Marketing Advice www.smartinsights.com/google-analytics
    • 3. 3 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 New book by Wiley: “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Chris Goward Founder & CEO WiderFunnel @chrisgoward Presenter: Chris Goward, Founder & CEO
    • 4. 4 WE DRAMATICALLY LIFT OUR CLIENTS’ PROFITS WITH SCIENTIFIC MARKETING Conversion Rate Optimization • Strategy, design, copywriting & testing • Every client has had 10% to 700%+ lift More free tips at www.WiderFunnel.com/Blog
    • 5. 5 How satisfied are you with your conversion rate? (2010 v. 2011) Source: eConsultancy Conversion Rate Optimization Report 2011 Vote!
    • 6. 6 The Shift in Priorities 25% 30% 35% 40% 2012 2013 Social Media Conversion Optimization Brand/Viral Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013
    • 7. 7 Has your conversion rate improved? (2010 v. 2011) 30% 35% Source: eConsultancy Conversion Rate Optimization Report 2011
    • 8. 8 WHY ALL THE MISERY? They’re doing it wrong.
    • 9. 9 Average Conversion Rate Lift Ecommerce 23.1% Lead Gen 49.0% *WiderFunnel average results 2007-2012 Conversion Optimization Works
    • 10. 10 17,000 web pages Plus landing pages! 3-Year CRO Engagement
    • 11. 11
    • 12. 12
    • 13. 13
    • 14. 14 Control Challenger Challenger
    • 15. 15 Var A: Concise Var B: Product Details Which Variation Won? Vote!
    • 16. 16 49.9% Conversion Rate Lift Controlled Test Result
    • 17. 17 Situation Huge new game release Needed to maximize launch window to hit signup targets 3-step signup path The Goal More free beta game signups
    • 18. 18 Control Page
    • 19. 19 Variation A
    • 20. 20 Variation B: Progress Steps
    • 21. 21 Variation C: Progress Steps & Horizontal Fields
    • 22. 22 A: No Steps B: Progress Steps C: Steps & Horizontal Fields Which Signup Path Won? Vote!
    • 23. 23 12.8% Signup Conversion Rate Lift Controlled Test Result
    • 24. 24 “Best Practices” are Dead ...unless your best practice says You Should Test That!
    • 25. 25 Over-emphasis on security creates anxiety
    • 26. 26 Does this create trust?
    • 27. 27
    • 28. 28
    • 29. 29
    • 30. 30
    • 31. 31 Rotating messages are a Distraction
    • 32. 32 “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell
    • 33. 33 But. . . How you test is critical
    • 34. 34 200% That’s what a structured testing process is worth.
    • 35. 35 No Yes LargeIncreaseInSales Source: eConsultancy Conversion Rate Optimization Report 2011 2x Does your organization have a structured approach to improving conversion rates?
    • 36. 36 FunEx Discovery Opportunities 1.1 Cluster 1.2 Isolation1.3 Isolation LIFT Page 1 FunEx 2.1 Isolation2.2 Isolation2.3 Cluster LIFT Page 2 FunEx 3.1 Isolation 3.2 Isolation LIFTPage 3 FunEx 4.1 Isolation4.2 Cluster 4.3 Isolation LIFT Page 4 Insight Flow Page 5, etc. Phase 1 Marketing Optimization Strategy Phase 2 LIFT™and Testing The Structured Agile System Heuristics Web Analytics Voice of Customer Research PIE Framework Kaizen Plan
    • 37. 37 These Frameworks Work in All Industries
    • 38. 38 STRATEGIC CONVERSION OPTIMIZATION A Two Phased Approach
    • 39. 39 A Structured Approach Phase 1: Create a Conversion Plan Phase 2: Continuous Iterative Testing
    • 40. 40 WHY DO WE NEED A PLAN?
    • 41. 41 Iron Mountain’s Business Need 17,000+ web pages Many internal goals
    • 42. 42 Persuasional Landing Pages Informational Interior Pages Transactional Conversion Pages
    • 43. 43 The PIE™ Prioritization Framework 1. Potential 2. Importance 3. Ease Heuristics Voice of Customer Traffic Volume Cost Technical “Political”
    • 44. 44 PIE™Prioritization Test # Test Type Potential Importance Ease Rating 1.1 Landing Page Template 10 10 10 10 2.1 Home A/B Cluster 10 10 9 9.3 2.2 Home Isolation 1 8 10 9 9.0 3.1 Category Template A/B Cluster 10 9 7 8.7 3.2 Category Isolation 1 8 9 8 8.3 3.3 Category Isolation 2 8 9 8 8.3 4.1 PCTA Isolation 1 6 10 8 8.0 5 Product Detail Template A/B Cluster 10 10 4 8.0 6.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7 7.1 Product Detail Isolation 8 10 5 7.7 8 Site-wide elements 6 7 9 7.3 8.1 Shopping Cart A/B Cluster 9 9 3 7.0 9 Blog Template PCTA 8 2 7 5.7
    • 45. 45 1 LIFT Analysis 2 Hypothesis Creation 3 Funnel Experiment Map 4 Graphic Design & Copy 5 HTML & Technical Install 6 Experiment Launch 7 Results & Analysis The 7 Step Testing Cycle
    • 46. 46 (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency Knowing what to test: Using the LIFT™Model
    • 47. 47 LIFT™ Analysis Relevance: 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
    • 48. 48 Develop Test Hypotheses WEAKNESS STRENGTH Relevance - Headline doesn’t say "Backup Value Proposition - "Contact Us" contains no benefits Clarity- Large header graphic pushes content below fold Hypothesis: Changing headline to include “backup” Hypothesis: Reducing size of header graphic Hypothesis: Changing CTA to Request a Quote vs. Download
    • 49. 49 Variation A: “Lightbox Form”
    • 50. 50 Variation B: “Embedded Form”
    • 51. 51 Variation C: “Download”
    • 52. 52 Which Paid Search Landing Page Won? vs. A B C Vote!
    • 53. 53 Controlled Test Result vs. 404% Conversion Rate Lift
    • 54. 54 Insight Playbook Knowledge Distribution
    • 55. 55 More Tests Run= Nothing Beats Testing Experience
    • 56. 56 Download a free chapter at www.YouShouldTestThat.com Free Chapter!
    • 57. 57 Find out if you qualify to work with WiderFunnel • We have a slot open now for a conversion optimization program To Find out if you Qualify: 1. Tell us the URL of the web page you’d like evaluated 2. Email: Hello@widerfunnel.com 3. Schedule the qualification interview Want results like this?

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