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How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
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How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

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  • 1. How to Create HugeConversion Rate LiftTweet to me: @chrisgowardRead this: WiderFunnel.com/blog
  • 2. Tweet this: @chrisgoward #magentoimagine•  Conversion Rate Optimization•  Strategy, design, copywriting & testing•  Landing Page Optimization•  Advanced optimization for complex businesses•  Lift of 10% to 750% for every retainer clientThe Conversion Optimization Agency
  • 3. Tweet this: @chrisgoward #magentoimagineConversion RateDissatisfactionis GrowingHow satisfied are you with your conversion rate?Source: eConsultancy Conversion Rate Optimization Report 2011
  • 4. Tweet this: @chrisgoward #magentoimagineConversion RateImprovementis Getting Harder30%35%Source: eConsultancy Conversion Rate Optimization Report 2011Has your conversion rate improved?
  • 5. Tweet this: @chrisgoward #magentoimagineGoodNews:Conversion Optimization works,if you do it right. . .
  • 6. Tweet this: @chrisgoward #magentoimagineAverage Conversion Rate LiftEcommerce 23.1%*WiderFunnel average results 2007-2012
  • 7. Tweet this: @chrisgoward #magentoimagineConversion Optimization“Best Practices” are Dead...unless your best practice saysYou Should Test That!
  • 8. Tweet this: @chrisgoward #magentoimagine“Almost everything thatdistinguishes the modern worldfrom earlier centuries isattributable to science.”—Bertrand Russell
  • 9. Tweet this: @chrisgoward #magentoimagine
  • 10. Tweet this: @chrisgoward #magentoimagine
  • 11. Tweet this: @chrisgoward #magentoimagineRotating messagesare a Distraction
  • 12. Tweet this: @chrisgoward #magentoimagineOver-emphasis onsecurity creates anxiety
  • 13. Tweet this: @chrisgoward #magentoimagineDoes thiscreate trust?
  • 14. Tweet this: @chrisgoward #magentoimagine
  • 15. Tweet this: @chrisgoward #magentoimagine
  • 16. Tweet this: @chrisgoward #magentoimagineYou Should Test That!
  • 17. Tweet this: @chrisgoward #magentoimagineBut. . .Testing alone isn’t enough
  • 18. Tweet this: @chrisgoward #magentoimagine200%That’s what a structuredtesting process is worth.
  • 19. Tweet this: @chrisgoward #magentoimagineNo YesLargeIncreaseInSalesSource: eConsultancy Conversion Rate Optimization Report 20112xDoes your organization have a structured approach to improving conversion rates?
  • 20. Tweet this: @chrisgoward #magentoimagineThis Works in All Industries
  • 21. Tweet this: @chrisgoward #magentoimagineBackgroundMillions of daily emails to opt-in list.Highly optimized, but hit a plateauThe GoalMore e-commerce revenue
  • 22. Tweet this: @chrisgoward #magentoimagineWhich Landing Page Won?
  • 23. Tweet this: @chrisgoward #magentoimagineControlled Test Result5%Conversion Rate Lift41%Revenue/Visitor Lift
  • 24. Tweet this: @chrisgoward #magentoimagineControlled Test ResultMarketingInsight!
  • 25. Tweet this: @chrisgoward #magentoimagineHow?A structured approach that creates powerful hypotheses.
  • 26. Tweet this: @chrisgoward #magentoimagineKaizen PlanDiscoveryPhase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing CycleHeuristicsWeb AnalyticsVoice of CustomerResearchThe Structured Process
  • 27. Tweet this: @chrisgoward #magentoimaginePhase 1: The PlanPrioritizing test opportunities
  • 28. Tweet this: @chrisgoward #magentoimaginePersuasional Landing PagesInformational Interior PagesTransactional Conversion Pages
  • 29. Tweet this: @chrisgoward #magentoimagineThe PIE™ Prioritization Framework1.  Potential2.  Importance3.  EaseHeuristicsVoice of CustomerTraffic VolumeCostTechnical“Political”
  • 30. Tweet this: @chrisgoward #magentoimagineTest # Test Type Potential Importance Ease PIE1.1 Home A/B Cluster 10 10 8 9.31.2 Home Isolation 1 8 10 9 9.01.3 Home Isolation 2 8 10 9 9.02.1 Category Template A/B Cluster 10 9 7 8.72.2 Category Isolation 1 8 9 8 8.32.3 Category Isolation 2 8 9 8 8.33.1 PCTA Isolation 1 6 10 8 8.04Product Detail Template A/BCluster10 10 4 8.05.1-3 Shopping Cart Isolation 1-3 8 9 6 7.74.1 Product Detail Isolation 8 10 5 7.76 Site-wide elements 6 7 9 7.35.4 Shopping Cart A/B Cluster 9 9 3 7.07 Blog Template PCTA 8 2 7 5.7PIE™ Prioritization
  • 31. Tweet this: @chrisgoward #magentoimaginePhase 2: The TestingOngoing, iterative, scientific marketing
  • 32. Tweet this: @chrisgoward #magentoimagineProduct Page Optimization
  • 33. Tweet this: @chrisgoward #magentoimagineBackgroundSolid brand awarenessDisappointing conversion rateGoogle told them to work with WiderFunnelThe GoalMore e-commerce revenue
  • 34. Tweet this: @chrisgoward #magentoimagine(Note: For more, search “WiderFunnel Lift”)TMRelevanceClarityAnxietyDistractionUrgencyKnowing what to test: using the LIFT Model™
  • 35. Tweet this: @chrisgoward #magentoimagineClarity: Blue text is confusedwith linksValue Proposition: “FreeShipping” more compelling?Distraction: Show All opens anew pageRelevance: Scrolling productstake most prominent positionClarity: Design does not implysale priceDistraction: Reviews are moreprominent than features.Clarity: Features included inDescription tab at bottom.Clarity: Shipping tab does notinclude shipping price.Distraction: Shipping linkopens new page in new tab.Distraction: Cross-sellingmore prominent than features.LIFT™Analysis
  • 36. Tweet this: @chrisgoward #magentoimagineWEAKNESS STRENGTHRelevance: Scrollingproducts take mostprominent positionDistraction: Reviews aremore prominent thanfeatures.Clarity: Design does notimply sale priceHypothesis: Movingproduct reco box belowthe foldHypothesis: RedesigningCTAs to emphasize salepriceHypothesis: Increasingprominence of productfeaturesDevelop Test Hypotheses
  • 37. Tweet this: @chrisgoward #magentoimagine1LIFTAnalysis2HypothesisCreation3FunnelExperimentMap4GraphicDesign &Copy5HTML& TechnicalInstall6ExperimentLaunch7Results &AnalysisThe 7-Step Testing Cycle
  • 38. Tweet this: @chrisgoward #magentoimagineA BWhich Product Page Template Won?
  • 39. Tweet this: @chrisgoward #magentoimagineWhy? 16% Sales Lift!Controlled Test Result
  • 40. Tweet this: @chrisgoward #magentoimagineCategory Page Optimization
  • 41. Tweet this: @chrisgoward #magentoimagineBackgroundIndustry-leading websiteStagnant conversion rateGoogle hired us to optimize for themThe GoalMore e-commerce revenue
  • 42. Tweet this: @chrisgoward #magentoimagineA BWhich Category Page Won?
  • 43. Tweet this: @chrisgoward #magentoimagineControlled Test Result16.1%Sales Lift
  • 44. Tweet this: @chrisgoward #magentoimaginePersistent Call-to-Action (PCTA)Optimization
  • 45. Tweet this: @chrisgoward #magentoimagine
  • 46. Tweet this: @chrisgoward #magentoimagineA/B/n TestSite-wide PCTAWeb Form & PhonePCTA Test
  • 47. Tweet this: @chrisgoward #magentoimagineWhich Booking Widget Won?A B C
  • 48. Tweet this: @chrisgoward #magentoimagineControlled Test Result106%Booking Lift!Phone & Online
  • 49. Tweet this: @chrisgoward #magentoimagine
  • 50. Tweet this: @chrisgoward #magentoimagineInterested in a Free Page Evaluation?•  10 time slots are available for attendees•  Scheduled on a first-come, first-served basis•  Any type of pageTo Qualify:1.  Tell us the URL of the web page you’d like evaluated2.  Minimum 30,000 unique visitors per month3.  Email: Hello@widerfunnel.comFree Offer: Custom Web Page Evaluation

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