2. How to Create Huge
Conversion Rate Lift
Tweet to me: @chrisgoward
Read this: WiderFunnel.com/blog

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• Conversion Rate Optimization
• Strategy, design, copywriting & testing
• Landing Page Optimization
• Advanced optimization for complex businesses
• Lift of 10% to 750% for every retainer client
The Conversion Optimization Agency

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Conversion Rate
Dissatisfaction
is Growing
How satisfied are you with your conversion rate?
Source: eConsultancy Conversion Rate Optimization Report 2011

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Conversion RateImprovementis Getting Harder
30%
35%
Source: eConsultancy Conversion Rate Optimization Report 2011
Has your conversion rate improved?

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GoodNews:
Conversion Optimization works,
if you do it right. . .

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Average Conversion Rate Lift
Ecommerce 23.1%
*WiderFunnel average results 2007-2012

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Conversion Optimization
“Best Practices” are Dead
...unless your best practice says
You Should Test That!

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“Almost everything that
distinguishes the modern world
from earlier centuries is
attributable to science.”
—Bertrand Russell

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Rotating messages
are a Distraction

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Over-emphasis on
security creates anxiety

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Does this
create trust?

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You Should Test That!

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But. . .
Testing alone isn’t enough

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200%
That’s what a structured
testing process is worth.

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No Yes
LargeIncreaseInSales
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Does your organization have a structured approach to improving conversion rates?

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This Works in All Industries

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Background
Millions of daily emails to opt-in list.
Highly optimized, but hit a plateau
The Goal
More e-commerce revenue

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Which Landing Page Won?

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Controlled Test Result
5%
Conversion Rate Lift
41%
Revenue/Visitor Lift

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Controlled Test Result
Marketing
Insight!

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How?
A structured approach that creates powerful hypotheses.

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Kaizen Plan
Discovery
Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle
Heuristics
Web Analytics
Voice of Customer
Research
The Structured Process

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Phase 1: The Plan
Prioritizing test opportunities

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Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages

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The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
Heuristics
Voice of Customer
Traffic Volume
Cost
Technical
“Political”

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Test # Test Type Potential Importance Ease PIE
1.1 Home A/B Cluster 10 10 8 9.3
1.2 Home Isolation 1 8 10 9 9.0
1.3 Home Isolation 2 8 10 9 9.0
2.1 Category Template A/B Cluster 10 9 7 8.7
2.2 Category Isolation 1 8 9 8 8.3
2.3 Category Isolation 2 8 9 8 8.3
3.1 PCTA Isolation 1 6 10 8 8.0
4
Product Detail Template A/B
Cluster
10 10 4 8.0
5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7
4.1 Product Detail Isolation 8 10 5 7.7
6 Site-wide elements 6 7 9 7.3
5.4 Shopping Cart A/B Cluster 9 9 3 7.0
7 Blog Template PCTA 8 2 7 5.7
PIE™ Prioritization

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Phase 2: The Testing
Ongoing, iterative, scientific marketing

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Product Page Optimization

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Background
Solid brand awareness
Disappointing conversion rate
Google told them to work with WiderFunnel
The Goal
More e-commerce revenue

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(Note: For more, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency
Knowing what to test: using the LIFT Model™

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Clarity: Blue text is confused
with links
Value Proposition: “Free
Shipping” more compelling?
Distraction: Show All opens a
new page
Relevance: Scrolling products
take most prominent position
Clarity: Design does not imply
sale price
Distraction: Reviews are more
prominent than features.
Clarity: Features included in
Description tab at bottom.
Clarity: Shipping tab does not
include shipping price.
Distraction: Shipping link
opens new page in new tab.
Distraction: Cross-selling
more prominent than features.
LIFT™Analysis

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WEAKNESS STRENGTH
Relevance: Scrolling
products take most
prominent position
Distraction: Reviews are
more prominent than
features.
Clarity: Design does not
imply sale price
Hypothesis: Moving
product reco box below
the fold
Hypothesis: Redesigning
CTAs to emphasize sale
price
Hypothesis: Increasing
prominence of product
features
Develop Test Hypotheses

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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

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A B
Which Product Page Template Won?

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Why? 16% Sales Lift!
Controlled Test Result

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Category Page Optimization

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Background
Industry-leading website
Stagnant conversion rate
Google hired us to optimize for them
The Goal
More e-commerce revenue

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A B
Which Category Page Won?

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Controlled Test Result
16.1%
Sales Lift

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Persistent Call-to-Action (PCTA)
Optimization

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A/B/n Test
Site-wide PCTA
Web Form & Phone
PCTA Test

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Which Booking Widget Won?
A B C

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Controlled Test Result
106%
Booking Lift!
Phone & Online

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