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The 7-Step  Landing Page Testing Process Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WiderFunnel: The Conversion Optimization Agency
Let’s start with a little  warm-up!
E-Commerce Product Page  (Site-wide)
Which Product Page Won? A B vs.
Test Result +42% Revenue Per Visitor Lift
Test Result Marketing  Insight!
[object Object],[object Object]
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT  Analysis 7 Results Analysis Kaizen Plan
  Lead Generation Landing Page Testing Process Example Case Study
LIFT Analysis Problem: PPC traffic cost rising, ROI in peril Test Page: High traffic Pay-per-click landing page Audience:  B2B searchers for “Merchant Account” Goal:  Form fill and phone call lead generation
The 7-Step Conversion Testing Process 1 LIFT  Analysis Kaizen Plan
LIFT Framework   Landing page Influence Function for Tests (For more info, Google: “Chris Goward LIFT”) Relevance Clarity Anxiety Distraction Urgency
LIFT Analysis Urgency: No anticipation of form response speed Clarity: Headlines do not include Value Proposition Distraction: Headlines & subheads compete visually Clarity: Long two-column form creates confusion Clarity: Call-to-action button below the fold Clarity: Low contrast text reduces readability Distraction: Right-to-left eyeflow is counter-intuitive Clarity: Button copy does not reinforce headline action
The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT  Analysis Kaizen Plan
Hypothesize … will lift leads Clarity: Low contrast text reduces readability Clarity: Headlines do not include Value Proposition Clarity: Long two-column form creates confusion Distraction: Headlines & subheads compete visually Clarity: Call-to-action button below the fold Urgency: No anticipation of form response speed Distraction: Right-to-left eyeflow is counter-intuitive High contrast copy blocks and headlines Headline with clear Value Proposition Single column form or shorter intro form Single headline with lower prominence subhead Shorter form with CTA above the fold Including speed of process to create Urgency Left-to-right clarified eyeflow Turn problems into hypotheses
What Makes a Great Hypothesis? ,[object Object],[object Object],[object Object],[object Object]
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT  Analysis Kaizen Plan
Funnel Experiment Map – the “Test Design” Document ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Control Variation  A Variation B..n
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT  Analysis 7 Results Analysis Kaizen Plan
Test Variations C B A
Which Landing Page Won? C B A
Which Landing Page Won? +15% Lead Generation Conversion Rate Lift
Conversion Optimization Testing Tips ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Free Offer: Custom Landing Page Evaluation
[object Object],[object Object]

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Chris Goward smx east paid search Conversion Optimization Landing Page testing

  • 1. The 7-Step Landing Page Testing Process Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
  • 2.
  • 3. Let’s start with a little warm-up!
  • 5. Which Product Page Won? A B vs.
  • 6. Test Result +42% Revenue Per Visitor Lift
  • 8.
  • 9. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan
  • 10. Lead Generation Landing Page Testing Process Example Case Study
  • 11. LIFT Analysis Problem: PPC traffic cost rising, ROI in peril Test Page: High traffic Pay-per-click landing page Audience: B2B searchers for “Merchant Account” Goal: Form fill and phone call lead generation
  • 12. The 7-Step Conversion Testing Process 1 LIFT Analysis Kaizen Plan
  • 13. LIFT Framework Landing page Influence Function for Tests (For more info, Google: “Chris Goward LIFT”) Relevance Clarity Anxiety Distraction Urgency
  • 14. LIFT Analysis Urgency: No anticipation of form response speed Clarity: Headlines do not include Value Proposition Distraction: Headlines & subheads compete visually Clarity: Long two-column form creates confusion Clarity: Call-to-action button below the fold Clarity: Low contrast text reduces readability Distraction: Right-to-left eyeflow is counter-intuitive Clarity: Button copy does not reinforce headline action
  • 15. The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT Analysis Kaizen Plan
  • 16. Hypothesize … will lift leads Clarity: Low contrast text reduces readability Clarity: Headlines do not include Value Proposition Clarity: Long two-column form creates confusion Distraction: Headlines & subheads compete visually Clarity: Call-to-action button below the fold Urgency: No anticipation of form response speed Distraction: Right-to-left eyeflow is counter-intuitive High contrast copy blocks and headlines Headline with clear Value Proposition Single column form or shorter intro form Single headline with lower prominence subhead Shorter form with CTA above the fold Including speed of process to create Urgency Left-to-right clarified eyeflow Turn problems into hypotheses
  • 17.
  • 18. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT Analysis Kaizen Plan
  • 19.
  • 20. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan
  • 22. Which Landing Page Won? C B A
  • 23. Which Landing Page Won? +15% Lead Generation Conversion Rate Lift
  • 24.
  • 25.
  • 26.

Editor's Notes

  1. B2B-focus
  2. How can we guarantee a conversion rate lift for every one of our clients? The process works.
  3. Now they can increase their PPC bids by 15% with the same cost per lead.