Conversion Conference E-commerce Optimization Chris Goward

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To get consistent results with Conversion Optimization testing takes planning. You can't just follow the latest tips and "best practices". In this presentation, you'll discover the simple three step process, which most people don't actually follow, and the LIFT Model framework for consistently finding powerful test hypotheses. For more info, visit http://www.widerfunnel.com

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  • Other: Colonial Candle, Merchant Warehouse,
  • Other: Colonial Candle, Merchant Warehouse,
  • Ecommerce-focus
  • Conversion Conference E-commerce Optimization Chris Goward

    1. 1. E-commerce Testing To Dramatically Lift Sales Chris Goward Co-Founder & CEO @chrisgoward
    2. 2. This Session: The Conversion Optimization Framework (that delivers results!) Case Study Example (the proof!)
    3. 3. Who?
    4. 4. Let’s start with a little warm-up!
    5. 5. Which Home Page Won? vs. A B
    6. 6. Test Result 6.6% Sales Lift
    7. 7. Which Product Page Won? A B C D
    8. 8. Test Result C 22% Sales Lift
    9. 9. Which Landing Page Won? A B vs.
    10. 10. Test Result 49.9% Sales Lift
    11. 11. Which Home Page Won? A B vs.
    12. 12. Test Result 60% Resort Booking Lift
    13. 13. <ul><li>How? </li></ul>
    14. 14. <ul><li>Ask powerful questions </li></ul>
    15. 15. 3-Step Conversion Optimization Process
    16. 16. Step 1. Analyze : Using the WiderFunnel LIFT Model™ <ul><li>( Hint: Google “WiderFunnel LIFT” for more info) </li></ul>Relevance Clarity Anxiety Distraction Urgency
    17. 17. <ul><li>Case Study Example </li></ul>
    18. 18. Step 2. Hypothesize … will lift sales Clarity: Image of kits not clickable Clarity: Products included in kits not shown on page Distraction: Delivery image opens new page Distraction: Planning ideas link in intro Distraction: Kit and product links open new pages Clarity: No Add to Cart buttons Distraction: Too much emphasis on products vs kits Adding link to kit images Adding images for each kit type Opening delivery information in a lightbox Removing planning link from intro Opening product information in a lightbox Addition of Add to Cart buttons Removing product lists above the fold Turn problems into hypotheses
    19. 19. Step 3. Test Conversion Test Results <ul><li>Use controlled A/B/n testing </li></ul><ul><ul><li>Never the “Before & After” method! </li></ul></ul><ul><li>Results: </li></ul><ul><li>All test variations showed statistically identical conversion rate ! </li></ul><ul><li>But… revenue per visit significantly different </li></ul>
    20. 20. <ul><li>What do we do? </li></ul><ul><ul><li>Conversion Testing: A/B/n & Multivariate </li></ul></ul><ul><ul><ul><li>Planning, copywriting, design & coding </li></ul></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><li>Guaranteed Results </li></ul><ul><ul><li>You will get better results or we’ll keep testing </li></ul></ul>The Conversion Optimization Agency
    21. 21. <ul><li>Interested in a Free Landing Page Evaluation ? </li></ul><ul><ul><li>10 time slots are available </li></ul></ul><ul><ul><li>Scheduled on a first-come, first-served basis </li></ul></ul><ul><li>To qualify: </li></ul><ul><li>Email to: [email_address] </li></ul><ul><li>Tell us the URL of the web page you’d like evaluated </li></ul><ul><li>Minimum 20,000 unique visitors per month </li></ul>Free Offer: Custom Landing Page Evaluation
    22. 22. <ul><li>Questions? </li></ul><ul><li>Would you like a copy of this presentation? </li></ul><ul><li>Email to: [email_address] </li></ul>

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