Conversion optimization for email

Conversion Rate Optimization for Email

Plus Two Special Offers!

Chris Goward Hunter Boyle
Founder & CEO Senior Biz Dev Manager
WiderFunnel AWeber
@chrisgoward @hunterboyle

Tweet this: @chrisgoward @hunterboyle #email
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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Presenter: Chris Goward, Founder & CEO

•  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

Chris Goward •  New book by Wiley:
Founder & CEO
WiderFunnel “You Should Test That!”
@chrisgoward
Get a free chapter at:
YouShouldTestThat.com

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The Conversion Optimization Agency

•  Conversion Rate Optimization
–  Strategy, design, copywriting & testing
–  Landing Page Optimization
•  Advanced testing for complex businesses
•  Conversion rate lift of 10% to 750% for every retainer client

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Presenter: Hunter Boyle, Sr. Business Developer

•  Optimized content marketing, email and
conversions for variety of clients, e.g.,
575% sales lift for 1800Hotels.com

•  Speaker, webinar host/blogger featured
on MarketingProfs, MarketingSherpa,
MarketingExperiments, Success.com;
former Internet Marketing Report editor

Hunter Boyle •  Loves educating marketers on content
Sr Biz Dev Manager and conversion rate optimization – and
AWeber
@hunterboyle
helping them achieve ROI gains

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Email Marketing Delivered

•  What do we do?
–  Easy to use Email & Social Marketing Tools
•  Newsletters, autoresponders, opt-in forms, A/B tests, apps
–  Ideal for digital marketers, bloggers, SMBs
–  Over 100,000 customers worldwide
–  Award-winning marketing blog and resources

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Who wants to dive right in with a test?

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Newsletter Opt-in
Page A/B Test

Control: Simple form,
good track record

Goal: Increase blog
newsletter subscriptions

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Newsletter Opt-in
Page A/B Test

Version B:
ü  More context, WIIFM

ü  Third-party credibility

ü  Second form at bottom

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Which opt-in design won?
A B

321%
Opt-in Lift

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Controlled Test Results

How to Quadruple Your
Opt In Rate
(Full Case Study)

http://bit.ly/321optins

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Background
Oﬃcial tourism organization of BC
Opt-in checkbox on all landing pages

The Goal
More newsletter subscriptions

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Which Opt-in Design Won?

A

B

C

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Control

Challenger

Challenger

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Controlled Test Result

12%
Opt-in
Conversion Rate Lift

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Conversion Optimization
Is Being Under-valued

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Are You Missing
The Potential?

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Let’s Correct
Some Misconceptions

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Myth: “Best Practices” Advice Gives “Best Results”

If You’re Not a Part of the Solution,
There’s Good Money to be Made in Prolonging the Problem.
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Myth: Green Buttons Work Best

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Myth: Red Buttons Work Best

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Myth: Orange Buttons Work Best

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Truth: Winning Design Depends on Context!

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Myth: Multivariate Testing Gives Best Results

Weak Brilliant
Ideas Results

MVT Whiz-bang

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Truth: Pareto was (almost) right

“Spend 10% on Tools,
90% on People”
- Avinash

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Myth: You Don’t Need Controlled Testing

Oops…

Conversion Rate

Old Page New Page

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Myth: Usability Testing is a Substitute for CRO

© 2012 Chris Goward
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Real Conversion Optimization Is…

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Conversion
Optimization

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How?
Create Powerful Hypotheses

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These Frameworks Work in All Industries
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

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Knowing what to test: Using the LIFT™Model

Clarity
Relevance
TM

Urgency

Distraction
Anxiety

(Note: For more, search “WiderFunnel Lift”)

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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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LIFT™ Analysis Distraction: Too much space
taken at the top of the page

Distraction: Shipping deal gets
lost in the busy header

Distraction: Item number is
given high prominence

Clarity: Customer ratings are
below the fold / No link to reviews
above the fold

Clarity: Sommelier Video is
below the fold

Relevance: “You May Also Like” is
less relevant to email traffic

Clarity: Product description is
below fold

Clarity: Label image is non
clickable to enlarge

Clarity: The typeface is small
within the pricing / product section

Urgency: Little Urgency
messaging for time-sensitive offer
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Which Test Challenger Won?
A vs. B

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5%
&

41%
Revenue/Visitor Lift

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Which NEW Test Challenger Won?
A vs. B

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7%
over “Countdown”
Version

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Marketing
Insight!

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Special Offer #1
Free Offer: Email Messaging Evaluation

Make your Email Messaging more powerful
•  10 evaluations available for today's webinar attendees
•  Scheduled on a ﬁrst-come, ﬁrst-served basis

To Qualify:

1.  Email: HunterB@aweber.com
Subject: CRO

2.  Include the URL of the email, or forward it, with brief overview

3.  Minimum 10,000 active subscribers

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Special Offer #2
Free Offer: Custom Web Page Evaluation

Interested in a Free Conversion Page Evaluation?
•  10 time slots are available for webinar attendees group
•  Scheduled on a ﬁrst-come, ﬁrst-served basis

To Qualify:

1.  Email: Hello@widerfunnel.com

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

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Questions?

Chris Goward Hunter Boyle
Founder & CEO Senior Biz Dev Manager
WiderFunnel AWeber
@chrisgoward @hunterboyle

Free Web Page Evaluation Email Messaging Evaluation
1.  Email: Hello@widerfunnel.com 1.  Email: HunterB@aweber.com
Subject: CRO
2.  Tell us the URL of the web page
2.  Include the URL of the email, or
forward it, with brief overview
3.  Tell us the traﬃc volume / mo.
(Min. 30K visitors/mo) 3.  Minimum 10,000 active subscribers

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Conversion optimization for email

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Editor's Notes