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Conversion Optimization PubCon 2011 WiderFunnel

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Chris Goward presents How to Use Conversion Optimization for Marketing Insights (and huge revenue lift!)

Chris Goward presents How to Use Conversion Optimization for Marketing Insights (and huge revenue lift!)

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  • 1. How to Use Conversion Optimization for Marketing Insights (and huge revenue lift!) Plus, two special announcements Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 2. The Conversion Optimization Agency What do we do? •  Conversion Optimization Testing –  Planning, copywriting, design & coding •  Landing Page Optimization •  Web Analytics & AdWords Audits Guaranteed Results •  You will get conversion rate or revenue lift© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 3. Who’s Getting Results? Our Clients: Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 4. Let’s start with a little warm-up!© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 5. Lead Generation Landing Page© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 6. Which Paid Search Landing Page Won? A B vs.© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 7. Test Result B 20% Conversion Rate Lift!© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 8. Test Result B Marketing Insight!© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 9. Following “Best Practices” Doesn’t Work! Green buttons work best… Red buttons work best… No, use orange buttons… Minimize form fields… Minimize clicks to conversion… Emphasize security icons… Security icons raise anxiety… Sex sells… Always include a smiling person... Never include people… Use long copy landing pages… Minimize your copy length… Lead with benefits… Lead with features… Etc…© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 10. Conversion Optimization Has Been Undersold© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 11. Let’s Correct Some Misconceptions Conversion Optimization is NOT… (Can you spot the difference?) Not Multivariate Testing© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 12. The False Promise of Testing Technology Weak Ideas Brilliant Results© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 13. Conversion Optimization is NOT…© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 14. Conversion Optimization is NOT… (Please, no more button tests!) Not Design Testing© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 15. Conversion Optimization is NOT… Conversion Rate [ [ Old Page Not Before & After Testing New Page© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 16. Real Conversion Optimization is… Conversion Optimization Persuasion Marketing Scientific Experience Method Design© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 17. How? Create Powerful Hypotheses© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 18. What Makes a Great Hypothesis? 1.  Testable 2.  Seeks to solve conversion problems 3.  Aims at improving Marketing results 4.  Builds on Marketing Insights© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 19. Use a Systematic, Repeatable Process Kaizen 2 Plan Hypothesis Creation 1 3 LIFT Funnel Analysis Experiment Map 7 4 Results Graphic Analysis Design & Copy 6 5 Experiment Technical Launch InstallFor more, google:“WiderFunnel white paper”© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 20. Special Announcement #1 ConversionSkills.com beta for PubCon •  Test your Conversion Skills •  View more case studies •  Find out what really works Go to: ConversionSkills.com/beta© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 21. Special Announcement #2 Free Offer: Custom Landing Page Evaluation Interested in a Free Landing Page Evaluation? –  10 time slots are available –  Scheduled on a first-come, first-served basis To qualify: 1.  Email to: Hello@WiderFunnel.com 2.  Tell us the URL of the web page you’d like evaluated 3.  Minimum 30,000 unique visitors per month© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
  • 22. Remember, for free evaluation… •  Email to: Hello@WiderFunnel.com© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward