Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy

How to Develop and Execute a Successful Conversion Optimization Strategy Connect here! Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward

What do we do?
Conversion Rate Optimization Testing
Planning, copywriting, design & coding
Landing Page Optimization
Web Analytics & Unbiased AdWords Audits
Results
Conversion rate lift of 10% to 407% for every multi-test client
The Conversion Optimization Agency

Who’ s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

Conversion Optimization
Has Been Undersold

Let ’ s Correct
Some Misconceptions

Conversion Optimization is NOT… “ Best Practices” Advice

Follow “Best Practices” Advice
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…

Conversion Optimization is NOT… Multivariate Testing Weak Ideas Brilliant Results

Conversion Optimization is NOT… Just Design Testing (Please, no more button tests!)

Conversion Optimization is NOT… Conversion Rate Before & After Testing Old Page New Page

Real Conversion Optimization is… Conversion Optimization

E-Commerce Product Page (Site-wide)

Which Product Page Won? A B vs.

Test Result 42% E-Commerce Revenue Per Visitor Lift

Test Result 42% E-Commerce Revenue Per Visitor Lift Marketing Insight!

How?
5-Step Strategic
Conversion Optimization

Business Goals Website Goals Conversion Optimization Goals

RV Travel Site-Wide Conversion Optimization

Align Objectives to Business Goals ? ? ? ? ?

Use the 5-Step Conversion Optimization Strategy
Step 1 : Align Objectives to Business Goals
Step 2 : Identify Test Opportunities

Conversion Funnel Opportunities
Three Criteria:
Traffic
Cost
Problems

Top Exit Rate Pages

Which Home Page Challenger Won? A B vs.

Test Result 60% Phone Call Booking Lift!

But, wait!

Test Result 12% Booking Drop!

How to Develop a Conversion Optimization Strategy
Step 3 : Create Powerful Test Hypotheses

What Makes a Great Hypothesis?
Testable
Seeks to solve conversion problems
Aims at gaining Marketing Insights

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

Persistent Call-To-Action Test
A/B/n Test
Site-wide PCTA
Web Form & Phone

Develop Test Hypotheses WEAKNESS STRENGTH Clarity - Mis-aligned labels, fields and icons confuses eyeflow Urgency - No mention that RVs bookings are limited Relevance - CTA button copy is not specific or matched to headline Hypothesis: Visually aligning fields & labels will lift conversions Hypothesis: Changing button copy to match will lift conversions Hypothesis: Using limited availability will lift conversions

Step 4 : Execute a Cycle of Continuous Improvement

Use a Systematic, Repeatable 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

Step 4 : Execute a Cycle of Continuous Improvement
Step 5 : Analyze Results for Insights
For more: Download the Whitepaper URL: widerfunnel.com/white-paper-5-steps Or search: “widerfunnel white paper”

Special Announcement #1 ConversionSkills.com just launched!
Test your Conversion Skills
View case studies
Find out what really works
ConversionSkills.com Go to:

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:
Send an email to: OMS@ WiderFunnel.com
Tell us the URL of the web page you ’ d like evaluated
Minimum 30,000 unique visitors per month
Special Announcement #2

Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy

by Chris Goward

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