How to Develop and Execute  a Successful  Conversion Optimization Strategy  Connect here! Plus, Two Special Announcements!...
<ul><li>What do we do? </li></ul><ul><li>Conversion Rate Optimization  Testing </li></ul><ul><ul><li>Planning, copywriting...
Who’ s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
<ul><li>Conversion Optimization  </li></ul><ul><li>Has Been Undersold </li></ul>
<ul><li>Let ’ s Correct </li></ul><ul><li>Some Misconceptions </li></ul>
Conversion Optimization is NOT… “ Best Practices” Advice
Follow  “Best Practices” Advice <ul><li>Green buttons work best…  </li></ul><ul><li>Red buttons work best… </li></ul><ul><...
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!
<ul><li>How? </li></ul><ul><li>5-Step Strategic </li></ul><ul><li>Conversion Optimization </li></ul>
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 <ul><li>Step 1 :  Align Objectives to Business Goals </li></ul><ul><li>Ste...
Conversion Funnel Opportunities <ul><li>Three Criteria: </li></ul><ul><ul><ul><ul><ul><li>Traffic </li></ul></ul></ul></ul...
Top Exit Rate Pages
 
Which Home Page Challenger Won? A B vs.
Test Result 60% Phone Call  Booking Lift!
<ul><li>But, wait! </li></ul>
Test Result 12% Booking Drop!
How to Develop a Conversion Optimization Strategy <ul><li>Step 1 :  Align Objectives to Business Goals </li></ul><ul><li>S...
What Makes a Great Hypothesis? <ul><li>Testable </li></ul><ul><li>Seeks to solve conversion problems </li></ul><ul><li>Aim...
Knowing  what  to test : Using the LIFT Framework ™   (Note: For more, search  “WiderFunnel Lift”) TM Relevance Clarity An...
Persistent Call-To-Action Test <ul><li>A/B/n Test </li></ul><ul><li>Site-wide PCTA </li></ul><ul><li>Web Form & Phone </li...
Develop Test Hypotheses WEAKNESS STRENGTH Clarity -  Mis-aligned labels, fields and icons confuses eyeflow Urgency -  No m...
How to Develop a Conversion Optimization Strategy <ul><li>Step 1 :  Align Objectives to Business Goals </li></ul><ul><li>S...
Use a Systematic, Repeatable Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & ...
How to Develop a Conversion Optimization Strategy <ul><li>Step 1 :  Align Objectives to Business Goals </li></ul><ul><li>S...
Special Announcement #1 ConversionSkills.com just launched! <ul><ul><li>Test your Conversion Skills </li></ul></ul><ul><ul...
<ul><li>Free Offer: Custom Landing Page Evaluation </li></ul><ul><li>Interested in a Free Landing Page Evaluation ? </li><...
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Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy

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Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy
by Chris Goward on Feb 07, 2012 Edit
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Chris Goward presents Conversion Optimization and Landing Page Optimization case studies and the 5 Step Conversion Optimization Strategy to dramatically improve lead generations, e-commerce and revenue.

<a>Chris Goward</a>

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  • Ecommerce-focus
  • Other: Colonial Candle, Merchant Warehouse,
  • Conversion Optimization is not about getting advice. “Best Practices” website changes ignore your context.
  • Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy

    1. 1. How to Develop and Execute a Successful Conversion Optimization Strategy Connect here! Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
    2. 2. <ul><li>What do we do? </li></ul><ul><li>Conversion Rate Optimization Testing </li></ul><ul><ul><li>Planning, copywriting, design & coding </li></ul></ul><ul><li>Landing Page Optimization </li></ul><ul><li>Web Analytics & Unbiased AdWords Audits </li></ul><ul><li>Results </li></ul><ul><li>Conversion rate lift of 10% to 407% for every multi-test client </li></ul>The Conversion Optimization Agency
    3. 3. Who’ s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
    4. 4. <ul><li>Conversion Optimization </li></ul><ul><li>Has Been Undersold </li></ul>
    5. 5. <ul><li>Let ’ s Correct </li></ul><ul><li>Some Misconceptions </li></ul>
    6. 6. Conversion Optimization is NOT… “ Best Practices” Advice
    7. 7. Follow “Best Practices” Advice <ul><li>Green buttons work best… </li></ul><ul><li>Red buttons work best… </li></ul><ul><li>No, use orange buttons… </li></ul><ul><li>Minimize form fields… </li></ul><ul><li>Minimize clicks to conversion… </li></ul><ul><li>Emphasize security icons… </li></ul><ul><li>Security icons raise anxiety… </li></ul><ul><li>Sex sells… </li></ul><ul><li>Always include a smiling person... </li></ul><ul><li>Never include people… </li></ul><ul><li>Use long copy landing pages… </li></ul><ul><li>Minimize your copy length… </li></ul><ul><li>Lead with benefits… </li></ul><ul><li>Lead with features… </li></ul><ul><li>Etc… </li></ul>
    8. 8. Conversion Optimization is NOT… Multivariate Testing Weak Ideas Brilliant Results
    9. 9. Conversion Optimization is NOT… Just Design Testing (Please, no more button tests!)
    10. 10. Conversion Optimization is NOT… Conversion Rate Before & After Testing Old Page New Page
    11. 11. Real Conversion Optimization is… Conversion Optimization
    12. 12. E-Commerce Product Page (Site-wide)
    13. 13. Which Product Page Won? A B vs.
    14. 14. Test Result 42% E-Commerce Revenue Per Visitor Lift
    15. 15. Test Result 42% E-Commerce Revenue Per Visitor Lift Marketing Insight!
    16. 16. <ul><li>How? </li></ul><ul><li>5-Step Strategic </li></ul><ul><li>Conversion Optimization </li></ul>
    17. 17. Business Goals Website Goals Conversion Optimization Goals
    18. 18. RV Travel Site-Wide Conversion Optimization
    19. 19. Align Objectives to Business Goals ? ? ? ? ?
    20. 20. Use the 5-Step Conversion Optimization Strategy <ul><li>Step 1 : Align Objectives to Business Goals </li></ul><ul><li>Step 2 : Identify Test Opportunities </li></ul>
    21. 21. Conversion Funnel Opportunities <ul><li>Three Criteria: </li></ul><ul><ul><ul><ul><ul><li>Traffic </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Cost </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Problems </li></ul></ul></ul></ul></ul>
    22. 22. Top Exit Rate Pages
    23. 24. Which Home Page Challenger Won? A B vs.
    24. 25. Test Result 60% Phone Call Booking Lift!
    25. 26. <ul><li>But, wait! </li></ul>
    26. 27. Test Result 12% Booking Drop!
    27. 28. How to Develop a Conversion Optimization Strategy <ul><li>Step 1 : Align Objectives to Business Goals </li></ul><ul><li>Step 2 : Identify Test Opportunities </li></ul><ul><li>Step 3 : Create Powerful Test Hypotheses </li></ul>
    28. 29. What Makes a Great Hypothesis? <ul><li>Testable </li></ul><ul><li>Seeks to solve conversion problems </li></ul><ul><li>Aims at gaining Marketing Insights </li></ul>
    29. 30. Knowing what to test : Using the LIFT Framework ™ (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
    30. 31. Persistent Call-To-Action Test <ul><li>A/B/n Test </li></ul><ul><li>Site-wide PCTA </li></ul><ul><li>Web Form & Phone </li></ul>
    31. 32. 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
    32. 33. How to Develop a Conversion Optimization Strategy <ul><li>Step 1 : Align Objectives to Business Goals </li></ul><ul><li>Step 2 : Identify Test Opportunities </li></ul><ul><li>Step 3 : Create Powerful Test Hypotheses </li></ul><ul><li>Step 4 : Execute a Cycle of Continuous Improvement </li></ul>
    33. 34. 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
    34. 35. How to Develop a Conversion Optimization Strategy <ul><li>Step 1 : Align Objectives to Business Goals </li></ul><ul><li>Step 2 : Identify Test Opportunities </li></ul><ul><li>Step 3 : Create Powerful Test Hypotheses </li></ul><ul><li>Step 4 : Execute a Cycle of Continuous Improvement </li></ul><ul><li>Step 5 : Analyze Results for Insights </li></ul><ul><li>For more: Download the Whitepaper URL: widerfunnel.com/white-paper-5-steps Or search: “widerfunnel white paper” </li></ul>
    35. 36. Special Announcement #1 ConversionSkills.com just launched! <ul><ul><li>Test your Conversion Skills </li></ul></ul><ul><ul><li>View case studies </li></ul></ul><ul><ul><li>Find out what really works </li></ul></ul>ConversionSkills.com Go to:
    36. 37. <ul><li>Free Offer: Custom Landing Page Evaluation </li></ul><ul><li>Interested in a Free Landing Page Evaluation ? </li></ul><ul><li>10 time slots are available </li></ul><ul><li>Scheduled on a first-come, first-served basis </li></ul><ul><li>To Qualify: </li></ul><ul><li>Send an email to: OMS@ WiderFunnel.com </li></ul><ul><li>Tell us the URL of the web page you ’ d like evaluated </li></ul><ul><li>Minimum 30,000 unique visitors per month </li></ul>Special Announcement #2

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