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

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 ...

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

  • 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 1 : Align Objectives to Business Goals
    • Step 2 : Identify Test Opportunities
    • 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
  • How to Develop a Conversion Optimization Strategy
    • Step 1 : Align Objectives to Business Goals
    • Step 2 : Identify Test Opportunities
    • Step 3 : Create Powerful Test Hypotheses
    • 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
  • How to Develop a Conversion Optimization Strategy
    • Step 1 : Align Objectives to Business Goals
    • Step 2 : Identify Test Opportunities
    • Step 3 : Create Powerful Test Hypotheses
    • 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