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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 …

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.
  • Transcript

    • 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.
      • 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
    • 3. Who’ s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
    • 4.
      • Conversion Optimization
      • Has Been Undersold
    • 5.
      • Let ’ s Correct
      • Some Misconceptions
    • 6. Conversion Optimization is NOT… “ Best Practices” Advice
    • 7. 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…
    • 8. Conversion Optimization is NOT… Multivariate Testing Weak Ideas Brilliant Results
    • 9. Conversion Optimization is NOT… Just Design Testing (Please, no more button tests!)
    • 10. Conversion Optimization is NOT… Conversion Rate Before & After Testing Old Page New Page
    • 11. Real Conversion Optimization is… Conversion Optimization
    • 12. E-Commerce Product Page (Site-wide)
    • 13. Which Product Page Won? A B vs.
    • 14. Test Result 42% E-Commerce Revenue Per Visitor Lift
    • 15. Test Result 42% E-Commerce Revenue Per Visitor Lift Marketing Insight!
    • 16.
      • How?
      • 5-Step Strategic
      • Conversion Optimization
    • 17. Business Goals Website Goals Conversion Optimization Goals
    • 18. RV Travel Site-Wide Conversion Optimization
    • 19. Align Objectives to Business Goals ? ? ? ? ?
    • 20. Use the 5-Step Conversion Optimization Strategy
      • Step 1 : Align Objectives to Business Goals
      • Step 2 : Identify Test Opportunities
    • 21. Conversion Funnel Opportunities
      • Three Criteria:
              • Traffic
              • Cost
              • Problems
    • 22. Top Exit Rate Pages
    • 23.  
    • 24. Which Home Page Challenger Won? A B vs.
    • 25. Test Result 60% Phone Call Booking Lift!
    • 26.
      • But, wait!
    • 27. Test Result 12% Booking Drop!
    • 28. 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
    • 29. What Makes a Great Hypothesis?
      • Testable
      • Seeks to solve conversion problems
      • Aims at gaining Marketing Insights
    • 30. Knowing what to test : Using the LIFT Framework ™ (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
    • 31. Persistent Call-To-Action Test
      • A/B/n Test
      • Site-wide PCTA
      • Web Form & Phone
    • 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
    • 33. 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
    • 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
    • 35. 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”
    • 36. Special Announcement #1 ConversionSkills.com just launched!
        • Test your Conversion Skills
        • View case studies
        • Find out what really works
      ConversionSkills.com Go to:
    • 37.
      • 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

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