How to Get the Best Conversion Optimization Results

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Conversion Summit keynote presentation by Chris Goward.

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  • Ecommerce-focus
  • Are you still stuck in Testing 1.0?
  • You know that Conversion Optimization works. But optimizing for results is only the beginning. I want to talk about 2 things today.
  • I want to talk about 2 things today.
  • Conversion Rate Lift is great. Look how cute it is!
  • Until you see the awesomeness of marketing insights!
  • I want to talk about 2 things today.
  • It works *if* you do it right. (and that ’ s an iff with two “ f ” s) Let ’ s correct misconceptions about Conversion Optimization.
  • Conversion Optimization is not about getting advice. There are a lot of consultants willing to hand out advice about how your website and landing pages should be handled. Ask yourself how much of their advice has been tested. If not, where is it coming from? Also, “ Best Practices ” advice alone ignores your context.
  • Even if they’ve run a few tests, without trend-spotting that can *only* come from thousands of test results, their advice can be shallow. Some consultants will tell you that you should always use green buttons. Probably because they’ve seen one test result where a green button won.
  • Others will tell you that red beats green.
  • Still others will promote orange buttons.
  • The false promise of multivariate testing. Tool vendors have to sell you on the latest whiz-bang features so you’ll pay high monthly subscriptions. But, the dirty little secret of CRO is that A/B/n testing will usually give the best results.
  • Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
  • Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
  • Most importantly for Relevance: Understand Your Audience Use words that your prospects relate to Speak in their language Know their search terms
  • Bricks and mortar retailers have perfected the warm, welcoming shopping environment. Would you rather shop here?
  • Or in a high security zone?
  • It turns out that supposed ‘best practices’ don’t always work. Security symbols are one type of image that you should test.
  • Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
  • Do you really need to go through all that work? Can’t I just throw a designer in a room to come up with a bunch of variations?
  • Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
  • Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
  • Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
  • This is the secret of CRO that no one is talking about. Not all tests win.
  • In the vast majority of our tests, we ’ re getting big wins in conversion rate and revenue lift. It ’ s easy to tell the story of winning test results. Everybody ’ s happy! And that ’ s usually the story.
  • In fact, I’ve had many conversations with internal testing teams and other agencies. The average internal team I’ve spoken with gets a win in one out of every third test. An agency that runs tests may get up to 60% wins, which is very good. Nearly double the internal teams rate. With WiderFunnel’s system, we’re getting a much higher success rate. In fact, in Q1 of this year, 89% of our tests delivered a winning lift!
  • But what about the “ other ” tests?
  • You know, the “ inconclusive ” ones. Last quarter, 11% of WiderFunnel ’ s tests were inconclusive. If you ’ ve run any number of tests, you may find, as we do, that losing tests are pretty rare. You probably prune the losing variations before they go too far. But, what about those inconclusive ones? Were they a waste of time? Today, we ’ re going to talk about how WiderFunnel ’ s 7 Step Conversion System gives consistent great results, but also delivers value even from inconclusive or even losing tests. We ’ ll look at winning examples and also how to get value from those “ other ” tests.
  • With inconclusive tests, compare variations to find insights.
  • With inconclusive tests,
  • We’ve talked about Ninja’s already this morning. The only way to get there is to run more tests than anyone. Apparently Gurus are now called Ninjas. Whatever you call it, getting there can only be done with lots of learning from testing.
  • How to Get the Best Conversion Optimization Results

    1. 1. How to Get the Best Conversion Optimization Results Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect herTweet this: @chrisgoward #cs12 #cro e!© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    2. 2. The Conversion Optimization Agency 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 750% for every multi-test clientTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    3. 3. Conversion Optimization Is Being Under-valuedTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    4. 4. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    5. 5. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    6. 6. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    7. 7. Can You See The Potential?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    8. 8. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    9. 9. Conversion Optimization Works *WiderFunnel average results 2007-2011Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    10. 10. Two Things Today: 1. How to get results. 2. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    11. 11. Awww… Conversion Rate Lift. How Cute!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    12. 12. Marketing Insights = Awesome!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    13. 13. How to get results. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    14. 14. Let’s Correct Some MisconceptionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    15. 15. Myth: “Best Practices” Advice Gives “Best Results” If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    16. 16. Myth: Green Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    17. 17. Myth: Red Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    18. 18. Myth: Orange Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    19. 19. Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    20. 20. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant ResultsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    21. 21. Truth: Pareto was (almost) Right “Spend 10% on Tools, 90% on People” - AvinashTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    22. 22. Myth: You Don’t Need Controlled TestingConversion Rate Old Page New Page Oops…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    23. 23. Real Conversion Optimization Is…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    24. 24. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    25. 25. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    26. 26. Conversion OptimizationTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    27. 27. How to Get Results? Create Powerful HypothesesTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    28. 28. Knowing what to test: Using the LIFT Model™ Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    29. 29. Cool! How can I do that?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    30. 30. Optimize for Relevance No content for “How to make the perfect movie”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    31. 31. Tweet this: @chrisgoward #cs12 #cro Deutsch Shopper?© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    32. 32. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    33. 33. Don’t try to be too clever!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    34. 34. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    35. 35. Does this create trust?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    36. 36. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    37. 37. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    38. 38. Myth: Emphasize Security Badges Over-emphasis on security creates anxietyTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    39. 39. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    40. 40. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    41. 41. Rotating messages create confusionTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    42. 42. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    43. 43. Optimize for Urgency Urgency wording gave 26% booking sales liftTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    44. 44. What’s the value of a structured testing process?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    45. 45. 200%Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    46. 46. Truth: Structured Process Gives Best Results Structured Conversion Optimization Process? 2xTweeteConsultancy Conversion Rate Optimization Report 2011Source: this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    47. 47. The Goal More lead gen trial software downloads Why? World-leading reporting software PPC landing page with significant “branding” restrictionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    48. 48. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    49. 49. Which Test Variation Won? A BTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    50. 50. Controlled Test Result 32.5% Lead Gen Conversion Rate Lift 154% ROITweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    51. 51. How to Get Insights? ‘What’  ‘Why’Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    52. 52. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    53. 53. Controlled Test Result Myth: Sex SellsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    54. 54. Truth: Sex Is DistractingTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    55. 55. Next: The Biggest CRO SecretTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    56. 56. Not all tests win.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    57. 57. Yes, most of our tests are winners…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    58. 58. 89% Winning Tests in 2012!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    59. 59. But, what about the “other” tests?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    60. 60. INCONCLUSIVE!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    61. 61. Gain Marketing Insights from under-performers Analyze to hypothesize for “Why”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    62. 62. The next test after the inconclusive… Shazam!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    63. 63. Gain Marketing Insights from under-performers Analyze to gain marketing insights!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    64. 64. The next test after the inconclusive… Booyah!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    65. 65. Truth: Nothing Beats Testing Experience = More Tests RunTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    66. 66. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    67. 67. Special Announcement #1 ConversionSkills.com launched! • Test your Conversion Skills • View case studies • Find out what really works Go to: ConversionSkills.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    68. 68. Special Announcement #2 New Book! Conversion Secrets Revealed Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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