Landing Page Optimization case study compares people vs product

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Learn how Overnightprints.com, one of the leading online printers of customized printed products in the United States and Europe, improved the conversion rate of its web traffic to one on its main landing pages for business card printing services through Landing Page Optimization.

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  • The people reduced conversions significantly
  • Landing Page Optimization case study compares people vs product

    1. 1. Landing Page Optimization for Online Sales Lift The 7 Critical Steps for Conversion Optimization Success Chris Goward Co-Founder & CEO WiderFunnel @chrisgowardTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    2. 2. Presenter: Chris Goward, Co-Founder & President • Marketing strategist & entrepreneur – First website build: 1994 • Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen • In demand as a speaker globally: San Francisco, New York, Las Vegas, Chris Goward London, Copenhagen, Frankfurt, etc. Co-Founder & President WiderFunnel • Upcoming Conversion Optimization @chrisgoward book by Wiley – For first release news, sign up for the blog at: www.widerfunnel.com/blogTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    3. 3. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    4. 4. ControlTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    5. 5. 1. Value Proposition: Blurry copy LIFT™ Analysis points undermine message 2. Clarity: White copy under- performs on black on white 3. Clarity: Intro bullets do not specify the difference between ONP and other printers 4. Clarity: No indication near CTA how long the design and/or printing process will take 5. Distraction: Unrelated offers in right column and products in left column clutter the page 6. Clarity: Secondary newsletter signup CTA takes primary location 7. Value Proposition: “Unique” in-bullet point may not be a compelling selling point for the paper 8. Clarity: Button copy contains no verbsTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    6. 6. LIFT™ Analysis 9. Clarity: Unclear what differentiates the two designer tools 10. Clarity: The images may be polarizing and, in some cases, reduce conversions 11. Clarity: The bottom two CTA options are below the foldTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    7. 7. A/B/n SwapBox Placement Variation A SwapBox Variation B Variation CTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    8. 8. Variation ATweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    9. 9. Variation BTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    10. 10. Variation CTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    11. 11. Guess which Test Variation won? B A CTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    12. 12. Winner is Variation B – 210% lift!Tweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    13. 13. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    14. 14. Special Announcement #1 ConversionSkills.com launched! • Go to: ConversionSkills.comTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    15. 15. Special Announcement #2 New Book! Conversion Secrets Revealed Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    16. 16. Want to increase your conversion rate? • Email: Hello@WiderFunnel.com • Or call +1 (604) 800-6450Tweet this: @chrisgoward #CRO© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
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