Shop.org BootCamp Keynote

Tweet this: @chrisgoward #awesome
© 2007-2014 WiderFunnel Marketing Inc.
The Future of
Marketing
Optimization

• The largest online retailer for heavyweight building supplies
• Customers save up to 80%, get FREE samples
• Data-driven business is their competitive advantage

Relevance: No headline to capture
scent trail
Clarity: Free samples offer not
prominent
Distraction: Rotating banner
confuses
Distraction: Busy-looking 3-column
layout creates visual confusion.
Value Proposition: Inconsistent
design (text, color) reduce credibility
Clarity: “Featured Products” carries
no value proposition
Clarity: Low price prominence,
undermines core value proposition

Which Home Page Won?
A: Flooring Tiles B: Category & Sub List C: 2-Column

A/B Test Result
16.9%
Conversion Rate Lift

Information Architecture Test

A/B Test Result
27.0%
Lift

The Result: Continuous Optimization with IA Insights

You’ll be skeptical of
untested “Best Practices”
(You’re not still looking for the best button color, right?)

Rotating messages are
a Distraction

Over-emphasis on
security creates Anxiety

Does this
create trust?

You Should Test That!

Website redesigns will die
Because they suck.

Marketer happiness with latest website redesign
76%
24%
Extremely Not so much

The image cannot be displayed. Your computer may not have enough memory to open
the image, or the image may have been corrupted. Restart your computer, and then
open the file again. If the red x still appears, you may have to delete the image and
The image cannot be displayed. Your computer may not have enough memory to open the
image, or the image may have been corrupted. Restart your computer, and then open the file
again. If the red x still appears, you may have to delete the image and then insert it again.
2-5 year gaps
between redesigns
Wedge of
sucky-ness
The best
websites
Yours

Continuous
website
improvement!

After 3-years of testing tweaks, BuildDirect needed a website redesign.

ESR Step 1: Left column design test
16.2%
Conversion Rate Lift

ESR Step 2: Right column design test

ESR Step 3: Header design test

Dramatic Design Improvement and Profit Lift

Results After 12 Months
$1 Million Revenue Lift
(per month)

Start with the Right Mindset

You’ll be a zen marketing master
Combine the yin & yang of optimization

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
Fuzzy

The optimization tool
to get results like these?
The Human Brain.

You’ll emphasize framework thinking

Where should I test?
You need a prioritization framework.

The PIE™ Prioritization Framework
Potential
Importance
Ease

The PIE™ Prioritization Framework
Potential
Importance
Ease
Web Analytics
Voice of Customer
Traffic Volume
Cost
Technical
“Political”

Test Prioritization with PIE™
Test # Test Type Potential Importance Ease Rating
1.1 Home A/B Cluster 10 10 8 9.3
1.2 Home Isolation 1 8 10 9 9.0
1.3 Home Isolation 2 8 10 9 9.0
2.1 Category A/B Cluster 10 9 7 8.7
2.2 Category Isolation 1 8 9 8 8.3
2.3 Category Isolation 2 8 9 8 8.3
3.1 Product Results Isolation 1 6 10 8 8.0
4 Product detail A/B Cluster 10 10 4 8.0
5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7
3.2 Product Results A/B Cluster 8 10 5 7.7
6 Site-wide elements 6 7 9 7.3
5.4 Shopping Cart A/B Cluster 9 9 3 7.0
7 Learn Template PCTA 8 2 7 5.7

What should I test?
You need a hypothesis framework.

“The most serious mistakes are not
being made as a result of wrong answers.
The truly dangerous thing is
asking the wrong question.”
—Peter Drucker

The LIFT Model™
(Note: For more, google WiderFunnel Lift)
Relevance
Clarity
Anxiety
Distraction
Urgency

The 27 Sub-Factors
Value Proposition
Tangible Features
Intangible Benefits
Tangible Costs
Intangible Risks
Relevance
Funnel
Source media
Target audience
Competitive
Navigation Anxiety preference
Privacy
Usability
Effort
Fulfillment
Urgency
Internal
Seasonality
External
Offer
Response
Clarity
Information Hierarchy
Design
Eyeflow
Imagery
Colour
CTA
Copywriting
Distraction
First Impression
Message

You’ll test for value proposition insights
Is your message aligned with your customers?

40%
Lead Gen Lift

Prospects’
Desires
Your
Features
Competitors’
Features
Your
Points of Difference
Your (PODs)
Points of Parity
(POPs)
Your Points of Irrelevance
(POIs)

You’ll segment for persona insights

LIFT™ Analysis Relevance: Headline does not
mention “donation”
Clarity: Eye flow is disjointed
with mis-aligned content
Clarity: Start of form is pushed
down the page
Clarity: 2-column form
Clarity: cc number and billing
information are separated
Anxiety: Many fields shown at
once
Value Proposition: Lowest
donation amount pre-selected
Value Proposition: No
testimonials for credibility
Clarity: No hover state on the
CTA

Variation A – Long Copy

Variation B – Form Focused

Variation C – Momentum

Which one won?
A
B
C

Overall winner
12.4% Donation
Lift

During Typhoon Haiyan Crisis
X!
-15.7%
Donation Decrease

For ‘Search Campaign’ Segment
10.6% Donation
Lift

For ‘Search Campaign’ Segment During the Crisis
42.1% Donation
Lift

The Problem with Segmentation Today
Backward planning driven by tools.

Repeat
Visitors? Branded
Search
Ad Groups?
Geo
targeted?
Social
campaign?
Mobile?

Want to know what’s impossible?

Solution: Drive Segmentation from Testing

A/B testing will be
an ongoing profit center
No more “CRO projects”

Phase 1 - Conversion Optimization Strategy
Phase 2 - LIFT™ and Testing
The WiderFunnel System™

Mobile optimization will be integrated

But, what is mobile?

When most marketers think of mobile. . .
. . .and maybe

Reality

Is this a mobile device?

What about this?

And this?

Mobile is a state of being.
Not just a type of device.

Good News!
The process for optimizing mobile
is the same as for non-mobile.
Insights from one can benefit the other

Relevance: Page does not
match “cases”
Distraction: Too much space
for tabs
Clarity: Type spills off page
and only says “5”
Clarity: Compelling image
and video
Distraction: Video opens in
new window
Clarity: Search is an odd
default tab
Clarity: No product info
above the fold

And those aren’t their biggest problems...

Distraction: 12 product
options is too many!
Clarity: No product option
differentiation
Clarity: Add to Cart far down
the page

Anxiety:
The page is gone!
Distraction: Product info
on a separate page

InsightInsight
Desktop
Tests
Mobile
Tests

Want to learn more?

If this strategy is worth $20 !
Download a free chapter at
www.YouShouldTestThat.com

Shop.org BootCamp Keynote

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Shop.org BootCamp Keynote

Similar to Shop.org BootCamp Keynote (18)

More from Chris Goward

More from Chris Goward (11)

Recently uploaded

Recently uploaded (20)

Shop.org BootCamp Keynote