The 6 Ways Your Website is Failing and How to Fix It - Chris Goward

The Six Ways Your Website is Failing and How To Fix It Chris Goward, Co-Founder & CEO WiderFunnel Marketing Optimization Twitter: @chrisgoward

Today’s Agenda
How to Identify The Six Ways Your Website is Failing
How to Fix It (Case Study)
Bonus Free Offer: Custom Landing Page Evaluation

Services:
Web testing: A/B/n & multivariate
Planning, copywriting, design & coding
Web analytics
Ecommerce and lead generation:
WiderFunnel: The Conversion Optimization Agency

Identify The Six Ways Your Website Is Failing

The LIFT Model™: 6 Conversion Rate Factors
( Hint: Take this to the office & use it)
Relevance Clarity Anxiety Distraction Urgency

A Random Landing Page Sample Let’s pick a search term and look at six of the top landing pages

#1 - Value Proposition
Your perceived benefits are low and perceived costs are high

Landing Page Value Proposition Problems
Poor graphic design reduces credibility
No credibility indicators: testimonials, reviews, associations
No brand credibility
Take-away: Credibility is part of your Value Proposition

#2 - Relevance
Your page does not relate to the visitor’s expectations

Landing Page Relevance Problems
Headline mismatch for search term “armpit sweat pads”
Product mismatch for search term “armpit sweat pads”
Irrelevant images
Take-away: visitors are following a “scent-trail” of relevance

#3 - Clarity
Your value proposition and call-to-action are confusing

Landing Page Clarity Problems
No value proposition in headline
Large copy blocks
What is the product?
This is not a CTA!
Take-away: Your Solution and CTA must have 3-second Clarity

#4 - Anxiety
Your page creates uncertainty about converting

Landing Page Anxiety Problems
Security logo & help given primary prominence
General usability issues create anxiety!
Take-away: Don’t scare people & cause Anxiety

#5 - Distraction
Too many choices redirect attention from primary Call-to-action

Landing Page Distraction Problems
Unclickable headlines and graphics pushes products below the fold
Irrelevant products
Low priority messages given primary prominence
Take-away: Provide one solution for one need

#6 - Urgency
There’s no reason to act now

Landing Page Urgency Problems
No urgency in tone
No pricing
No CTA
Take-away: If they don’t act now, you’ve lost them

Case Study:
How to Fix Problems Using Conversion Testing

Original Landing Page

LIFT™ Analysis 6. Clarity: Center-aligned text difficult to read 5. Clarity: Grey & blue type lacks prominence 11. Urgency: Immediate assistance message under-emphasized 1. Relevance: Headline doesn’t specify “international” travel 3. Clarity: Subhead with body style lacks prominence 2. Clarity: Upper case headline text difficult to read 4. Distraction: Too many competing CTAs 10. Distraction: Irrelevant credit card offer link 8. Value Proposition: Out-of-date award seal from 2004 9. Clarity: Most powerful messaging statement hidden below the fold 7. Distraction: Secondary CTA more prominence than primary

Test Strategy SwapBox
Test Structure: Start with A/B/n testing with 3 variations plus the “Control”
Traffic: Paid search only
Variation B Variation C Control Variation A

Variation A Hypotheses to lift conversions: 2 Add prominent phone to right column 2 3 Rewritten Value Proposition points 3 1 Credibility indicators (Logos of Airlines) 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6

Variation B Hypotheses to lift conversions: 2 Add prominent phone to left column 2 3 Rewritten Value Proposition points 3 1 Add affluent traveler image 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6

Variation C Hypotheses to lift conversions: 2 Add prominent phone to right column 2 3 Rewritten Value Proposition points 3 1 Add affluent traveler image 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6

Which Variation Won? A B C

Which Variation Won? A B C 48% Phone Call Lift!

Total Conversion Rate Lift
Variation A received the highest Combined conversion rate
17% Overall Conversion Rate Lift, 48% Phone Call Lift
This is a statistically significant result at 95% confidence
Variation Phone Only Lift Phone + Online Lift Control 0% 0% A +48% +17% B +25% +12% C +15% +1%

What did we change?
Clear value proposition headline
Added value proposition copy
Added credibility indicators
Left-aligned text
Improved graphic design
Variation A – 48% Phone Call Lift!

Take-aways
Credibility is part of your Value Proposition
Visitors are following a “scent trail” of Relevance
Your Solution and CTA must have 3-second Clarity
Don’t scare people & cause Anxiety
Provide one solution for one need
If they don’t act now, you’ve lost them

Interested in a Free Landing Page Evaluation ?
10 time slots are available
Scheduled on a first-come, first-served basis
To qualify:
Email to: [email_address]
Tell us the URL of the web page you’d like evaluated
Minimum 20,000 unique visitors per month
Free Offer: Custom Landing Page Evaluation

Would you like a copy of this presentation?
Email to: [email_address]
Follow @chrisgoward on Twitter

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The 6 Ways Your Website is Failing and How to Fix It - Chris Goward

by Chris Goward on Apr 01, 2010

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The 6 Ways Your Website is Failing and How to Fix It - Chris Goward — Presentation Transcript