0
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Ten Tips for
Marketing Optimization...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Content Slide
10%$
15%$
20%$
25%$
3...
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Tweet this: @chrisgoward #cro
Top Priorities for Digital Marketer...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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55%#
60%#
65%#
70%#
75%#
80%#
2010$...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Background
•  Great video content
•...
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A B
Which Test Challenger Won?
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5%
Conversion Rate Lift
41%
Revenue...
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Which NEW Test Challenger Won?
A B
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7%
Conversion Rate Lift
Controlled ...
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© 2007-2013 WiderFunnel Marketing I...
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Business
Goals
Marketing
Goals
Conv...
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?
??
?
?
?
?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
“The most serious mistakes are not ...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Knowing what to test: Using the LIF...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
17,000webpages
Plus landing pages!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
LIFT™ Analysis
Relevance: Headline ...
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Tweet this: @chrisgoward #cro
Develop Test Hypotheses
WEAKNESS ST...
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Tweet this: @chrisgoward #cro
Controlled Test Result
404%
Lead Ge...
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Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
“Almost everything that
distinguish...
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Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
5 year gaps
between redesigns
Under...
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Continuous
website
improvement!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
“Best Practices” are Dead
...until ...
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Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Rotating messages
are a Distraction
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Over-emphasis on
security creates a...
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Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
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Clarity: No hover treatment of the ...
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Competing CTAs
Clicks on non-clicka...
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Tweet this: @chrisgoward #cro
Beautiful, focused eyeflow!
Click He...
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Tweet this: @chrisgoward #cro
15.7%
Conversion Rate Lift
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Be Smart & Agile
0.9
1.4
1.9
2.4
2....
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ConversionRate
0.9
1.4
1.9
2.4
2.9
...
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Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing I...
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© 2007-2013 WiderFunnel Marketing I...
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No Yes
LargeIncreaseInSales
Source:...
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© 2007-2013 WiderFunnel Marketing I...
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Analyze to hypothesize for “Why”!
G...
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Shazam!
The next test after the inc...
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Analyze to gain marketing insights!...
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Booyah!
The next test after the inc...
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Top Ten Conversion Optimization Tips for Marketing Success

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Based on experience running thousands of tests on hundreds of websites globally, here are today's Top 10 Tips for Marketing Optimization success.

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Transcript of "Top Ten Conversion Optimization Tips for Marketing Success"

  1. 1. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Ten Tips for Marketing Optimization Success Chris Goward Founder & CEO WiderFunnel @chrisgoward
  2. 2. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing •  Every client has had 10% to 700%+ lift
  3. 3. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Conversion Optimization is Hard But it’s worth the effort!
  4. 4. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Content Slide 10%$ 15%$ 20%$ 25%$ 30%$ 35%$ 40%$ 45%$ 2010$ 2011$ 2012$ Quite$Dissa1sfied$ Very$Dissa1sfied$ Conversion Rate Dissatisfaction is Growing Source: eConsultancy Conversion Rate Optimization Report 2012 36% 41% Q. How satisfied are you with your conversion rate?
  5. 5. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Top Priorities for Digital Marketers in 2013 25% 30% 35% 40% 2012 2013 Conversion Optimization Content Marketing Social Media Brand/Viral Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013
  6. 6. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 55%# 60%# 65%# 70%# 75%# 80%# 2010$ 2011$ 2012$ Yes# No# 30% 35% Conversion Rate Improvementis Getting Harder 70% 65% Q. Has your conversion rate improved? Source: eConsultancy Conversion Rate Optimization Report 2012
  7. 7. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Learn About Your Target Audience Seek the “Why” behind the “What”
  8. 8. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Background •  Great video content •  Millions of daily outbound emails •  Had hit an optimization plateau The Goal More e-commerce revenue
  9. 9. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro A B Which Test Challenger Won?
  10. 10. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 5% Conversion Rate Lift 41% Revenue/Visitor Lift Controlled Test Result
  11. 11. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Which NEW Test Challenger Won? A B
  12. 12. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 7% Conversion Rate Lift Controlled Test Result Full case study here: http://j.mp/ WineExpress-CMW
  13. 13. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Start with Goals ...or you’ll just go the wrong way faster
  14. 14. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Business Goals Marketing Goals Conversion Optimization Goals TheGoals Waterfall
  15. 15. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro ? ?? ? ? ? ?
  16. 16. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  17. 17. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Test to Solve Conversion Problems Don’t chase after tactics
  18. 18. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro “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
  19. 19. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Knowing what to test: Using the LIFT Model™ (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
  20. 20. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 17,000webpages Plus landing pages!
  21. 21. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro LIFT™ Analysis Relevance: Headline doesn’t say "Backup" Clarity: Large header graphic pushes content below fold Clarity: CTA not reinforced above & below the fold Distraction: Multiple products without detail Relevance: Image does not reinforce the backup message Clarity: Odd copy layout creates visual confusion Value Proposition: "Contact Us" contains no benefits Value Proposition: No offer associated with form fill Value Proposition: No credibility indicators Anxiety: Privacy policy message is not comforting
  22. 22. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Develop Test Hypotheses WEAKNESS STRENGTH Relevance - Headline doesn’t say "Backup Value Proposition - "Contact Us" contains no benefits Clarity- Large header graphic Hypothesis: A headline that includes “backup” Hypothesis: Reducing size of header graphic Hypothesis: Changing CTA to Request a Quote vs. Download
  23. 23. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Controlled Test Result 404% Lead Gen Lift
  24. 24. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Testing is Not Just a Tactic It’s a way of doing business (and life)
  25. 25. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell
  26. 26. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. How to Get the Best Results? Download a free chapter at www.YouShouldTestThat.com
  27. 27. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Epic Redesigns are Risky
  28. 28. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 5 year gaps between redesigns Under-achievement The best websites Yours
  29. 29. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  30. 30. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Continuous website improvement!
  31. 31. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro “Best Practices” are Dead ...until you test them.
  32. 32. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  33. 33. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  34. 34. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Rotating messages are a Distraction
  35. 35. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Over-emphasis on security creates anxiety
  36. 36. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Eyeflow is a Key Part of Clarity
  37. 37. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Clarity: No hover treatment of the CTA buttons Clarity: “Ready to get started” not clickable connected to CTA Clarity: Image alignment confuses eyeflow Distraction: Treatment & copy of top banner is disjointed and complex Clarity: ‘browse course catalog’ CTA is competing with primary CTA Distraction: Content written as plain factual, not emotive or persuasive Clarity: The value proposition is hidden in summary block Distraction: Links to State Req courses take prospect off the page Distraction: Long course list on right column
  38. 38. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Competing CTAs Clicks on non-clickable area Clicks dispersed over course lists No interest in body content area! Click Heatmap Analysis
  39. 39. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Beautiful, focused eyeflow! Click Heatmap Analysis for Winning Page
  40. 40. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 15.7% Conversion Rate Lift
  41. 41. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Two Criteria for Agile Marketing Results Fast Testing & Smart Ideas
  42. 42. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Be Smart & Agile 0.9 1.4 1.9 2.4 2.9 0 2 4 6 8 10 12 14 16 Agile Tool Smart Strategy Smart & Agile Strategy ConversionRate
  43. 43. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro ConversionRate 0.9 1.4 1.9 2.4 2.9 0 2 4 6 8 10 12 14 16 Agile Tool Smart Strategy Smart & Agile Strategy Be Smart & Agile Lift Speed
  44. 44. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. You Need A Structured Process
  45. 45. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. 200% That’s what a structured testing process is worth.
  46. 46. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro No Yes LargeIncreaseInSales Source: eConsultancy Conversion Rate Optimization Report 2011 2x Q. Does your organization have a structured approach to improving conversion rates?
  47. 47. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. There Are No Losing Tests!
  48. 48. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Analyze to hypothesize for “Why”! Gain Marketing Insights from under-performers
  49. 49. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Shazam! The next test after the inconclusive…
  50. 50. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Analyze to gain marketing insights! Gain Marketing Insights from under-performers
  51. 51. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Booyah! The next test after the inconclusive…
  52. 52. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Get a free 20-page whitepaper with how to get the best results. Just email: iwant@widerfunnel.com Free Whitepaper
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