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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.

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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  • 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro A B Which Test Challenger Won?
  • 10. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 5% Conversion Rate Lift 41% Revenue/Visitor Lift Controlled Test Result
  • 11. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Which NEW Test Challenger Won? A B
  • 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Business Goals Marketing Goals Conversion Optimization Goals TheGoals Waterfall
  • 15. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro ? ?? ? ? ? ?
  • 16. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  • 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. © 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 17,000webpages Plus landing pages!
  • 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Controlled Test Result 404% Lead Gen Lift
  • 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. © 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. Epic Redesigns are Risky
  • 28. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 5 year gaps between redesigns Under-achievement The best websites Yours
  • 29. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  • 30. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Continuous website improvement!
  • 31. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro “Best Practices” are Dead ...until you test them.
  • 32. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  • 33. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
  • 34. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Rotating messages are a Distraction
  • 35. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Over-emphasis on security creates anxiety
  • 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. © 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Beautiful, focused eyeflow! Click Heatmap Analysis for Winning Page
  • 40. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro 15.7% Conversion Rate Lift
  • 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. © 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. You Need A Structured Process
  • 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. © 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. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro © 2007-2013 WiderFunnel Marketing Inc. There Are No Losing Tests!
  • 48. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Analyze to hypothesize for “Why”! Gain Marketing Insights from under-performers
  • 49. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Shazam! The next test after the inconclusive…
  • 50. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Analyze to gain marketing insights! Gain Marketing Insights from under-performers
  • 51. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro Booyah! The next test after the inconclusive…
  • 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