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Top Ten Conversion Optimization Tips for Marketing Success
- 1. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Ten Tips for
Marketing Optimization Success
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
- 2. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 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
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© 2007-2013 WiderFunnel Marketing Inc.
Conversion Optimization is Hard
But it’s worth the effort!
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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
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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
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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
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© 2007-2013 WiderFunnel Marketing Inc.
Learn About Your Target Audience
Seek the “Why” behind the “What”
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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
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A B
Which Test Challenger Won?
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5%
Conversion Rate Lift
41%
Revenue/Visitor Lift
Controlled Test Result
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Which NEW Test Challenger Won?
A B
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7%
Conversion Rate Lift
Controlled Test Result
Full case study here:
http://j.mp/
WineExpress-CMW
- 13. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 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
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Business
Goals
Marketing
Goals
Conversion
Optimization
Goals
TheGoals
Waterfall
- 17. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 2007-2013 WiderFunnel Marketing Inc.
Test to Solve Conversion Problems
Don’t chase after tactics
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“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
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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
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17,000webpages
Plus landing pages!
- 21. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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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
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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
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Controlled Test Result
404%
Lead Gen Lift
- 24. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 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
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“Almost everything that
distinguishes the modern
world from earlier centuries is
attributable to science.”
—Bertrand Russell
- 26. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 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
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© 2007-2013 WiderFunnel Marketing Inc.
Epic Redesigns are Risky
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5 year gaps
between redesigns
Under-achievement
The best
websites
Yours
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Continuous
website
improvement!
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“Best Practices” are Dead
...until you test them.
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Rotating messages
are a Distraction
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Over-emphasis on
security creates anxiety
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© 2007-2013 WiderFunnel Marketing Inc.
Eyeflow is a Key Part of Clarity
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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
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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
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Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page
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15.7%
Conversion Rate Lift
- 41. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 2007-2013 WiderFunnel Marketing Inc.
Two Criteria for Agile Marketing Results
Fast Testing & Smart Ideas
- 42. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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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
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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
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© 2007-2013 WiderFunnel Marketing Inc.
You Need A Structured Process
- 45. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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© 2007-2013 WiderFunnel Marketing Inc.
200%
That’s what a structured
testing process is worth.
- 46. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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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
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© 2007-2013 WiderFunnel Marketing Inc.
There Are No Losing Tests!
- 48. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Analyze to hypothesize for “Why”!
Gain Marketing Insights from under-performers
- 49. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Shazam!
The next test after the inconclusive…
- 50. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Analyze to gain marketing insights!
Gain Marketing Insights from under-performers
- 51. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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Booyah!
The next test after the inconclusive…
- 52. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
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