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Top Tips for Immedia...
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Before we get starte...
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About Tech Marketing...
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• Developed WiderFun...
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© 2007-2013 WiderFun...
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Top Priorities for D...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
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Average Conversion R...
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© 2007-2013 WiderFun...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Background
• Landing...
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It Needed a Redesign...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
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A B
Which Test Chall...
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Tweet this: @chrisgoward @omsummit #CRO
5%
Conversion Rate L...
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Which NEW Test Chall...
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7%
Conversion Rate L...
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© 2007-2013 WiderFun...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
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Digital Marketing
“B...
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Rotating messages
ar...
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Tweet this: @chrisgoward @omsummit #CRO
Over-emphasis on
sec...
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Does this create
tru...
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Tweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
“Almost everything t...
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© 2007-2013 WiderFun...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFun...
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FunEx
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© 2007-2013 WiderFun...
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Background
• Nurse.c...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
© 2007-2013 WiderFun...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
“The most serious mi...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Knowing what to test...
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @omsummit #CRO
Clarity: No hover tr...
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Competing CTAs
Click...
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15.7%
Conversion Rat...
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Beautiful, focused e...
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17,000 web
pagesPlus...
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LIFT™ Analysis
Relev...
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Develop Test Hypothe...
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Which Paid Search La...
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Controlled Test Resu...
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Be Smart & Agile
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Top Tips for Immediate Conversion Optimization

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Are you advancing as fast as your competitors? Is your testing program agile or docile? Looking to launch a high-performance conversion optimization system?

You know you need to get more conversions from your website. <strong>Get practical examples and learn what works</strong> from Chris Goward's experience with thousands of tests for hundreds of companies. You’ll learn top tips from his recently published book (“You Should Test That”), including where to focus and test, what to test, and how to create a testing program that delivers fast results and marketing insights.

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  • Conversion optimization and landing page optimization for clients in all industries.WiderFunnel does everything: from strategy and hypotheses to wireframing, design, copy, testing and results analysis.Every client has had 10% to 700%+ lift
  • That’s why this year, Conversion Optimization and Content Marketing are tied for the #1 priorities for digital marketers. Brand, social and marketing automation are all declining.
  • Conversion Optimization is popular because it works. I can’t speak for everyone, but at WiderFunnel, our average conversion rate lift is 23% for ecommerce and 49% for lead gen. Today, we’re going to talk about how.
  • I’ll show you stories of 3 companies that achieved dramatic conversion rate lift, and how you can too.
  • This is a revenue-generating landing page. It also contained great video content.
  • This is a revenue-generating landing page. It also contained great video content.
  • Have you read the best practices about CTAs? What happened here? Let’s look at another example.
  • That’s why I called my book “You Should Test That!”.It’s not just about What you should test, but the “How” to test and the “Why” to help interpret results.
  • Bricks and mortar retailers have perfected the warm, welcoming shopping environment. Would you rather shop here?
  • Or in a high security zone?
  • There’s more to getting results than just knowing you have to test.In fact, there’s an important number to understand…
  • Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
  • Customer Voice = Surveys, User Testing, Eye TrackingIn-Page Analytics = Heat map / Click Tracking, Screen Recording
  • Don’t downplay this. You may be tuning out right now, saying “Oh, great. Goals again. Obvious!”But, are you using the Goals Waterfall?
  • If there isn’t a direct line of site from your website goals to your business, you’re optimizing for the wrong things. How much revenue does an incremental Facebook Like achieve for your business? I’ll give you a hint: $0.
  • Here’s an example of a company that came to us after doing a website redesign with a popular web design agency. We realized that they weren’t clear on their goals.
  • It’s all about creating the most powerful hypotheses. It’s about asking the right questions of your audience.
  • How? PowerfulHypotheses means asking the right questions of your visitors.
  • This is what we call a bad eyeflow!
  • Think about Iron Mountain’s situation. How would you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system.
  • The marketing managers at Iron Mountain were amazed to see the repeated conversion rate lift. Beginning with a 45% lift in the first test, then a 404% boost (!), then another 44%, then an additional 38%, followed by a 49% conversion rate increase. Testing on the main ironmountain.com site produced a massive 279% lead generation lift across all product category pages, site-wide. And that’s just the beginning of their potential for lift.
  • Transcript of "Top Tips for Immediate Conversion Optimization"

    1. 1. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Top Tips for Immediate Conversion Optimization Chris Goward Founder & CEO WiderFunnel @chrisgoward
    2. 2. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Before we get started. . . • This presentation deck will be available to you after the webinar • Use Questions Pane with questions or comments in real time Free Offer! • Free whitepaper Find out how at the end Type question here
    3. 3. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO About Tech Marketing 360: An OMS Event The list of ways your competitors can engage and influence your customers is larger than ever – from marketing automation, social platforms and mobile to search, content marketing and more. As a tech marketer, this means you’ve never had so many challenges. Tech Marketing 360 is dedicated to building a community of tech marketers, for tech marketers. Gain insight and be immersed in a community of practice, sharing, teaching and learning that will supercharge not just your skill sets, but your entire strategic vision – all in an upscale, intimate ocean-side venue. Nestled in the gorgeous Ritz-Carlton in Laguna Niguel, the complete Tech Marketing 360 experience will offer: • A two and a half day conference dedicated to technology marketing • Educational sessions highlighting the successes and failures of some the best marketers in the industry • Socializing and sharing of best practices with a community of other senior marketers from top companies in an intimate venue
    4. 4. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO • Developed WiderFunnel‟s processes, including the LIFT Model™ & Kaizen • Conversion rate lift of 10% to 750% for every multi-test client • In demand as a speaker • Author of “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Chris Goward Founder & CEO WiderFunnel @chrisgoward Chris Goward, Founder & CEO
    5. 5. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    6. 6. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Content Slide 10% 15% 20% 25% 30% 35% 40% 45% 2010 2011 2012 Quite Dissa sfied Very Dissa sfied Source: eConsultancy Conversion Rate Optimization Report 2012 36% 41% Q. How satisfied are you with your conversion rate?
    7. 7. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO 55% 60% 65% 70% 75% 80% 2010 2011 2012 Yes No 30% 35% 70% 65% Q. Has your conversion rate improved? Source: eConsultancy Conversion Rate Optimization Report 2012
    8. 8. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    9. 9. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Average Conversion Rate Lift Ecommerce 23.1% Lead Gen 49.0% *WiderFunnel average results 2007-2012 Conversion Optimization Works!
    10. 10. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. How to Dramatically Lift Your Profit A Strategic Approach for Conversion Optimization
    11. 11. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Background • Landing page for 1 million+ daily outbound emails • The most important page for the business • Had hit an optimization plateau The Goal More e-commerce revenue
    12. 12. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO It Needed a Redesign! But, redesigns without testing are extremely dangerous This called for a “Variable Cluster A/B/n Test” (I wish there was a better name for that!)
    13. 13. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO A B Which Test Challenger Won?
    14. 14. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO 5% Conversion Rate Lift 41% Revenue/Visitor Lift Controlled Test Result
    15. 15. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Which NEW Test Challenger Won? A B
    16. 16. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO 7% Conversion Rate Lift Controlled Test Result Full case study here: http://j.mp/WineExpress -CMW
    17. 17. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. How to Get the Best Results? You Should Test That! Download a free chapter at www.YouShouldTestThat.com
    18. 18. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Digital Marketing “Best Practices” are Dead ...until you test them.
    19. 19. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO
    20. 20. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO
    21. 21. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Rotating messages are a Distraction
    22. 22. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Over-emphasis on security creates anxiety
    23. 23. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Does this create trust?
    24. 24. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO
    25. 25. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO
    26. 26. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell
    27. 27. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. But . . . How you test is critical
    28. 28. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. 200% That‟s what a structured testing process is worth.
    29. 29. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO No Yes LargeIncreaseInSales Source: eConsultancy Conversion Rate Optimization Report 2011 2x Q. Does your organization have a structured approach to improving conversion rates?
    30. 30. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO FunEx Opportunities 1.1 Cluster 1.2 Isolation 1.3 Isolation LIFT Discovery Page 1 FunEx 2.1 Isolation 2.2 Isolation2.3 Cluster LIFT Page 2 FunEx 3.1 Isolation3.2 Isolation LIFTPage 3 FunEx 4.1 Isolation 4.2 Cluster 4.3 Isolation LIFT Page 4 Insight Flow Page 5, etc. The Structured & Agile System PIE Framework Kaizen Plan As Needed: Analytics Audit AdWords Audit Voice of Customer In-Page Analytics Phase 1 Conversion Optimization Strategy Phase 2 LIFT™ Analyses and Testing
    31. 31. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. Start by Aligning Your Goals Or, “How does your business make money?”
    32. 32. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Business Goals Marketing Goals Conversion Optimization Goals The Goals Waterfall
    33. 33. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO ? ?? ? ? ? ?
    34. 34. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Background • Nurse.com is part of the largest U.S. newspaper publisher group • Leading Continuing Education (CE) provider for nurses • Thousands of online courses delivered The Goal Unlimited CE subscriptions
    35. 35. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. How should we lift their sales? What should we test?
    36. 36. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    37. 37. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Knowing what to test: Using the LIFT Model™ (Note: For more, google “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
    38. 38. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    39. 39. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Competing CTAs Clicks on non-clickable area Clicks dispersed over course lists No interest in body content area! Click Heatmap Analysis
    40. 40. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO 15.7% Conversion Rate Lift
    41. 41. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Beautiful, focused eyeflow! Click Heatmap Analysis for Winning Page
    42. 42. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO 17,000 web pagesPlus landing pages!
    43. 43. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    44. 44. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    45. 45. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Which Paid Search Landing Page Won? vs. A B C
    46. 46. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Controlled Test Result 404% Conversion Rate Lift
    47. 47. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO © 2007-2013 WiderFunnel Marketing Inc. Imagine getting results like this every month.. or every week! It‟s possible.
    48. 48. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    49. 49. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #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
    50. 50. © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @omsummit #CRO Get a free 20-page whitepaper for how to build this strategy. Just email: iwant@widerfunnel.com Free Whitepaper
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