Webinar B2B CRO & magento

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Webinar on how Magento has dramatically lifted their B2B leads through WiderFunnel's Optimization System and Conversion Optimization.

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Webinar B2B CRO & magento

  1. 1. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro How To Dramatically Increase B2B Leads With Conversion Optimization August 12, 2014 Alhan Keser Sr Conversion Strategist WiderFunnel @AlhanKeser Joan Feu-Gelis Sr. Manager, Online Marketing at eBay (Magento) @JoanFeu
  2. 2. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Presenters Alhan Keser Sr Conversion Strategist WiderFunnel @AlhanKeser
  3. 3. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Presenters Joan Feu-Gelis Sr Manager, Online Marketing eBay (Magento) @Magento
  4. 4. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro What You’ll Learn Today •  How Magento was able to dramatically lift conversion of qualified leads. •  3 Golden Rules of B2B Conversion Optimization
  5. 5. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Magento •  Maker of eCommerce software for leading brands – such as Nike. •  Leader in field, with 26% Alexa top million-commerce businesses.
  6. 6. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Conversion Goal Goal: Increase % of visitors who become a qualified lead through the demo request form. DEMO REQUEST QUALIFIED LEAD
  7. 7. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. The Approach
  8. 8. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro The HiPPO Method
  9. 9. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro The HiPPO Method
  10. 10. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Your Customer Should Lead Your Strategy Phase 1: Strategy Web Analytics Voice of CustomerMarketing Analysis Heuristic Analysis Relevance Clarity Anxiety Distraction Urgency Phase 2: Testing
  11. 11. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. The Opportunity
  12. 12. LIFT ™ Analysis
  13. 13. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro L.I.F.T. Framework™ Urgency Anxiety Distraction Relevance Clarity
  14. 14. Clarity: Video provides little information about why Magento was chosen. Clarity: No outstanding, prominent elements to focus and direct eye-flow. Clarity: Headline is easily skimmed over. Relevance: Low relevance from the incoming source – copy is not relevant – video is too prominent – more copy should be included higher on the page before presenting a social proof section. Clarity: All features about the tool are below the fold. The form gives a sense of a false bottom so people aren’t scrolling down to read the features. Relevance: No mention of demo or free trial on the page which decreases relevance on the page. LIFT™ Analysis Value Proposition: No back-up in case visitor does not watch or listen to video.
  15. 15. LIFT™ Analysis Clarity: Key features that define why Magento is different from competitors is not present on the page. Distraction: Secondary CTA (watch video) is taking priority over the primary (request a demo). Distraction: Social proof elements on the page should be used as supporting content – not the primary focus. Clarity: No prominent form headline – doesn’t draw the eye to the form. Clarity: No mention of ‘Free’ demo in the form or CTA button. Clarity: CTA button does not have a hover treatment and the call to action is not consistent with the rest of the site – a 15 minute phone demo as opposed to a link that is emailed. Anxiety: Offer of a 15 minute call back may increase anxiety.
  16. 16. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Hypotheses & Experiment
  17. 17. Variation A – Form Prominence + Case Study More compelling claim about Warby Parker case study. 1 1 Reduce size of case study area. 2 2
  18. 18. Variation A – Form Prominence + Case Study More compelling claim about Warby Parker case study. 1 1 Reduce size of case study area. 2 2 More prominent form by moving up on page, including a subhead. 3 3 Reduce 2 step form to 1.4 4 Include a clear privacy statement near form. 5 5
  19. 19. Variation A – Form Prominence + Case Study More compelling claim about Warby Parker case study.1 1 Reduce size of case study area.2 2 More prominent form by moving up on page, including a subhead. 3 3 Reduce 2 step form to 1.4 4 Include a clear privacy statement near form.5 5 Including the existing content from the control page. 6 6
  20. 20. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation B – Value Proposition Making the same form changes as variation A.11 Showcasing Magento’s value proposition and the value of having a personalized demo. 22 Moving the case study CTA to the bottom of the page along with the social proof company logos. 3 3
  21. 21. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Which Page Generated More Qualified Leads? Var A: Form Prominence + Case Study Var B: Value Proposition
  22. 22. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. +115% Qualified B2B Leads Conversion Rate Lift Var B: Value Proposition Which Page Generated More Qualified Leads?
  23. 23. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Rule #1: Test to Solve Conversion Barriers Don’t chase after so-called “best practices”
  24. 24. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Results Control Page Var A: Form Prominence +90% Conversions Var B: Value Proposition +115% Conversions
  25. 25. LIFT™ Analysis
  26. 26. LIFT™ Analysis Clarity: A lot of small font size block copy deters people from reading and decreases clarity. The details provided of what the demo includes are hidden within the block of copy. Clarity: The headline is long, wrapping to 3 lines. Relevance: “Try the Demo” – not referenced in the headline on the demo page. Distraction: There is a lot of copy on the page focused on persuading visitors to “try the demo”. The decision to “try” has already been made by clicking on the CTA so this page should be focused on the transaction. Clarity: Copy is not focused on managing of the visitors’ expectations regarding what is required in order to try the demo.
  27. 27. LIFT™ Analysis - continued Urgency/Anxiety: No mention of “instant access” or filling out a form which results in reduce anxiety Clarity: The CTA copy is not focused on the action and lacks a hover treatment Clarity: CTA button copy may decrease clarity because “Demo” is being used in 2 different ways Clarity: No mention of “Free” on the page Clarity: Without a caption it may be unclear what the screen shot is showing. Clarity: CTA button far down the page. A lot of content is presented before the the ability to try the demo
  28. 28. LIFT™ Analysis - continued Clarity: Block of text requires concentration. Is it necessary? Clarity: Are all fields required? Clarity: “Submit” typically underperforms as CTA button copy. Clarity: Inconsistent CTA design compared to previous step. Distraction: “Try the Demo” CTA at the top. Clarity: First form field is not auto-focused.
  29. 29. Variation A – Value Proposition Focus
  30. 30. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation A – Value Proposition Focus Reducing the length of the headline to increase clarity 2 2 Referencing “Try the Demo” in headline to increase relevance to the previous CTA 1 1 Increasing font size to improve readability 3 - Including shortened copy focused on what you get with trying the demo 4 4 Updating the CTA button copy, focusing on the action and adding hover treatment 5 5 - Adding a CTA link under the screen shot 6 6 Including mention of “Free” on the page 7 7
  31. 31. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation B – Full Form Including a form headline that is relevant to “Try Demo” 2 2 Adding the form to the left side of the page to support eye flow1 1 Aligning the CTA button with the form fields 3 3 Including the same demo value proposition points as Variation A, positioned below the screen shot image 5 5 Auto-focusing the first form field to draw the eye 4 4
  32. 32. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation C – Progressive Reveal Reducing the amount of form fields – similar to the enterprise-demo functionality 1 1 Same as Variation B, plus:
  33. 33. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation C – part 2 Updating the form to show the last 4 fields once the first 3 are completed 2 2
  34. 34. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Variation D Including the full form on the page, left aligned to support eye flow 1 1 Removing the screen shot and other supporting content on the page to reduce distraction 2 2
  35. 35. Which Page Generated More Demo Requests? VarA Value Focus VarC Progressively Revealing Form VarD Free of Distractions +94.6% more demo requests +79.3% more demo requests +32.4% more demo requests +3.8% more demo requests VarB Full Form
  36. 36. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. What about qualified leads?
  37. 37. Which Page Generated More Qualified Leads? VarA Value Focus VarC Progressively Revealing Form VarB Full Form VarD Free of Distractions +94.6% more demo requests +79.3% more demo requests +32.4% more demo requests +3.8% more demo requests
  38. 38. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Rule #2: Optimize For What Matters Don’t rely on faux conversions
  39. 39. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Follow-Up Rounds Var A: Urgency Headline +5.3% Var B: Social Proof Headline -6.4% Var C: Minimal Content +11.2% Removed content in the right column Var D: Remove Navigation +6.6% Removed the top navigation
  40. 40. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Before & After
  41. 41. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Leave your comfort zone Rule #3: Test Boldly
  42. 42. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc. Rule #1: Test to Solve Conversion Barriers Rule #2: Optimize For What Matters Rule #3: Test Boldly
  43. 43. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Is a better conversion strategy worth $30? Download a free chapter at www.YouShouldTestThat.com
  44. 44. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro Alhan Keser Sr Conversion Strategist WiderFunnel @AlhanKeser Joan Feu-Gelis Sr. Manager, Online Marketing at eBay (Magento) @Magento

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