Your SlideShare is downloading. ×
0
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers

1,619

Published on

Expensify is a fast-growth startup with a lean team facing large competitors. When they set their goal to surpass a million users, they knew they needed to improve their signup conversion rate--fast! …

Expensify is a fast-growth startup with a lean team facing large competitors. When they set their goal to surpass a million users, they knew they needed to improve their signup conversion rate--fast! They did and, in the process, boosted their subscriber base to over 1 million users.

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,619
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
22
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How to Use Conversion Rate Optimization to Gain 1 Million Customers Plus, an ongoing 47% signup lift! David Barrett Chris Goward @expensify @chrisgoward Founder Expensify Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Founder WiderFunnel
  • 2. Chris Goward, Founder & CEO •  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 Chris Goward Founder & CEO WiderFunnel @chrisgoward •  Author of “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 3. 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 Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 4. Startup challenges are unique Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 5. How many do you recognize? q  Lean team with diverse responsibilities q  Focused core competency q  Facing large competitors q  Ever-changing competitive environment q  Must prove value from expenditures q  Answering to investors & VCs q  Fast growth goals Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 6. Today’s Objective: Lift your customer acquisition rate (and get more customers fast!) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 7. David Barrett, Founder of Expensify •  Developer since the age of 6 •  Former lead engineer of Red Swoosh, now Akamai, from which he was dramatically fired •  Created Expensify out of his hatred for expense reports. David Barrett •  Loves world travel and great wine Expensify @expensify •  Has a beagle Founder Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 8. Situation A fast-growth startup with a lean team facing large competitors ‘Freemium’ expense reporting app Home page is primary landing page for online signups Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 9. Challenges Home page had been developed with clean design “best practices” but we believed it could be improved We are experts at developing an industry-leading application, not conversion optimization Faced very large competitors with larger budgets and brands and needed to be selective in their resource investments Aggressive membership growth targets Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 10. The Goal Dramatically lift new member signups from the home page! This is where WiderFunnel comes in… Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 11. Home pages mostly suck. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 12. Clarity: No Service Value Proposition Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 13. Distraction: Rotating messages kill conversion rate Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 14. Distraction: Too many messages! Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 15. Clarity: CEO vanity page. WIIFM? Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 16. Good news! Expensify’s didn’t suck! (But, bad news for WiderFunnel) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 17. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 18. The Structured Process FunEx PIE Framework Opportunities Page 1 LIFT FunEx LIFT Discovery Web Analytics Heuristic Analysis Voice of Customer In-Page Analytics 2.3 Cluster Page 3 LIFT Page 4 LIFT Page 5, etc. Phase 1 Conversion Optimization Strategy Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com 1.2 Isolation 1.3 Isolation 2.1 Isolation 2.2 Isolation Page 2 Kaizen Plan 1.1 Cluster Insight Flow FunEx FunEx 4.1 Isolation 3.1 Isolation 3.2 Isolation 4.2 Cluster 4.3 Isolation Phase 2 LIFT™ Analyses and Testing
  • 19. Knowing what to test: Using the LIFT™Model Relevance Clarity TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 20. LIFT™Analysis Clarity: No headline to summarize value proposition Clarity: No use of colour to guide eyeflow Distraction: Page elements are misaligned Anxiety: No mention that credit card is not required for signup Clarity: Important features hidden in rotating content block Clarity: CTA area given low prominence Clarity: No CTA headline above the signup form Clarity: Form field is not autofocused Value Proposition: No mention of “free” in CTA Distraction: “learn more” link near signup form Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 21. Develop Test Hypotheses WEAKNESS STRENGTH Clarity - No headline to create a clear eyeflow Hypothesis: Adding a prominent headline will lift signups Clarity- No use of colour to guide eyeflow Hypothesis: Adding bold colour around CTA will lift signups Distraction - “learn more” link near signup form Hypothesis: Moving CTA away from other links will lift signups Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 22. Variation A: “Prominent CTA” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 23. Variation B: “Benefit Copy” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 24. Variation C: “Product Image” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 25. Which Home Page Won? A B Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com C
  • 26. Controlled Test Result 28% Signup Lift Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 27. That’s just the beginning... Three more dramatic test rounds on the home page so far. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 28. We didn’t stop there. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 29. Total conversion rate lift to date: 47.2% And the winning pages have pushed them past the 1 million user mark. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 30. Expensify knows how to focus They knew their core competency and hired experts where needed. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  • 31. Free Whitepaper Get a free 20-page whitepaper for how to build this strategy. Just email: iwant@widerfunnel.com Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com

×