263% Higher Conversion Rate:How reducing anxiety helped one company improveconversion rate three-fold     #webclinic
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Dr. Flint McGlaughlin   Jon Powell               Managing Director       Senior Manager,       ...
A Case Study#webclinic
Experiment: Background               Experiment ID: TP1594 – Landing Page Test 1               Record Location: MarketingE...
Experiment: Control         Logo                      • The original page forced prospects                        into an ...
Experiment: Treatment                                      Logo• First, we reduced the friction in  the process by reducin...
Experiment: Treatment                                            Logo• But more significantly, the  treatment page sought ...
Experiment: Side-by-side               Control            Treatment     Logo                  Logo                        ...
What We Covered Last Web Clinic                                  Cost                                  Force          Valu...
What We Covered Last Web Clinic                                  Value Proposition Heuristic                              ...
Experiment: Control vs. Treatment                     Logo               Logo                                             ...
Experiment #2: Results               262% Increase in lead rate               The new page’s lead rate increased by 262.3%...
What we discoveredF     Key Principles   1. Often, the greatest threat of an “ask” is not the effort (friction) it require...
The Greater Threat of Anxiety                            • Each of the forms fields                              represent...
The Greater Threat of Anxiety                            • The optimized instant quote                              proces...
What we discoveredF     Key Principles   1. Often, the greatest threat of an “ask” is not the effort (friction) it require...
Today’s Lack of Trust                    The post-modern consumer                     doesn’t trust us any more           ...
What we discoveredF     Key Principles   1. Often, the greatest threat of an “ask” is not the effort (friction) it require...
Today’s Focus       Today, we are going to walk through three ways to      overcorrect the anxiety in most conversion proc...
Three Ways to Overcorrect Anxiety#webclinic
Three Ways to Overcorrect Anxiety               Focus on Specific Causes of Concern    1          Overcorrecting anxiety s...
#1 – Overcorrecting Anxiety with Specificity1               Control     Logo                  Specific concerns about the ...
#1 – Overcorrecting Anxiety with Specificity1     Logo                            • First, new copy                       ...
#1 – Overcorrecting Anxiety with Specificity1                                    •   Emphasis on “Instant”                ...
#1 – Overcorrecting Anxiety with Specificity1  Specific Sources         Specific Corrections      1. Quality            1....
#1 – Overcorrecting Anxiety with Specificity1 Ease of use Product qualityCustomer satisfaction Cost justification  #webcli...
Three Ways to Overcorrect Anxiety               Meet Anxiety at the Precise Occurrence    2          Overcorrecting anxiet...
#2 – Overcorrecting Anxiety with Proximity2    Logo                                  • Often, the visitor will            ...
#2 – Overcorrecting Anxiety with Proximity2                                   • The optimized                             ...
#2 – Overcorrecting Anxiety with Proximity2                  Not this…                   But this…Credibilityindicators ne...
#2 – Overcorrecting Anxiety with Proximity2     Not this…                                     54%                         ...
#2 – Overcorrecting Anxiety with Proximity2               Not this…                   But this…                           ...
Three Ways to Overcorrect Anxiety               Suppress Anxiety with Extra Intensity    3          Overcoming anxiety req...
#3 – Overcorrecting Anxiety with Intensity3     By significantly reducing the required form fields and changing the feel o...
#3 – Overcorrecting Anxiety with Intensity3                                 • See how the comparison                    Co...
#3 – Overcorrecting Anxiety with Intensity3            Not this…                                              But this… • ...
#3 – Overcorrecting Anxiety with Intensity3                        Not this…                                              ...
#3 – Overcorrecting Anxiety with Intensity3      Not this…                                  But this…                  162...
SummaryF    Key Principles   1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but     ...
Live Optimization#webclinic
February 12-15, 2013 - Las VegasInteractive, How-to Training Sessions on email and       Proven Email Strategies, campaign...
Live Optimization                                    LOGMyCalls.com   Primary Objective: To   get people to request a   de...
Live Optimization               Zales Jewelry   Primary Objective: To   sell rings, introduce the   brand, and new user   ...
Live Optimization                   List Warehouse   Primary Objective: To   create leads   Primary Traffic: SEO,   AdWord...
Live Optimization                   Zutilla   Primary Objective: To   increase phone calls of   pet owners looking to   se...
Live Optimization                   Neurological Assoc.   Primary Objective: Call   or email to make an   appointment   Pr...
Live Optimization                    CT Busy   Primary Objective: To answer   (where/what/why), build   credibility, and g...
Live Optimization             Experian   Primary Objective:   Conversion to free 7-day   trial   Primary Traffic: Google, ...
Live Optimization            Spearhead   Primary Objective:   Subscription at the end   of slideshow   Primary Traffic: Pr...
Live Optimization                  Cleveland Clinic   Primary Objective: To   entice people to learn more   about our two ...
Live Optimization               Foundation Software   Primary Objective: Get   visitors to watch the demo   Primary Traffi...
END#webclinic
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  • 263% Higher Conversion

    1. 1. 263% Higher Conversion Rate:How reducing anxiety helped one company improveconversion rate three-fold #webclinic
    2. 2. Join the conversation on Twitter #webclinic #webclinic
    3. 3. Today’s team Dr. Flint McGlaughlin Jon Powell Managing Director Senior Manager, Research and Strategy Lauren Maki Research Analyst #webclinic
    4. 4. A Case Study#webclinic
    5. 5. Experiment: Background Experiment ID: TP1594 – Landing Page Test 1 Record Location: MarketingExperiments Research Library Research Partner: ProtectedResearch Notes: Background: A B2B company offering business VoIP telephone services Goal: To increase the amount of quote requests Primary Research Question: Which quote process will generate more total leads? Approach: A/B multifactor split test #webclinic
    6. 6. Experiment: Control Logo • The original page forced prospects into an unnecessary quote request process with many form fields (some of which asked for personal contact information). • This original process required visitors to be contacted by a representative. • Because of this, our analysts hypothesized that there was a significant potential to reduce the anxiety generated by this process. 6 #webclinic
    7. 7. Experiment: Treatment Logo• First, we reduced the friction in the process by reducing the time and effort involved in the quote process: 1. Required less fields to complete a quote 2. Instant quote provided upon completion of the form 7 #webclinic
    8. 8. Experiment: Treatment Logo• But more significantly, the treatment page sought to reduce the inherit anxiety of the current process by the following: 1. Changed the form from a traditional sales call form to an interactive quote tool 2. Emphasized anxiety reducing copy 3. Added 5 third-party credibility indicators 4. Added a comparison chart that addressed specific issues of concern 8 #webclinic
    9. 9. Experiment: Side-by-side Control Treatment Logo Logo 9 #webclinic
    10. 10. What We Covered Last Web Clinic Cost Force Value Force 10 #webclinic
    11. 11. What We Covered Last Web Clinic Value Proposition Heuristic P = (Cl ⁞ Cr) Nf = pVf - pCf Vf = (Ap/Ex) Cf = (Mt + Mn) Wherein: Nf = Net Force of the Value Proposition Cr = Credibility Vf = Gross Force Of the Value Ap = Appeal Cf = Gross Force of the Cost Ex = Exclusivity P = Perceived Mt = Material Cl = Clarity Mn = Mental #webclinic
    12. 12. Experiment: Control vs. Treatment Logo Logo Cost Force Value Force In this test, our analysts focused on reducing the cost force of the exchange sum. #webclinic
    13. 13. Experiment #2: Results 262% Increase in lead rate The new page’s lead rate increased by 262.3% Conversion Rate Relative Statistical Level Design (%) Difference of Confidence Original Page 2.4% - - Treatment 8.8% 262.3% 99%  What you needfor anxiety, the treatment was able to outperform the overcorrecting to understand: By minimizing friction and control by 262.3%. 13 #webclinic
    14. 14. What we discoveredF Key Principles 1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion than the friction. 1. Friction relates to resistance (even annoyance) 2. Anxiety relates to concern (even fear) #webclinic
    15. 15. The Greater Threat of Anxiety • Each of the forms fields represents a similar degree of effort (friction) involved in entering the information. • However, some of the form fields have the potential to produce more anxiety than others. 15 #webclinic
    16. 16. The Greater Threat of Anxiety • The optimized instant quote process not only reduces the commitment required, but it is less invasive and significantly reduces the anxiety of having a (sales) representative call you on the phone. 16 #webclinic
    17. 17. What we discoveredF Key Principles 1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion than the friction. 2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. #webclinic
    18. 18. Today’s Lack of Trust The post-modern consumer doesn’t trust us any more Sales Sales Sales #webclinic
    19. 19. What we discoveredF Key Principles 1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion than the friction. 2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 3. Therefore, the marketer must learn to anticipate and overcorrect potential causes of anxiety. #webclinic
    20. 20. Today’s Focus Today, we are going to walk through three ways to overcorrect the anxiety in most conversion processes. 20 #webclinic
    21. 21. Three Ways to Overcorrect Anxiety#webclinic
    22. 22. Three Ways to Overcorrect Anxiety Focus on Specific Causes of Concern 1 Overcorrecting anxiety starts with a corrective measure that addresses the precise source of customer anxiety. 22 #webclinic
    23. 23. #1 – Overcorrecting Anxiety with Specificity1 Control Logo Specific concerns about the product: • How much is this really going to cost? • Is this the lowest cost option? • Are there any contracts or hidden fees? • How does VoIP compare with traditional? • What is the phone quality? • Is this company reliable and reputable? Specific concerns about the process: • Why do I have to give up this information? • What are they going to do with all my information? • What happens when I click “Get Quote”? • Are they going to call me? • Is there a quicker option out there? 23 #webclinic
    24. 24. #1 – Overcorrecting Anxiety with Specificity1 Logo • First, new copy integrates anxiety reducing disclaimers dealing with the specific concerns about the product. 24 #webclinic
    25. 25. #1 – Overcorrecting Anxiety with Specificity1 • Emphasis on “Instant” addresses specific concerns about the process. • Comparison chart addresses concerns about fees, mobile integration and voice quality. • Third-party credibility indicators address concerns about security and reliability. • Logos imply reliability. 25 #webclinic
    26. 26. #1 – Overcorrecting Anxiety with Specificity1 Specific Sources Specific Corrections 1. Quality 1. Satisfaction Guarantee 2. Reliability 2. Testimonials 3. Security 3. Third-party Seals 4. Price 4. Low-price Guarantee #webclinic
    27. 27. #1 – Overcorrecting Anxiety with Specificity1 Ease of use Product qualityCustomer satisfaction Cost justification #webclinic
    28. 28. Three Ways to Overcorrect Anxiety Meet Anxiety at the Precise Occurrence 2 Overcorrecting anxiety involves placing corrective measures such that they are experienced at the same time as, or as soon after, the moment that the anxiety is stimulated. 28 #webclinic
    29. 29. #2 – Overcorrecting Anxiety with Proximity2 Logo • Often, the visitor will experience the most anxiety in the moment in which you ask them to take an action. No Anxiety • On this page, that Reduction moment is near the call-to-action, yet there is nothing nearby relieving No Anxiety anxiety. Reduction 29 #webclinic
    30. 30. #2 – Overcorrecting Anxiety with Proximity2 • The optimized version integrates anxiety correctives close to the main causes of concern. 30 #webclinic
    31. 31. #2 – Overcorrecting Anxiety with Proximity2 Not this… But this…Credibilityindicators nearCTA but distantfrom form. 87% IN CONVERSION Credibility indicators moved near both form and CTA. 31 #webclinic
    32. 32. #2 – Overcorrecting Anxiety with Proximity2 Not this… 54% IN CONVERSION But this… 32 #webclinic
    33. 33. #2 – Overcorrecting Anxiety with Proximity2 Not this… But this… 36% IN CONVERSION 33 #webclinic
    34. 34. Three Ways to Overcorrect Anxiety Suppress Anxiety with Extra Intensity 3 Overcoming anxiety requires an intensity level that must address the extra level of irrational concern stimulated by the amplifying affect of fear-borne anxiety. 34 #webclinic
    35. 35. #3 – Overcorrecting Anxiety with Intensity3 By significantly reducing the required form fields and changing the feel of the form (from traditional lead format to a interactive tool format), we addressed the irrational anxiety associated with filling out forms. #webclinic
    36. 36. #3 – Overcorrecting Anxiety with Intensity3 • See how the comparison Company chart overcompensates for the concern. • Notice the intensity of the language: “Zero set-up fees,” “Instant activation,” “Easily … from anywhere,” “Integrates seamlessly,” “As many as you want” • Plus, there are even more if the visitor needs them. #webclinic
    37. 37. #3 – Overcorrecting Anxiety with Intensity3 Not this… But this… • Legitimate question: Why do you need my credit card information for a free trial? • Corrective measure addresses not only the “substance” of the legitimate concern, but overcorrects by reassuring that “You will never be charged during …” 37 #webclinic
    38. 38. #3 – Overcorrecting Anxiety with Intensity3 Not this… This pop-up appears inside of an online CMS, offering more options with an upgrade.However, customerswere concerned that 112% IN CONVERSIONif they upgraded,they would lose theircurrent work in the But this…process… 38 #webclinic
    39. 39. #3 – Overcorrecting Anxiety with Intensity3 Not this… But this… 162% IN CONVERSION 39 #webclinic
    40. 40. SummaryF Key Principles 1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion than the friction. 2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. 3. Therefore, the marketer must learn to anticipate and overcorrect potential causes of anxiety by utilizing three tactics: 1 1. Specificity 2. 2 Proximity 3. 3 Intensity 40 #webclinic
    41. 41. Live Optimization#webclinic
    42. 42. February 12-15, 2013 - Las VegasInteractive, How-to Training Sessions on email and Proven Email Strategies, campaigns and tactics yousocial media integration, mobile, list growth tactics, can immediately apply to get more done with fewerrelevancy, deliverability and measurement. people, less time and more limited budgets.Latest 2013 MarketingSherpa Email Research and Interaction with Colleagues sharing successfulBenchmark Data on spending, tactics, conversion campaigns and tactics to inspire and hone yourrates, budgets and more. marketing skills.Interactive Panel Discussions with subject matter Become a Certified Professional by taking a pre- andexperts on optimizing your email program, increasing post-Summit workshops taught by email experts, whoROI, creating relevant contagious content, and more. provide a proven methodology with step-by-step tactics on how to maximize your email results.Extended Face-to-Face Networking Opportunitieswith seasoned professionals, trainers and peers overmeals, breaks and receptions. 42 #webclinic
    43. 43. Live Optimization LOGMyCalls.com Primary Objective: To get people to request a demo Primary Traffic: SEO, call tracking, call tracking numbers Primary Audience: Marketers who want to measure and improve their lead quality and phone conversion rates Page URL: http://bit.ly/MJ8UO0 1 #webclinic
    44. 44. Live Optimization Zales Jewelry Primary Objective: To sell rings, introduce the brand, and new user acquisition Primary Traffic: SEO, AdWords - promise rings, diamond promise rings Primary Audience: Men 16 + Page URL: http://bit.ly/MJaGyx 1 #webclinic
    45. 45. Live Optimization List Warehouse Primary Objective: To create leads Primary Traffic: SEO, AdWords - email list provider, list broker, opt- in email, email marketing, direct marketing lists Primary Audience: Marketers looking for opt-in email lists Page URL: http://bit.ly/PSv29J 1 #webclinic
    46. 46. Live Optimization Zutilla Primary Objective: To increase phone calls of pet owners looking to set an appointment Primary Traffic: SEO - Mobile veterinary, services Mobile vet Atlanta, Mobile vet clinic Primary Audience: Pet owners in Atlanta looking for in-home pet care service from a local veterinarian Page URL: http://bit.ly/GZ2H9Q 1 #webclinic
    47. 47. Live Optimization Neurological Assoc. Primary Objective: Call or email to make an appointment Primary Traffic: Organic and Social Media Primary Audience: Prospective patients suffering from chronic pain and other neurological conditions Page URL: http://bit.ly/Pb5zEm 1 #webclinic
    48. 48. Live Optimization CT Busy Primary Objective: To answer (where/what/why), build credibility, and get a click on CTA button at bottom of page Primary Traffic: AdWords PPC Keywords: Business Website, Get Business Website, Business Website Marketing Primary Audience: Prospective patients suffering from chronic pain and other neurological conditions Page URL: http://bit.ly/PCvnvN 1 #webclinic
    49. 49. Live Optimization Experian Primary Objective: Conversion to free 7-day trial Primary Traffic: Google, Yahoo!, MSN.com Primary Audience: Consumers aged 18-80 Page URL: http://bit.ly/9QZeMG 1 #webclinic
    50. 50. Live Optimization Spearhead Primary Objective: Subscription at the end of slideshow Primary Traffic: Press releases and dripmarketing Primary Audience: Marketing directors Page URL: http://bit.ly/O2cfr9 1 #webclinic
    51. 51. Live Optimization Cleveland Clinic Primary Objective: To entice people to learn more about our two executive education programs Primary Traffic: Direct mail, Email blasts, SEO healthcare executive education, programs, courses and training Primary Audience: Healthcare executives Page URL: http://bit.ly/O2cfr9 1 #webclinic
    52. 52. Live Optimization Foundation Software Primary Objective: Get visitors to watch the demo Primary Traffic: SEO and Organic; Foundation Software, construction accounting software, construction accounting, construction software, job costing Primary Audience: Mid- to large-sized contractors Page URL: http://bit.ly/61chVd 1 #webclinic
    53. 53. END#webclinic
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