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Join the conversation on Twitter               #webclinic  #webclinic
Hidden Friction:The 6 silent killers of conversion
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Dr. Flint McGlaughlin   Taylor Kennedy               Managing Director       Research Manager  ...
Marketers can easily identify Friction                                 Top 5 impactful page elements*  Friction is the mos...
Identifying Friction                                Audience-submitted page       Can you identify the?      Friction on t...
Identifying Friction       Audience-submitted page                                         2                              ...
Experiment: Background and design            Experiment ID: (protected)            Location: MarketingExperiments Researc...
Experiment: Control Logo                    Control        Community Name  #webclinic
Experiment: Control                           Step 2                             Community Name Logo               Step 1 ...
Experiment: Treatment Logo        Community Name               Treatment                         Community  #webclinic
Experiment: Side-by-side                 Control                                    Treatment                             ...
Experiment: Results                  166% increase in lead rate                  The new form design improved the lead gen...
What we need to know about Friction F      Key Principles      1. Friction does not occur on a page, it occurs in the mind...
Experiment #2: Background and design            Experiment ID: (protected)            Location: MarketingExperiments Rese...
Experiment #2: Control                         Control                                             Logo                   ...
Experiment #2: Treatment                           Treatment               Logo                 Company  #webclinic
Experiment #2: Side-by-side               Control                                   Logo                           Treatme...
Experiment #2: Results                    19.6% increase in lead rate                    The new page design improved the ...
Were you able to identify the hidden Friction?                                                Logo                        ...
The key heuristic for Friction F        Key Principles                             FSC = LT + DT      ©               Wher...
The key heuristic for Friction F        Key Principles                           FSC = LT + DT   ©  Today, we are going to...
HIDDEN FRICTION #1:  DISTORTED EYE-PATH#webclinic
HIDDEN FRICTION #1 Distorted eye-path example               Not this…      …but this  #webclinic
HIDDEN FRICTION #1 Distorted eye-path example               Not this…      …but this                                   47%...
HIDDEN FRICTION #1 Distorted eye-path example               Not this…      …but this  #webclinic
HIDDEN FRICTION #1 Distorted eye-path example               Not this…        …but this                -53%                ...
HIDDEN FRICTION #1 Distorted eye-path live optimizationTarget Audience:Consumers interested inchecking accountsPage Object...
HIDDEN FRICTION #2:  DIVERGENT OBJECTIVES#webclinic
HIDDEN FRICTION #2  Divergent objectives example                Not this…               …but thisLOGO                     ...
HIDDEN FRICTION #2  Divergent objectives example                Not this…               …but thisLOGO                     ...
HIDDEN FRICTION #2 Divergent objectives example               Not this…        …but this  #webclinic
HIDDEN FRICTION #2 Divergent objectives example               Not this…        …but this                                 3...
HIDDEN FRICTION #2 Divergent objectives Live OptimizationChannel:Organic search, ads withURL and banner adsTarget Audience...
HIDDEN FRICTION #3:  DISSONANT TONE#webclinic
HIDDEN FRICTION #3 Dissonant tone example                          Not this…  #webclinic
HIDDEN FRICTION #3 Dissonant tone example                                             …but this                          D...
HIDDEN FRICTION #3 Dissonant tone example                                             …but this                          D...
HIDDEN FRICTION #3 Dissonant tone Live Optimization                                    Channel:                           ...
HIDDEN FRICTION #4:  DISTRACTING MULTIMEDIA#webclinic
HIDDEN FRICTION #4 Distracting multimedia example          Not this…               …but this  #webclinic
HIDDEN FRICTION #4 Distracting multimedia example          Not this…               …but this                              ...
HIDDEN FRICTION #4  Distracting multimedia Live Optimization                 Flash BannerChannel:Search marketing in Googl...
HIDDEN FRICTION #5:  DISCORDANT COLORS#webclinic
HIDDEN FRICTION #5 Discordant colors example               Not this…                                     Logo             ...
HIDDEN FRICTION #5 Discordant colors example               Not this…                                     Logo             ...
HIDDEN FRICTION #5   Discordant colors Live OptimizationChannel:AdWordsTarget Audience:B2BPage Objective:Clickthrough to a...
HIDDEN FRICTION #6:  DISORGANIZED CONTENT#webclinic
HIDDEN FRICTION #6     Disorganized content example                                       …but this                       ...
HIDDEN FRICTION #6 Disorganized content example                                …but this               Not this…  #webclinic
HIDDEN FRICTION #6 Disorganized content example                                …but this               Not this…          ...
HIDDEN FRICTION #6   Disorganized content Live OptimizationChannel:PPC, directTarget Audience:iPad ownersPage Objective:Cl...
Summary: Putting it all together F      Key Principles      1. Friction does not occur on a page, it occurs in the mind of...
Tune in for our next Web clinic…#webclinic
Experiment: Background          Experiment ID: NAS Content Approach           Location: MarketingExperiments Research Lib...
Experiment: TreatmentsTreatment Design:                                               T1: Back Pain Resources•    Template...
Experiment: TreatmentsTreatment Design:                                                T2: Treatment Options•    Template ...
Experiment: TreatmentsTreatment Design:                                               T3: Causes and Solutions•    Templat...
Experiment: TreatmentsTreatment Design:                                               T4: Recognize Symptoms•    Template ...
Experiment: Side-by-side         T1: Back Pain Resources                T2: Treatment Options  [Condition] Sufferer?      ...
Experiment: Results         See the results in our next Web clinic…         Wednesday, March 28, 2012         4:00 – 5:00p...
MECLABS Research Partnership OpportunitiesMECLABS conducts rigorous experiments in the new science of optimization.We appl...
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Hidden Friction

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Transcript of "Hidden Friction"

  1. 1. Join the conversation on Twitter #webclinic #webclinic
  2. 2. Hidden Friction:The 6 silent killers of conversion
  3. 3. Join the conversation on Twitter #webclinic #webclinic
  4. 4. Today’s team Dr. Flint McGlaughlin Taylor Kennedy Managing Director Research Manager Chris Rochester Research Analyst #webclinic
  5. 5. Marketers can easily identify Friction Top 5 impactful page elements* Friction is the most common element that marketers optimize on their landing pages *From the MarketingSherpa 2011 Landing Page Optimization Benchmark Report: • MECLABS.com/LPOExcerpt #webclinic
  6. 6. Identifying Friction Audience-submitted page Can you identify the? Friction on this page? #webclinic
  7. 7. Identifying Friction Audience-submitted page 2 1 Can you identify the ? Friction in this process? 3 #webclinic
  8. 8. Experiment: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1546Research Notes: Background: A luxury home builder seeking to sell homes to families with a higher-than-average income level. Goal: To increase the number of leads Primary Research Question: Which treatment will generate the highest lead rate? Approach: A/B multifactor split test #webclinic
  9. 9. Experiment: Control Logo Control Community Name #webclinic
  10. 10. Experiment: Control Step 2 Community Name Logo Step 1 Community Name Phone Legal #webclinic
  11. 11. Experiment: Treatment Logo Community Name Treatment Community #webclinic
  12. 12. Experiment: Side-by-side Control Treatment Community Community Common Instances of Friction Reduced: 1. A step in the conversion process 2. A form field (comments or questions) #webclinic
  13. 13. Experiment: Results 166% increase in lead rate The new form design improved the lead generation rate by 166% CR Relative Difference Statistical Confidence Control 0.9% - - Treatment 2.3% 166.5% 99.4%  What Youthe number of steps and fields, the treatmentthrough reducing Need to Understand: By minimizing Friction outperformed the control by 166%. #webclinic
  14. 14. What we need to know about Friction F Key Principles 1. Friction does not occur on a page, it occurs in the mind of the prospect. 2. Friction is more complex than simple issues of page length, form amount, or number of steps. 3. Most Friction goes undetected by marketers #webclinic
  15. 15. Experiment #2: Background and design Experiment ID: (protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1297Research Notes: Background: A survey company seeking consumer opinions in exchange for a chance to win a trip to an exotic location. Goal: To increase the number of applications Primary Research Question: Which destination page will result in higher conversions to panelist sign-up? Approach: A/B multifactor split test #webclinic
  16. 16. Experiment #2: Control Control Logo Company #webclinic
  17. 17. Experiment #2: Treatment Treatment Logo Company #webclinic
  18. 18. Experiment #2: Side-by-side Control Logo Treatment Company Logo Company Though we did not reduce the number of form fields or steps in the process or length of the page, the treatment significantly reduces Friction. #webclinic
  19. 19. Experiment #2: Results 19.6% increase in lead rate The new page design improved the lead generation rate by 19.67% CR Relative Difference Statistical Confidence Control 26.54% - - Treatment 31.76% 19.67% 95%  What You Needpage, the treatmentminimizing hidden difficultyby Friction on the to Understand: By out-performed the control 19.67%. #webclinic
  20. 20. Were you able to identify the hidden Friction? Logo Company• Tone (city vs. destination)• Discordant colors• Distorted eye-path• Multimedia (mediocre image) #webclinic
  21. 21. The key heuristic for Friction F Key Principles FSC = LT + DT © Wherein: “FSC ” = Friction of sales conversion “LT” = Length “DT” = Difficulty #webclinic
  22. 22. The key heuristic for Friction F Key Principles FSC = LT + DT © Today, we are going to walk through the six most pervasive forms of difficulty-oriented Friction (Hidden Friction). #webclinic
  23. 23. HIDDEN FRICTION #1: DISTORTED EYE-PATH#webclinic
  24. 24. HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this #webclinic
  25. 25. HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this 47% IN CONVERSION #webclinic
  26. 26. HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this #webclinic
  27. 27. HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this -53% IN CONVERSION 16% IN CONVERSION #webclinic
  28. 28. HIDDEN FRICTION #1 Distorted eye-path live optimizationTarget Audience:Consumers interested inchecking accountsPage Objective:Clickthrough to a pagewith more info www.susquehanna.net/compare #webclinic
  29. 29. HIDDEN FRICTION #2: DIVERGENT OBJECTIVES#webclinic
  30. 30. HIDDEN FRICTION #2 Divergent objectives example Not this… …but thisLOGO LOGO #webclinic
  31. 31. HIDDEN FRICTION #2 Divergent objectives example Not this… …but thisLOGO LOGO 78% IN CONVERSION #webclinic
  32. 32. HIDDEN FRICTION #2 Divergent objectives example Not this… …but this #webclinic
  33. 33. HIDDEN FRICTION #2 Divergent objectives example Not this… …but this 357% IN MONTHLY CLIENTS #webclinic
  34. 34. HIDDEN FRICTION #2 Divergent objectives Live OptimizationChannel:Organic search, ads withURL and banner adsTarget Audience: CTAsAutomotive industry -OEM, dealers, autolenders, interested indata and informationPage Objective:Clickthrough to a pagewith more info www.experian.com/automotive #webclinic
  35. 35. HIDDEN FRICTION #3: DISSONANT TONE#webclinic
  36. 36. HIDDEN FRICTION #3 Dissonant tone example Not this… #webclinic
  37. 37. HIDDEN FRICTION #3 Dissonant tone example …but this Dear Reader, The Electronic Edition is an exact digital replica of the printed paper. It’s not a website, but a digital reproduction of the New York Times – The only newspaper in America to win over 90 Pulitzer Prizes. Every article, color photograph and advertisement is automatically delivered to your computer. And once it’s on your computer you can read it offline, anytime, anywhere. Past issues can be stored and you can search and navigate though the paper with the same ease as a website. And The Electronic Edition can dramatically improve your productivity. #webclinic
  38. 38. HIDDEN FRICTION #3 Dissonant tone example …but this Dear Reader, The Electronic Edition is an exact digital replica of the printed paper. It’s not a website, but a digital reproduction of the New York Times – The only newspaper in America to win over 90 Pulitzer Prizes. Every article, color photograph and advertisement is automatically delivered to your computer. And once it’s on your computer you can read it offline, anytime, anywhere. Past issues can be stored and you can search and navigate though the paper with the same 88% ease as a website. And The Electronic Edition can dramatically improve your productivity. IN CONVERSION #webclinic
  39. 39. HIDDEN FRICTION #3 Dissonant tone Live Optimization Channel: AdWords >> Homepage >> G Sedan landing page Target Audience: Luxury car buyers Page Objective: Clickthrough to a page with more http://bit.ly/GSedan info #webclinic
  40. 40. HIDDEN FRICTION #4: DISTRACTING MULTIMEDIA#webclinic
  41. 41. HIDDEN FRICTION #4 Distracting multimedia example Not this… …but this #webclinic
  42. 42. HIDDEN FRICTION #4 Distracting multimedia example Not this… …but this 93% IN CONVERSION #webclinic
  43. 43. HIDDEN FRICTION #4 Distracting multimedia Live Optimization Flash BannerChannel:Search marketing in GoogleTarget Audience:Accredited real estate investors inCanadaPage Objective:Download a piece of content http://www.ptrust.ca/ #webclinic
  44. 44. HIDDEN FRICTION #5: DISCORDANT COLORS#webclinic
  45. 45. HIDDEN FRICTION #5 Discordant colors example Not this… Logo …but this Logo Company Company #webclinic
  46. 46. HIDDEN FRICTION #5 Discordant colors example Not this… Logo …but this Logo Company Company 20% IN CONVERSION #webclinic
  47. 47. HIDDEN FRICTION #5 Discordant colors Live OptimizationChannel:AdWordsTarget Audience:B2BPage Objective:Clickthrough to apage with moreinfo http://www.tsomobile.com/ #webclinic
  48. 48. HIDDEN FRICTION #6: DISORGANIZED CONTENT#webclinic
  49. 49. HIDDEN FRICTION #6 Disorganized content example …but this Not this… Classified and organized into different types of barstools. (e.g., metal, wood, upholstered, etc.)150+ products,uncategorized, listed ona single page #webclinic
  50. 50. HIDDEN FRICTION #6 Disorganized content example …but this Not this… #webclinic
  51. 51. HIDDEN FRICTION #6 Disorganized content example …but this Not this… 81% IN CONVERSION #webclinic
  52. 52. HIDDEN FRICTION #6 Disorganized content Live OptimizationChannel:PPC, directTarget Audience:iPad ownersPage Objective:Click “add to cart” andbuy. http://www.zagg.com/accessories/zaggfolio-ipad-2-keyboard-case #webclinic
  53. 53. Summary: Putting it all together F Key Principles 1. Friction does not occur on a page, it occurs in the mind of the prospect. 2. Friction is more complex than simple issues of page length, form amount, or number of steps. 3. Most Friction goes undetected by marketers: • DISTORTED EYE-PATH • DISTRACTING MULTIMEDIA • DIVERGENT OBJECTIVES • DISCORDANT COLORS • DISSONANT TONE • DISORGANIZED CONTENT #webclinic
  54. 54. Tune in for our next Web clinic…#webclinic
  55. 55. Experiment: Background Experiment ID: NAS Content Approach Location: MarketingExperiments Research Library Test Protocol Number: TP4067Research Notes: Background: North American Spine is a medical provider specializing in treating chronic back pain. They are the sole providers of a minimally invasive, innovative pain management procedure. Goal: To determine which content approach is most appealing to visitors making condition-based searches Primary Research Question: Which content approach will achieve a higher click-through rate? Approach: A/B multifactor split test 55 #webclinic
  56. 56. Experiment: TreatmentsTreatment Design: T1: Back Pain Resources• Template test in 6 condition- [Condition] Sufferer? based ad groups Free access to back pain resources• Headline specific to ad group from the experts in spine health. NorthAmericanSpine.com/[condition]• Variable is description line one • Value is the content approach #webclinic
  57. 57. Experiment: TreatmentsTreatment Design: T2: Treatment Options• Template test in 6 condition- [Condition] Sufferer? based ad groups Compare available treatments,• Headline specific to ad group from the experts in spine health. NorthAmericanSpine.com/[condition]• Variable is description line one • Value is the content approach #webclinic
  58. 58. Experiment: TreatmentsTreatment Design: T3: Causes and Solutions• Template test in 6 condition- [Condition] Sufferer? based ad groups Learn about the causes & solutions,• Headline specific to ad group from the experts in spine health. NorthAmericanSpine.com/[condition]• Variable is description line one • Value is the content approach #webclinic
  59. 59. Experiment: TreatmentsTreatment Design: T4: Recognize Symptoms• Template test in 6 condition- [Condition] Sufferer? based ad groups How to recognize the symptoms,• Headline specific to ad group from the experts in spine health. NorthAmericanSpine.com/[condition]• Variable is description line one • Value is the content approach #webclinic
  60. 60. Experiment: Side-by-side T1: Back Pain Resources T2: Treatment Options [Condition] Sufferer? [Condition] Sufferer? Free access to back pain resources Compare available treatments, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition] T3: Causes and Solutions T4: Recognize Symptoms [Condition] Sufferer? [Condition] Sufferer? Learn about the causes & solutions, How to recognize the symptoms, from the experts in spine health. from the experts in spine health. NorthAmericanSpine.com/[condition] NorthAmericanSpine.com/[condition] #webclinic
  61. 61. Experiment: Results See the results in our next Web clinic… Wednesday, March 28, 2012 4:00 – 5:00pm EDT Learn more here: MarketingExperiments.com/CustomerTheory #webclinic
  62. 62. MECLABS Research Partnership OpportunitiesMECLABS conducts rigorous experiments in the new science of optimization.We apply our discoveries to help leaders optimize the financial performanceof their sales and marketing programs. Learn more about how you may be a fit for a MECLABS research partnership: • Select Research Partnership x Opportunities on the post- webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 #webclinic
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