Hidden Friction
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Hidden Friction

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View the full replay here: http://www.marketingexperiments.com/landing-page-optimization/hidden-friction.html

View the full replay here: http://www.marketingexperiments.com/landing-page-optimization/hidden-friction.html

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Hidden Friction Hidden Friction Presentation Transcript

  • 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 Chris Rochester Research Analyst #webclinic
  • 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
  • Identifying Friction Audience-submitted page Can you identify the? Friction on this page? #webclinic
  • Identifying Friction Audience-submitted page 2 1 Can you identify the ? Friction in this process? 3 #webclinic
  • 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
  • Experiment: Control Logo Control Community Name #webclinic
  • Experiment: Control Step 2 Community Name Logo Step 1 Community Name Phone Legal #webclinic
  • Experiment: Treatment Logo Community Name Treatment Community #webclinic
  • 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
  • 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
  • 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
  • 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
  • Experiment #2: Control Control Logo Company #webclinic
  • Experiment #2: Treatment Treatment Logo Company #webclinic
  • 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
  • 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
  • Were you able to identify the hidden Friction? Logo Company• Tone (city vs. destination)• Discordant colors• Distorted eye-path• Multimedia (mediocre image) #webclinic
  • The key heuristic for Friction F Key Principles FSC = LT + DT © Wherein: “FSC ” = Friction of sales conversion “LT” = Length “DT” = Difficulty #webclinic
  • 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
  • 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% IN CONVERSION #webclinic
  • HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this #webclinic
  • HIDDEN FRICTION #1 Distorted eye-path example Not this… …but this -53% IN CONVERSION 16% IN CONVERSION #webclinic
  • 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
  • HIDDEN FRICTION #2: DIVERGENT OBJECTIVES#webclinic
  • HIDDEN FRICTION #2 Divergent objectives example Not this… …but thisLOGO LOGO #webclinic
  • HIDDEN FRICTION #2 Divergent objectives example Not this… …but thisLOGO LOGO 78% IN CONVERSION #webclinic
  • HIDDEN FRICTION #2 Divergent objectives example Not this… …but this #webclinic
  • HIDDEN FRICTION #2 Divergent objectives example Not this… …but this 357% IN MONTHLY CLIENTS #webclinic
  • 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
  • HIDDEN FRICTION #3: DISSONANT TONE#webclinic
  • HIDDEN FRICTION #3 Dissonant tone example Not this… #webclinic
  • 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
  • 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
  • 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
  • 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 93% IN CONVERSION #webclinic
  • 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
  • HIDDEN FRICTION #5: DISCORDANT COLORS#webclinic
  • HIDDEN FRICTION #5 Discordant colors example Not this… Logo …but this Logo Company Company #webclinic
  • HIDDEN FRICTION #5 Discordant colors example Not this… Logo …but this Logo Company Company 20% IN CONVERSION #webclinic
  • HIDDEN FRICTION #5 Discordant colors Live OptimizationChannel:AdWordsTarget Audience:B2BPage Objective:Clickthrough to apage with moreinfo http://www.tsomobile.com/ #webclinic
  • HIDDEN FRICTION #6: DISORGANIZED CONTENT#webclinic
  • 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
  • HIDDEN FRICTION #6 Disorganized content example …but this Not this… #webclinic
  • HIDDEN FRICTION #6 Disorganized content example …but this Not this… 81% IN CONVERSION #webclinic
  • 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
  • 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
  • Tune in for our next Web clinic…#webclinic
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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