Conversion Optimization for More Leads, Sales and Revenue

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  • 1. Conversion Optimization for More Leads, Sales and Revenue Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgowardTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 2. The Conversion Optimization Agency What do we do? •  Conversion Rate Optimization Testing –  Planning, copywriting, design & coding •  Landing Page Optimization •  Web Analytics & Unbiased AdWords Audits Results •  Conversion rate lift of 10% to 750% for every multi-test clientTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 3. Let’s start with a little warm-up!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 4. The Goal More e-commerce sales Why? Paid search landing page Competitive keywords, high traffic costTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 5. Which Landing Page Won? A B vs.Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 6. Test Result 49.9% Sales LiftTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 7. Test Result Marketing Insight!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 8. Conversion Optimization Is Being Under-valuedTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 9. Are You Missing The Potential?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 10. Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 11. Conversion Optimization Works Average Conversion Rate Lift   Overall Average   43.3%   BtoB Average   76.8%   BtoC Average   38.8%   *WiderFunnel average results 2007-2011Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 12. Let’s Correct Some MisconceptionsTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 13. Myth: “Best Practices” Advice Gives “Best Results” IF YOU’RE NOT A PART OF THE SOLUTION, THERE’S GOOD MONEY TO BE MADE IN PROLONGING THE PROBLEM.Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 14. Myth: Green Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 15. Myth: Red Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 16. Myth: Orange Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 17. Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 18. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 19. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant ResultsTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 20. Truth: Pareto was (almost) Right “Spend 10% on Tools, 90% on People” - AvinashTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 21. Myth: You Don’t Need Controlled TestingConversion Rate [ [ Oops… Old Page New PageTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 22. Real Conversion Optimization Is…Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 23. Persuasion MarketingTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 24. Persuasion Marketing Experience DesignTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 25. Conversion Optimization Persuasion Marketing Scientific Experience Method DesignTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 26. How? Create Powerful HypothesesTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 27. These Frameworks are Working in All Industries Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 28. Knowing what to test: Using the LIFT Model™ Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 29. Cool! How can I do that?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 30. Optimize for Relevance No content for “How to make the perfect movie”!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 31. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 32. Don’t try to be too clever!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 33. Optimize for Clarity Clarity gave 17% conversion rate lift and 2400% ROITweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 34. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 35. Optimize for Anxiety Over-emphasis on security creates anxietyTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 36. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 37. Optimize for Distraction Oops. Overplayed the sexy card!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 38. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 39. Optimize for Urgency Urgency wording gave 26% booking sales liftTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 40. E-Commerce Product Page (Site-wide)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 41. About AllPopArt Original Art Your Photo Our Artists Customer Profile: •  Mainly women, 35-65, household income of $75,000+ •  Pet lovers, family orientedTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 42. Which Test Variation Won? A B CTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 43. 28% Higher Sales Which Test Variation Won? Conversion Rate & 42% Higher Revenue Per Visitor!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 44. What’s the value of a structured testing process?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 45. 200%Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 46. Truth: Structured Process Gives Best Results Structured Conversion Optimization Large Increase In Sales Process? 2xTweet eConsultancy Conversion Rate Optimization Report 2011Source: this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 47. Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 48. Special Announcement #1 ConversionSkills.com launched! •  Test your Conversion Skills •  View case studies •  Find out what really works Go to: ConversionSkills.comTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  • 49. Special Announcement #2 New Book! WiderFunnel’s Secrets Revealed Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com