Conversion Optimization for More            Leads, Sales and Revenue                        Plus, Two Special Announcement...
The Conversion Optimization Agency    What do we do?    •  Conversion Rate Optimization Testing        –  Planning, copywr...
Let’s start with a little warm-up!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel...
The Goal    More e-commerce sales    Why?    Paid search landing page    Competitive keywords, high traffic costTweet this...
Which Landing Page Won?                           A                               B                                       ...
Test Result                                                           49.9%                                               ...
Test Result                                                           Marketing                                           ...
Conversion Optimization          Is Being Under-valuedTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketin...
Are You Missing                  The Potential?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. ...
Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Conversion Optimization Works                    Average Conversion Rate Lift	                       Overall Average	     ...
Let’s Correct          Some MisconceptionsTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | wid...
Myth: “Best Practices” Advice Gives “Best Results”                                 IF YOU’RE NOT A PART OF THE SOLUTION,  ...
Myth: Green Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Myth: Red Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Myth: Orange Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | wide...
Controlled Test Result                    Marketing Insight!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Ma...
Myth: Multivariate Testing Gives Best Results      Weak Ideas                                           Brilliant ResultsT...
Truth: Pareto was (almost) Right          “Spend 10% on Tools,            90% on People”                                  ...
Myth: You Don’t Need Controlled TestingConversion Rate                              [                              [      ...
Real Conversion Optimization Is…Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Persuasion                                             MarketingTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunne...
Persuasion                                             Marketing                                                          ...
Conversion   Optimization                             Persuasion                                             Marketing    ...
How?            Create Powerful HypothesesTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | wid...
These Frameworks are Working in All Industries  Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanT...
Knowing what to test: Using the LIFT Model™                                                           Relevance           ...
Cool!                          How can I do that?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc...
Optimize for Relevance                                                           No content for “How to                   ...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Don’t try to                                                  be too clever!Tweet this: @chrisgoward #sessf #cro© 2007-201...
Optimize for Clarity           Clarity gave 17%           conversion rate lift           and 2400% ROITweet this: @chrisgo...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Optimize for Anxiety                                                           Over-emphasis on                           ...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Optimize for Distraction                                                           Oops. Overplayed                       ...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Optimize for Urgency                                                           Urgency wording gave                       ...
E-Commerce Product Page                             (Site-wide)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel...
About AllPopArt                                                           Original Art   Your Photo                       ...
Which Test Variation Won?                A                                      B   CTweet this: @chrisgoward #sessf #cro©...
28% Higher Sales    Which Test Variation Won?                                 Conversion Rate                             ...
What’s the value of a         structured testing process?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marke...
200%Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Truth: Structured Process Gives Best Results                                                 Structured                   ...
Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Special Announcement #1    ConversionSkills.com launched!          •  Test your Conversion Skills          •  View case st...
Special Announcement #2      New Book!      WiderFunnel’s      Secrets      Revealed      Sign up for a free chapter:     ...
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Conversion Optimization for More Leads, Sales and Revenue

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Transcript of "Conversion Optimization for More Leads, Sales and Revenue"

  1. 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. 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. 3. Let’s start with a little warm-up!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  4. 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. 5. Which Landing Page Won? A B vs.Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  6. 6. Test Result 49.9% Sales LiftTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  7. 7. Test Result Marketing Insight!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  8. 8. Conversion Optimization Is Being Under-valuedTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  9. 9. Are You Missing The Potential?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  10. 10. Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  11. 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. 12. Let’s Correct Some MisconceptionsTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  13. 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. 14. Myth: Green Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  15. 15. Myth: Red Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  16. 16. Myth: Orange Buttons Work BestTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  17. 17. Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  18. 18. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  19. 19. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant ResultsTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  20. 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. 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. 22. Real Conversion Optimization Is…Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  23. 23. Persuasion MarketingTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  24. 24. Persuasion Marketing Experience DesignTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  25. 25. Conversion Optimization Persuasion Marketing Scientific Experience Method DesignTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  26. 26. How? Create Powerful HypothesesTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  27. 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. 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. 29. Cool! How can I do that?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  30. 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. 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. 32. Don’t try to be too clever!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  33. 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. 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. 35. Optimize for Anxiety Over-emphasis on security creates anxietyTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  36. 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. 37. Optimize for Distraction Oops. Overplayed the sexy card!Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  38. 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. 39. Optimize for Urgency Urgency wording gave 26% booking sales liftTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  40. 40. E-Commerce Product Page (Site-wide)Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  41. 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. 42. Which Test Variation Won? A B CTweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  43. 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. 44. What’s the value of a structured testing process?Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  45. 45. 200%Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  46. 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. 47. Tweet this: @chrisgoward #sessf #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  48. 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. 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

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