How to get the Best
Conversion Optimization Results
AZIMA | January 16, 2014

Chris Goward
Founder & CEO
WiderFunnel

@chr...
We partner with our clients to dramatically
lift their profit with marketing optimization
• 

Strategy, design, copywritin...
Q. How satisfied are you with your conversion rate?
45%$

Quite$Dissa1sfied$

40%$
35%$
30%$
25%$
20%$

Very$Dissa1sfied$

41...
Q. Has your conversion rate improved?
Yes#

80%#

75%#

30%

70%#

65%#

60%#

70%

55%#
2010$

Conversion
Rate
Improvem
e...
Top Priorities for Digital Marketers
40%

35%

Conversion Optimization
Content Marketing

30%

25%
2012
Tweet this: @chris...
Conversion Optimization Works!
Okay... prove it.

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Ma...
Conversion Optimization Works!
Average Conversion Rate Lift
Ecommerce

23.1%

Lead Gen

49.0%

*WiderFunnel average result...
Background

•  Great video content
•  Millions of daily outbound emails
•  Had hit an optimization plateau

The Goal

More...
Which Test Challenger Won?
A

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | wider...
Controlled Test Result

5%

Conversion Rate Lift

%
41

Revenue/Visitor Lift
Tweet this: @chrisgoward @joinAZIMA #awesome
...
Which NEW Test Challenger Won?
A

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | w...
Controlled Test Result

7%

Conversion Rate Lift
Full case study here:
http://j.mp/WineExpress-CMW
Tweet this: @chrisgowar...
Learn About Your Target Audience
Audiences are not one-size-fits-all

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007...
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Rotating messages
are a Distraction
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. |...
Digital Marketing
“Best Practices” are Dead
...until you test them.

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-...
Over-emphasis on
security creates Anxiety

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing...
Does this
create trust?

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunne...
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Your website needs help
Yes, I’m looking at you...

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel ...
But, you don’t need a website redesign!
Epic redesigns are risky

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-201...
Under-achievement
The best
websites

Yours

5 year gaps
between redesigns

Tweet this: @chrisgoward @joinAZIMA #awesome

©...
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Continuous
website
improvement!

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | wi...
How to Win?
A continuous A/B testing system

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketi...
“Almost everything that
distinguishes the modern
world from earlier centuries is
attributable to science.”
—Bertrand Russe...
But . . .
How you test is critical

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. |...
200

%

That’s what a structured
testing process is worth.

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 Wide...
Large Increase In Sales

Q. Does your organization have a structured approach to improving conversion rates?

2x

No
Sourc...
The Structured & Agile System

PIE Framework

Opportunities
Page 1

LIFT
FunEx
LIFT

Page 2

Kaizen Plan

Page 3

As Neede...
Start with Goals
...or you’ll just go the wrong way faster

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 Wide...
The Goals
Waterfall

Business
Goals
Marketing
Goals

Conversion
Optimization
Goals
Tweet this: @chrisgoward @joinAZIMA #aw...
?
?

?
?

?
?
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
...
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
“The most serious mistakes are not being
made as a result of wrong answers.
The truly dangerous thing is asking the
wrong ...
The LIFT Model™
Relevance

Clarity

Urgency
Anxiety
(Note: For @chrisgoward @joinAZIMA #awesome
Tweet this:more, google “W...
Distraction: Treatment & copy of top banner is
disjointed and complex
Clarity: “Ready to get started” not clickable
connec...
Click Heatmap Analysis

Clicks on non-clickable area

Clicks dispersed
over course lists
Competing CTAs

No interest in bo...
15.7%

Conversion Rate Lift

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerf...
Click Heatmap Analysis for Winning Page
Beautiful, focused eyeflow!

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2...
Imagine getting results like this
every month.. or every week!
It’s possible.

Tweet this: @chrisgoward @joinAZIMA #awesom...
Be Smart & Agile

Conversion Rate

2.9
2.4
1.9
1.4
0.9

0

2

4

Agile Tool

6

8

Smart Strategy

Tweet this: @chrisgowar...
Be Smart & Agile

Conversion Rate

2.9
2.4
1.9

Lift

1.4
0.9

Speed
0

2

4

Agile Tool

6

8

Smart Strategy

Tweet this...
There Are No Losing Tests!

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfu...
Yes, most of our tests are winners...

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc...
Winning Tests

89%

90%

Winning
Tests in
2012!

80%
70%
60%
50%
40%
30%
20%
10%
0%
Internal Teams

Other Agency

Tweet th...
But, what about the “other” tests?

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. |...
I

NC
CO
N

E!
IV
US
L

Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel...
Gain Marketing Insights from under-performers

Analyze to hypothesize for “Why”!
Tweet this: @chrisgoward @joinAZIMA #awes...
The next test after the inconclusive…

Shazam!
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marke...
Gain Marketing Insights from under-performers

Analyze to gain marketing insights!
Tweet this: @chrisgoward @joinAZIMA #aw...
The next test after the inconclusive…

Booyah!
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marke...
Free Whitepaper

Get a free 20-page whitepaper
for how to build this strategy.
Just email:

iwant@widerfunnel.com

Tweet t...
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Chris Goward at AZIMA January 2014

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More than 75 guests attended the Arizona Interactive Marketing Association (AZIMA) event, “Learn How to Execute a Conversion Optimization Strategy That Drives Dramatically More Profit,” on Jan. 16 at the Hilton Scottsdale Resort & Villas. Chris Goward, founder and president of Wider Funnel Marketing Optimization, gave the audience a sobering glimpse into the reality that when it comes to website design and functionality, “most best practices don’t work because they have not been tested.”

http://joinazima.org/events/past-events
For more about AZIMA: http://joinazima.org/about/missionwhat%20is

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Chris Goward at AZIMA January 2014

  1. 1. How to get the Best Conversion Optimization Results AZIMA | January 16, 2014 Chris Goward Founder & CEO WiderFunnel @chrisgoward Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  2. 2. We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing •  Every System client has 400% to 1500% ROI Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  3. 3. Q. How satisfied are you with your conversion rate? 45%$ Quite$Dissa1sfied$ 40%$ 35%$ 30%$ 25%$ 20%$ Very$Dissa1sfied$ 41% 36% ion Rate Convers Slide Content action Dissatisf Growing is 15%$ 10%$ 2010$ 2011$ Tweet this: @chrisgoward @joinAZIMA #awesome Source: eConsultancy Conversion Marketing Inc. Report 2012 © 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog 2012$
  4. 4. Q. Has your conversion rate improved? Yes# 80%# 75%# 30% 70%# 65%# 60%# 70% 55%# 2010$ Conversion Rate Improvem ent is Getting H arder 2011$ Tweet this: @chrisgoward @joinAZIMA #awesome Source: eConsultancy Conversion Marketing Inc. Report 2012 © 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog No# 35% 65% 2012$
  5. 5. Top Priorities for Digital Marketers 40% 35% Conversion Optimization Content Marketing 30% 25% 2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing1Inc. | widerfunnel.com/blog Source: eMarketer, Content Vaults to No. Marketing Priority for 2013 Social Media Brand/Viral 2013
  6. 6. Conversion Optimization Works! Okay... prove it. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  7. 7. Conversion Optimization Works! Average Conversion Rate Lift Ecommerce 23.1% Lead Gen 49.0% *WiderFunnel average results 2007-2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  8. 8. Background •  Great video content •  Millions of daily outbound emails •  Had hit an optimization plateau The Goal More e-commerce revenue Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  9. 9. Which Test Challenger Won? A Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog B
  10. 10. Controlled Test Result 5% Conversion Rate Lift % 41 Revenue/Visitor Lift Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  11. 11. Which NEW Test Challenger Won? A Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog B
  12. 12. Controlled Test Result 7% Conversion Rate Lift Full case study here: http://j.mp/WineExpress-CMW Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  13. 13. Learn About Your Target Audience Audiences are not one-size-fits-all Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  14. 14. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  15. 15. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  16. 16. Rotating messages are a Distraction Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  17. 17. Digital Marketing “Best Practices” are Dead ...until you test them. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  18. 18. Over-emphasis on security creates Anxiety Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  19. 19. Does this create trust? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  20. 20. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  21. 21. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  22. 22. Your website needs help Yes, I’m looking at you... Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  23. 23. But, you don’t need a website redesign! Epic redesigns are risky Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  24. 24. Under-achievement The best websites Yours 5 year gaps between redesigns Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  25. 25. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  26. 26. Continuous website improvement! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  27. 27. How to Win? A continuous A/B testing system Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  28. 28. “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  29. 29. But . . . How you test is critical Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  30. 30. 200 % That’s what a structured testing process is worth. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  31. 31. Large Increase In Sales Q. Does your organization have a structured approach to improving conversion rates? 2x No Source: eConsultancy Conversion Rate Optimization Report 2012 Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Yes
  32. 32. The Structured & Agile System PIE Framework Opportunities Page 1 LIFT FunEx LIFT Page 2 Kaizen Plan Page 3 As Needed: Analytics Audit Page 5, etc. LIFT Page 4 AdWords Audit Discovery Voice of Customer In-Page Analytics Phase 1 Conversion Optimization Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog FunEx LIFT 2.1 Isolation 2.2 Isolation 2.3 Cluster 1.1 Cluster 1.2 Isolation 1.3 Isolation Insight Flow FunEx FunEx 4.1 Isolation 4.2 Cluster 4.3 Isolation 3.1 Isolation 3.2 Isolation Phase 2 LIFT™ Analyses and Testing
  33. 33. Start with Goals ...or you’ll just go the wrong way faster Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  34. 34. The Goals Waterfall Business Goals Marketing Goals Conversion Optimization Goals Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  35. 35. ? ? ? ? ? ? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog ?
  36. 36. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  37. 37. “The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  38. 38. The LIFT Model™ Relevance Clarity Urgency Anxiety (Note: For @chrisgoward @joinAZIMA #awesome Tweet this:more, google “WiderFunnel Lift”) © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Distraction
  39. 39. Distraction: Treatment & copy of top banner is disjointed and complex Clarity: “Ready to get started” not clickable connected to CTA Clarity: No hover treatment of the CTA buttons Clarity: Image alignment confuses eyeflow Clarity: ‘browse course catalog’ CTA is competing with primary CTA Distraction: Content written as plain factual, not emotive or persuasive Distraction: Long course list on right column Distraction: Links to State Req courses take prospect off the page Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Clarity: The value proposition is hidden in summary block
  40. 40. Click Heatmap Analysis Clicks on non-clickable area Clicks dispersed over course lists Competing CTAs No interest in body content area! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  41. 41. 15.7% Conversion Rate Lift Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  42. 42. Click Heatmap Analysis for Winning Page Beautiful, focused eyeflow! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  43. 43. Imagine getting results like this every month.. or every week! It’s possible. Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  44. 44. Be Smart & Agile Conversion Rate 2.9 2.4 1.9 1.4 0.9 0 2 4 Agile Tool 6 8 Smart Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog 10 12 14 Smart & Agile Strategy 16
  45. 45. Be Smart & Agile Conversion Rate 2.9 2.4 1.9 Lift 1.4 0.9 Speed 0 2 4 Agile Tool 6 8 Smart Strategy Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog 10 12 14 Smart & Agile Strategy 16
  46. 46. There Are No Losing Tests! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  47. 47. Yes, most of our tests are winners... Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  48. 48. Winning Tests 89% 90% Winning Tests in 2012! 80% 70% 60% 50% 40% 30% 20% 10% 0% Internal Teams Other Agency Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog WiderFunnel
  49. 49. But, what about the “other” tests? Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog © 2007-2013 WiderFunnel Marketing Inc.
  50. 50. I NC CO N E! IV US L Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  51. 51. Gain Marketing Insights from under-performers Analyze to hypothesize for “Why”! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  52. 52. The next test after the inconclusive… Shazam! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  53. 53. Gain Marketing Insights from under-performers Analyze to gain marketing insights! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  54. 54. The next test after the inconclusive… Booyah! Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
  55. 55. Free Whitepaper Get a free 20-page whitepaper for how to build this strategy. Just email: iwant@widerfunnel.com Tweet this: @chrisgoward @joinAZIMA #awesome © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog

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