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How To Be A Conversion Rockstar

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Conversion Rate Rockstars. PRESENTATION: How To Be A Conversion Rockstar - Given by Chris Goward, @chrisgoward - WiderFunnel, Co-Founder & CEO. #SMX #21C

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How To Be A Conversion Rockstar

  1. © 2007-2015 WiderFunnel Marketing Inc. March 4, 2015 How to Be a Conversion Optimization Rockstar Chris Goward Founder & CEO, WiderFunnel @chrisgoward
  2. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. Var A: Concise Benefits Var B: Service Details
  3. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. é 49.9% Lead Conversion Rate
  4. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome “When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd.” —Robert Cialdini
  5. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Social Proof works For this audience and context!
  6. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc.
  7. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc.
  8. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc.
  9. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc.
  10. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. 0.0% Conversion Rate
  11. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome1981
  12. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  13. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  14. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  15. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  16. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  17. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Marketing Scientific Process Conversion Optimization+ =
  18. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome @WiderFunnel
  19. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. Goal: sign up for the monthly subscription
  20. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. Hypothesis: Adding a social inclusion button will lift orders. Hypothesis: Adding a sense of urgency button will lift orders. ê 6.5% Signups ê 0.5% Signups Var A: Social Signal Var B: Urgency Control
  21. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. “It's weird not to be weird.” — John Lennon
  22. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Rockstars don’t follow “Best Practices” (You’re not still looking for the best button color, right?)
  23. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Rockstars see the big picture Use “framework thinking” to find solutions
  24. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing The WiderFunnel System™ © 2007-2015 WiderFunnel Marketing Inc.
  25. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome “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
  26. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome The LIFT Model™ (Note: For more info, google “WiderFunnel Lift”) Anxiety Distraction Relevance Clarity Urgency
  27. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. The 27 Sub-Factors Value Proposition Tangible Features Intangible Benefits Tangible Costs Intangible Risks Urgency Internal Seasonality External Offer Response Clarity Information Hierarchy Design Eyeflow Imagery Colour CTA Copywriting Relevance Funnel Source media Target audience Competitive Navigation preference Anxiety Privacy Usability Effort Fulfillment Distraction First Impression Message
  28. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
  29. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Relevance: No headline to capture scent trail Clarity: Free samples offer not prominent Distraction: Rotating banner confuses Distraction: Busy-looking 3-column layout creates visual confusion. Value Proposition: Inconsistent design (text, color) reduce credibility Clarity: “Featured Products” carries no value proposition Clarity: Low price prominence, undermines core value proposition
  30. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Which Home Page Won? A: Savings prominence B: Selection Breadth C: Selection Breadth+
  31. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. A/B Test Result é 16.9% Conversion Rate Lift
  32. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Rockstars know their value proposition Is your message aligned with your customers?
  33. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc.
  34. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  35. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Intrigue? Quality? Fun? Value? Social Inclusion?
  36. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  37. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You Should Test That!
  38. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Which Value Proposition approaches should you test?
  39. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Prospects’ Desires Your Features Competitors’ Features Your Points of Difference (PODs)Your Points of Parity (POPs) Your Points of Irrelevance (POIs)
  40. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Rockstars are rigorous You’ve heard of the 10,000 hour rule, right?
  41. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Test Insight
  42. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  43. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  44. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  45. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  46. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  47. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  48. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Results After 24 Months $3 Million Revenue Lift
  49. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Want to learn more?
  50. searchmarketingexpo.com @ChrisGoward #SMX #21C © 2007-2015 WiderFunnel Marketing Inc. Download a free chapter at www.YouShouldTestThat.com
  51. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. We partner with high traffic companies for high impact conversion optimization. •  Conversion optimization strategy, design, copywriting & testing •  Every WiderFunnel LIFT System™ client has 400% to 1500% ROI •  For more info, email iwant@WiderFunnel.com

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