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Your Conversion Optimization Idea Engine By Chris Goward

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Conversion Rates & The Law of Diminishing Astonishment. PRESENTATION: Your Conversion Optimization Idea Engine - Given by Chris Goward, @chrisgoward - WiderFunnel, CEO & Founder. #SMX #31C

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Your Conversion Optimization Idea Engine By Chris Goward

  1. 1. #SMX #31C @ChrisGoward How to use the new growth management process Your Conversion Optimization Idea Engine
  2. 2. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Goal: sign up for the monthly subscription
  3. 3. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Hypothesis: Adding a social inclusion button will lift orders. Hypothesis: Adding a sense of urgency button will lift orders.  6.5% Signups  0.5% Signups Var A: Social Signal Var B: UrgencyControl Goal: sign up for the monthly subscription ?
  4. 4. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward You should be skeptical of so-called “best-practices”
  5. 5. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Chris Goward, Founder & CEO  Developed WiderFunnel’s LIFT Model® and Infinity Optimization Process™  Advises clients on B2B, B2C, Lead Gen, E-commerce, and Affiliate marketing  In demand as a keynote speaker globally  Author of the book: “You Should Test That!” Get a free chapter at: YouShouldTestThat.com
  6. 6. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward (Want to know which button worked better?)
  7. 7. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  8. 8. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  9. 9. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  10. 10. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward What we hear over and over again...
  11. 11. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward • How can we get consistent optimization results? • Will I hit an optimization ceiling? • How should we respond to losing tests? • Do test results fade over time? • How do I build a winning optimization team? • How do I build an ongoing growth program?
  12. 12. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward I’ll answer those questions with a story.
  13. 13. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  14. 14. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Increase affiliate revenue per visitor. Full service engagement using Infinity Optimization Process >282% revenue increase after 3 years.
  15. 15. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Affiliate Offer Area Original Control The website ranks well for thousands for relevant keywords and provides helpful information. Desktop Auto Insurance Funnel The affiliate offer area was a primary area of focus (representing 90% of company revenue).
  16. 16. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Insurance Funnel
  17. 17. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward The Situation Three Years Ago • High Volume website with a one-person optimization team • Mish-mash of ad server technology, Optimizely and Adobe Analytics for A/B testing • Lacked confidence in test results • “Hunt and peck” optimization planning • 4 - 8 tests per month • Unknown optimization opportunity
  18. 18. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward We knew there were inefficiencies in our testing program, but didn’t know how far off we were or what to do about it. We didn’t know if we had good findings or how to make decisions. Too many times we made decisions based on emotion. “ Shane Hale, director of site optimization and conversion at DMV.org
  19. 19. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward The best optimization process delivers proven growth and insights
  20. 20. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Infinity Optimization Process
  21. 21. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Explore Combines diverse information through the lens of the customer experience. Generates surprising customer insights to be validated.
  22. 22. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
  23. 23. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Explore All data viewed through the customer’s perceptual lenses using the LIFT Model.
  24. 24. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward (Note: For more info, google “WiderFunnel Lift”) LIFT Model®
  25. 25. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  26. 26. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
  27. 27. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Clarity: Repeats previous step headline Clarity: Low button prominence Distraction: Too many colors Distraction: Gradient background Distraction: Three column layout adds complexity Distraction: Too much content for a simple action Anxiety: Unable to select multiple providers at once
  28. 28. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Validate Confirms the efficacy of creative insights through rigorous A/B testing. Generates new insights based on surprising customer behaviour.
  29. 29. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Variation C Control Variation A Variation B Reduce distraction + auto zip entry Button isolation (vs B)Headline isolation (vs A)
  30. 30. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Variation C Control Variation A Variation B + 22.9% + 8.4% + 19.2% Reduce distraction + auto zip entry Button Isolation (vs B)Headline isolation (vs A)
  31. 31. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Validate Design of Experiments is used to maximize the growth and insights results from experiments.
  32. 32. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Control Variation C + 22.9% CTA Isolation (vs B)
  33. 33. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Control Variation A Variation B Variation C Urgency subhead Choice Isolation (vs A) Lovability Isolation (vs B)
  34. 34. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Control Variation A Variation B Variation C - 9.7% + 19.2% + 11.8% Urgency subhead Choice Isolation (vs A) Lovability Isolation (vs B)
  35. 35. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Where do these ideas come from? The process generates an unending stream of them.
  36. 36. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Explore
  37. 37. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward The “choice is yours” effect A Meta-Analysis of the Effectiveness of the “But You Are Free” Compliance-Gaining Technique, 2012 – Christopher J Carpenter Analyzed 42 studies that involved 22,000 participants. Telling the person they have the freedom to choose nearly doubled sales success rates.
  38. 38. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward (Note: For more info, google “WiderFunnel Lift”) LIFT Model®
  39. 39. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Content page banner testing Control VarA -5.95% VarB +3.43% VarC -3.93% VarD -0.16% VarE +5.25% VarF +7.34%
  40. 40. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward (Note: For more info, google “WiderFunnel Lift”) LIFT Model®
  41. 41. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward “Married or not” cluster “Qualify” Social Proof focus Variation A Variation B Variation C Control
  42. 42. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward “Married or not” cluster “Qualify” Social Proof focus Variation A Variation B Variation C Control + 14.0% + 40.39%
  43. 43. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Social proof (bandwagon effect) We tend to put our trust in something because we believe many other people have put their trust in it first. We feel like there is safety in numbers.
  44. 44. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Growth + Insights = Awesome
  45. 45. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Social Proof works For this audience and context!
  46. 46. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  47. 47. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  48. 48. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  49. 49. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward
  50. 50. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 0.0% Conversion Rate
  51. 51. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Infinity Optimization Process
  52. 52. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Do test results fade over time?
  53. 53. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 0% 18.8% 0% 11.8% 0% 0% 1 2 3 4 5 6 Six months of conversion optimization Painful months 32.8%
  54. 54. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Six months of conversion optimization 0% 18.8% 0% 11.8% 0% 0% 1 2 3 4 5 6 Painful months 32.8%36.8%
  55. 55. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 12 months of conversion optimization 0% 18.8% 0% 11.8% 0% 0% 11.4% 0% 0% 0% 19.7% 13.4% 1 2 3 4 5 6 7 8 9 10 11 12 Ouch! 100.8%
  56. 56. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 12 months of conversion optimization 0% 18.8% 0% 11.8% 0% 0% 11.4% 0% 0% 0% 19.7% 13.4% 1 2 3 4 5 6 7 8 9 10 11 12 Ouch! 100.8%123.7%
  57. 57. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 18.8% 11.8% 11.4% 19.7% 13.4% 7.3% 15.9% 12.8% 27.7% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 24 months of conversion optimization 259.8%
  58. 58. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward 18.8% 11.8% 11.4% 19.7% 13.4% 7.3% 15.9% 12.8% 27.7% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Cumulative results 259.8%282.2%
  59. 59. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Here’s where we are now • The right goals – with SiteCatalyst and Optimizely integration • The right process – using Infinity Optimization Process • The right team – integrated with DMV.org and WiderFunnel • The right pace – now running 500+ tests per year • The right results – revenue doubled three years in a row
  60. 60. © 2007-2016 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Shane Hale, director of site optimization and conversion at DMV.org  Senior-level buy-in was critical to success  Track the right goals  Trust the process with your expert partner  Don’t be afraid of the “left-field” variations  Analyze for segmentation insights Keys to Success
  61. 61. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Learn how to become an optimization champion Download the free “Optimization Champion’s Handbook”: www.WDRF.NL/handbook Email your questions to: iwant@WiderFunnel.com
  62. 62. © 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome #SMX #31C © 2007-2016 WiderFunnel Marketing Inc. @ChrisGoward Profitable ‘A-ha!’ moments everyday.™
  63. 63. #SMX #31C @ChrisGoward SEE YOU AT THE NEXT #SMX! THANK YOU!

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