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How to Create HugeConversion Rate LiftTweet to me: @chrisgowardRead this: WiderFunnel.com/blog
Tweet this: @chrisgoward #magentoimagine•  Conversion Rate Optimization•  Strategy, design, copywriting & testing•  Landin...
Tweet this: @chrisgoward #magentoimagineConversion RateDissatisfactionis GrowingHow satisfied are you with your conversion ...
Tweet this: @chrisgoward #magentoimagineConversion RateImprovementis Getting Harder30%35%Source: eConsultancy Conversion R...
Tweet this: @chrisgoward #magentoimagineGoodNews:Conversion Optimization works,if you do it right. . .
Tweet this: @chrisgoward #magentoimagineAverage Conversion Rate LiftEcommerce 23.1%*WiderFunnel average results 2007-2012
Tweet this: @chrisgoward #magentoimagineConversion Optimization“Best Practices” are Dead...unless your best practice saysY...
Tweet this: @chrisgoward #magentoimagine“Almost everything thatdistinguishes the modern worldfrom earlier centuries isattr...
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagineRotating messagesare a Distraction
Tweet this: @chrisgoward #magentoimagineOver-emphasis onsecurity creates anxiety
Tweet this: @chrisgoward #magentoimagineDoes thiscreate trust?
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagineYou Should Test That!
Tweet this: @chrisgoward #magentoimagineBut. . .Testing alone isn’t enough
Tweet this: @chrisgoward #magentoimagine200%That’s what a structuredtesting process is worth.
Tweet this: @chrisgoward #magentoimagineNo YesLargeIncreaseInSalesSource: eConsultancy Conversion Rate Optimization Report...
Tweet this: @chrisgoward #magentoimagineThis Works in All Industries
Tweet this: @chrisgoward #magentoimagineBackgroundMillions of daily emails to opt-in list.Highly optimized, but hit a plat...
Tweet this: @chrisgoward #magentoimagineWhich Landing Page Won?
Tweet this: @chrisgoward #magentoimagineControlled Test Result5%Conversion Rate Lift41%Revenue/Visitor Lift
Tweet this: @chrisgoward #magentoimagineControlled Test ResultMarketingInsight!
Tweet this: @chrisgoward #magentoimagineHow?A structured approach that creates powerful hypotheses.
Tweet this: @chrisgoward #magentoimagineKaizen PlanDiscoveryPhase 1: Conversion Optimization Strategy Phase 2: 7-Step Test...
Tweet this: @chrisgoward #magentoimaginePhase 1: The PlanPrioritizing test opportunities
Tweet this: @chrisgoward #magentoimaginePersuasional Landing PagesInformational Interior PagesTransactional Conversion Pages
Tweet this: @chrisgoward #magentoimagineThe PIE™ Prioritization Framework1.  Potential2.  Importance3.  EaseHeuristicsVoic...
Tweet this: @chrisgoward #magentoimagineTest # Test Type Potential Importance Ease PIE1.1 Home A/B Cluster 10 10 8 9.31.2 ...
Tweet this: @chrisgoward #magentoimaginePhase 2: The TestingOngoing, iterative, scientific marketing
Tweet this: @chrisgoward #magentoimagineProduct Page Optimization
Tweet this: @chrisgoward #magentoimagineBackgroundSolid brand awarenessDisappointing conversion rateGoogle told them to wo...
Tweet this: @chrisgoward #magentoimagine(Note: For more, search “WiderFunnel Lift”)TMRelevanceClarityAnxietyDistractionUrg...
Tweet this: @chrisgoward #magentoimagineClarity: Blue text is confusedwith linksValue Proposition: “FreeShipping” more com...
Tweet this: @chrisgoward #magentoimagineWEAKNESS STRENGTHRelevance: Scrollingproducts take mostprominent positionDistracti...
Tweet this: @chrisgoward #magentoimagine1LIFTAnalysis2HypothesisCreation3FunnelExperimentMap4GraphicDesign &Copy5HTML& Tec...
Tweet this: @chrisgoward #magentoimagineA BWhich Product Page Template Won?
Tweet this: @chrisgoward #magentoimagineWhy? 16% Sales Lift!Controlled Test Result
Tweet this: @chrisgoward #magentoimagineCategory Page Optimization
Tweet this: @chrisgoward #magentoimagineBackgroundIndustry-leading websiteStagnant conversion rateGoogle hired us to optim...
Tweet this: @chrisgoward #magentoimagineA BWhich Category Page Won?
Tweet this: @chrisgoward #magentoimagineControlled Test Result16.1%Sales Lift
Tweet this: @chrisgoward #magentoimaginePersistent Call-to-Action (PCTA)Optimization
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagineA/B/n TestSite-wide PCTAWeb Form & PhonePCTA Test
Tweet this: @chrisgoward #magentoimagineWhich Booking Widget Won?A B C
Tweet this: @chrisgoward #magentoimagineControlled Test Result106%Booking Lift!Phone & Online
Tweet this: @chrisgoward #magentoimagine
Tweet this: @chrisgoward #magentoimagineInterested in a Free Page Evaluation?•  10 time slots are available for attendees•...
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
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How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

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How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

  1. 1. How to Create HugeConversion Rate LiftTweet to me: @chrisgowardRead this: WiderFunnel.com/blog
  2. 2. Tweet this: @chrisgoward #magentoimagine•  Conversion Rate Optimization•  Strategy, design, copywriting & testing•  Landing Page Optimization•  Advanced optimization for complex businesses•  Lift of 10% to 750% for every retainer clientThe Conversion Optimization Agency
  3. 3. Tweet this: @chrisgoward #magentoimagineConversion RateDissatisfactionis GrowingHow satisfied are you with your conversion rate?Source: eConsultancy Conversion Rate Optimization Report 2011
  4. 4. Tweet this: @chrisgoward #magentoimagineConversion RateImprovementis Getting Harder30%35%Source: eConsultancy Conversion Rate Optimization Report 2011Has your conversion rate improved?
  5. 5. Tweet this: @chrisgoward #magentoimagineGoodNews:Conversion Optimization works,if you do it right. . .
  6. 6. Tweet this: @chrisgoward #magentoimagineAverage Conversion Rate LiftEcommerce 23.1%*WiderFunnel average results 2007-2012
  7. 7. Tweet this: @chrisgoward #magentoimagineConversion Optimization“Best Practices” are Dead...unless your best practice saysYou Should Test That!
  8. 8. Tweet this: @chrisgoward #magentoimagine“Almost everything thatdistinguishes the modern worldfrom earlier centuries isattributable to science.”—Bertrand Russell
  9. 9. Tweet this: @chrisgoward #magentoimagine
  10. 10. Tweet this: @chrisgoward #magentoimagine
  11. 11. Tweet this: @chrisgoward #magentoimagineRotating messagesare a Distraction
  12. 12. Tweet this: @chrisgoward #magentoimagineOver-emphasis onsecurity creates anxiety
  13. 13. Tweet this: @chrisgoward #magentoimagineDoes thiscreate trust?
  14. 14. Tweet this: @chrisgoward #magentoimagine
  15. 15. Tweet this: @chrisgoward #magentoimagine
  16. 16. Tweet this: @chrisgoward #magentoimagineYou Should Test That!
  17. 17. Tweet this: @chrisgoward #magentoimagineBut. . .Testing alone isn’t enough
  18. 18. Tweet this: @chrisgoward #magentoimagine200%That’s what a structuredtesting process is worth.
  19. 19. Tweet this: @chrisgoward #magentoimagineNo YesLargeIncreaseInSalesSource: eConsultancy Conversion Rate Optimization Report 20112xDoes your organization have a structured approach to improving conversion rates?
  20. 20. Tweet this: @chrisgoward #magentoimagineThis Works in All Industries
  21. 21. Tweet this: @chrisgoward #magentoimagineBackgroundMillions of daily emails to opt-in list.Highly optimized, but hit a plateauThe GoalMore e-commerce revenue
  22. 22. Tweet this: @chrisgoward #magentoimagineWhich Landing Page Won?
  23. 23. Tweet this: @chrisgoward #magentoimagineControlled Test Result5%Conversion Rate Lift41%Revenue/Visitor Lift
  24. 24. Tweet this: @chrisgoward #magentoimagineControlled Test ResultMarketingInsight!
  25. 25. Tweet this: @chrisgoward #magentoimagineHow?A structured approach that creates powerful hypotheses.
  26. 26. Tweet this: @chrisgoward #magentoimagineKaizen PlanDiscoveryPhase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing CycleHeuristicsWeb AnalyticsVoice of CustomerResearchThe Structured Process
  27. 27. Tweet this: @chrisgoward #magentoimaginePhase 1: The PlanPrioritizing test opportunities
  28. 28. Tweet this: @chrisgoward #magentoimaginePersuasional Landing PagesInformational Interior PagesTransactional Conversion Pages
  29. 29. Tweet this: @chrisgoward #magentoimagineThe PIE™ Prioritization Framework1.  Potential2.  Importance3.  EaseHeuristicsVoice of CustomerTraffic VolumeCostTechnical“Political”
  30. 30. Tweet this: @chrisgoward #magentoimagineTest # Test Type Potential Importance Ease PIE1.1 Home A/B Cluster 10 10 8 9.31.2 Home Isolation 1 8 10 9 9.01.3 Home Isolation 2 8 10 9 9.02.1 Category Template A/B Cluster 10 9 7 8.72.2 Category Isolation 1 8 9 8 8.32.3 Category Isolation 2 8 9 8 8.33.1 PCTA Isolation 1 6 10 8 8.04Product Detail Template A/BCluster10 10 4 8.05.1-3 Shopping Cart Isolation 1-3 8 9 6 7.74.1 Product Detail Isolation 8 10 5 7.76 Site-wide elements 6 7 9 7.35.4 Shopping Cart A/B Cluster 9 9 3 7.07 Blog Template PCTA 8 2 7 5.7PIE™ Prioritization
  31. 31. Tweet this: @chrisgoward #magentoimaginePhase 2: The TestingOngoing, iterative, scientific marketing
  32. 32. Tweet this: @chrisgoward #magentoimagineProduct Page Optimization
  33. 33. Tweet this: @chrisgoward #magentoimagineBackgroundSolid brand awarenessDisappointing conversion rateGoogle told them to work with WiderFunnelThe GoalMore e-commerce revenue
  34. 34. Tweet this: @chrisgoward #magentoimagine(Note: For more, search “WiderFunnel Lift”)TMRelevanceClarityAnxietyDistractionUrgencyKnowing what to test: using the LIFT Model™
  35. 35. Tweet this: @chrisgoward #magentoimagineClarity: Blue text is confusedwith linksValue Proposition: “FreeShipping” more compelling?Distraction: Show All opens anew pageRelevance: Scrolling productstake most prominent positionClarity: Design does not implysale priceDistraction: Reviews are moreprominent than features.Clarity: Features included inDescription tab at bottom.Clarity: Shipping tab does notinclude shipping price.Distraction: Shipping linkopens new page in new tab.Distraction: Cross-sellingmore prominent than features.LIFT™Analysis
  36. 36. Tweet this: @chrisgoward #magentoimagineWEAKNESS STRENGTHRelevance: Scrollingproducts take mostprominent positionDistraction: Reviews aremore prominent thanfeatures.Clarity: Design does notimply sale priceHypothesis: Movingproduct reco box belowthe foldHypothesis: RedesigningCTAs to emphasize salepriceHypothesis: Increasingprominence of productfeaturesDevelop Test Hypotheses
  37. 37. Tweet this: @chrisgoward #magentoimagine1LIFTAnalysis2HypothesisCreation3FunnelExperimentMap4GraphicDesign &Copy5HTML& TechnicalInstall6ExperimentLaunch7Results &AnalysisThe 7-Step Testing Cycle
  38. 38. Tweet this: @chrisgoward #magentoimagineA BWhich Product Page Template Won?
  39. 39. Tweet this: @chrisgoward #magentoimagineWhy? 16% Sales Lift!Controlled Test Result
  40. 40. Tweet this: @chrisgoward #magentoimagineCategory Page Optimization
  41. 41. Tweet this: @chrisgoward #magentoimagineBackgroundIndustry-leading websiteStagnant conversion rateGoogle hired us to optimize for themThe GoalMore e-commerce revenue
  42. 42. Tweet this: @chrisgoward #magentoimagineA BWhich Category Page Won?
  43. 43. Tweet this: @chrisgoward #magentoimagineControlled Test Result16.1%Sales Lift
  44. 44. Tweet this: @chrisgoward #magentoimaginePersistent Call-to-Action (PCTA)Optimization
  45. 45. Tweet this: @chrisgoward #magentoimagine
  46. 46. Tweet this: @chrisgoward #magentoimagineA/B/n TestSite-wide PCTAWeb Form & PhonePCTA Test
  47. 47. Tweet this: @chrisgoward #magentoimagineWhich Booking Widget Won?A B C
  48. 48. Tweet this: @chrisgoward #magentoimagineControlled Test Result106%Booking Lift!Phone & Online
  49. 49. Tweet this: @chrisgoward #magentoimagine
  50. 50. Tweet this: @chrisgoward #magentoimagineInterested in a Free Page Evaluation?•  10 time slots are available for attendees•  Scheduled on a first-come, first-served basis•  Any type of pageTo Qualify:1.  Tell us the URL of the web page you’d like evaluated2.  Minimum 30,000 unique visitors per month3.  Email: Hello@widerfunnel.comFree Offer: Custom Web Page Evaluation

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