The 7-Step  Landing Page Testing Process Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
<ul><li>What do we do? </li></ul><ul><li>Conversion Optimization Testing </li></ul><ul><ul><li>Planning, copywriting, desi...
Let’s start with a little  warm-up!
E-Commerce Product Page  (Site-wide)
Which Product Page Won? A B vs.
Test Result +42% Revenue Per Visitor Lift
Test Result Marketing  Insight!
<ul><li>How? </li></ul><ul><li>A  Rigorous ,  Repeatable  Process </li></ul>
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design &...
  Lead Generation Landing Page Testing Process Example Case Study
LIFT Analysis Problem: PPC traffic cost rising, ROI in peril Test Page: High traffic Pay-per-click landing page Audience: ...
The 7-Step Conversion Testing Process 1 LIFT  Analysis Kaizen Plan
LIFT Framework   Landing page Influence Function for Tests (For more info, Google: “Chris Goward LIFT”) Relevance Clarity ...
LIFT Analysis Urgency: No anticipation of form response speed Clarity: Headlines do not include Value Proposition Distract...
The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT  Analysis Kaizen Plan
Hypothesize … will lift leads Clarity: Low contrast text reduces readability Clarity: Headlines do not include Value Propo...
What Makes a Great Hypothesis? <ul><li>Specific </li></ul><ul><li>Testable </li></ul><ul><li>Solves conversion problems </...
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT  Analysis Kaizen Plan
Funnel Experiment Map – the “Test Design” Document <ul><li>Your Test Design Document should include: </li></ul><ul><ul><li...
The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design &...
Test Variations C B A
Which Landing Page Won? C B A
Which Landing Page Won? +15% Lead Generation Conversion Rate Lift
Conversion Optimization Testing Tips <ul><li>Do Not  use the “Before & After” method </li></ul><ul><li>Do Not  start with ...
<ul><li>Interested in a Free Landing Page Evaluation ? </li></ul><ul><ul><li>10 time slots are available </li></ul></ul><u...
<ul><li>Would you like a copy of this presentation?  </li></ul><ul><li>Email to:  [email_address]   </li></ul>
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Chris Goward smx east paid search Conversion Optimization Landing Page testing

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  • B2B-focus
  • How can we guarantee a conversion rate lift for every one of our clients? The process works.
  • Now they can increase their PPC bids by 15% with the same cost per lead.
  • Chris Goward smx east paid search Conversion Optimization Landing Page testing

    1. 1. The 7-Step Landing Page Testing Process Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
    2. 2. <ul><li>What do we do? </li></ul><ul><li>Conversion Optimization Testing </li></ul><ul><ul><li>Planning, copywriting, design & coding </li></ul></ul><ul><li>Landing Page Optimization </li></ul><ul><li>Web Analytics </li></ul><ul><li>These methods work in all industries: </li></ul>WiderFunnel: The Conversion Optimization Agency
    3. 3. Let’s start with a little warm-up!
    4. 4. E-Commerce Product Page (Site-wide)
    5. 5. Which Product Page Won? A B vs.
    6. 6. Test Result +42% Revenue Per Visitor Lift
    7. 7. Test Result Marketing Insight!
    8. 8. <ul><li>How? </li></ul><ul><li>A Rigorous , Repeatable Process </li></ul>
    9. 9. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan
    10. 10. Lead Generation Landing Page Testing Process Example Case Study
    11. 11. LIFT Analysis Problem: PPC traffic cost rising, ROI in peril Test Page: High traffic Pay-per-click landing page Audience: B2B searchers for “Merchant Account” Goal: Form fill and phone call lead generation
    12. 12. The 7-Step Conversion Testing Process 1 LIFT Analysis Kaizen Plan
    13. 13. LIFT Framework Landing page Influence Function for Tests (For more info, Google: “Chris Goward LIFT”) Relevance Clarity Anxiety Distraction Urgency
    14. 14. LIFT Analysis Urgency: No anticipation of form response speed Clarity: Headlines do not include Value Proposition Distraction: Headlines & subheads compete visually Clarity: Long two-column form creates confusion Clarity: Call-to-action button below the fold Clarity: Low contrast text reduces readability Distraction: Right-to-left eyeflow is counter-intuitive Clarity: Button copy does not reinforce headline action
    15. 15. The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT Analysis Kaizen Plan
    16. 16. Hypothesize … will lift leads Clarity: Low contrast text reduces readability Clarity: Headlines do not include Value Proposition Clarity: Long two-column form creates confusion Distraction: Headlines & subheads compete visually Clarity: Call-to-action button below the fold Urgency: No anticipation of form response speed Distraction: Right-to-left eyeflow is counter-intuitive High contrast copy blocks and headlines Headline with clear Value Proposition Single column form or shorter intro form Single headline with lower prominence subhead Shorter form with CTA above the fold Including speed of process to create Urgency Left-to-right clarified eyeflow Turn problems into hypotheses
    17. 17. What Makes a Great Hypothesis? <ul><li>Specific </li></ul><ul><li>Testable </li></ul><ul><li>Solves conversion problems </li></ul><ul><li>Builds on Marketing Insights </li></ul>
    18. 18. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT Analysis Kaizen Plan
    19. 19. Funnel Experiment Map – the “Test Design” Document <ul><li>Your Test Design Document should include: </li></ul><ul><ul><li>Test Structure: A/B/n, MVT or alternative flow </li></ul></ul><ul><ul><li>Traffic Source & Volume estimates </li></ul></ul><ul><ul><li>Calculation of number of variations </li></ul></ul><ul><ul><li>Hypotheses & wireframes </li></ul></ul><ul><ul><li>Goal definition & testing tool setup </li></ul></ul>Control Variation A Variation B..n
    20. 20. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan
    21. 21. Test Variations C B A
    22. 22. Which Landing Page Won? C B A
    23. 23. Which Landing Page Won? +15% Lead Generation Conversion Rate Lift
    24. 24. Conversion Optimization Testing Tips <ul><li>Do Not use the “Before & After” method </li></ul><ul><li>Do Not start with segmentation, targeting or Multivariate </li></ul><ul><li>Do Use a controlled testing tool with statistical significance at 95% confidence </li></ul><ul><li>Download the FREE Whitepaper “How to Develop a Conversion Strategy in 5-Steps” WiderFunnel.com/whitepaper </li></ul>
    25. 25. <ul><li>Interested in a Free Landing Page Evaluation ? </li></ul><ul><ul><li>10 time slots are available </li></ul></ul><ul><ul><li>Scheduled on a first-come, first-served basis </li></ul></ul><ul><li>To qualify: </li></ul><ul><li>Email to: [email_address] </li></ul><ul><li>Tell us the URL of the web page you’d like evaluated </li></ul><ul><li>Minimum 30,000 unique visitors per month </li></ul>Free Offer: Custom Landing Page Evaluation
    26. 26. <ul><li>Would you like a copy of this presentation? </li></ul><ul><li>Email to: [email_address] </li></ul>

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