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How to Get the Best Conversion Optimization Results

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Conversion Summit keynote presentation by Chris Goward.

Published in: Business, News & Politics

How to Get the Best Conversion Optimization Results

  1. 1. How to Get the Best Conversion Optimization Results Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect herTweet this: @chrisgoward #cs12 #cro e!© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  2. 2. The Conversion Optimization Agency What do we do? • Conversion Rate Optimization Testing – Planning, copywriting, design & coding • Landing Page Optimization • Web Analytics & Unbiased AdWords Audits Results • Conversion rate lift of 10% to 750% for every multi-test clientTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  3. 3. Conversion Optimization Is Being Under-valuedTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  4. 4. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  5. 5. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  6. 6. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  7. 7. Can You See The Potential?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  8. 8. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  9. 9. Conversion Optimization Works *WiderFunnel average results 2007-2011Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  10. 10. Two Things Today: 1. How to get results. 2. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  11. 11. Awww… Conversion Rate Lift. How Cute!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  12. 12. Marketing Insights = Awesome!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  13. 13. How to get results. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  14. 14. Let’s Correct Some MisconceptionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  15. 15. Myth: “Best Practices” Advice Gives “Best Results” If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  16. 16. Myth: Green Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  17. 17. Myth: Red Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  18. 18. Myth: Orange Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  19. 19. Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  20. 20. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant ResultsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  21. 21. Truth: Pareto was (almost) Right “Spend 10% on Tools, 90% on People” - AvinashTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  22. 22. Myth: You Don’t Need Controlled TestingConversion Rate Old Page New Page Oops…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  23. 23. Real Conversion Optimization Is…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  24. 24. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  25. 25. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  26. 26. Conversion OptimizationTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  27. 27. How to Get Results? Create Powerful HypothesesTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  28. 28. Knowing what to test: Using the LIFT Model™ Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  29. 29. Cool! How can I do that?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  30. 30. Optimize for Relevance No content for “How to make the perfect movie”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  31. 31. Tweet this: @chrisgoward #cs12 #cro Deutsch Shopper?© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  32. 32. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  33. 33. Don’t try to be too clever!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  34. 34. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  35. 35. Does this create trust?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  36. 36. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  37. 37. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  38. 38. Myth: Emphasize Security Badges Over-emphasis on security creates anxietyTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  39. 39. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  40. 40. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  41. 41. Rotating messages create confusionTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  42. 42. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  43. 43. Optimize for Urgency Urgency wording gave 26% booking sales liftTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  44. 44. What’s the value of a structured testing process?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  45. 45. 200%Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  46. 46. Truth: Structured Process Gives Best Results Structured Conversion Optimization Process? 2xTweeteConsultancy Conversion Rate Optimization Report 2011Source: this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  47. 47. The Goal More lead gen trial software downloads Why? World-leading reporting software PPC landing page with significant “branding” restrictionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  48. 48. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  49. 49. Which Test Variation Won? A BTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  50. 50. Controlled Test Result 32.5% Lead Gen Conversion Rate Lift 154% ROITweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  51. 51. How to Get Insights? ‘What’  ‘Why’Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  52. 52. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  53. 53. Controlled Test Result Myth: Sex SellsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  54. 54. Truth: Sex Is DistractingTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  55. 55. Next: The Biggest CRO SecretTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  56. 56. Not all tests win.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  57. 57. Yes, most of our tests are winners…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  58. 58. 89% Winning Tests in 2012!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  59. 59. But, what about the “other” tests?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  60. 60. INCONCLUSIVE!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  61. 61. Gain Marketing Insights from under-performers Analyze to hypothesize for “Why”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  62. 62. The next test after the inconclusive… Shazam!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  63. 63. Gain Marketing Insights from under-performers Analyze to gain marketing insights!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  64. 64. The next test after the inconclusive… Booyah!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  65. 65. Truth: Nothing Beats Testing Experience = More Tests RunTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  66. 66. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  67. 67. Special Announcement #1 ConversionSkills.com launched! • Test your Conversion Skills • View case studies • Find out what really works Go to: ConversionSkills.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  68. 68. Special Announcement #2 New Book! Conversion Secrets Revealed Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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