How to Partner With WiderFunnel

Delivering profitable ‘A-ha!’ moments everyday.™

© 2007-2016 WiderFunnel Marketing Inc.
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How to partner with
WiderFunnel to grow your
business
with @ChrisGoward of

Most companies come to us
for the results...

23.6% lift for
Dash & Albert retail
sales

UX optimization with dramatic results

115% more qualified
leads each month for
Magento Enterprise

Site-wide A/B tested optimization

$1 million per month
additional revenue
for BuildDirect.com

Dramatic Design Improvement and Conversion Rate Lift

What we hear over and over again...

There are so many in the
company interested in the
testing program. I need a
better system for
organizing and prioritizing
tests.
“
- Analytics Manager at a software company

We’ve been A/B testing
for a while, but the
cadence is sporadic.
There’s no solid rhythm to
it.
“
- Web Sales Director at a fast growing company

I don’t trust our A/B test
results. Our business is
complex and unique. Real
life revenue never seems
to match our testing tool.
“
- Optimization Specialist at a B2B company

We’re not seeing
sufficient ROI from testing
so I’m under the gun.
Executive management is
challenging my program.
“
- Marketing Manager at an enterprise brand

All of our regions have
different resources and
skill levels. I need a
centralized conversion
optimization process and
training program.
“
- Marketing VP at global brand

I want to make sure our
optimization program is
best in the world.
Getting WiderFunnel’s
team involved will up our
game.
“
- Operations Director at a leading retailer

Our rigorous, refined process
combined with the best experts
gets the best results

Infinity Optimization Process

Explore

Explore
• Website surveys
• Customer NPS
surveys
• Eye-tracking

Targeted website surveys
▪ Guest (not converted) feedback
▪ Funnel abandonment feedback
▪ Guest post-purchase feedback
▪ Net promoter score
▪ System usability scale

Targeted survey
answer patterns

Eye
tracking
gaze plot

Eye
tracking
heatmap

Explore
Web analytics deep dive
to identify prospect
behaviour.
Analytics insights
compared with heuristic
analysis.

Scrollmap

Behavior
tracking mouse
recording

Insight:
Shoppers want to refine their results by color.
..but, inconsistent use of “color” and “palette”
plus long list of color options
creates cognitive load.
Behaviour
tracking
clickmap

Logo

15.6% Lift 9.8% Lift23.6% Lift

Explore
Known psychological
principles evaluated for
applicability.

Explore
Involving the client's
situation analysis: client
knowledge, research,
competitive situation
evaluated.

Explore
Using our history of
thousands of tests to
adapt proven insights to
the clients' situation.

Explore
Explore insights are
combined with the
prospect's perspective to
identify conversion
barriers.
The output: potential
growth and insights to
be validated.

T
MLIFT Model

Value Proposition
Tangible Features
Intangible Benefits
Tangible Costs
Intangible Risks
Anxiety
Privacy
Usability
Effort
Fulfillment
LIFT Model™
Distraction
First Impression
Message
Clarity
Information Hierarchy
Design
Eyeflow
Imagery
Color
CTA
Copywriting
Relevance
Funnel
Source media
Target audience
Competitive
Navigation preference
Urgency
Internal
Seasonality
External
Offer
Response

Validate

Validate
Optimization lift zones
are prioritizes based on
Potential, Importance
and Ease.

Zone Potential Importance Ease
PIE
Score
Homepage 10 10 8 9.3
Checkout 8 10 9 9.0
Web analysis
Heuristic analysis
Voice of customer
Technical
“Political”
Cost
Traffic volume
Return on investment

Zone Potential Importance Ease
PIE
Score
Homepage 10 10 8 9.3
Checkout 8 10 9 9.0
Product page 10 9 7 8.7

Validate
Once lift zones are
selected, hypotheses
are developed using the
LIFT Analysis.

Validate
Design of Experiments
is used to maximize the
growth and insights
results from
experiments.

The results and insights spectrum
Results Insights
A/B Multivariate

The results and insights spectrum
Results Insights
A/B MultivariateFractional
factorial

Validate
Our graphics team
applies UX & UI
principles to ensure valid
experiment variations.

Validate
Our developers build the
javascript locally,
sending the variations to
the tools using their
APIs.

Validate
Daily experiment
monitoring with
recommendations for
pruning and insights.

Validate
We analyze experiments
to identify growth and
insights that impact the
business.

LIFT ™ Analysis, Step 1
Clarity: Headline is long, wrapping 3 lines.
Relevance: “Try the Demo” – not
referenced in headline on demo page.
Distraction: Unnecessary copy persuading
visitors to “try the demo”.
Clarity: Details of what the demo includes
hidden within the block of copy.
Urgency: No mention of “instant access”
Clarity: CTA lacks a hover treatment & far
down the page.
Clarity: No mention of “Free” on the page.

LIFT ™ Analysis, Step 2
Distraction: “Try the Demo” CTAstill at the
top of the page.
Distraction: Unnecessary text block.
Clarity: First form field is not auto-focused.
Clarity: Are all fields required?
Clarity: “Submit” is the worst possible CTA
button copy.
Relevance: Inconsistent CTA design
compared to previous step.

Variation A - Value Proposition Focus
Removed extra “Try Demo” button
Referencing “Try the Demo” in headline to
increase relevance to the previous CTA
Reducing headline length to increase
clarity
Increasing font size to improve readability
Added “action caption” CTA
Shortened copy length to reduce
Distraction
Include mention of “Free” on the page
Bullet points with bolded highlights to
improve scanability Clarity

Variation B – Embedded Form
Adding the form to the left of the page for
optimal eye flow
Adding a Relevant “Try Demo” on the form
with “Free” mentioned
Auto-focusing the first form field to draw the
eye
Aligning the CTA button with the form fields
Including the demo value proposition points
as Variation A below the image

Variation C - Progressive Reveal
Same as Variation B, plus:
Showing only four fields at first, with
progressive field reveal.

Variation C – Progressive Reveal, Part 2
Final fields shown once the first 3 are
completed.

Variation D - No Distraction
Same as Variation B, plus:
Removing all Value Proposition copy &
screenshot to reduce Distraction.

VarA
Value
Focus
VarC
Progressive
Reveal
VarD
Removed
Distraction
94.6%
Lift
79.3%
Lift
32.4%
Lift3.8%
Lift
VarB
Full Form
Which Page Generated More Demo Requests?

What about lead quality?

$134,000 revenue growth
+ insights

Urgency Headline
Social Proof Headline
Minimal Content
Removed content in the right column
Remove Navigation
Removed the top navigation
Follow-up isolations
-
6.4%
+5.3
%
+11.2
%
+6.6
%

How does it look over time?

Do test results deliver business
results?

Six months of testing
0%
18.8% 0%
11.8% 0% 0%
1 2 3 4 5 6
32.8%

Six months of testing - retested
0%
18.8% 0%
11.8% 0%
1 2 3 4 5 6
32.8%36.8%

One year of testing
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
100.8%

One year of testing - retested
0%
18.8% 0%
11.8% 0%
0% 11.4% 0% 0%
0%
19.7%
1 2 3 4 5 6 7 8 9 10 11 12
100.8%123.7%

Was that just a fluke?

Two years of testing
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
259.8%

Two years of testing - retested
18.8%
11.8%
11.4%
19.7%
13.4% 7.3%
15.9%
12.8%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
259.8%282.2%

Our Experts

• Optimization strategy, test planning, UX, copywriting & A/B testing
• 25+ team based in Vancouver
• The optimization industry’s best process, experts and results

Individual Team Company
SEEK SENSE SHARE

We support you to become your
organization’s optimization
champion.

The book that
redefined Conversion
Optimization
Download a free chapter
at:
www.YouShouldTestThat.com

Download a free chapter at:
www.YouShouldTestThat.com
Email your questions to:
iwant@WiderFunnel.com

iwant@widerfunnel.com
We deliver more profit and insights
for high octane marketers.
• Strategy, design and development of A/B tests with 10 –
700% lift for each client.

How to Partner With WiderFunnel

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