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The Six Ways Your Website  is Failing and  How To Fix It Chris Goward,  Co-Founder & CEO WiderFunnel Marketing Optimizatio...
Today’s Agenda <ul><li>How to Identify The Six Ways Your Website is Failing </li></ul><ul><li>How to Fix It (Case Study) <...
<ul><li>Services: </li></ul><ul><ul><li>Web testing: A/B/n & multivariate </li></ul></ul><ul><ul><ul><li>Planning, copywri...
<ul><li>Identify The Six Ways  Your Website Is Failing </li></ul>
The LIFT Model™: 6 Conversion Rate Factors <ul><li>( Hint:  Take this to the office & use it) </li></ul>Relevance Clarity ...
A Random Landing Page Sample Let’s pick a search term and look at six of the top landing pages
<ul><li>#1 - Value Proposition </li></ul>Your perceived benefits are low  and perceived costs are high
Landing Page Value Proposition Problems <ul><li>Poor graphic design reduces credibility </li></ul><ul><li>No credibility i...
<ul><li>#2 - Relevance </li></ul>Your page does not relate  to the visitor’s expectations
Landing Page Relevance Problems <ul><li>Headline mismatch for search term “armpit sweat pads” </li></ul><ul><li>Product mi...
<ul><li>#3 - Clarity </li></ul>Your value proposition  and call-to-action are confusing
Landing Page Clarity Problems <ul><li>No value proposition in headline </li></ul><ul><li>Large copy blocks </li></ul><ul><...
<ul><li>#4 - Anxiety </li></ul>Your page creates uncertainty  about converting
Landing Page Anxiety Problems <ul><li>Security logo & help given primary prominence </li></ul><ul><li>General usability is...
<ul><li>#5 - Distraction </li></ul>Too many choices redirect attention  from primary Call-to-action
Landing Page Distraction Problems <ul><li>Unclickable headlines and graphics pushes products below the fold </li></ul><ul>...
<ul><li>#6 - Urgency </li></ul>There’s no reason to act now
Landing Page Urgency Problems <ul><li>No urgency in tone </li></ul><ul><li>No pricing </li></ul><ul><li>No CTA </li></ul><...
<ul><li>Case Study: </li></ul><ul><li>How to Fix Problems  Using Conversion Testing </li></ul>
Original Landing Page
LIFT™ Analysis 6. Clarity:  Center-aligned text difficult to read 5. Clarity:  Grey & blue type lacks prominence 11. Urgen...
Test Strategy SwapBox <ul><li>Test Structure: Start with A/B/n testing with 3 variations plus the “Control” </li></ul><ul>...
Variation A Hypotheses to lift conversions: 2   Add prominent phone  to right column 2 3   Rewritten Value Proposition poi...
Variation B Hypotheses to lift conversions: 2   Add prominent phone to left column 2 3   Rewritten Value Proposition point...
Variation C Hypotheses to lift conversions: 2   Add prominent phone to right column 2 3   Rewritten Value Proposition poin...
Which Variation Won? A B C
Which Variation Won? A B C 48% Phone Call Lift!
Total Conversion Rate Lift <ul><li>Variation A received the highest  Combined  conversion rate </li></ul><ul><li>17% Overa...
<ul><li>What did we change? </li></ul><ul><li>Clear value proposition headline </li></ul><ul><li>Added value proposition c...
Take-aways <ul><li>Credibility is part of your Value Proposition </li></ul><ul><li>Visitors are following a “scent trail” ...
<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><ul><li>Foll...
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The 6 Ways Your Website is Failing and How to Fix It - Chris Goward

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Conversion Optimization is the art and science of scientifically testing layout and content changes to your website that maximize your leads and sales. Chris Goward is one of the leading experts on Conversion Optimization and the developer of the WiderFunnel LIFT Model, which is taught at the U. of Eastern Michigan Conversion Optimization program.
Chris was a top rated speakers at IMC Stockholm 2009 & Vancouver and SMX Search Analytics 2009. His work has been published in Marketing Sherpa, Search Engine Watch, the Google blog, Search Engine Marketing Journal and DM News.

Published in: Business
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The 6 Ways Your Website is Failing and How to Fix It - Chris Goward

  1. 1. The Six Ways Your Website is Failing and How To Fix It Chris Goward, Co-Founder & CEO WiderFunnel Marketing Optimization Twitter: @chrisgoward
  2. 2. Today’s Agenda <ul><li>How to Identify The Six Ways Your Website is Failing </li></ul><ul><li>How to Fix It (Case Study) </li></ul><ul><li>Bonus Free Offer: Custom Landing Page Evaluation </li></ul>
  3. 3. <ul><li>Services: </li></ul><ul><ul><li>Web testing: A/B/n & multivariate </li></ul></ul><ul><ul><ul><li>Planning, copywriting, design & coding </li></ul></ul></ul><ul><ul><li>Web analytics </li></ul></ul><ul><li>Ecommerce and lead generation: </li></ul>WiderFunnel: The Conversion Optimization Agency
  4. 4. <ul><li>Identify The Six Ways Your Website Is Failing </li></ul>
  5. 5. The LIFT Model™: 6 Conversion Rate Factors <ul><li>( Hint: Take this to the office & use it) </li></ul>Relevance Clarity Anxiety Distraction Urgency
  6. 6. A Random Landing Page Sample Let’s pick a search term and look at six of the top landing pages
  7. 7. <ul><li>#1 - Value Proposition </li></ul>Your perceived benefits are low and perceived costs are high
  8. 8. Landing Page Value Proposition Problems <ul><li>Poor graphic design reduces credibility </li></ul><ul><li>No credibility indicators: testimonials, reviews, associations </li></ul><ul><li>No brand credibility </li></ul><ul><li>Take-away: Credibility is part of your Value Proposition </li></ul>
  9. 9. <ul><li>#2 - Relevance </li></ul>Your page does not relate to the visitor’s expectations
  10. 10. Landing Page Relevance Problems <ul><li>Headline mismatch for search term “armpit sweat pads” </li></ul><ul><li>Product mismatch for search term “armpit sweat pads” </li></ul><ul><li>Irrelevant images </li></ul><ul><li>Take-away: visitors are following a “scent-trail” of relevance </li></ul>
  11. 11. <ul><li>#3 - Clarity </li></ul>Your value proposition and call-to-action are confusing
  12. 12. Landing Page Clarity Problems <ul><li>No value proposition in headline </li></ul><ul><li>Large copy blocks </li></ul><ul><li>What is the product? </li></ul><ul><li>This is not a CTA! </li></ul><ul><li>Take-away: Your Solution and CTA must have 3-second Clarity </li></ul>
  13. 13. <ul><li>#4 - Anxiety </li></ul>Your page creates uncertainty about converting
  14. 14. Landing Page Anxiety Problems <ul><li>Security logo & help given primary prominence </li></ul><ul><li>General usability issues create anxiety! </li></ul><ul><li>Take-away: Don’t scare people & cause Anxiety </li></ul>
  15. 15. <ul><li>#5 - Distraction </li></ul>Too many choices redirect attention from primary Call-to-action
  16. 16. Landing Page Distraction Problems <ul><li>Unclickable headlines and graphics pushes products below the fold </li></ul><ul><li>Irrelevant products </li></ul><ul><li>Low priority messages given primary prominence </li></ul><ul><li>Take-away: Provide one solution for one need </li></ul>
  17. 17. <ul><li>#6 - Urgency </li></ul>There’s no reason to act now
  18. 18. Landing Page Urgency Problems <ul><li>No urgency in tone </li></ul><ul><li>No pricing </li></ul><ul><li>No CTA </li></ul><ul><li>Take-away: If they don’t act now, you’ve lost them </li></ul>
  19. 19. <ul><li>Case Study: </li></ul><ul><li>How to Fix Problems Using Conversion Testing </li></ul>
  20. 20. Original Landing Page
  21. 21. LIFT™ Analysis 6. Clarity: Center-aligned text difficult to read 5. Clarity: Grey & blue type lacks prominence 11. Urgency: Immediate assistance message under-emphasized 1. Relevance: Headline doesn’t specify “international” travel 3. Clarity: Subhead with body style lacks prominence 2. Clarity: Upper case headline text difficult to read 4. Distraction: Too many competing CTAs 10. Distraction: Irrelevant credit card offer link 8. Value Proposition: Out-of-date award seal from 2004 9. Clarity: Most powerful messaging statement hidden below the fold 7. Distraction: Secondary CTA more prominence than primary
  22. 22. Test Strategy SwapBox <ul><li>Test Structure: Start with A/B/n testing with 3 variations plus the “Control” </li></ul><ul><li>Traffic: Paid search only </li></ul>Variation B Variation C Control Variation A
  23. 23. Variation A Hypotheses to lift conversions: 2 Add prominent phone to right column 2 3 Rewritten Value Proposition points 3 1 Credibility indicators (Logos of Airlines) 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6
  24. 24. Variation B Hypotheses to lift conversions: 2 Add prominent phone to left column 2 3 Rewritten Value Proposition points 3 1 Add affluent traveler image 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6
  25. 25. Variation C Hypotheses to lift conversions: 2 Add prominent phone to right column 2 3 Rewritten Value Proposition points 3 1 Add affluent traveler image 1 4 Add borders to frame the page 4 5 Secondary CTA below the fold 5 6 “ Click Here for Quote” CTA button added 6
  26. 26. Which Variation Won? A B C
  27. 27. Which Variation Won? A B C 48% Phone Call Lift!
  28. 28. Total Conversion Rate Lift <ul><li>Variation A received the highest Combined conversion rate </li></ul><ul><li>17% Overall Conversion Rate Lift, 48% Phone Call Lift </li></ul><ul><li>This is a statistically significant result at 95% confidence </li></ul>Variation Phone Only Lift Phone + Online Lift Control 0% 0% A +48% +17% B +25% +12% C +15% +1%
  29. 29. <ul><li>What did we change? </li></ul><ul><li>Clear value proposition headline </li></ul><ul><li>Added value proposition copy </li></ul><ul><li>Added credibility indicators </li></ul><ul><li>Left-aligned text </li></ul><ul><li>Improved graphic design </li></ul>Variation A – 48% Phone Call Lift!
  30. 30. Take-aways <ul><li>Credibility is part of your Value Proposition </li></ul><ul><li>Visitors are following a “scent trail” of Relevance </li></ul><ul><li>Your Solution and CTA must have 3-second Clarity </li></ul><ul><li>Don’t scare people & cause Anxiety </li></ul><ul><li>Provide one solution for one need </li></ul><ul><li>If they don’t act now, you’ve lost them </li></ul>
  31. 31. <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 20,000 unique visitors per month </li></ul>Free Offer: Custom Landing Page Evaluation
  32. 32. <ul><li>Would you like a copy of this presentation? </li></ul><ul><li>Email to: [email_address] </li></ul><ul><li>Follow @chrisgoward on Twitter </li></ul>

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