How to Use
Conversion Rate Optimization
to Gain 1 Million Customers
Plus, an ongoing 47% signup lift!

David Barrett

Chri...
Chris Goward, Founder & CEO
•  Developed WiderFunnel’s processes,
including the LIFT Model™ & Kaizen
•  Conversion rate li...
We partner with our clients to dramatically lift
their profit with marketing optimization
• 

Strategy, design, copywritin...
Startup challenges are unique

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | wide...
How many do you recognize?
q  Lean team with diverse responsibilities
q  Focused core competency
q  Facing large compet...
Today’s Objective:
Lift your customer acquisition rate
(and get more customers fast!)

Tweet this: @chrisgoward @expensify...
David Barrett, Founder of Expensify
•  Developer since the age of 6
•  Former lead engineer of Red Swoosh, now
Akamai, fro...
Situation

A fast-growth startup with a lean team facing large competitors
‘Freemium’ expense reporting app
Home page is p...
Challenges

Home page had been developed with clean design “best practices” but we
believed it could be improved
We are ex...
The Goal
Dramatically lift new member signups from the home page!
This is where WiderFunnel comes in…

Tweet this: @chrisg...
Home pages mostly suck.

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunne...
Clarity: No Service
Value Proposition

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc...
Distraction:
Rotating messages
kill conversion rate

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel...
Distraction: Too
many messages!
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | wid...
Clarity: CEO vanity
page. WIIFM?
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | wi...
Good news! Expensify’s didn’t suck!
(But, bad news for WiderFunnel)

Tweet this: @chrisgoward @expensify #1Million
© 2007-...
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
The Structured Process
FunEx
PIE Framework

Opportunities
Page 1

LIFT

FunEx
LIFT

Discovery

Web Analytics
Heuristic Ana...
Knowing what to test: Using the LIFT™Model

Relevance

Clarity
TM

Urgency
Distraction
Anxiety
(Note: For more, search “Wi...
LIFT™Analysis

Clarity: No headline to
summarize value proposition
Clarity: No use of colour to
guide eyeflow
Distraction: ...
Develop Test Hypotheses
WEAKNESS

STRENGTH

Clarity - No headline
to create a clear
eyeflow

Hypothesis: Adding a
prominent...
Variation A: “Prominent CTA”

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | wider...
Variation B: “Benefit Copy”

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerf...
Variation C: “Product Image”

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | wider...
Which Home Page Won?
A

B

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfun...
Controlled Test Result

28%

Signup Lift

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing ...
That’s just the beginning...
Three more dramatic test rounds on the home page so far.

Tweet this: @chrisgoward @expensify...
We didn’t stop there.

Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel....
Total conversion rate lift to date: 47.2%
And the winning pages have pushed them past the 1 million user mark.

Tweet this...
Expensify knows how to focus
They knew their core competency and hired experts where needed.

Tweet this: @chrisgoward @ex...
Free Whitepaper

Get a free 20-page whitepaper
for how to build this strategy.
Just email:

iwant@widerfunnel.com

Tweet t...
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Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers

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Expensify is a fast-growth startup with a lean team facing large competitors. When they set their goal to surpass a million users, they knew they needed to improve their signup conversion rate--fast! They did and, in the process, boosted their subscriber base to over 1 million users.

Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers

  1. 1. How to Use Conversion Rate Optimization to Gain 1 Million Customers Plus, an ongoing 47% signup lift! David Barrett Chris Goward @expensify @chrisgoward Founder Expensify Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Founder WiderFunnel
  2. 2. Chris Goward, Founder & CEO •  Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen •  Conversion rate lift of 10% to 750% for every multi-test client •  In demand as a speaker Chris Goward Founder & CEO WiderFunnel @chrisgoward •  Author of “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  3. 3. We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing •  Every client has had 10% to 700%+ lift Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  4. 4. Startup challenges are unique Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  5. 5. How many do you recognize? q  Lean team with diverse responsibilities q  Focused core competency q  Facing large competitors q  Ever-changing competitive environment q  Must prove value from expenditures q  Answering to investors & VCs q  Fast growth goals Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  6. 6. Today’s Objective: Lift your customer acquisition rate (and get more customers fast!) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  7. 7. David Barrett, Founder of Expensify •  Developer since the age of 6 •  Former lead engineer of Red Swoosh, now Akamai, from which he was dramatically fired •  Created Expensify out of his hatred for expense reports. David Barrett •  Loves world travel and great wine Expensify @expensify •  Has a beagle Founder Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  8. 8. Situation A fast-growth startup with a lean team facing large competitors ‘Freemium’ expense reporting app Home page is primary landing page for online signups Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  9. 9. Challenges Home page had been developed with clean design “best practices” but we believed it could be improved We are experts at developing an industry-leading application, not conversion optimization Faced very large competitors with larger budgets and brands and needed to be selective in their resource investments Aggressive membership growth targets Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  10. 10. The Goal Dramatically lift new member signups from the home page! This is where WiderFunnel comes in… Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  11. 11. Home pages mostly suck. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  12. 12. Clarity: No Service Value Proposition Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  13. 13. Distraction: Rotating messages kill conversion rate Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  14. 14. Distraction: Too many messages! Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  15. 15. Clarity: CEO vanity page. WIIFM? Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  16. 16. Good news! Expensify’s didn’t suck! (But, bad news for WiderFunnel) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  17. 17. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  18. 18. The Structured Process FunEx PIE Framework Opportunities Page 1 LIFT FunEx LIFT Discovery Web Analytics Heuristic Analysis Voice of Customer In-Page Analytics 2.3 Cluster Page 3 LIFT Page 4 LIFT Page 5, etc. Phase 1 Conversion Optimization Strategy Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com 1.2 Isolation 1.3 Isolation 2.1 Isolation 2.2 Isolation Page 2 Kaizen Plan 1.1 Cluster Insight Flow FunEx FunEx 4.1 Isolation 3.1 Isolation 3.2 Isolation 4.2 Cluster 4.3 Isolation Phase 2 LIFT™ Analyses and Testing
  19. 19. Knowing what to test: Using the LIFT™Model Relevance Clarity TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”) Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  20. 20. LIFT™Analysis Clarity: No headline to summarize value proposition Clarity: No use of colour to guide eyeflow Distraction: Page elements are misaligned Anxiety: No mention that credit card is not required for signup Clarity: Important features hidden in rotating content block Clarity: CTA area given low prominence Clarity: No CTA headline above the signup form Clarity: Form field is not autofocused Value Proposition: No mention of “free” in CTA Distraction: “learn more” link near signup form Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  21. 21. Develop Test Hypotheses WEAKNESS STRENGTH Clarity - No headline to create a clear eyeflow Hypothesis: Adding a prominent headline will lift signups Clarity- No use of colour to guide eyeflow Hypothesis: Adding bold colour around CTA will lift signups Distraction - “learn more” link near signup form Hypothesis: Moving CTA away from other links will lift signups Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  22. 22. Variation A: “Prominent CTA” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  23. 23. Variation B: “Benefit Copy” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  24. 24. Variation C: “Product Image” Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  25. 25. Which Home Page Won? A B Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com C
  26. 26. Controlled Test Result 28% Signup Lift Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  27. 27. That’s just the beginning... Three more dramatic test rounds on the home page so far. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  28. 28. We didn’t stop there. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  29. 29. Total conversion rate lift to date: 47.2% And the winning pages have pushed them past the 1 million user mark. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  30. 30. Expensify knows how to focus They knew their core competency and hired experts where needed. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
  31. 31. Free Whitepaper Get a free 20-page whitepaper for how to build this strategy. Just email: iwant@widerfunnel.com Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com

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