Slides of the keynote by Chris Goward (CAN) at Conversion Hotel 2015, Texel, the Netherlands (#CH2015): "Conversion Optimization as a key business strategy" http://conversionhotel.com

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

2. Conversion Optimization
Your Key Business Strategy
with @ChrisGoward of
Tweet this: @chrisgoward #CH2015

3. © 2007-2015 WiderFunnel Marketing Inc.
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4. © 2007-2015 WiderFunnel Marketing Inc.
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5. © 2007-2015 WiderFunnel Marketing Inc.
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6. © 2007-2015 WiderFunnel Marketing Inc.
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7. © 2007-2015 WiderFunnel Marketing Inc.
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Marketing Scientific
Process
Conversion
Optimization+ =

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

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The best optimization champions
are zen marketing masters
They combine the yin & yang of optimization

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Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
Fuzzy

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Goal: sign up for the
monthly subscription

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Hypothesis: Adding a
social inclusion button will
lift orders.
Hypothesis: Adding a sense
of urgency button will lift
orders.
ê 6.5% Signups
ê 0.5% Signups
Var A: Social Signal
Var B: Urgency
Control
Goal: sign up for the
monthly subscription
?

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Relevance: This is not
personalized to my location.

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A
B

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A
B
ê 5.4%

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State segmented results range:
ê56% to é 67%

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Personalization is a hypothesis
until it’s tested

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You should be skeptical of
so-called “Best Practices”

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Marketer happiness with latest website redesign
Extremely Not so much
24%
76%

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2-5 year gaps
between redesigns
Wedge of
sucky-ness
The best
websites
Yours

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Continuous
website
improvement!

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• Disaster relief
organization
• Entering tax donation
season
Goals
• Lift donation conversion
rate and average
donation value
How?

26. © 2007-2015 WiderFunnel Marketing Inc.
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Landing page redesign?
Personalization?
Price anchoring?
Eyeflow?
Button colour?
Headlines?
Testimonials?
Segmentation?
Reduce form fields?
Reduce form fields?
Reduce form steps? Add form momentum?
Long copy landing page?
Short copy landing page?
Create Scarcity?
Use Reciprocity?
Mention Social Proof?
Appeal to Authority?
Font selection?
Urgency wording?
Put your CTA above
the fold?
Include your inbound
keywords in your
headline?
Make your headline action-oriented?
Include testimonials, reviews, awards?
Use specific custom landing pages?
Reduce your outbound links on your pages?
Increase the size of your product images?
Include a photo of a smiling person?
Reduce your product options to max five?
Use high contrast text on white background pages?
Reduce the length of your privacy policy?
Move your SSL secure icons below the fold?
Embed lead gen forms on your landing pages?
Emphasize features over benefits?
Add ‘action captions’ below images?
Include filter and sorting on category pages?
Reduce your page columns to max two?
Use video product overviews?
Use a grid view on category page templates?
Always use orange CTA buttons?
Always use the word ‘Free’ somewhere?Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
Use video product overviews?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your page
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing p
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orien
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing page
r outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing p
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orien
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing page
r outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
ce your page columns to max two?
your headline action-oriented?
above the fold?
word ‘Free’ somewhere?
oduct overviews?
forms on your landing pages?
utbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
ur CTA above the fold?
the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
se the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
somewhere?
se video product overviews?
n forms on your landing pages?
utbound links on your pages?
r page columns to max two?
ne action-oriented?Put your CTA above the fold?
iews?
Embed lead gen forms on your landing pages?
s on your pages?
ke your headline action-oriented?
e the fold?
Always use the word ‘Free’ somewhere?
Use video prod
Embed lead gen forms on yo
Reduce your outboun
Make your headline action-orien
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your pag
Make your head
Put your CTA above the fold?
Always use the word ‘Free’ somewhe
Use vid
Embed lead gen forms o
Reduce your o
Reduce your page colum
Make your headline acti
Put your CTA above the fold?
Always use the word ‘Free’ somew
Use video product overviews?
Embed lead gen for
Reduce your outbound links on y
Reduce your pag
Make your
Put your CTA above the
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms o
Reduce your page columns to m
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your page
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing page
Reduce your outbound links on yo
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orie
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ake your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
eo product overviews?
Embed lead gen forms on your landing page
ur outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
t your CTA above the fold?
e word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
uce your page columns to max two?
your headline action-oriented?
A above the fold?
word ‘Free’ somewhere?
product overviews?
n forms on your landing pages?
utbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
e the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
use the word ‘Free’ somewhere?
eo product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
’ somewhere?
Use video product overviews?
en forms on your landing pages?
utbound links on your pages?
ur page columns to max two?
ne action-oriented?Put your CTA above the fold?
views?
Embed lead gen forms on your landing pages?
ks on your pages?
ake your headline action-oriented?
ve the fold?
Always use the word ‘Free’ somewhere?
Use video pro
Embed lead gen forms on y
Reduce your outboun
Make your headline action-orie
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your pa
Make your head
Put your CTA above the fold?
Always use the word ‘Free’ somewh
Use vi
Embed lead gen forms
Reduce your
Reduce your page colu
Make your headline ac
Put your CTA above the fold?
Always use the word ‘Free’ somew
Use video product overviews?
Embed lead gen fo
Reduce your outbound links on
Reduce your pa
Make your
Put your CTA above the
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing
Reduce your page columns to max tw
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms
Reduce your page columns to
Don’t start with tactics.

27. © 2007-2015 WiderFunnel Marketing Inc.
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Instead, use framework thinking

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The right Value Proposition
communicated with Clarity
in a context of Relevance
avoidingAnxiety and Distraction
and adding high Urgency

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TM
LIFT Model

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The 27 Sub-Factors
Value Proposition
Tangible Features
Intangible Benefits
Tangible Costs
Intangible Risks
Urgency
Internal
Seasonality
External
Offer
Response
Clarity
Information Hierarchy
Design
Eyeflow
Imagery
Colour
CTA
Copywriting
Relevance
Funnel
Source media
Target audience
Competitive
Navigation preference
Anxiety
Privacy
Usability
Effort
Fulfillment
Distraction
First Impression
Message

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Relevance: Headline does not mention
“donation”
Clarity: Eye flow is disjointed with mis-
aligned content
Clarity: Start of form is pushed down the
page
Value Proposition: Lowest donation
amount pre-selected
Clarity: 2-column form
Clarity: cc number and billing information
are separated
Anxiety: Many fields shown at once
Value Proposition: No testimonials for
credibility
Clarity: No hover state on the CTA

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Variation A – Long Copy

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Variation B – Form Focused

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Variation C – Momentum

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Which one won?
A
B
C

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Overall winner
é 12.4% Donation
Revenue Lift

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During Typhoon Haiyan Crisis
X!
ê 15.7%
Donation Decrease

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For ‘Search Campaign’ Segment
é 10.6% Donation
Revenue Lift

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For ‘Search Campaign’ Segment During the Crisis
é 42.1% Donation
Revenue Lift

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Read more case studies at:
WiderFunnel.com/case-studies

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Growth + Insights = Awesome

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

43. © 2007-2015 WiderFunnel Marketing Inc.
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Frameworks only thrive
within a proven process.

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Infinity Optimization Process

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Explore

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Voice of customer surveys
§ Visitor feedback
§ Funnel abandonment feedback
§ Post-purchase feedback
§ Net promoter score

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Eye tracking
gaze plot

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Eye tracking
heatmap

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Eye tracking
heatmap

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Scrollmap

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Behavior tracking
session

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Infinity Optimization Process

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Validate

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How do you prioritize tests?
There’s a framework for that.

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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

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Logo

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

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15.6% Lift 9.8% Lift23.6% Lift

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There’s more to A/B testing
than conversion rate lift

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Social Proof works
For this audience and context!

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0.0% ConversionRate

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Prospects’
Desires
Your
Features
Competitors’
Features
Your
Points
of
Difference
(PODs)
Your
Points
of
Parity
(POPs)
Your
Points
of
Irrelevance
(POIs)
PODs, POPs, & POIs

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Infinity Optimization Process

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71. © 2007-2015 WiderFunnel Marketing Inc.
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72. © 2007-2015 WiderFunnel Marketing Inc.
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73. © 2007-2015 WiderFunnel Marketing Inc.
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74. © 2007-2015 WiderFunnel Marketing Inc.
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75. Delivering profitable ‘A-ha!’ moments everyday.™

76. © 2007-2015 WiderFunnel Marketing Inc.
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We partner with you to dramatically lift
your profit with marketing optimization.

77. © 2007-2015 WiderFunnel Marketing Inc.
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78. © 2007-2015 WiderFunnel Marketing Inc.
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Download a free chapter at:
www.YouShouldTestThat.com
Read more case studies:
WiderFunnel.com/case-studies
Read the blog:
WiderFunnel.com/blog
Or email: iwant@WiderFunnel.com
Learn more

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Want to learn more?
Email: iwant@WiderFunnel.com