Conversion Optimization for More Leads, Sales and Revenue

Conversion Optimization for More
Leads, Sales and Revenue

Plus, Two Special Announcements!

Chris Goward
Co-Founder & CEO
WiderFunnel
@chrisgoward

Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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 client


Let’s start with a little warm-up!


The Goal
More e-commerce sales

Why?
Paid search landing page
Competitive keywords, high traffic cost


Which Landing Page Won?

A B

vs.


Test Result

49.9%
Sales Lift


Test Result

Marketing
Insight!


Conversion Optimization
Is Being Under-valued


Are You Missing
The Potential?


Conversion Optimization Works

Average Conversion Rate Lift

Overall Average
43.3%

BtoB Average
76.8%

BtoC Average
38.8%

*WiderFunnel average results 2007-2011


Let’s Correct
Some Misconceptions


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.

Myth: Green Buttons Work Best


Myth: Red Buttons Work Best


Myth: Orange Buttons Work Best


Truth: Winning Buttons Depend on Context!


Controlled Test Result

Marketing Insight!

Myth: Multivariate Testing Gives Best Results

Weak Ideas Brilliant Results


Truth: Pareto was (almost) Right

“Spend 10% on Tools,
90% on People”
- Avinash


Myth: You Don’t Need Controlled Testing

Conversion Rate

[
[
Oops…

Old Page New Page


Real Conversion Optimization Is…


Persuasion
Marketing


Persuasion
Marketing

Experience
Design


Conversion
Optimization Persuasion
Marketing

Scientific Experience
Method Design


How?
Create Powerful Hypotheses


These Frameworks are Working in All Industries

Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan


Knowing what to test: Using the LIFT Model™

Relevance
TM

(Note: For more, search “WiderFunnel Lift”)


Cool!
How can I do that?


Optimize for Relevance

No content for “How to
make the perfect movie”!



Clarity
Relevance
TM



Don’t try to
be too clever!


Optimize for Clarity
Clarity gave 17%
conversion rate lift
and 2400% ROI



Clarity
Relevance
TM

Anxiety



Optimize for Anxiety

Over-emphasis on
security creates
anxiety



Clarity
Relevance
TM

Distraction
Anxiety



Optimize for Distraction

Oops. Overplayed
the sexy card!



Clarity
Relevance
TM

Urgency
Distraction
Anxiety



Optimize for Urgency

Urgency wording gave
26% booking sales lift


E-Commerce Product Page
(Site-wide)


About AllPopArt

Original Art
Your Photo Our Artists

Customer Profile:
•  Mainly women, 35-65, household income of $75,000+
•  Pet lovers, family oriented

Which Test Variation Won?

A B C


28% Higher Sales
Which Test Variation Won? Conversion Rate
&
42% Higher
Revenue Per Visitor!


What’s the value of a
structured testing process?


200%

Truth: Structured Process Gives Best Results

Structured
Conversion
Optimization
Large Increase In Sales

Process?
2x

Tweet eConsultancy Conversion Rate Optimization Report 2011
Source:
this: @chrisgoward #sessf #cro

Special Announcement #1

ConversionSkills.com launched!

•  Test your Conversion Skills
•  View case studies
•  Find out what really works

Go to: ConversionSkills.com


Special Announcement #2

New Book!

WiderFunnel’s
Secrets
Revealed

Sign up for a free chapter:
YouShouldTestThat.com


Conversion Optimization for More Leads, Sales and Revenue

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