The document discusses the importance of conversion optimization in marketing, emphasizing its ability to generate significant revenue lifts by implementing effective testing and strategies. It highlights common misconceptions about conversion optimization and introduces a systematic approach to create and test marketing hypotheses. Additionally, it includes announcements for a new platform to test conversion skills and an offer for free landing page evaluations.

1. How to Use Conversion Optimization
for Marketing Insights
(and huge revenue lift!)
Plus, two special announcements
Chris Goward
Co-Founder & CEO
WiderFunnel
@chrisgoward
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

2. The Conversion Optimization Agency
What do we do?
• Conversion Optimization Testing
– Planning, copywriting, design & coding
• Landing Page Optimization
• Web Analytics & AdWords Audits
Guaranteed Results
• You will get conversion rate or revenue lift
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

3. Who’s Getting Results?
Our Clients:
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

4. Let’s start with a little warm-up!
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

5. Lead Generation Landing Page
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

6. Which Paid Search Landing Page Won?
A B
vs.
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

7. Test Result
B
20%
Conversion Rate
Lift!
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

8. Test Result
B
Marketing
Insight!
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

9. Following “Best Practices” Doesn’t Work!
Green buttons work best…
Red buttons work best…
No, use orange buttons…
Minimize form fields…
Minimize clicks to conversion…
Emphasize security icons…
Security icons raise anxiety…
Sex sells…
Always include a smiling person...
Never include people…
Use long copy landing pages…
Minimize your copy length…
Lead with benefits…
Lead with features…
Etc…
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

10. Conversion Optimization
Has Been Undersold
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

11. Let’s Correct Some Misconceptions
Conversion Optimization is NOT…
(Can you spot the difference?)
Not Multivariate Testing
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

12. The False Promise of Testing Technology
Weak Ideas Brilliant Results
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

13. Conversion Optimization is NOT…
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

14. Conversion Optimization is NOT…
(Please, no more button tests!)
Not Design Testing
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

15. Conversion Optimization is NOT…
Conversion Rate
[
[
Old Page
Not Before & After Testing
New Page
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

16. Real Conversion Optimization is…
Conversion
Optimization Persuasion
Marketing
Scientific Experience
Method Design
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

17. How?
Create Powerful Hypotheses
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

18. What Makes a Great Hypothesis?
1. Testable
2. Seeks to solve conversion problems
3. Aims at improving Marketing results
4. Builds on Marketing Insights
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

19. Use a Systematic, Repeatable Process
Kaizen 2
Plan Hypothesis
Creation
1 3
LIFT Funnel
Analysis Experiment
Map
7 4
Results Graphic
Analysis Design &
Copy
6 5
Experiment Technical
Launch Install
For more, google:
“WiderFunnel white paper”
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

20. Special Announcement #1
ConversionSkills.com beta for PubCon
• Test your Conversion Skills
• View more case studies
• Find out what really works
Go to:
ConversionSkills.com/beta
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

21. Special Announcement #2
Free Offer: Custom Landing Page Evaluation
Interested in a Free Landing Page Evaluation?
– 10 time slots are available
– Scheduled on a first-come, first-served basis
To qualify:
1. Email to: Hello@WiderFunnel.com
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

22. Remember, for free evaluation…
• Email to: Hello@WiderFunnel.com
© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward