[Webinar] Beyond CRO Basics

© 2007-2017 WiderFunnel Marketing Inc.
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Beyond CRO Basics
Presented by
Chris Goward, Founder & CEO, WiderFunnel

Today’s Speaker
Chris Goward
Founder & CEO
WiderFunnel

Housekeeping
• We are recording
• Slides will be available after the webinar is complete
• There will be time to submit questions at the end of
the presentation

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Var A Var B Var C Var D

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23.4% more orders for IBM Softlayer servers

115% more qualified leads for Magento Enterprise

$1 million per month additional revenue for BuildDirect.com

What we hear over and over again...
• How can we get consistent optimization results?
• Will we hit an optimization ceiling?
• How should we respond to losing tests?
• Will our test results fade over time?
• How do we build the best growth program?

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
FuzzyYang
Yin

• Use landing page templates
• Follow conversion “best practices”
• Choose tools before strategy
• No experiments (!)
• No personalization strategy
• Misunderstand statistical significance
• Pollute test results with improper
technical setup
• Little cognitive bias training
• Unaware of Design Of Experiments
(DOE)

Common mistake:
Implementing “gut feeling” ideas
without framework thinking
or experiment validation.

New brand & website launch, big marketing spend
 Result: declining sales!
Solution:
 Tie spend to direct sales
 Focus on Return on Ad Spend (ROAS)
 Outsource Conversion Optimization to WiderFunnel

9,000 pixels
or 9’8” tall

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?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Always use the word ‘Free’ somewhere?
Reduce your outbound links on your pages
lways use the word ‘Free’ somewhere?
Use video product overviews
Reduce your outbound links on your
Embed lead gen forms on your landing pa
Reduce your page columns to max two
Make your headline action-oriente
he word ‘Free’ somewhere?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
outbound links on your pages?
your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews
Reduce your outbound links on your
he word ‘Free’ somewhere?
ke your headline action-oriented?Put your CTA above the fold?
outbound links on your pages?
word ‘Free’ somewhere?
ce your page columns to max two?
our headline action-oriented?
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ord ‘Free’ somewhere?
oduct overviews?
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tbound links on your pages?
ur CTA above the fold?
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our CTA above the fold?
se the word ‘Free’ somewhere?
omewhere?
se video product overviews?
n forms on your landing pages?
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ews?
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ke your headline action-oriented?
e the fold?
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Embed lead gen forms on your landing pages
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Embed lead gen forms on your landing p
Reduce your page columns to max tw
Make your headline action-orien
the word ‘Free’ somewhere?
ake your headline action-oriented?Put your CTA above the fold?
Embed lead gen forms on your landing pages
r outbound links on your pages?
t your CTA above the fold?
e word ‘Free’ somewhere?
uce your page columns to max two?
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A above the fold?
word ‘Free’ somewhere?
roduct overviews?
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utbound links on your pages?
our CTA above the fold?
e the word ‘Free’ somewhere?
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en forms on your landing pages?
utbound links on your pages?
ur page columns to max two?
e action-oriented?Put your CTA above the fold?
iews?
s on your pages?
ake your headline action-oriented?
e the fold?
Use video prod
Embed lead gen forms on yo
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Reduce your outbound links on your pag
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Always use the word ‘Free’ somewhe
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Embed lead gen forms o
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Always use the word ‘Free’ somew
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Put your CTA above the
Embed lead gen forms on your landing p
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Embed lead gen forms
Reduce your page columns to m
Tips & tricks are dead ends.

They need a total website redesign,
right?

2-5 year gaps
between redesigns
The best
websites
Yours
Radical Website Redesigns (RSR)

Happiness with latest website redesign
Extremely Not so much
24%
76%

They needed:
A growth marketing program that produces
ongoing and proven sales lift.

Expert
optimization
team
Proven
optimization
process
Meaningful
customer
insights
The three success factors

What makes a great
optimization process?

The best optimization process
delivers inspiration and proof.

Infinity Optimization Process

Explore

Explore
The LIFT Model helps
you look at marketing
touchpoints through
customers’ perspective.

T
MLIFT Model

CLARITY: Based on scroll and
heuristic analysis, the first block
of content created a false
bottom.
CLARITY: White/black text on
dark purple hard to quickly
read.
VALUE PROPOSITION: Crisp,
clear value proposition
messaging.
DISTRACTION: Overwhelming
content creates cognitive load.

Variation A Variation BControl
?

Clear segmentation
module.
Redesign Variation A
Best-selling products move
higher on the page.

Redesign Variation B
Tabs provide more info and
data on engagement.
Segmenting options to
differentiate home and
business shoppers.

Variation A Variation BControl
15.8% Sales 41.4% Sales
?

Conversion optimization can create
dramatic and fast design improvements

Video VariationNew Control
153.6% Video views
10.6% Sales

Validate
Analyzing results often
leads to surprising
insights for future
experiments.

Validate
Hypothesis:
Reducing prominence of
videos will increase
sales.

 29.4% Video views
Control Variation A
 33% Sales

Get a free chapter at www.YouShouldTestThat.com

Advanced optimization gains powerful
insights from losing experiments

Feedback
Forms

Post-purchase
surveys

 23% Sales  46% Sales

Advanced optimization gains deep
understanding of the voice of your
customer

How’s WeBoost doing now?

Before After

104% conversion rate lift (e.g. doubled)
215% revenue lift across entire website
71% increase in site traffic
400%+ increase in ad impressions
Business Results:

The Situation When We Started
• High Volume website with a one-person optimization team
• Mish-mash of ad server technology, Optimizely, and Adobe Analytics for A/B
testing
• “Hunt and peck” optimization planning
• 4 - 8 tests per month
• Little confidence in test results
• Unknown optimization opportunity

Clarity: Repeats previous step headline
Clarity: Low button prominence
Distraction: Too many colors
Distraction: Gradient background
Distraction:
Three column
layout adds
complexity
Distraction: Too
much content for
a simple action
Anxiety: Unable
to select multiple
providers at once

Control Variation A
Urgency subhead
Variation B
Choice Isolation (vs A)
Variation C
Lovability Isolation (vs B)
?

Control Variation A
Urgency subhead
Variation B
Choice Isolation (vs A)
Variation C
Lovability Isolation (vs B)
- 9.7%
+ 19.2% + 11.8%

Profitable ‘A-ha!’ Moment

Where do these ideas come from?
The process generates an unending stream of them.

Explore
We have nearly 200
cognitive biases (so far)
to test in varying
situations.

The “choice is yours” effect
A Meta-Analysis of the Effectiveness of the
“But You Are Free” Compliance-Gaining
Technique, 2012
– Christopher J Carpenter
Analysis of 42 studies involving 22,000
participants.
Insight: Telling the person they have the
freedom to choose nearly doubled sales
success rates.

T
MLIFT Model
(Note: For more info, google “WiderFunnel Lift”)

+7.34% Revenue Lift

The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety
Distraction
Relevance
Clarity
Urgency

Micro-survey
Qualify Social Proof focus
Control Variation A
Variation B Variation C
?

Micro-survey
Qualify Social Proof focus
Control Variation A
Variation B Variation C
+ 14.0%
No Change + 40.39%

Social Proof (Bandwagon
Effect)
We tend to put our trust in
something because we
believe many other people
have put their trust in it first.
There is safety in numbers.

The Bandwagon Effect works
For this audience and context!

Bandwagon Effect

You can’t use all the tactics all the
time.

0.0% Conversion Rate

Self-consistency Bias

Self-consistency Bias
We like to keep consistent with what
we think, say and do, and will change
to ensure this is so.
- Cialdini, Influence.
(2006)

Cognitive Dissonance
Cognitive Dissonance is mental stress
experienced when a person holds
contradictory beliefs, or acts in
contradiction to existing beliefs.
- Leon Festinger
(1957)

Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%

14% of visitors
68% of donors
86% of visitors
32% of donors
Selected
“Regular Donor”
Selected
“Occasional Donor”
Selected
“First Time Donor”
Non-Responders

Now, we’re building on these insights to
deliver Personalized data-informed
experiences.

Here’s where DMV.org is now
• The right tech – with Adobe, Optimizely, Liftmap integrated
• The right process – using Infinity Optimization Process
• The right team – integrated DMV.org and WiderFunnel teams
• The right pace – now running 500+ tests per year
• The right results – revenue doubled four years in a row

Shane Hale, director of site optimization
and conversion at DMV.org
 Senior-level buy-in was critical to success
 Track the right revenue-driving goals
 Trust the process with your expert partner
 Don’t be afraid of the “left-field” variations
 Analyze test results for personalization
insights
Shane’s Keys to Success

Become an optimization champion
Get the new 32-page
“Optimization Champion’s Handbook”
Send an email to: iwant@WiderFunnel.com
Subject: Champion Handbook Please!

1200+Attendees
20+Sessions
100+Giveaways
30+Speakers
Wynn Las Vegas, October 17-19
Registration
Early Bird
$750Expires on 09/01/2017
Early Early Bird
$550Expires on 07/14/2017
Regular
$850Expires on 10/16/2017

Questions?
Please submit your questions via the text box on
your screen.

Thank you

[Webinar] Beyond CRO Basics

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