Thank you for joining us!We’ll be starting in just a few minutesAbout the HostsChris GowardWiderFunnel Founder & CEO. Deve...
Recording and slideswill be emailed to you this week
About Unbounce
Build, publish & A/B test landing pages without I.T.Increase the ROI of your marketing campaigns
Stick around after the Unwebinarto see how Unbounce can helpyou build landing pages andimprove your conversion rates...wit...
Multiply Your Landing PageConversion Rates(in a big way!)
Director of Customer SuccessRyan EngleyUnbounce@ryan_engleyHow To Multiply Your Landing Pages Conversion RatesJoin our cha...
Founder & CEOChris GowardWiderFunnel@chrisgoward and @widerfunnelHow To Multiply Your Landing Pages Conversion RatesJoin o...
• Developed WiderFunnel’s processes, including the LIFTModel™ & Kaizen• Conversion rate lift of 10% to 750% for every mult...
We partner with our clients to dramatically lifttheir profit with marketing optimization• Strategy, design, copywriting & t...
Content Slide10%20%30%40%50%2010 2011 2012Quite Dissatisfied Very DissatisfiedConversion RateDissatisfactionis GrowingSource...
0%25%50%75%100%2010 2011 201230% 35% 35%Yes NoSource: eConsultancy Conversion Rate Optimization Report 201230% 35%Conversi...
Why all the misery?They’re doing it wrong.
Average ConversionAverage Conversion Rate LiftEcommerce 23.1%Lead Gen 49.0%*WiderFunnel average results 2007-2012Conversio...
17,000 web pagesPlus landing pages!3-Year CRO Engagement
?!!
ControlChallengerChallenger
Var A: Concise Benefits Var B: Service DetailsWhich Variation Won?
49.9%Conversion Rate LiftControlled Test Result
SituationHair restoration services, focused on direct responsePPC landing page tested & tuned – had hit a plateauThe GoalM...
Which Paid Search Landing Page Won?Var A: Emotive Images Var B: Static Text
Controlled Test Result20%Conversion Rate Lift
Truth: Sex Is DistractingSex Is Distracting
You Should Test That!
“Almost everything thatdistinguishes the modern worldfrom earlier centuries isattributable to science.”—Bertrand Russell
But…How you test is critical
200%That’s what a structuredtesting process is worth.
No YesLargeIncreaseInSalesSource: eConsultancy Conversion Rate Optimization Report 20112xDoes your organization have a str...
FunExDiscoveryOpportunities 1.1 Cluster1.2 Isolation1.3 IsolationLIFTPage 1FunEx2.1 Isolation2.2 Isolation2.3 ClusterLIFTP...
“The most serious mistakes are not being madeas a result of wrong answers.The truly dangerous thing is asking the wrongque...
These Frameworks Work in All Industries
(Note: For more info, search “WiderFunnel Lift”)TMRelevanceClarityAnxietyDistractionUrgencyKnowing what to test: Using the...
SituationHuge new game releaseNeeded to maximize launch window to hit signup targets3-step signup pathThe GoalMore free be...
Control PageClarity: Paragraphs are longDistraction: Navigation bar pullsusers from formClarity: Little content hierarchyC...
Variation A: Redesign
Variation B: Progress Steps
Variation C: Progress Steps & Horizontal Fields
A: No StepsB: Progress StepsC: Steps & Horizontal FieldsWhich Signup Path Won?
12.8%SignupConversion Rate LiftControlled Test Result
Persuasional Landing PagesInformational Interior PagesTransactional Conversion Pages
YourFeaturesYour Points of Parity(POPs)Your Points of Difference(PODs)Your Point of Irrelevance(POIs)The “DIP” Value Propos...
SituationCompetitive search keywords “Human Growth Hormone”Competitors focused on product purityShoppers worried about pro...
A BWhich Landing Page Won?
49%Sales LiftControlled Test Result
More Tests Run=Nothing Beats Testing Experience
What are You Waiting For?
Download a free chapter atwww.YouShouldTestThat.comFree Chapter!
Find out if you qualify to work with WiderFunnelYou could join our conversion optimization system.To Find out if you Quali...
Recording and slideswill be emailed to you this week
http://try.unbounce.com/to-multiply-conversion-ratesYour First Month is On Us
How to Build & Test Landing Pageswith Unbounce
Why Use Unbounce?
Because you can’t get landingpages built fast enough
Because you need more controlover your landing pages
Because landing pagedevelopment is expensive
Quickly & easily build and optimizetargeted landing pages foryour marketing campaigns(...without relying on developers or ...
http://try.unbounce.com/to-multiply-conversion-ratesYour First Month is On Us
[Webinar] Multiply Your Landing Page Conversion Rates
[Webinar] Multiply Your Landing Page Conversion Rates
[Webinar] Multiply Your Landing Page Conversion Rates
[Webinar] Multiply Your Landing Page Conversion Rates
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[Webinar] Multiply Your Landing Page Conversion Rates

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Chris Goward, Founder and CEO of WiderFunnel will show you how he's been testing and discovering new ideas for Iron Mountain, SAP, BuildDirect, Google and more—with surprising results.

Using real examples from WiderFunnel's three-year-long testing strategy with Iron Mountain, you'll see how they've gotten more than 400% lift in their key landing pages.

You'll learn:

Which "best practices" you can trust
How to improve your landing page's conversion rates by 200%
How to create a competition-dominating value proposition

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[Webinar] Multiply Your Landing Page Conversion Rates

  1. 1. Thank you for joining us!We’ll be starting in just a few minutesAbout the HostsChris GowardWiderFunnel Founder & CEO. Developed CRO processes,including the LIFT Model™ & Kaizen.Has achieved conversion rate lift of 10% to 750% for everymulti-test client.New book by Wiley: “You Should Test That!”Ryan EngleyRyan is our Director of Customer Successwho along with his team, helps Unbouncecustomers boost their conversion rates. He isour resident webinar host and consummateoffice vegan.How To Multiply Your Landing Pages Conversion Rates
  2. 2. Recording and slideswill be emailed to you this week
  3. 3. About Unbounce
  4. 4. Build, publish & A/B test landing pages without I.T.Increase the ROI of your marketing campaigns
  5. 5. Stick around after the Unwebinarto see how Unbounce can helpyou build landing pages andimprove your conversion rates...without relying on developers!
  6. 6. Multiply Your Landing PageConversion Rates(in a big way!)
  7. 7. Director of Customer SuccessRyan EngleyUnbounce@ryan_engleyHow To Multiply Your Landing Pages Conversion RatesJoin our chat on Twitter
  8. 8. Founder & CEOChris GowardWiderFunnel@chrisgoward and @widerfunnelHow To Multiply Your Landing Pages Conversion RatesJoin our chat on Twitter
  9. 9. • Developed WiderFunnel’s processes, including the LIFTModel™ & Kaizen• Conversion rate lift of 10% to 750% for every multi-testclient• In demand as a speaker globally• New book by Wiley:“You Should Test That!”Get a free chapter at: YouShouldTestThat.comChris GowardFounder & CEOWiderFunnel@chrisgowardHow To Multiply Your Landing Pages Conversion Rates
  10. 10. We partner with our clients to dramatically lifttheir profit with marketing optimization• Strategy, design, copywriting & testing• Every client has had 10% to 700%+ liftMore free tips at www.WiderFunnel.com/Blog
  11. 11. Content Slide10%20%30%40%50%2010 2011 2012Quite Dissatisfied Very DissatisfiedConversion RateDissatisfactionis GrowingSource: eConsultancy Conversion Rate Optimization Report 201236%41%How satisfied are you with your conversion rate?
  12. 12. 0%25%50%75%100%2010 2011 201230% 35% 35%Yes NoSource: eConsultancy Conversion Rate Optimization Report 201230% 35%Conversion RateImprovementis Getting Harder70% 65%Has your conversion rate improved?
  13. 13. Why all the misery?They’re doing it wrong.
  14. 14. Average ConversionAverage Conversion Rate LiftEcommerce 23.1%Lead Gen 49.0%*WiderFunnel average results 2007-2012Conversion Optimization Works!
  15. 15. 17,000 web pagesPlus landing pages!3-Year CRO Engagement
  16. 16. ?!!
  17. 17. ControlChallengerChallenger
  18. 18. Var A: Concise Benefits Var B: Service DetailsWhich Variation Won?
  19. 19. 49.9%Conversion Rate LiftControlled Test Result
  20. 20. SituationHair restoration services, focused on direct responsePPC landing page tested & tuned – had hit a plateauThe GoalMore lead gen form fills
  21. 21. Which Paid Search Landing Page Won?Var A: Emotive Images Var B: Static Text
  22. 22. Controlled Test Result20%Conversion Rate Lift
  23. 23. Truth: Sex Is DistractingSex Is Distracting
  24. 24. You Should Test That!
  25. 25. “Almost everything thatdistinguishes the modern worldfrom earlier centuries isattributable to science.”—Bertrand Russell
  26. 26. But…How you test is critical
  27. 27. 200%That’s what a structuredtesting process is worth.
  28. 28. No YesLargeIncreaseInSalesSource: eConsultancy Conversion Rate Optimization Report 20112xDoes your organization have a structured approach to improving conversion rates?
  29. 29. FunExDiscoveryOpportunities 1.1 Cluster1.2 Isolation1.3 IsolationLIFTPage 1FunEx2.1 Isolation2.2 Isolation2.3 ClusterLIFTPage 2FunEx3.1 Isolation3.2 IsolationLIFTPage 3FunEx4.1 Isolation4.2 Cluster4.3 IsolationLIFTPage 4Insight FlowPage 5, etc.Phase 1Marketing Optimization StrategyPhase 2LIFT™and TestingThe Structured Agile SystemHeuristicsWeb AnalyticsVoice of CustomerResearchPIE FrameworkKaizen Plan
  30. 30. “The most serious mistakes are not being madeas a result of wrong answers.The truly dangerous thing is asking the wrongquestion.”—Peter Drucker
  31. 31. These Frameworks Work in All Industries
  32. 32. (Note: For more info, search “WiderFunnel Lift”)TMRelevanceClarityAnxietyDistractionUrgencyKnowing what to test: Using the LIFT™Model
  33. 33. SituationHuge new game releaseNeeded to maximize launch window to hit signup targets3-step signup pathThe GoalMore free beta game signups
  34. 34. Control PageClarity: Paragraphs are longDistraction: Navigation bar pullsusers from formClarity: Little content hierarchyClarity: Typeface is very smallClarity: Small, non-descript buttonRelevance: Testimonials notapplicable to transactional stepClarity: Steps look like links but notclickableClarity: ‘Signup’ vs. ‘Sign in’terminology is confusingClarity: ‘Create new account’ ishidden
  35. 35. Variation A: Redesign
  36. 36. Variation B: Progress Steps
  37. 37. Variation C: Progress Steps & Horizontal Fields
  38. 38. A: No StepsB: Progress StepsC: Steps & Horizontal FieldsWhich Signup Path Won?
  39. 39. 12.8%SignupConversion Rate LiftControlled Test Result
  40. 40. Persuasional Landing PagesInformational Interior PagesTransactional Conversion Pages
  41. 41. YourFeaturesYour Points of Parity(POPs)Your Points of Difference(PODs)Your Point of Irrelevance(POIs)The “DIP” Value Proposition Framework
  42. 42. SituationCompetitive search keywords “Human Growth Hormone”Competitors focused on product purityShoppers worried about product efficacy & FUDThe GoalMore e-commerce revenue
  43. 43. A BWhich Landing Page Won?
  44. 44. 49%Sales LiftControlled Test Result
  45. 45. More Tests Run=Nothing Beats Testing Experience
  46. 46. What are You Waiting For?
  47. 47. Download a free chapter atwww.YouShouldTestThat.comFree Chapter!
  48. 48. Find out if you qualify to work with WiderFunnelYou could join our conversion optimization system.To Find out if you Qualify:1. Tell us the URL & traffic volume of your website2. Email: Hello@widerfunnel.com3. Schedule the qualification interviewWant Results Like These?
  49. 49. Recording and slideswill be emailed to you this week
  50. 50. http://try.unbounce.com/to-multiply-conversion-ratesYour First Month is On Us
  51. 51. How to Build & Test Landing Pageswith Unbounce
  52. 52. Why Use Unbounce?
  53. 53. Because you can’t get landingpages built fast enough
  54. 54. Because you need more controlover your landing pages
  55. 55. Because landing pagedevelopment is expensive
  56. 56. Quickly & easily build and optimizetargeted landing pages foryour marketing campaigns(...without relying on developers or designers)
  57. 57. http://try.unbounce.com/to-multiply-conversion-ratesYour First Month is On Us

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