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Delivering profitable ‘A-ha!’ moments everyday.™
Conversion Optimization
Your Key Business Strategy
with @ChrisGoward of
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH20151981
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Marketing Scientific
Process
Conversion
Optimizati...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
•  Optimization strategy, test planning,
UX, copyw...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
The best optimization champions
are zen marketing ...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Proven
Quantitative
Logical
Solid
Intuitive
Qualit...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Goal: sign up for the
monthly subscription
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Hypothesis: Adding a
social inclusion button will
...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Relevance: This is not
personalized to my location.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
A
B
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
A
B
ê 5.4%
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
State segmented results range:
ê56% to é 67%
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Personalization is a hypothesis
until it’s tested
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
You should be skeptical of
so-called “Best Practic...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Marketer happiness with latest website redesign
Ex...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
2-5 year gaps
between redesigns
Wedge of
sucky-nes...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Continuous
website
improvement!
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
•  Disaster relief
organization
•  Entering tax do...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Landing page redesign?
Personalization?
Price anch...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Instead, use framework thinking
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
The right Value Proposition
communicated with Clar...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
TM
LIFT Model
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
The 27 Sub-Factors
Value Proposition
Tangible Feat...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Relevance: Headline does not mention
“donation”
Cl...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Variation A – Long Copy
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Variation B – Form Focused
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Variation C – Momentum
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Which one won?
A
B
C
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Overall winner
é 12.4% Donation
Revenue Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
During Typhoon Haiyan Crisis
X!
ê 15.7%
Donation ...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
For ‘Search Campaign’ Segment
é 10.6% Donation
Re...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
For ‘Search Campaign’ Segment During the Crisis
é...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Read more case studies at:
WiderFunnel.com/case-st...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Growth + Insights = Awesome
Delivering profitable ‘A-ha!’ moments everyday.™
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Frameworks only thrive
within a proven process.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Explore
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Voice of customer surveys
§  Visitor feedback
§ ...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Eye tracking
gaze plot
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Eye tracking
heatmap
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Eye tracking
heatmap
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Scrollmap
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Behavior tracking
session
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Validate
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
How do you prioritize tests?
There’s a framework f...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Zone Potential Importance Ease
PIE
Score
Homepage ...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Logo
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Insight:
Shoppers want to refine their results by c...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
15.6% Lift 9.8% Lift23.6% Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
There’s more to A/B testing
than conversion rate l...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Social Proof works
For this audience and context!
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
0.0% ConversionRate
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Prospects’
Desires
Your
Features
Competitors’
Feat...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Delivering profitable ‘A-ha!’ moments everyday.™
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
We partner with you to dramatically lift
your prof...
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Download a free chapter at:
www.YouShouldTestThat....
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CH2015
Want to learn more?
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Chris Goward - Strategy - Conversion Hotel 2015

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

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Chris Goward - Strategy - Conversion Hotel 2015

  1. 1. Delivering profitable ‘A-ha!’ moments everyday.™
  2. 2. Conversion Optimization Your Key Business Strategy with @ChrisGoward of Tweet this: @chrisgoward #CH2015
  3. 3. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH20151981
  4. 4. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  5. 5. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  6. 6. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  7. 7. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  8. 8. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  9. 9. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Marketing Scientific Process Conversion Optimization+ =
  10. 10. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 •  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
  11. 11. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 The best optimization champions are zen marketing masters They combine the yin & yang of optimization
  12. 12. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Proven Quantitative Logical Solid Intuitive Qualitative Inspired Fuzzy
  13. 13. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Goal: sign up for the monthly subscription
  14. 14. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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 ?
  15. 15. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Relevance: This is not personalized to my location.
  16. 16. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 A B
  17. 17. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 A B ê 5.4%
  18. 18. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 State segmented results range: ê56% to é 67%
  19. 19. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Personalization is a hypothesis until it’s tested
  20. 20. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 You should be skeptical of so-called “Best Practices”
  21. 21. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Marketer happiness with latest website redesign Extremely Not so much 24% 76%
  22. 22. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 2-5 year gaps between redesigns Wedge of sucky-ness The best websites Yours
  23. 23. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  24. 24. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Continuous website improvement!
  25. 25. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 •  Disaster relief organization •  Entering tax donation season Goals •  Lift donation conversion rate and average donation value How?
  26. 26. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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. 27. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Instead, use framework thinking
  28. 28. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 The right Value Proposition communicated with Clarity in a context of Relevance avoidingAnxiety and Distraction and adding high Urgency
  29. 29. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 TM LIFT Model
  30. 30. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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
  31. 31. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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
  32. 32. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Variation A – Long Copy
  33. 33. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Variation B – Form Focused
  34. 34. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Variation C – Momentum
  35. 35. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Which one won? A B C
  36. 36. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Overall winner é 12.4% Donation Revenue Lift
  37. 37. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 During Typhoon Haiyan Crisis X! ê 15.7% Donation Decrease
  38. 38. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 For ‘Search Campaign’ Segment é 10.6% Donation Revenue Lift
  39. 39. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 For ‘Search Campaign’ Segment During the Crisis é 42.1% Donation Revenue Lift
  40. 40. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Read more case studies at: WiderFunnel.com/case-studies
  41. 41. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Growth + Insights = Awesome
  42. 42. Delivering profitable ‘A-ha!’ moments everyday.™
  43. 43. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Frameworks only thrive within a proven process.
  44. 44. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Infinity Optimization Process
  45. 45. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Explore
  46. 46. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Voice of customer surveys §  Visitor feedback §  Funnel abandonment feedback §  Post-purchase feedback §  Net promoter score
  47. 47. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Eye tracking gaze plot
  48. 48. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Eye tracking heatmap
  49. 49. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Eye tracking heatmap
  50. 50. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Scrollmap
  51. 51. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Behavior tracking session
  52. 52. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Infinity Optimization Process
  53. 53. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Validate
  54. 54. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 How do you prioritize tests? There’s a framework for that.
  55. 55. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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
  56. 56. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Logo
  57. 57. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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.
  58. 58. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  59. 59. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  60. 60. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 15.6% Lift 9.8% Lift23.6% Lift
  61. 61. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 There’s more to A/B testing than conversion rate lift
  62. 62. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Social Proof works For this audience and context!
  63. 63. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  64. 64. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  65. 65. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  66. 66. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  67. 67. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 0.0% ConversionRate
  68. 68. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Prospects’ Desires Your Features Competitors’ Features Your     Points  of  Difference     (PODs)  Your     Points  of  Parity     (POPs)   Your  Points  of  Irrelevance   (POIs)   PODs, POPs, & POIs
  69. 69. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Infinity Optimization Process
  70. 70. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  71. 71. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  72. 72. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  73. 73. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  74. 74. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  75. 75. Delivering profitable ‘A-ha!’ moments everyday.™
  76. 76. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 We partner with you to dramatically lift your profit with marketing optimization.
  77. 77. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
  78. 78. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 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
  79. 79. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 Want to learn more? Email: iwant@WiderFunnel.com

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