sessf13_landing-page-optimization_chris-goward.pdf

2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @SESConf #SESSF

How to get the Best

Landing Page Optimization Results

Chris Goward Founder & CEO WiderFunnel @chrisgoward


2007-2013 WiderFunnel Marketing Inc.

We partner with our clients to dramatically lift their profit with marketing optimization Strategy, design, copywriting & testing Every client has had 10% to 700%+ lift


Content Slide

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

2010$ 2011$ 2012$

Quite$Dissa1sed$ Very$Dissa1sed$

Conversion Rate

Dissatisfaction

is Growing

Source: eConsultancy Conversion Rate Optimization Report 2012

36%

41%

Q. How satised are you with your conversion rate?


55%#

60%#

65%#

70%#

75%#

80%#

2010$ 2011$ 2012$

Yes# No#

30% 35% Conversion Rate Improvement is Getting Harder 70% 65%

Q. Has your conversion rate improved?



Top Priorities for Digital Marketers in 2013

25%

30%

35%

40%

2012 2013

Conversion Optimization

Content Marketing

Social Media

Brand/Viral

Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013


Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0% *WiderFunnel average results 2007-2012

Conversion Optimization Works!


Background Great video content Millions of daily outbound emails Had hit an optimization plateau The Goal More e-commerce revenue


A B

Which Test Challenger Won?


5% Conversion Rate Lift

41% Revenue/Visitor Lift

Controlled Test Result


Which NEW Test Challenger Won? A B




Full case study here: http://j.mp/WineExpress-CMW


Digital Marketing Best Practices are Dead ...until you test them.



How to Get the Best Results? You Should Test That!



200% Thats what a structured testing process is worth.


No Yes

Larg

e In

crea

se In

Sal

es


2x

Q. Does your organization have a structured approach to improving conversion rates?


FunEx

Opportunities 1.1 Cluster1.2 Isolation1.3 Isolation

LIFT

Discovery

Page 1 FunEx

2.1 Isolation2.2 Isolation2.3 Cluster

LIFT Page 2

FunEx

3.1 Isolation3.2 Isolation

LIFT Page 3

FunEx

4.1 Isolation4.2 Cluster4.3 Isolation

LIFT Page 4

Insight Flow

Page 5, etc.

The Structured & Agile System

PIE Framework

Kaizen Plan

As Needed: Analytics AuditAdWords AuditVoice of Customer In-Page Analytics

Phase 1 Conversion Optimization Strategy

Phase 2 LIFT Analyses and Testing


Knowing what to test: Using the LIFT Model

(Note: For more, google WiderFunnel Lift)

TM

Relevance Clarity

Anxiety Distraction

Urgency


Competing CTAs

Clicks on non-clickable area

Clicks dispersed over course lists

No interest in body content area!

Click Heatmap Analysis


15.7% Conversion Rate Lift


Beautiful, focused eyeow!

Click Heatmap Analysis for Winning Page


17,000 web pagesPlus landing pages!


LIFT Analysis Relevance: Headline doesnt say "Backup"

Clarity: Large header graphic pushes content below fold

Clarity: CTA not reinforced above & below the fold

Distraction: Multiple products without detail

Relevance: Image does not reinforce the backup message

Clarity: Odd copy layout creates visual confusion

Value Proposition: "Contact Us" contains no benets

Value Proposition: No oer associated with form ll

Value Proposition: No credibility indicators

Anxiety: Privacy policy message is not comforting


Develop Test Hypotheses

WEAKNESS STRENGTH Relevance - Headline doesnt say "Backup

Value Proposition - "Contact Us" contains no benets

Clarity- Large header graphic

Hypothesis: A headline that includes backup

Hypothesis: Reducing size of header graphic

Hypothesis: Changing CTA to Request a Quote vs. Download


Which Paid Search Landing Page Won?

vs.

A B C


Get a free 20-page whitepaper for how to build this strategy. Just email:

[email protected]

Free Whitepaper



How to Get the Best Results? You Should Test That!

Download a free chapter at www.YouShouldTestThat.com

Documents

sessf13_landing-page-optimization_chris-goward.pdf