Chris Goward at AZIMA January 2014

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog Tweet this: @chrisgoward @joinAZIMA #awesome

How to get the Best Conversion Optimization Results

AZIMA | January 16, 2014

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 System client has 400% to 1500% ROI


Content Slide

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

2010$ 2011$ 2012$

Quite$Dissa1sfied$ Very$Dissa1sfied$

Conversion Rate

Dissatisfaction

is Growing

Source: eConsultancy Conversion Rate Optimization Report 2012

36%

41%

Q. How satisfied 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

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



Conversion Optimization Works! Okay... prove it.


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


7% Conversion Rate Lift

Controlled Test Result

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



Learn About Your Target Audience Audiences are not one-size-fits-all




Rotating messages are a Distraction


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


Over-emphasis on security creates Anxiety


Does this create trust?





Your website needs help Yes, I’m looking at you...



But, you don’t need a website redesign! Epic redesigns are risky


5 year gaps between redesigns

Under-achievement

The best websites

Yours



Continuous website

improvement!



How to Win? A continuous A/B testing system


“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”

—Bertrand Russell



But . . . How you test is critical



200% That’s 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?


The Structured & Agile System

FunEx

Opportunities 1.1 Cluster 1.2 Isolation 1.3 Isolation

LIFT

Discovery

Page 1 FunEx

2.1 Isolation 2.2 Isolation 2.3 Cluster

LIFT Page 2

FunEx

3.1 Isolation 3.2 Isolation

LIFT Page 3

FunEx

4.1 Isolation 4.2 Cluster 4.3 Isolation

LIFT Page 4

Insight Flow

Page 5, etc.

PIE Framework

Kaizen Plan

As Needed: Analytics Audit AdWords Audit Voice of Customer In-Page Analytics

Phase 1 Conversion Optimization Strategy

Phase 2 LIFT™ Analyses and Testing



Start with Goals ...or you’ll just go the wrong way faster


Business Goals

Marketing Goals

Conversion Optimization

Goals

The Goals Waterfall


?

? ?

?

?

? ?



“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker


The LIFT Model™

(Note: For more, google “WiderFunnel Lift”)

Relevance Clarity

Anxiety Distraction

Urgency


Clarity: No hover treatment of the CTA buttons

Clarity: “Ready to get started” not clickable connected to CTA

Clarity: Image alignment confuses eyeflow

Distraction: Treatment & copy of top banner is disjointed and complex

Clarity: ‘browse course catalog’ CTA is competing with primary CTA

Distraction: Content written as plain factual, not emotive or persuasive

Clarity: The value proposition is hidden in summary block

Distraction: Links to State Req courses take prospect off the page

Distraction: Long course list on right column


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 eyeflow!

Click Heatmap Analysis for Winning Page



Imagine getting results like this every month.. or every week! It’s possible.


Be Smart & Agile

0.9

1.4

1.9

2.4

2.9

0 2 4 6 8 10 12 14 16

Agile Tool Smart Strategy Smart & Agile Strategy

Conv

ersi

on R

ate


Conv

ersi

on R

ate

0.9

1.4

1.9

2.4

2.9

0 2 4 6 8 10 12 14 16

Agile Tool Smart Strategy Smart & Agile Strategy

Be Smart & Agile

Lift

Speed



There Are No Losing Tests!


Yes, most of our tests are winners...


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Internal Teams Other Agency WiderFunnel

Winning Tests 89% Winning Tests in

2012!



But, what about the “other” tests?


INCONCLUSIVE!


Analyze to hypothesize for “Why”!

Gain Marketing Insights from under-performers


Shazam!

The next test after the inconclusive…


Analyze to gain marketing insights!

Gain Marketing Insights from under-performers


Booyah!

The next test after the inconclusive…


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[email protected]

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