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1. 263% Higher Conversion Rate:
How reducing anxiety helped one company improve
conversion rate three-fold
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2. Join the conversation on Twitter
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3. Today’s team
Dr. Flint McGlaughlin Jon Powell
Managing Director Senior Manager,
Research and Strategy
Lauren Maki
Research Analyst
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4. A Case Study
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5. Experiment: Background
Experiment ID: TP1594 – Landing Page Test 1
Record Location: MarketingExperiments Research Library
Research Partner: Protected
Research Notes:
Background: A B2B company offering business VoIP telephone services
Goal: To increase the amount of quote requests
Primary Research Question: Which quote process will generate more total
leads?
Approach: A/B multifactor split test
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6. Experiment: Control
Logo
• The original page forced prospects
into an unnecessary quote request
process with many form fields
(some of which asked for personal
contact information).
• This original process required
visitors to be contacted by a
representative.
• Because of this, our analysts
hypothesized that there was a
significant potential to reduce the
anxiety generated by this process.
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7. Experiment: Treatment
Logo
• First, we reduced the friction in
the process by reducing the
time and effort involved in the
quote process:
1. Required less fields to
complete a quote
2. Instant quote provided upon
completion of the form
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8. Experiment: Treatment
Logo
• But more significantly, the
treatment page sought to
reduce the inherit anxiety of
the current process by the
following:
1. Changed the form from a
traditional sales call form to an
interactive quote tool
2. Emphasized anxiety reducing copy
3. Added 5 third-party credibility
indicators
4. Added a comparison chart that
addressed specific issues of
concern
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9. Experiment: Side-by-side
Control Treatment
Logo Logo
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10. What We Covered Last Web Clinic
Cost
Force
Value
Force
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11. What We Covered Last Web Clinic
Value Proposition Heuristic
P = (Cl ⁞ Cr)
Nf = pVf - pCf Vf = (Ap/Ex)
Cf = (Mt + Mn)
Wherein:
Nf = Net Force of the Value Proposition Cr = Credibility
Vf = Gross Force Of the Value Ap = Appeal
Cf = Gross Force of the Cost Ex = Exclusivity
P = Perceived Mt = Material
Cl = Clarity Mn = Mental
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12. Experiment: Control vs. Treatment
Logo Logo
Cost
Force
Value
Force
In this test, our analysts focused on
reducing the cost force of the
exchange sum.
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13. Experiment #2: Results
262% Increase in lead rate
The new page’s lead rate increased by 262.3%
Conversion Rate Relative Statistical Level
Design (%) Difference of Confidence
Original Page 2.4% - -
Treatment 8.8% 262.3% 99%
 What you needfor anxiety, the treatment was able to outperform the
overcorrecting
to understand: By minimizing friction and
control by 262.3%.
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14. What we discovered
F Key Principles
1. Often, the greatest threat of an “ask” is not the effort (friction) it requires ,
but rather the concern (anxiety) it produces. Anxiety can be more lethal to
conversion than the friction.
1. Friction relates to resistance (even annoyance)
2. Anxiety relates to concern (even fear)
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15. The Greater Threat of Anxiety
• Each of the forms fields
represents a similar degree of
effort (friction) involved in
entering the information.
• However, some of the form
fields have the potential to
produce more anxiety than
others.
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16. The Greater Threat of Anxiety
• The optimized instant quote
process not only reduces the
commitment required, but it is
less invasive and significantly
reduces the anxiety of having a
(sales) representative call you on
the phone.
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17. What we discovered
F Key Principles
1. Often, the greatest threat of an “ask” is not the effort (friction) it requires ,
but rather the concern (anxiety) it produces. Anxiety can be more lethal to
conversion than the friction.
2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate
concern, its degree/impact is often disproportionate to the measure of risk.
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18. Today’s Lack of Trust
The post-modern consumer
doesn’t trust us any more
Sales
Sales
Sales
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19. What we discovered
F Key Principles
1. Often, the greatest threat of an “ask” is not the effort (friction) it requires ,
but rather the concern (anxiety) it produces. Anxiety can be more lethal to
conversion than the friction.
2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate
concern, its degree/impact is often disproportionate to the measure of risk.
3. Therefore, the marketer must learn to anticipate and overcorrect potential
causes of anxiety.
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20. Today’s Focus
Today, we are going to walk through three ways to
overcorrect the anxiety in most conversion processes.
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21. Three Ways to Overcorrect Anxiety
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22. Three Ways to Overcorrect Anxiety
Focus on Specific Causes of Concern
1 Overcorrecting anxiety starts with a corrective measure that
addresses the precise source of customer anxiety.
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23. #1 – Overcorrecting Anxiety with Specificity
1
Control
Logo Specific concerns about the product:
• How much is this really going to cost?
• Is this the lowest cost option?
• Are there any contracts or hidden fees?
• How does VoIP compare with traditional?
• What is the phone quality?
• Is this company reliable and reputable?
Specific concerns about the process:
• Why do I have to give up this information?
• What are they going to do with all my
information?
• What happens when I click “Get Quote”?
• Are they going to call me?
• Is there a quicker option out there?
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24. #1 – Overcorrecting Anxiety with Specificity
1
Logo • First, new copy
integrates anxiety
reducing
disclaimers dealing
with the specific
concerns about the
product.
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25. #1 – Overcorrecting Anxiety with Specificity
1
• Emphasis on “Instant”
addresses specific
concerns about the
process.
• Comparison chart
addresses concerns
about fees, mobile
integration and voice
quality.
• Third-party credibility
indicators address
concerns about security
and reliability.
• Logos imply reliability.
25
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26. #1 – Overcorrecting Anxiety with Specificity
1
Specific Sources Specific Corrections
1. Quality 1. Satisfaction Guarantee
2. Reliability 2. Testimonials
3. Security 3. Third-party Seals
4. Price 4. Low-price Guarantee
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27. #1 – Overcorrecting Anxiety with Specificity
1
Ease of use
Product quality
Customer satisfaction
Cost justification
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28. Three Ways to Overcorrect Anxiety
Meet Anxiety at the Precise Occurrence
2 Overcorrecting anxiety involves placing corrective measures such
that they are experienced at the same time as, or as soon after, the
moment that the anxiety is stimulated.
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29. #2 – Overcorrecting Anxiety with Proximity
2
Logo
• Often, the visitor will
experience the most
anxiety in the
moment in which
you ask them to take
an action.
No Anxiety • On this page, that
Reduction moment is near the
call-to-action, yet
there is nothing
nearby relieving
No Anxiety anxiety.
Reduction
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30. #2 – Overcorrecting Anxiety with Proximity
2
• The optimized
version integrates
anxiety correctives
close to the main
causes of concern.
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31. #2 – Overcorrecting Anxiety with Proximity
2
Not this… But this…
Credibility
indicators near
CTA but distant
from form.
87%
IN CONVERSION
Credibility
indicators moved
near both form
and CTA.
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32. #2 – Overcorrecting Anxiety with Proximity
2
Not this…
54%
IN CONVERSION
But this…
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33. #2 – Overcorrecting Anxiety with Proximity
2
Not this… But this…
36%
IN CONVERSION
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34. Three Ways to Overcorrect Anxiety
Suppress Anxiety with Extra Intensity
3 Overcoming anxiety requires an intensity level that must address the
extra level of irrational concern stimulated by the amplifying affect of
fear-borne anxiety.
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35. #3 – Overcorrecting Anxiety with Intensity
3
By significantly reducing the required form fields and changing the feel of the
form (from traditional lead format to a interactive tool format), we addressed
the irrational anxiety associated with filling out forms.
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36. #3 – Overcorrecting Anxiety with Intensity
3
• See how the comparison
Company chart overcompensates for
the concern.
• Notice the intensity of the
language: “Zero set-up
fees,” “Instant activation,”
“Easily … from anywhere,”
“Integrates seamlessly,”
“As many as you want”
• Plus, there are even more
if the visitor needs them.
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37. #3 – Overcorrecting Anxiety with Intensity
3
Not this… But this…
• Legitimate question: Why do you need my credit card information for a free trial?
• Corrective measure addresses not only the “substance” of the legitimate concern, but overcorrects
by reassuring that “You will never be charged during …”
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38. #3 – Overcorrecting Anxiety with Intensity
3
Not this…
This pop-up appears
inside of an online
CMS, offering more
options with an
upgrade.
However, customers
were concerned that 112%
IN CONVERSION
if they upgraded,
they would lose their
current work in the But this…
process…
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39. #3 – Overcorrecting Anxiety with Intensity
3
Not this…
But this…
162%
IN CONVERSION
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40. Summary
F Key Principles
1. Often, the greatest threat of an “ask” is not the effort (friction) it requires , but
rather the concern (anxiety) it produces. Anxiety can be more lethal to conversion
than the friction.
2. Anxiety is often irrational. Though anxiety often is stimulated by a legitimate
concern, its degree/impact is often disproportionate to the measure of risk.
3. Therefore, the marketer must learn to anticipate and overcorrect potential causes
of anxiety by utilizing three tactics:
1
1. Specificity
2.
2 Proximity
3.
3 Intensity
40
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41. Live Optimization
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42. February 12-15, 2013 - Las Vegas
Interactive, How-to Training Sessions on email and Proven Email Strategies, campaigns and tactics you
social media integration, mobile, list growth tactics, can immediately apply to get more done with fewer
relevancy, deliverability and measurement. people, less time and more limited budgets.
Latest 2013 MarketingSherpa Email Research and Interaction with Colleagues sharing successful
Benchmark Data on spending, tactics, conversion campaigns and tactics to inspire and hone your
rates, budgets and more. marketing skills.
Interactive Panel Discussions with subject matter Become a Certified Professional by taking a pre- and
experts on optimizing your email program, increasing post-Summit workshops taught by email experts, who
ROI, creating relevant contagious content, and more. provide a proven methodology with step-by-step
tactics on how to maximize your email results.
Extended Face-to-Face Networking Opportunities
with seasoned professionals, trainers and peers over
meals, breaks and receptions.
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43. Live Optimization
LOGMyCalls.com
Primary Objective: To
get people to request a
demo
Primary Traffic: SEO, call
tracking, call tracking
numbers
Primary Audience: Marketers
who want to measure and
improve their lead quality and
phone conversion rates
Page URL:
http://bit.ly/MJ8UO0
1
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44. Live Optimization Zales Jewelry
Primary Objective: To
sell rings, introduce the
brand, and new user
acquisition
Primary Traffic: SEO,
AdWords - promise
rings, diamond promise
rings
Primary Audience: Men 16 +
Page URL:
http://bit.ly/MJaGyx
1
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45. Live Optimization List Warehouse
Primary Objective: To
create leads
Primary Traffic: SEO,
AdWords - email list
provider, list broker, opt-
in email, email
marketing, direct
marketing lists
Primary Audience: Marketers
looking for opt-in email lists
Page URL:
http://bit.ly/PSv29J
1
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46. Live Optimization Zutilla
Primary Objective: To
increase phone calls of
pet owners looking to
set an appointment
Primary Traffic: SEO -
Mobile veterinary,
services Mobile vet
Atlanta, Mobile vet clinic
Primary Audience: Pet owners
in Atlanta looking for in-home
pet care service from a local
veterinarian
Page URL:
http://bit.ly/GZ2H9Q
1
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47. Live Optimization Neurological Assoc.
Primary Objective: Call
or email to make an
appointment
Primary Traffic: Organic
and Social Media
Primary Audience:
Prospective patients suffering
from chronic pain and other
neurological conditions
Page URL:
http://bit.ly/Pb5zEm
1
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48. Live Optimization CT Busy
Primary Objective: To answer
(where/what/why), build
credibility, and get a click on
CTA button at bottom of page
Primary Traffic: AdWords PPC
Keywords: Business Website,
Get Business Website,
Business Website Marketing
Primary Audience: Prospective
patients suffering from chronic
pain and other neurological
conditions
Page URL:
http://bit.ly/PCvnvN
1
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49. Live Optimization Experian
Primary Objective:
Conversion to free 7-day
trial
Primary Traffic: Google,
Yahoo!, MSN.com
Primary Audience:
Consumers aged 18-80
Page URL:
http://bit.ly/9QZeMG
1
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50. Live Optimization Spearhead
Primary Objective:
Subscription at the end
of slideshow
Primary Traffic: Press
releases and
dripmarketing
Primary Audience:
Marketing directors
Page URL:
http://bit.ly/O2cfr9
1
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51. Live Optimization Cleveland Clinic
Primary Objective: To
entice people to learn more
about our two executive
education programs
Primary Traffic: Direct mail,
Email blasts, SEO healthcare
executive education,
programs, courses and
training
Primary Audience:
Healthcare executives
Page URL:
http://bit.ly/O2cfr9
1
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52. Live Optimization Foundation Software
Primary Objective: Get
visitors to watch the demo
Primary Traffic: SEO and
Organic; Foundation
Software, construction
accounting software,
construction accounting,
construction software, job
costing
Primary Audience: Mid- to
large-sized contractors
Page URL:
http://bit.ly/61chVd
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53. END
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