More Related Content
Similar to Conversion Optimization for More Leads, Sales and Revenue
Similar to Conversion Optimization for More Leads, Sales and Revenue (20)
Conversion Optimization for More Leads, Sales and Revenue
- 1. Conversion Optimization for More
Leads, Sales and Revenue
Plus, Two Special Announcements!
Chris Goward
Co-Founder & CEO
WiderFunnel
@chrisgoward
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 2. The Conversion Optimization Agency
What do we do?
• Conversion Rate Optimization Testing
– Planning, copywriting, design & coding
• Landing Page Optimization
• Web Analytics & Unbiased AdWords Audits
Results
• Conversion rate lift of 10% to 750% for every multi-test client
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 3. Let’s start with a little warm-up!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 4. The Goal
More e-commerce sales
Why?
Paid search landing page
Competitive keywords, high traffic cost
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 5. Which Landing Page Won?
A B
vs.
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 6. Test Result
49.9%
Sales Lift
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 7. Test Result
Marketing
Insight!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 8. Conversion Optimization
Is Being Under-valued
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 9. Are You Missing
The Potential?
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 11. Conversion Optimization Works
Average Conversion Rate Lift
Overall Average
43.3%
BtoB Average
76.8%
BtoC Average
38.8%
*WiderFunnel average results 2007-2011
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 12. Let’s Correct
Some Misconceptions
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 13. Myth: “Best Practices” Advice Gives “Best Results”
IF YOU’RE NOT A PART OF THE SOLUTION,
THERE’S GOOD MONEY TO BE MADE IN PROLONGING THE PROBLEM.
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 14. Myth: Green Buttons Work Best
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 15. Myth: Red Buttons Work Best
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 16. Myth: Orange Buttons Work Best
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 17. Truth: Winning Buttons Depend on Context!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 18. Controlled Test Result
Marketing Insight!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 19. Myth: Multivariate Testing Gives Best Results
Weak Ideas Brilliant Results
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 20. Truth: Pareto was (almost) Right
“Spend 10% on Tools,
90% on People”
- Avinash
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 21. Myth: You Don’t Need Controlled Testing
Conversion Rate
[
[
Oops…
Old Page New Page
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 23. Persuasion
Marketing
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 24. Persuasion
Marketing
Experience
Design
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 25. Conversion
Optimization Persuasion
Marketing
Scientific Experience
Method Design
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 26. How?
Create Powerful Hypotheses
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 27. These Frameworks are Working in All Industries
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 28. Knowing what to test: Using the LIFT Model™
Relevance
TM
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 29. Cool!
How can I do that?
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 30. Optimize for Relevance
No content for “How to
make the perfect movie”!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 31. Knowing what to test: Using the LIFT Model™
Clarity
Relevance
TM
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 32. Don’t try to
be too clever!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 33. Optimize for Clarity
Clarity gave 17%
conversion rate lift
and 2400% ROI
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 34. Knowing what to test: Using the LIFT Model™
Clarity
Relevance
TM
Anxiety
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 35. Optimize for Anxiety
Over-emphasis on
security creates
anxiety
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 36. Knowing what to test: Using the LIFT Model™
Clarity
Relevance
TM
Distraction
Anxiety
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 37. Optimize for Distraction
Oops. Overplayed
the sexy card!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 38. Knowing what to test: Using the LIFT Model™
Clarity
Relevance
TM
Urgency
Distraction
Anxiety
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 39. Optimize for Urgency
Urgency wording gave
26% booking sales lift
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 40. E-Commerce Product Page
(Site-wide)
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 41. About AllPopArt
Original Art
Your Photo Our Artists
Customer Profile:
• Mainly women, 35-65, household income of $75,000+
• Pet lovers, family oriented
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 42. Which Test Variation Won?
A B C
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 43. 28% Higher Sales
Which Test Variation Won? Conversion Rate
&
42% Higher
Revenue Per Visitor!
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 44. What’s the value of a
structured testing process?
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 46. Truth: Structured Process Gives Best Results
Structured
Conversion
Optimization
Large Increase In Sales
Process?
2x
Tweet eConsultancy Conversion Rate Optimization Report 2011
Source:
this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 48. Special Announcement #1
ConversionSkills.com launched!
• Test your Conversion Skills
• View case studies
• Find out what really works
Go to: ConversionSkills.com
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 49. Special Announcement #2
New Book!
WiderFunnel’s
Secrets
Revealed
Sign up for a free chapter:
YouShouldTestThat.com
Tweet this: @chrisgoward #sessf #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com