Contenu connexe Similaire à You Should Test That - A Framework for Customer Experience Optimization (20) Plus de MarTech Conference (20) You Should Test That - A Framework for Customer Experience Optimization1. © 2007-2015 WiderFunnel Marketing Inc.
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“You Should Test That!”
Frameworks for Successful
Experience Optimization
with @ChrisGoward of
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é
CONTROL
VARIATION
After 2 years of testing
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Goal: sign up for the
monthly subscription
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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
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You should be skeptical of untested “Best Practices”
(You’re not still looking for the best button color, right?)
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You Should Test That!
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Website redesigns must die
Because they suck.
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2-5 year gaps
between redesigns
Wedge of
sucky-ness
The best
websites
Yours
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• The largest online retailer for heavyweight building supplies
• Customers save up to 80%, get FREE samples
• Data-driven business is their competitive advantage
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Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
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Left column design test
é 16.2%
Conversion Rate Lift
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Right column design test
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Header design test
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Results After 12 Months
$1 Million Revenue Lift
(per month)
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Before
After
Dramatic Design Improvement and Profit Lift
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Which optimization tool
gets results like these?
The Human Brain.
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You should emphasize framework thinking
Add rigour to your ideas.
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What should I test?
You need a hypothesis framework.
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The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety
Distraction
Relevance
Clarity
Urgency
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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
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Relevance: No headline to capture scent
trail
Clarity: Free samples offer not prominent
Distraction: Rotating banner confuses
Distraction: Busy-looking 3-column layout
creates visual confusion.
Value Proposition: Inconsistent design
(text, color) reduce credibility
Clarity: “Featured Products” carries no
value proposition
Clarity: Low price prominence, undermines
core value proposition
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Which Home Page Won?
A: Savings prominence B: Selection Breadth C: Selection Breadth+
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A/B Test Result
é 16.9%
Conversion Rate Lift
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Information Architecture Test
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A/B Test Result
é 27.0%
Conversion Rate Lift
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The Result: Continuous Optimization with IA Insights
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Conversion Optimization has been undersold.
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You should test your value proposition
Is your message aligned with your customers?
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Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?
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You Should Test That!
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Which Value Proposition approaches should you test?
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Prospects’
Desires
Your
Features
Competitors’
Features
Your
Points of Difference
(PODs)Your
Points of Parity
(POPs)
Your Points of Irrelevance
(POIs)
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There’s more to this story.
1. Prioritize strategy and process before tools
2. Seek frameworks to answer questions
3. Focus on creating powerful hypotheses
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Want to learn more?
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Download a Free chapter and
Enter to Win the full book at:
www.WiderFunnel.com/MarTech
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We partner with high traffic companies
for high impact conversion optimization.
• Conversion optimization strategy, design, copywriting & testing
• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI
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