Your Conversion Optimization Idea Engine By Chris Goward

#SMX #31C @ChrisGoward
How to use the new growth management process
Your Conversion
Optimization
Idea Engine

© 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
@ChrisGoward
Goal: sign up for the
monthly subscription

@ChrisGoward
Hypothesis: Adding a
social inclusion button will
lift orders.
Hypothesis: Adding a sense
of urgency button will lift
orders.
 6.5% Signups  0.5% Signups
Var A: Social Signal Var B: UrgencyControl
Goal: sign up for the
monthly subscription
?

Tweet this: @chrisgoward #Awesome #SMX #31C
@ChrisGoward
You should be skeptical of so-called
“best-practices”

@ChrisGoward
Chris Goward, Founder & CEO
 Developed WiderFunnel’s LIFT Model® and
Infinity Optimization Process™
 Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Affiliate marketing
 In demand as a keynote speaker globally
 Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com

@ChrisGoward
(Want to know which button worked better?)

@ChrisGoward

@ChrisGoward
What we hear over and over again...

@ChrisGoward
• How can we get consistent optimization results?
• Will I hit an optimization ceiling?
• How should we respond to losing tests?
• Do test results fade over time?
• How do I build a winning optimization team?
• How do I build an ongoing growth program?

@ChrisGoward
I’ll answer those questions with a
story.

@ChrisGoward
Increase affiliate
revenue per visitor.
Full service
engagement using
Infinity Optimization
Process
>282% revenue
increase after 3 years.

@ChrisGoward
Affiliate Offer Area
Original Control
The website ranks well for
thousands for relevant
keywords and provides
helpful information.
Desktop Auto Insurance Funnel
The affiliate offer area was
a primary area of focus
(representing 90% of
company revenue).

@ChrisGoward
Insurance Funnel

@ChrisGoward
The Situation Three Years Ago
• High Volume website with a one-person optimization team
• Mish-mash of ad server technology, Optimizely and Adobe Analytics for A/B
testing
• Lacked confidence in test results
• “Hunt and peck” optimization planning
• 4 - 8 tests per month
• Unknown optimization opportunity

@ChrisGoward
We knew there were inefficiencies in
our testing program, but didn’t know
how far off we were or what to do
about it.
We didn’t know if we had good
findings or how to make decisions.
Too many times we made decisions
based on emotion.
“
Shane Hale, director of site optimization
and conversion at DMV.org

@ChrisGoward
The best optimization process
delivers proven growth and insights

@ChrisGoward
Infinity Optimization Process

Tweet to: @chrisgoward #Awesome
Explore
Combines diverse
information through the
lens of the customer
experience.
Generates surprising
customer insights to be
validated.

Explore
All data viewed through
the customer’s
perceptual lenses using
the LIFT Model.

@ChrisGoward
(Note: For more info, google “WiderFunnel Lift”)
LIFT Model®

@ChrisGoward
Clarity: Repeats previous step headline
Clarity: Low button prominence
Distraction: Too many colors
Distraction: Gradient background
Distraction:
Three column
layout adds
complexity
Distraction: Too
much content for
a simple action
Anxiety: Unable
to select multiple
providers at once

Validate
Confirms the efficacy of
creative insights through
rigorous A/B testing.
Generates new insights
based on surprising
customer behaviour.

@ChrisGoward
Variation C
Control Variation A
Variation B
Reduce distraction + auto zip entry
Button isolation (vs B)Headline isolation (vs A)

@ChrisGoward
Variation C
Control Variation A
Variation B + 22.9%
+ 8.4%
+ 19.2%
Reduce distraction + auto zip entry
Button Isolation (vs B)Headline isolation (vs A)

Validate
Design of Experiments
is used to maximize the
growth and insights
results from
experiments.

@ChrisGoward
Control
Variation C + 22.9%
CTA Isolation (vs B)

@ChrisGoward
Control Variation A
Variation B Variation C
Urgency subhead
Choice Isolation (vs A) Lovability Isolation (vs B)

@ChrisGoward
Control Variation A
- 9.7%
+ 19.2% + 11.8%
Urgency subhead
Choice Isolation (vs A) Lovability Isolation (vs B)

@ChrisGoward
Where do these ideas come from?
The process generates an unending stream of them.

Explore

@ChrisGoward
The “choice is yours” effect
A Meta-Analysis of the Effectiveness of the
“But You Are Free” Compliance-Gaining
Technique, 2012
– Christopher J Carpenter
Analyzed 42 studies that involved 22,000
participants. Telling the person they have the
freedom to choose nearly doubled sales
success rates.

@ChrisGoward
Content page banner testing
Control
VarA
-5.95%
VarB
+3.43%
VarC
-3.93%
VarD
-0.16%
VarE
+5.25%
VarF
+7.34%

@ChrisGoward
“Married or not” cluster
“Qualify” Social Proof focus
Variation A
Control

@ChrisGoward
“Married or not” cluster
“Qualify” Social Proof focus
Variation A
Control + 14.0%
+ 40.39%

@ChrisGoward
Social proof (bandwagon
effect)
We tend to put our trust in
something because we believe
many other people have put their
trust in it first.
We feel like there is safety in
numbers.

@ChrisGoward
Growth + Insights = Awesome

@ChrisGoward
Social Proof works
For this audience and context!

@ChrisGoward
0.0% Conversion Rate

@ChrisGoward
Do test results fade over time?

@ChrisGoward
0%
18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Six months of conversion optimization
Painful months
32.8%

@ChrisGoward
Six months of conversion optimization
0%
18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Painful months
32.8%36.8%

@ChrisGoward
12 months of conversion optimization
0%
18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%
13.4%
1 2 3 4 5 6 7 8 9 10 11 12
Ouch!
100.8%

@ChrisGoward
0%
18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%
13.4%
1 2 3 4 5 6 7 8 9 10 11 12
Ouch!
100.8%123.7%

@ChrisGoward
18.8%
11.8%
11.4%
19.7%
13.4%
7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
259.8%

@ChrisGoward
18.8%
11.8%
11.4%
19.7%
13.4%
7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Cumulative results
259.8%282.2%

@ChrisGoward
Here’s where we are now
• The right goals – with SiteCatalyst and Optimizely integration
• The right process – using Infinity Optimization Process
• The right team – integrated with DMV.org and WiderFunnel
• The right pace – now running 500+ tests per year
• The right results – revenue doubled three years in a row

@ChrisGoward
Shane Hale, director of site optimization
and conversion at DMV.org
 Senior-level buy-in was critical to success
 Track the right goals
 Trust the process with your expert partner
 Don’t be afraid of the “left-field” variations
 Analyze for segmentation insights
Keys to Success

@ChrisGoward
Learn how to become an optimization
champion
Download the free
“Optimization Champion’s
Handbook”:
www.WDRF.NL/handbook
Email your questions to:
iwant@WiderFunnel.com

@ChrisGoward
Profitable ‘A-ha!’ moments everyday.™

#SMX #31C @ChrisGoward
SEE YOU AT THE NEXT #SMX!
THANK YOU!

Your Conversion Optimization Idea Engine By Chris Goward

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