Create your never-ending marketing idea engine for A/B testing and personalization

Tweet this: @chrisgoward #Awesome
The Idea Engine
Create a never-ending stream of new growth insights

Before we get started. . .
• This presentation deck and recording will
be available to you after the webinar
• Use the General Chat panel to ask
questions or make comments in real time
• Stay to the end for the chance to win a free
digital copy of You Should Test That! Type question here

• Developed the LIFT Model®,
PIE Framework, and
Infinity Optimization Process™
• Keynotes at conferences and
seminars around the world
• Author of You Should Test That!
Get a free chapter at:
YouShouldTestThat.com
Chris Goward
Founder & CEO, WiderFunnel

Tweet to: @chrisgoward #Awesome1981

Var A Var B Var C Var D

23.4% more orders for IBM Softlayer servers

115% more qualified leads for Magento Enterprise

$1 million per month additional revenue for BuildDirect.com

What we hear over and over again...
• How can we get consistent optimization results?
• Will we hit an optimization ceiling?
• How should we respond to losing tests?
• Will our test results fade over time?
• How do we build the best growth process?

I’ll show you how with two stories.

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

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

They needed:
A growth marketing program that produces a
never-ending stream of profitable insights.

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
FuzzyYang
Yin

Optimization champions
are zen marketing masters

The best optimization process
delivers inspiration and proof.

Infinity Optimization Process

Explore
Combines diverse
information through
the lens of the
customer experience.
Generates surprising
customer insights to be
validated.

Explore
Web analytics – done
right – can feed insights
into user experience
hypotheses.

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

TM
LIFT Model
(Note: For more info, google “WiderFunnel Lift”)

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 and selects
creative insights
through rigorous A/B
testing.

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

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

Profitable ‘A-ha!’ Moment

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

Explore
We have nearly 200
cognitive biases (so far)
to test in varying
situations.

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

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

+7.34% Revenue Lift

The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety
Distraction
Relevance
Clarity
Urgency

Micro-survey
Qualify Social Proof focus
Control Variation A
Variation B Variation C

Micro-survey
Qualify Social Proof focus
Control Variation A
Variation B Variation C
+ 14.0%
No Change + 40.39%

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.
There is safety in numbers.

The Bandwagon Effect works
For this audience and context!

Bandwagon Effect

0.0% Conversion Rate

Self-consistency Bias

Self-consistency Bias
We like to keep consistent with
what we think, say and do, and will
change to ensure this is so.
- Cialdini, Influence.
(2006)

Cognitive Dissonance
Cognitive Dissonance is mental stress
experienced when a person holds
contradictory beliefs, or acts in
contradiction to existing beliefs.
- Leon Festinger
(1957)

Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%

14% of visitors
68% of donors
86% of visitors
32% of donors
Selected
“Regular Donor”
Selected
“Occasional Donor”
Selected
“First Time Donor”
Non-Responders

Now, we’re building on these insights to deliver
Personalized data-informed experiences.

Do test results fade over time?

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

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

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
12 months of conversion optimization
Ouch!
100.8%

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%

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%

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%282.2%

Here’s where DMV.org is now
• The right tech – with Adobe, Optimizely, Liftmap integrated
• The right process – using Infinity Optimization Process
• The right team – integrated DMV.org and WiderFunnel teams
• The right pace – now running 500+ tests per year
• The right results – revenue doubled four years in a row

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

Profitable ‘A-ha!’ moments everyday.™

Learn how to become an optimization champion
Get the new 32-page
“Optimization Champion’s Handbook”
Send an email to: iwant@WiderFunnel.com
Subject: Champion Handbook Please!

Q&A à
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Create your never-ending marketing idea engine for A/B testing and personalization

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Create your never-ending marketing idea engine for A/B testing and personalization