Webinar B2B CRO & magento

© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro
How To Dramatically Increase
B2B Leads With Conversion Optimization
August 12, 2014
Alhan Keser
Sr Conversion Strategist
WiderFunnel
@AlhanKeser
Joan Feu-Gelis
Sr. Manager, Online
Marketing at eBay
(Magento)
@JoanFeu

Presenters
Alhan Keser
WiderFunnel
@AlhanKeser

Presenters
Joan Feu-Gelis
Sr Manager, Online Marketing
eBay (Magento)
@Magento

What You’ll Learn Today
•  How Magento was able to dramatically lift conversion of qualiﬁed
leads.
•  3 Golden Rules of B2B Conversion Optimization

Magento
•  Maker of eCommerce
software for leading brands
– such as Nike.
•  Leader in ﬁeld, with 26%
Alexa top million-commerce
businesses.

Conversion Goal
Goal: Increase % of visitors who become a qualiﬁed lead through
the demo request form.
DEMO
REQUEST
QUALIFIED
LEAD

The Approach

The HiPPO Method

Your Customer Should Lead Your Strategy
Phase 1: Strategy
Web Analytics
Voice of CustomerMarketing Analysis
Heuristic Analysis
Relevance
Clarity
Anxiety
Distraction
Urgency
Phase 2: Testing

The Opportunity

L.I.F.T. Framework™
Urgency
Anxiety
Distraction
Relevance
Clarity

Clarity: Video provides little information about why
Magento was chosen.
Clarity: No outstanding, prominent elements to focus and
direct eye-flow.
Clarity: Headline is easily skimmed over.
Relevance: Low relevance from the incoming source –
copy is not relevant – video is too prominent – more copy
should be included higher on the page before presenting a
social proof section.
Clarity: All features about the tool are below the fold. The
form gives a sense of a false bottom so people aren’t
scrolling down to read the features.
Relevance: No mention of demo or free trial on the page
which decreases relevance on the page.
LIFT™ Analysis
Value Proposition: No back-up in case visitor does not
watch or listen to video.

LIFT™ Analysis
Clarity: Key features that define why Magento is
different from competitors is not present on the page.
Distraction: Secondary CTA (watch video) is taking
priority over the primary (request a demo).
Distraction: Social proof elements on the page should
be used as supporting content – not the primary focus.
Clarity: No prominent form headline – doesn’t draw the
eye to the form.
Clarity: No mention of ‘Free’ demo in the form or CTA
button.
Clarity: CTA button does not have a hover treatment
and the call to action is not consistent with the rest of the
site – a 15 minute phone demo as opposed to a link that
is emailed.
Anxiety: Offer of a 15 minute call back may increase
anxiety.

Hypotheses & Experiment

Variation A – Form Prominence + Case Study
More compelling claim
about Warby Parker case
study.
1
1
Reduce size of case
study area.
2
2

More compelling claim
about Warby Parker case
study.
1
1
Reduce size of case
study area.
2
2
More prominent form
by moving up on page,
including a subhead.
3
3
Reduce 2 step form to 1.4
4
Include a clear
privacy statement
near form.
5
5

More compelling claim about Warby
Parker case study.1
1
Reduce size of case study area.2
2 More prominent form by moving up on
page, including a subhead.
3
3
Reduce 2 step form to 1.4
4
Include a clear privacy statement near
form.5
5
Including the existing content from the
control page.
6
6

Variation B – Value Proposition
Making the same form changes as
variation A.11
Showcasing Magento’s value proposition
and the value of having a personalized
demo.
22
Moving the case study CTA to the bottom
of the page along with the social proof
company logos.
3
3

Which Page Generated More Qualified Leads?
Var A: Form Prominence + Case Study Var B: Value Proposition

+115%
Qualiﬁed B2B Leads
Conversion Rate Lift
Var B: Value Proposition

Rule #1: Test to Solve Conversion Barriers
Don’t chase after so-called “best practices”

Results
Control Page
Var A: Form Prominence
+90% Conversions
Var B: Value Proposition
+115% Conversions

LIFT™ Analysis
Clarity: A lot of small font size block copy deters people
from reading and decreases clarity.
The details provided of what the demo includes are hidden
within the block of copy.
Clarity: The headline is long, wrapping to 3 lines.
Relevance: “Try the Demo” – not referenced in the
headline on the demo page.
Distraction: There is a lot of copy on the page focused on
persuading visitors to “try the demo”.
The decision to “try” has already been made by clicking on
the CTA so this page should be focused on the transaction.
Clarity: Copy is not focused on managing of the visitors’
expectations regarding what is required in order to try the
demo.

LIFT™ Analysis - continued
Urgency/Anxiety: No mention of “instant access” or filling
out a form which results in reduce anxiety
Clarity: The CTA copy is not focused on the action and
lacks a hover treatment
Clarity: CTA button copy may decrease clarity because
“Demo” is being used in 2 different ways
Clarity: No mention of “Free” on the page
Clarity: Without a caption it may be unclear what the
screen shot is showing.
Clarity: CTA button far down the page. A lot of content is
presented before the the ability to try the demo

LIFT™ Analysis - continued
Clarity: Block of text requires concentration. Is it
necessary?
Clarity: Are all fields required?
Clarity: “Submit” typically underperforms as CTA
button copy.
Clarity: Inconsistent CTA design compared to
previous step.
Distraction: “Try the Demo” CTA at the top.
Clarity: First form field is not auto-focused.

Variation A – Value Proposition Focus

Variation A – Value Proposition Focus
Reducing the length of the headline to
increase clarity
2
2
Referencing “Try the Demo” in
headline to increase relevance to the
previous CTA
1
1
Increasing font size to improve
readability
3
- Including shortened copy focused on
what you get with trying the demo
4
4
Updating the CTA button copy,
focusing on the action and adding
hover treatment
5
5
- Adding a CTA link under the screen
shot
6
6
Including mention of “Free” on the
page
7
7

Variation B – Full Form
Including a form headline that is relevant
to “Try Demo”
2
2
Adding the form to the left side of the
page to support eye flow1
1
Aligning the CTA button with the form
fields
3
3
Including the same demo value
proposition points as Variation A,
positioned below the screen shot image
5
5
Auto-focusing the first form field to draw
the eye
4
4

Variation C – Progressive Reveal
Reducing the amount of form fields –
similar to the enterprise-demo
functionality
1
1
Same as Variation B, plus:

Variation C – part 2
Updating the form to show the last 4
fields once the first 3 are completed
2
2

Variation D
Including the full form on the page, left
aligned to support eye flow
1
1
Removing the screen shot and other
supporting content on the page to reduce
distraction
2
2

Which Page Generated More Demo Requests?
VarA
Value Focus
VarC
Progressively
Revealing
Form
VarD
Free of
Distractions
+94.6%
more demo
requests
+79.3%
more demo
requests
+32.4%
more demo
requests
+3.8%
more demo
requests
VarB
Full Form

What about qualified leads?

VarA
Value Focus
VarC
Progressively
Revealing
Form
VarB
Full Form
VarD
Free of
Distractions
+94.6%
more demo
requests
+79.3%
more demo
requests
+32.4%
more demo
requests
+3.8%
more demo
requests

Rule #2: Optimize For What Matters
Don’t rely on faux conversions

Follow-Up Rounds
Var A: Urgency Headline +5.3%
Var B: Social Proof Headline -6.4%
Var C: Minimal Content +11.2%
Removed content in the right column
Var D: Remove Navigation +6.6%
Removed the top navigation

Before & After

Leave your comfort zone
Rule #3: Test Boldly

Rule #1: Test to Solve Conversion Barriers
Rule #2: Optimize For What Matters
Rule #3: Test Boldly

Is a better conversion
strategy worth $30?
Download a free chapter at
www.YouShouldTestThat.com

Alhan Keser
WiderFunnel
@AlhanKeser
Joan Feu-Gelis
Sr. Manager, Online
Marketing at eBay
(Magento)
@Magento

Webinar B2B CRO & magento

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