Opticon 2017 Cracking the Code

Profitable ‘A-ha!’ moments everyday.™

Cracking the code
to your buyer's
motivations
Chris Goward
Founder & CEO, WiderFunnel
opticon2017

© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome1981

Tweet to: @chrisgoward #Awesome

• 30+ optimization experts with clients globally
• The best optimization process, experts and results

Tweet this: @chrisgoward #Awesome
What’s the best button color?

What’s more important?
Understanding your prospects’ minds.

Goal: sign up for the
monthly subscription

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
?

(Want to know which button worked better?)

Motivation Ability
Conversion
Perceived
Value Proposition
Customer
Experience

“People make a purchase emotionally
and defend the purchase rationally.
You must create the emotions necessary
to close the sale
backed up with the logic
of the decision to defend it.”
-Tom Hopkins

Limbic® is a registered trademark of Gruppe Nymphenburg, licensed to WiderFunnel for exclusive use in USA.

The Limbic® Types

• Monthly mystery box of toys
• E-commerce subscription model
• Huge social fan base
Goals
• Lift subscribers and profit
• Understand their customer

Limbic® Map

A B C  7.7% 0.6%

A B C

A B C  14.1% 8.9%
?

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!

Landing page redesign?
Personalization?
Price anchoring?
Eyeflow?
Button colour?
Headlines?
Testimonials?
Segmentation?
Reduce form fields?
Reduce form fields?
Reduce form steps? Add form momentum?
Long copy landing page?
Short copy landing page?
Create Scarcity?
Use Reciprocity?
Mention Social Proof?
Appeal to Authority?
Font selection?
Urgency wording?
Put your CTA above
the fold?
Include your inbound
keywords in your
headline?
Make your headline action-oriented?
Include testimonials, reviews, awards?
Use specific custom landing pages?
Reduce your outbound links on your pages?
Increase the size of your product images?
Include a photo of a smiling person?
Reduce your product options to max five?
Use high contrast text on white background pages?
Reduce the length of your privacy policy?
Move your SSL secure icons below the fold?
Embed lead gen forms on your landing pages?
Emphasize features over benefits?
Add ‘action captions’ below images?
Include filter and sorting on category pages?
Reduce your page columns to max two?
Use video product overviews?
Use a grid view on category page templates?
Always use orange CTA buttons?
Always use the word ‘Free’ somewhere?Always use the word ‘Free’ somewhere?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Always use the word ‘Free’ somewhere?
Reduce your outbound links on your pages
lways use the word ‘Free’ somewhere?
Use video product overviews
Reduce your outbound links on your
Embed lead gen forms on your landing pa
Reduce your page columns to max two
Make your headline action-oriente
he word ‘Free’ somewhere?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
outbound links on your pages?
your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews
Reduce your outbound links on your
he word ‘Free’ somewhere?
ke your headline action-oriented?Put your CTA above the fold?
outbound links on your pages?
word ‘Free’ somewhere?
ce your page columns to max two?
our headline action-oriented?
above the fold?
ord ‘Free’ somewhere?
oduct overviews?
forms on your landing pages?
tbound links on your pages?
ur CTA above the fold?
the word ‘Free’ somewhere?
our CTA above the fold?
se the word ‘Free’ somewhere?
omewhere?
se video product overviews?
n forms on your landing pages?
tbound links on your pages?
page columns to max two?
action-oriented?Put your CTA above the fold?
ews?
on your pages?
ke your headline action-oriented?
e the fold?
Use video prod
Embed lead gen forms on yo
Reduce your outbound
Reduce your outbound links on your page
Make your headli
Always use the word ‘Free’ somewhere
Use vid
Embed lead gen forms on
Reduce your o
Reduce your page colum
Make your headline actio
Always use the word ‘Free’ somewh
Embed lead gen for
Reduce your outbound links on yo
Reduce your pag
Make your h
Put your CTA above the f
Embed lead gen forms o
Reduce your page columns to m
Reduce your outbound links on your pages
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Make your headline action-orien
the word ‘Free’ somewhere?
ake your headline action-oriented?Put your CTA above the fold?
Embed lead gen forms on your landing pages
r outbound links on your pages?
t your CTA above the fold?
e word ‘Free’ somewhere?
uce your page columns to max two?
your headline action-oriented?
A above the fold?
word ‘Free’ somewhere?
roduct overviews?
n forms on your landing pages?
utbound links on your pages?
our CTA above the fold?
e the word ‘Free’ somewhere?
eo product overviews?
somewhere?
en forms on your landing pages?
utbound links on your pages?
ur page columns to max two?
e action-oriented?Put your CTA above the fold?
iews?
s on your pages?
ake your headline action-oriented?
e the fold?
Use video prod
Embed lead gen forms on yo
Reduce your outboun
Make your headline action-orien
Reduce your outbound links on your pag
Make your head
Always use the word ‘Free’ somewhe
Use vi
Embed lead gen forms o
Reduce your
Reduce your page colu
Make your headline acti
Always use the word ‘Free’ somew
Embed lead gen fo
Reduce your outbound links on y
Reduce your pag
Make your
Put your CTA above the
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Embed lead gen forms
Reduce your page columns to m
Tips & tricks are dead ends.

You need a method for continuously
revealing
your buyer’s cognitive triggers.

Expert
optimization
team
Proven
optimization
process
Meaningful
customer
insights
The three success factors

What makes a great
optimization process?

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
Fuzzy

The best optimization process
delivers inspiration and proof.

Infinity Optimization Process

Explore
Views data through the
lens of the customer
experience.

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

T
MLIFT Model
(Note: For more info, google “WiderFunnel Lift”)

CLARITY: Headline is long, wrapping 3 lines.
RELEVANCE: “Try the Demo” – not
referenced in headline on demo page.
DISTRACTION: Unnecessary copy
persuading visitors to “try the demo”.
CLARITY: Details of what the demo includes
hidden within the block of copy.
URGENCY: No mention of “instant access”
CLARITY: No mention of “Free” on the page.
LIFT Analysis

LIFT Analysis
DISTRACTION: “Try the Demo” CTA still at
the top of the page.
DISTRACTION: Unnecessary text block.
CLARITY: First form field is not auto-focused.
CLARITY: Are all fields required?
CLARITY: “Submit” is the worst possible CTA
button copy.
RELEVANCE: Inconsistent CTA design
compared to previous step.

Winning merged page design

Explore
User research had
revealed questions
about emotional drivers
of their target audience.

Limbic® Map
A
B
C

Limbic® Map
A
B
C
?

Limbic® Map
-
6.4%
+5.3%
A
B
C

Profitable ‘A-ha!’ Moment

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

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

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

Where do these ideas come from?

The best growth programs produce
a never-ending stream of profitable
insights.

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.

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.

 New brand & website launch, big marketing spend
 Result: declining sales!
 Tie spend to direct sales
 Focus on Return on Ad Spend (ROAS)
 Outsource Conversion Optimization to WiderFunnel

Explore
User research can
deliver fast customer
insights.

ANXIETY: Overwhelming amount of information can
cause users to abandon

Variation A Variation B

 8% Sales 27% Sales
Variation A Variation B
?

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

 23% Sales  46% Sales

What’s the end result?

Before After

104% conversion rate lift (e.g. doubled)
Numbers a CMO can love:
215% revenue lift across entire website
71% increase in site traffic
400% increase in ad impressions

Become a Zen Marketing Leader
Get the 44-page ebook:
“Zen Marketers Guide to
Growth”Send an email to:
iwant@WiderFunnel.com
Subject: Zen Guide Please!

Opticon 2017 Cracking the Code

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