Post on 20-Aug-2015
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Ten Tips for Marketing Optimization Success
Chris Goward Founder & CEO WiderFunnel @chrisgoward
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
We partner with our clients to dramatically lift their profit with marketing optimization • Strategy, design, copywriting & testing
• Every client has had 10% to 700%+ lift
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Conversion Optimization is Hard But it’s worth the effort!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Content Slide
10%$
15%$
20%$
25%$
30%$
35%$
40%$
45%$
2010$ 2011$ 2012$
Quite$Dissa1sfied$ Very$Dissa1sfied$
Conversion Rate
Dissatisfaction
is Growing
Source: eConsultancy Conversion Rate Optimization Report 2012
36%
41%
Q. How satisfied are you with your conversion rate?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Top Priorities for Digital Marketers in 2013
25%
30%
35%
40%
2012 2013
Conversion Optimization
Content Marketing
Social Media
Brand/Viral
Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
55%#
60%#
65%#
70%#
75%#
80%#
2010$ 2011$ 2012$
Yes# No#
30% 35% Conversion Rate Improvement is Getting Harder 70% 65%
Q. Has your conversion rate improved?
Source: eConsultancy Conversion Rate Optimization Report 2012
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Learn About Your Target Audience Seek the “Why” behind the “What”
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Background • Great video content • Millions of daily outbound emails • Had hit an optimization plateau The Goal More e-commerce revenue
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
A B
Which Test Challenger Won?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
5% Conversion Rate Lift
41% Revenue/Visitor Lift
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Which NEW Test Challenger Won? A B
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
7% Conversion Rate Lift
Controlled Test Result
Full case study here: http://j.mp/WineExpress-CMW
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Start with Goals ...or you’ll just go the wrong way faster
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Business Goals
Marketing Goals
Conversion Optimization
Goals
The Goals Waterfall
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?
? ?
?
?
? ?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Test to Solve Conversion Problems Don’t chase after tactics
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
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17,000 web pages Plus landing pages!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
LIFT™ Analysis Relevance: Headline doesn’t say "Backup"
Clarity: Large header graphic pushes content below fold
Clarity: CTA not reinforced above & below the fold
Distraction: Multiple products without detail
Relevance: Image does not reinforce the backup message
Clarity: Odd copy layout creates visual confusion
Value Proposition: "Contact Us" contains no benefits
Value Proposition: No offer associated with form fill
Value Proposition: No credibility indicators
Anxiety: Privacy policy message is not comforting
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Develop Test Hypotheses
WEAKNESS STRENGTH Relevance - Headline doesn’t say "Backup
Value Proposition - "Contact Us" contains no benefits
Clarity- Large header graphic
Hypothesis: A headline that includes “backup”
Hypothesis: Reducing size of header graphic
Hypothesis: Changing CTA to Request a Quote vs. Download
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Controlled Test Result
404% Lead Gen Lift
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Testing is Not Just a Tactic It’s a way of doing business (and life)
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”
—Bertrand Russell
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
How to Get the Best Results?
Download a free chapter at www.YouShouldTestThat.com
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Epic Redesigns are Risky
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
5 year gaps between redesigns
Under-achievement
The best websites
Yours
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Continuous website
improvement!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
“Best Practices” are Dead ...until you test them.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Rotating messages are a Distraction
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Over-emphasis on security creates anxiety
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Eyeflow is a Key Part of Clarity
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable connected to CTA
Clarity: Image alignment confuses eyeflow
Distraction: Treatment & copy of top banner is disjointed and complex
Clarity: ‘browse course catalog’ CTA is competing with primary CTA
Distraction: Content written as plain factual, not emotive or persuasive
Clarity: The value proposition is hidden in summary block
Distraction: Links to State Req courses take prospect off the page
Distraction: Long course list on right column
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Competing CTAs
Clicks on non-clickable area
Clicks dispersed over course lists
No interest in body content area!
Click Heatmap Analysis
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Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
15.7% Conversion Rate Lift
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
Two Criteria for Agile Marketing Results Fast Testing & Smart Ideas
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Be Smart & Agile
0.9
1.4
1.9
2.4
2.9
0 2 4 6 8 10 12 14 16
Agile Tool Smart Strategy Smart & Agile Strategy
Conv
ersi
on R
ate
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Conv
ersi
on R
ate
0.9
1.4
1.9
2.4
2.9
0 2 4 6 8 10 12 14 16
Agile Tool Smart Strategy Smart & Agile Strategy
Be Smart & Agile
Lift
Speed
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
You Need A Structured Process
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
200% That’s what a structured testing process is worth.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
No Yes
Larg
e In
crea
se In
Sal
es
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Q. Does your organization have a structured approach to improving conversion rates?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
© 2007-2013 WiderFunnel Marketing Inc.
There Are No Losing Tests!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Analyze to hypothesize for “Why”!
Gain Marketing Insights from under-performers
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Shazam!
The next test after the inconclusive…
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Analyze to gain marketing insights!
Gain Marketing Insights from under-performers
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #cro
Booyah!
The next test after the inconclusive…