Conversion Optimization PubCon 2011 WiderFunnel

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

How to Use Conversion Optimization for Marketing Insights

(and huge revenue lift!) Plus, two special announcements

Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward


What do we do? •  Conversion Optimization Testing

–  Planning, copywriting, design & coding

•  Landing Page Optimization •  Web Analytics & AdWords Audits

Guaranteed Results •  You will get conversion rate or revenue lift

The Conversion Optimization Agency


Who’s Getting Results?

Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

Our Clients:


Let’s start with a little warm-up!


Lead Generation Landing Page


Which Paid Search Landing Page Won?

B

vs.

A


20% Conversion Rate

Lift!

B

Test Result


B

Test Result

Marketing Insight!


Following “Best Practices” Doesn’t Work!

Green buttons work best… Red buttons work best… No, use orange buttons…

Minimize form fields… Minimize clicks to conversion…

Emphasize security icons… Security icons raise anxiety…

Sex sells… Always include a smiling person...

Never include people… Use long copy landing pages…

Minimize your copy length… Lead with benefits… Lead with features…

Etc…


Conversion Optimization Has Been Undersold


Let’s Correct Some Misconceptions

Conversion Optimization is NOT…

Not Multivariate Testing

(Can you spot the difference?)


The False Promise of Testing Technology

Weak Ideas Brilliant Results



Not Design Testing

(Please, no more button tests!)



Not Before & After Testing

Old Page

[ New Page

[ Conversion Rate


Real Conversion Optimization is…

Persuasion Marketing

Experience Design

Scientific Method

Conversion Optimization


How? Create Powerful Hypotheses


What Makes a Great Hypothesis?

1.  Testable

2.  Seeks to solve conversion problems

3.  Aims at improving Marketing results

4.  Builds on Marketing Insights


Use a Systematic, Repeatable Process

2 Hypothesis

Creation 3

Funnel Experiment

Map

5 Technical

Install

4 Graphic Design &

Copy

6 Experiment

Launch

1 LIFT

Analysis

7 Results Analysis

Kaizen Plan

For more, google: “WiderFunnel white paper”


Special Announcement #1

ConversionSkills.com beta for PubCon

ConversionSkills.com/beta

•  Test your Conversion Skills •  View more case studies •  Find out what really works

Go to:


Free Offer: Custom Landing Page Evaluation

Interested in a Free Landing Page Evaluation? –  10 time slots are available –  Scheduled on a first-come, first-served basis

To qualify:

1.  Email to: [email protected]

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

Special Announcement #2


Remember, for free evaluation… •  Email to: [email protected]

Conversion Optimization PubCon 2011 WiderFunnel

Business

Transcript of Conversion Optimization PubCon 2011 WiderFunnel