The 4 Stage Link Building Cycle - Search Engine Land Webinar
Spring into Action Webinar: The A/B Testing Idea Engine
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Transcript of Spring into Action Webinar: The A/B Testing Idea Engine
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Delivering profitable ‘A-ha!’ moments everyday.™
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Mastering the A/B testing idea engine
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Chris Goward, Founder & CEO ! Developed WiderFunnel’s LIFT Model™ and
Infinity Optimization Process™
! Advises clients on B2B, B2C, Lead Gen, E-commerce, and Affiliate marketing
! In demand as a keynote speaker globally
! Author of the book: “You Should Test That!”
Get a free chapter at: YouShouldTestThat.com
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
One of you will win a free copy today.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
This is called a HiPPO problem.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
The future’s so bright...
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
But there’s a problem...
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Optimization requires humility
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Optimization champions
are zen marketing masters
They combine the yin & yang of marketing
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Proven Quantitative Logical Solid
Intuitive Qualitative
Inspired Fuzzy
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
The best optimization process maximizes both creative and analytical thinking
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Infinity Optimization Process
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Explore
Combines diverse information through the lens of the customer experience. Generates surprising customer insights to be validated.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
TM LIFT Model
(Note: For more info, google �WiderFunnel Lift�)
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Eye tracking heatmap
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
! Screencasting and video editing software
! Conversion rate lift of 26% over 6 months
! $2 Million revenue increase from optimization
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Distraction: Tiled images create a “false bottom,” blocking visitors from reaching feature copy
Distraction: Competing CTA’s with no price clarity
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
" 11.5%
" 4.5%
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
“ Tangible products must be intangibilized to add customer-getting appeal, and intangible products must be tangibilized.”
– Theodore Levitt
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
" 26% sales lift
?
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Store Logo
Clarity: Shoppers want to refine their results by color.
..but, inconsistent use of “color” and “palette” plus long list of color options creates cognitive load.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Infinity Optimization Process
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Validate
Confirms the efficacy of creative insights through rigorous A/B testing. Generates new insights based on surprising customer behaviour.
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?
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?
A B C
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
?
A B C
15.6% Lift 9.8% Lift 23.6% Lift
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Optimization is much more powerful than just website tweaks.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
! Cel phone signal booster hardware
! Full service Infinity Optimization Process
! 36% revenue lift after four months
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
The ControlHomepage
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
The Control
CLARITY: Based on scroll and heuristic analysis, the first block of content created a false bottom.
CLARITY: White/black text on dark purple hard to quickly read.
Homepage
VALUE PROPOSITION: Very crisp, clear value proposition messaging.
Visitors faced an extremely long page with clarity issues.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
“Cognitive strain makes people wary of their actions.”
– Daniel Kahneman
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome source: NNGroup
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
BJ Fogg Behavior Model
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Control Variation A Focused segmentation redesign v1
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Easy segmentation module.
Homepage Variation A
Best-selling products as secondary module to give idea of products available.
Will a more focused homepage reduce interaction costs and help visitors find the right product faster?
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Variation A Variation B Focused segmentation redesign v2 Focused segmentation redesign v1
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Homepage Variation B
Tabs provide more info for those who need it and provides data on engagement.
A more comprehensive redesign to test against Control.
Additional segmenting in top banner to at least differentiate between home shoppers and businesses.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Variation A Variation B Focused segmentation redesign v2 Focused segmentation redesign v1
Control
... ... Product Sales: +15.8% +41.4%
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
What does a happy client look like?
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
And that’s just the beginning�
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Category Page Test # 1 +18.8% Lift
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Category Page Test #2 +17.4% Lift
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A/B testing can also reveal persuasional triggers
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
• Monthly mystery box of toys • E-commerce subscription model • Huge social fan base Goals • Lift subscribers and profit • Understand their customer
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Intrigue? Quality?
Fun? Value?
Social
Inclusion?
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You Should Test That!
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A B C # 7.7% " 0.6%
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A B C
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A B C " 14.1% " 8.9%
?
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Growth + Insights = Awesome
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Social Proof works For this audience and context!
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Prospects’
Desires
Your Features
Competitors’ Features
Your%%Points%of%Difference%%
(PODs)%Your%%Points%of%Parity%%
(POPs)%
Your%Points%of%Irrelevance%(POIs)%
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Your Customer?
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Infinity Optimization Process
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
How does it look over time?
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Profitable ‘A-ha!’ moments everyday.™
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
We partner with high performance brands to deliver profitable ‘A-ha!’ moments everyday.
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
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© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Download a free chapter at: www.YouShouldTestThat.com Email your questions to: [email protected]
How to become an optimization champion?
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Thank You! You will receive a recording of the webinar
in the next few days.