© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @jelgie #Awesome
Relentless Testing
How to double your conversion rate like weBoost did
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @jelgie #Awesome
Before we get started. . .
• This presentation deck and recording will be available to you after the webinar
• Use the General Chat panel to ask questions or make comments in real time
• Stay to the end for the chance to win a free digital copy of You Should Test That!
Type question here
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @jelgie #Awesome
• Developed the LIFT Model®, PIE Framework, and Infinity Optimization Process™
• Keynotes at conferences and seminars around the world • Author of You Should Test That! (Get a free chapter at:
YouShouldTestThat.com)
Chris Goward, Founder & CEO, WiderFunnel
Jamie Elgie, Chief Marketing Officer, Wilson Electronics (weBoost)
• Began his career at Procter and Gamble, then cut his teeth in technology at Belkin International
• Launched the WEMO home automation brand at Belkin International and led the company’s iPhone and iPad division
© 2007-2017 WiderFunnel Marketing Inc.
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Have you been involved in a website redesign?
© 2007-2017 WiderFunnel Marketing Inc.
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Happiness with latest website redesign
Extremely Not so much
24%
76%
© 2007-2017 WiderFunnel Marketing Inc.
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2-5 year gaps between redesigns
Wedge of
sucky-ness
The best websites
Yours
Radical Website Redesigns (RSR)
© 2007-2017 WiderFunnel Marketing Inc.
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© 2007-2017 WiderFunnel Marketing Inc.
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Continuous website
improvement!
Evolutionary Site Redesign (ESR)
© 2007-2017 WiderFunnel Marketing Inc.
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115% more qualified leads for Magento Enterprise
© 2007-2017 WiderFunnel Marketing Inc.
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$1 million per month additional revenue for BuildDirect.com
© 2007-2017 WiderFunnel Marketing Inc.
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© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward @jelgie #Awesome
Where we were § New brand & website launch, big marketing spend
§ Result: declining sales!
Opportunity:
§ Tie spend to sales on direct to know at least part of the return
§ So, we started selling direct from website for first time ever.
© 2007-2017 WiderFunnel Marketing Inc.
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Sounds easy in theory § Conversion rates were poor on good quality traffic
§ So ROAS would have to be low on advertised traffic
§ If I tied spend to direct return, spend would dramatically decrease
Solution:
§ Tighten Return on Ad Spend (ROAS) over time
§ Increase conversion rate concurrently
§ Hire WiderFunnel
© 2007-2017 WiderFunnel Marketing Inc.
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9,000 pixels or 9’8” tall
© 2007-2017 WiderFunnel Marketing Inc.
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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?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages? Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Tips & tricks are dead ends.
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @jelgie #Awesome
They needed:
A program that produces proven sales lift throughout every marketing touchpoint.
© 2007-2017 WiderFunnel Marketing Inc.
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Expert optimization
team
Proven optimization
process
Meaningful customer insights
The three factors for positive growth
© 2007-2017 WiderFunnel Marketing Inc.
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© 2007-2017 WiderFunnel Marketing Inc.
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What makes a great optimization process?
© 2007-2017 WiderFunnel Marketing Inc.
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Analyst
© 2007-2017 WiderFunnel Marketing Inc.
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Proven Quantitative Logical Solid
Intuitive Qualitative
Inspired Fuzzy Yang
Yin
© 2007-2017 WiderFunnel Marketing Inc.
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The best optimization process delivers inspiration and proof.
© 2007-2017 WiderFunnel Marketing Inc.
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Infinity Optimization Process
© 2007-2017 WiderFunnel Marketing Inc.
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Explore
© 2007-2017 WiderFunnel Marketing Inc.
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Explore
The LIFT Model helps you look at marketing touchpoints through customers’ perspective.
© 2007-2017 WiderFunnel Marketing Inc.
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TM LIFT Model
© 2007-2017 WiderFunnel Marketing Inc.
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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.
VALUE PROPOSITION: Crisp, clear value proposition messaging.
DISTRACTION: Overwhelming content creates cognitive load.
© 2007-2017 WiderFunnel Marketing Inc.
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“Cognitive strain makes people wary of their actions.”
– Daniel Kahneman
© 2007-2017 WiderFunnel Marketing Inc.
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source: NNGroup
Decreased confidence in one’s actions/choices
Decreased trust in the site/application
Decreased likelihood of taking desirable actions
© 2007-2017 WiderFunnel Marketing Inc.
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BJ Fogg Behavior Model
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Explore
Nearly 200 cognitive biases we know of so far to persuade shoppers.
© 2007-2017 WiderFunnel Marketing Inc.
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Infinity Optimization Process
© 2007-2017 WiderFunnel Marketing Inc.
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Variation A Variation B Control
?
© 2007-2017 WiderFunnel Marketing Inc.
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Clear segmentation module.
Redesign Variation A
Best-selling products move higher on the page.
© 2007-2017 WiderFunnel Marketing Inc.
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Redesign Variation B
Tabs provide more info and data on engagement.
Segmenting options to differentiate home and business shoppers.
© 2007-2017 WiderFunnel Marketing Inc.
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Variation A Variation B Control
é15.8% Sales é41.4% Sales
?
© 2007-2017 WiderFunnel Marketing Inc.
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Conversion optimization can create dramatic and fast design improvements
© 2007-2017 WiderFunnel Marketing Inc.
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Video Variation New Control
é153.6% Video views
ê10.6% Sales
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© 2007-2017 WiderFunnel Marketing Inc.
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Validate
Analyzing results often leads to surprising insights for future experiments.
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Validate
Hypothesis: Reducing prominence of videos will increase sales.
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ê 29.4% Video views
Control Variation A
é 33% Sales
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Where else can you apply your experiment-proven insights?
© 2007-2017 WiderFunnel Marketing Inc.
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The goals of experimentation are: Growth + Insights
© 2007-2017 WiderFunnel Marketing Inc.
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Explore
User research creates data-driven empathy.
© 2007-2017 WiderFunnel Marketing Inc.
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Exit Surveys
© 2007-2017 WiderFunnel Marketing Inc.
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© 2007-2017 WiderFunnel Marketing Inc.
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© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward @jelgie #Awesome
© 2007-2017 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward @jelgie #Awesome
DISTRACTION: Multiple similar CTAs dilutes attention
RELEVANCE: Installation guide not relevant to many users
DISTRACTION: Write a review and Ask a question interrupts purchase flow
RELEVANCE: Important package content is buried in text
RELEVANCE: All information relevant to purchase decision is below the fold
ANXIETY: Overwhelming amount of information can cause users to abandon
CLARITY: Disjointed eyeflow creates confusion.
© 2007-2017 WiderFunnel Marketing Inc.
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Variation A Variation B
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Validate
Design of Experiments is used to maximize the growth and insights results from experiments.
© 2007-2017 WiderFunnel Marketing Inc.
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ê 8% Sales é 27% Sales
Variation A Variation B
?
© 2007-2017 WiderFunnel Marketing Inc.
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Insight: Tabbed content doesn’t work for PDPs
Right?
© 2007-2017 WiderFunnel Marketing Inc.
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Get a free chapter at www.YouShouldTestThat.com
© 2007-2017 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @jelgie #Awesome
The best solutions meet the needs of your customer segments in their context.
© 2007-2017 WiderFunnel Marketing Inc.
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Feedback Polls
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Post-purchase surveys
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© 2007-2017 WiderFunnel Marketing Inc.
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é 23% Sales é 46% Sales
Control Variation A Variation B
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What have we achieved so far?
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Before After
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Before After
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Before After
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104% conversion rate lift (e.g. doubled) 215% revenue lift across entire website
Business Results:
© 2007-2017 WiderFunnel Marketing Inc.
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Beyond just website revenue…
Profitably grown our digital advertising spend behind this strategy • 71% increase in site traffic • 400%+ increase in impressions
Total company sales now increasing strong double digits
© 2007-2017 WiderFunnel Marketing Inc.
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It’s a way to make the entire digital advertising platform for a brand
more effective and profitable.
Conversion Optimization is not just about website sales
© 2007-2017 WiderFunnel Marketing Inc.
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