More Related Content Similar to Chris Goward at AZIMA January 2014 (20) More from Robin J Phillips (20) Chris Goward at AZIMA January 20141. How to get the Best
Conversion Optimization Results
AZIMA | January 16, 2014
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Tweet this: @chrisgoward @joinAZIMA #awesome
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
2. We partner with our clients to dramatically
lift their profit with marketing optimization
•
Strategy, design, copywriting & testing
•
Every System client has 400% to 1500% ROI
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© 2007-2013 WiderFunnel Marketing Inc.
3. Q. How satisfied are you with your conversion rate?
45%$
Quite$Dissa1sfied$
40%$
35%$
30%$
25%$
20%$
Very$Dissa1sfied$
41%
36%
ion Rate
Convers Slide
Content action
Dissatisf
Growing
is
15%$
10%$
2010$
2011$
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Source: eConsultancy Conversion Marketing Inc. Report 2012
© 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog
2012$
4. Q. Has your conversion rate improved?
Yes#
80%#
75%#
30%
70%#
65%#
60%#
70%
55%#
2010$
Conversion
Rate
Improvem
ent
is Getting H
arder
2011$
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Source: eConsultancy Conversion Marketing Inc. Report 2012
© 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog
No#
35%
65%
2012$
5. Top Priorities for Digital Marketers
40%
35%
Conversion Optimization
Content Marketing
30%
25%
2012
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Source: eMarketer, Content Vaults to No. Marketing Priority for 2013
Social Media
Brand/Viral
2013
6. Conversion Optimization Works!
Okay... prove it.
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© 2007-2013 WiderFunnel Marketing Inc.
7. Conversion Optimization Works!
Average Conversion Rate Lift
Ecommerce
23.1%
Lead Gen
49.0%
*WiderFunnel average results 2007-2012
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8. Background
• Great video content
• Millions of daily outbound emails
• Had hit an optimization plateau
The Goal
More e-commerce revenue
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9. Which Test Challenger Won?
A
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B
10. Controlled Test Result
5%
Conversion Rate Lift
%
41
Revenue/Visitor Lift
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11. Which NEW Test Challenger Won?
A
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B
12. Controlled Test Result
7%
Conversion Rate Lift
Full case study here:
http://j.mp/WineExpress-CMW
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13. Learn About Your Target Audience
Audiences are not one-size-fits-all
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© 2007-2013 WiderFunnel Marketing Inc.
16. Rotating messages
are a Distraction
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17. Digital Marketing
“Best Practices” are Dead
...until you test them.
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
22. Your website needs help
Yes, I’m looking at you...
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© 2007-2013 WiderFunnel Marketing Inc.
23. But, you don’t need a website redesign!
Epic redesigns are risky
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© 2007-2013 WiderFunnel Marketing Inc.
27. How to Win?
A continuous A/B testing system
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© 2007-2013 WiderFunnel Marketing Inc.
28. “Almost everything that
distinguishes the modern
world from earlier centuries is
attributable to science.”
—Bertrand Russell
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29. But . . .
How you test is critical
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© 2007-2013 WiderFunnel Marketing Inc.
30. 200
%
That’s what a structured
testing process is worth.
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© 2007-2013 WiderFunnel Marketing Inc.
31. Large Increase In Sales
Q. Does your organization have a structured approach to improving conversion rates?
2x
No
Source: eConsultancy Conversion Rate Optimization Report 2012
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
Yes
32. The Structured & Agile System
PIE Framework
Opportunities
Page 1
LIFT
FunEx
LIFT
Page 2
Kaizen Plan
Page 3
As Needed:
Analytics Audit
Page 5, etc.
LIFT
Page 4
AdWords Audit
Discovery
Voice of Customer
In-Page Analytics
Phase 1
Conversion Optimization Strategy
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FunEx
LIFT
2.1 Isolation
2.2 Isolation
2.3 Cluster
1.1 Cluster
1.2 Isolation
1.3 Isolation
Insight Flow
FunEx
FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation
3.1 Isolation
3.2 Isolation
Phase 2
LIFT™ Analyses and Testing
33. Start with Goals
...or you’ll just go the wrong way faster
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© 2007-2013 WiderFunnel Marketing Inc.
37. “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
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39. Distraction: Treatment & copy of top banner is
disjointed and complex
Clarity: “Ready to get started” not clickable
connected to CTA
Clarity: No hover treatment of the CTA buttons
Clarity: Image alignment confuses eyeflow
Clarity: ‘browse course catalog’ CTA is
competing with primary CTA
Distraction: Content written as plain factual, not
emotive or persuasive
Distraction: Long course list on right column
Distraction: Links to State Req courses take
prospect off the page
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Clarity: The value proposition is hidden in
summary block
40. Click Heatmap Analysis
Clicks on non-clickable area
Clicks dispersed
over course lists
Competing CTAs
No interest in body
content area!
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
42. Click Heatmap Analysis for Winning Page
Beautiful, focused eyeflow!
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43. Imagine getting results like this
every month.. or every week!
It’s possible.
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© 2007-2013 WiderFunnel Marketing Inc.
44. Be Smart & Agile
Conversion Rate
2.9
2.4
1.9
1.4
0.9
0
2
4
Agile Tool
6
8
Smart Strategy
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10
12
14
Smart & Agile Strategy
16
45. Be Smart & Agile
Conversion Rate
2.9
2.4
1.9
Lift
1.4
0.9
Speed
0
2
4
Agile Tool
6
8
Smart Strategy
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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
10
12
14
Smart & Agile Strategy
16
46. There Are No Losing Tests!
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© 2007-2013 WiderFunnel Marketing Inc.
47. Yes, most of our tests are winners...
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49. But, what about the “other” tests?
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© 2007-2013 WiderFunnel Marketing Inc.
51. Gain Marketing Insights from under-performers
Analyze to hypothesize for “Why”!
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52. The next test after the inconclusive…
Shazam!
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53. Gain Marketing Insights from under-performers
Analyze to gain marketing insights!
Tweet this: @chrisgoward @joinAZIMA #awesome
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog
54. The next test after the inconclusive…
Booyah!
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55. Free Whitepaper
Get a free 20-page whitepaper
for how to build this strategy.
Just email:
iwant@widerfunnel.com
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