Chris Goward, Founder and CEO of WiderFunnel will show you how he's been testing and discovering new ideas for Iron Mountain, SAP, BuildDirect, Google and more—with surprising results. Using real examples from WiderFunnel's three-year-long testing strategy with Iron Mountain, you'll see how they've gotten more than 400% lift in their key landing pages. You'll learn: Which "best practices" you can trust How to improve your landing page's conversion rates by 200% How to create a competition-dominating value proposition

1. Thank you for joining us!
We’ll be starting in just a few minutes
About the Hosts
Chris Goward
WiderFunnel Founder & CEO. Developed CRO processes,
including the LIFT Model™ & Kaizen.
Has achieved conversion rate lift of 10% to 750% for every
multi-test client.
New book by Wiley: “You Should Test That!”
Ryan Engley
Ryan is our Director of Customer Success
who along with his team, helps Unbounce
customers boost their conversion rates. He is
our resident webinar host and consummate
office vegan.
How To Multiply Your Landing Page's Conversion Rates

3. Recording and slides
will be emailed to you this week

4. About Unbounce

6. Build, publish & A/B test landing pages without I.T.
Increase the ROI of your marketing campaigns

7. Stick around after the Unwebinar
to see how Unbounce can help
you build landing pages and
improve your conversion rates
...without relying on developers!

8. Multiply Your Landing Page
Conversion Rates
(in a big way!)

9. Director of Customer Success
Ryan Engley
Unbounce
@ryan_engley
How To Multiply Your Landing Page's Conversion Rates
Join our chat on Twitter

10. Founder & CEO
Chris Goward
WiderFunnel
@chrisgoward and @widerfunnel
How To Multiply Your Landing Page's Conversion Rates
Join our chat on Twitter

11. • Developed WiderFunnel’s processes, including the LIFT
Model™ & Kaizen
• Conversion rate lift of 10% to 750% for every multi-test
client
• In demand as a speaker globally
• New book by Wiley:
“You Should Test That!”
Get a free chapter at: YouShouldTestThat.com
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
How To Multiply Your Landing Page's Conversion Rates

12. 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
More free tips at www.WiderFunnel.com/Blog

13. Content Slide
10%
20%
30%
40%
50%
2010 2011 2012
Quite Dissatisfied Very Dissatisfied
Conversion Rate
Dissatisfaction
is Growing
Source: eConsultancy Conversion Rate Optimization Report 2012
36%
41%
How satisfied are you with your conversion rate?

14. 0%
25%
50%
75%
100%
2010 2011 2012
30% 35% 35%
Yes No
Source: eConsultancy Conversion Rate Optimization Report 2012
30% 35%
Conversion Rate
Improvementis Getting Harder
70% 65%
Has your conversion rate improved?

15. Why all the misery?
They’re doing it wrong.

16. Average ConversionAverage Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Works!

17. 17,000 web pages
Plus landing pages!
3-Year CRO Engagement

19. ?
!
!

21. Control
Challenger
Challenger

22. Var A: Concise Benefits Var B: Service Details
Which Variation Won?

23. 49.9%
Conversion Rate Lift
Controlled Test Result

24. Situation
Hair restoration services, focused on direct response
PPC landing page tested & tuned – had hit a plateau
The Goal
More lead gen form fills

25. Which Paid Search Landing Page Won?
Var A: Emotive Images Var B: Static Text

26. Controlled Test Result
20%
Conversion Rate Lift

27. Truth: Sex Is Distracting
Sex Is Distracting

28. You Should Test That!

29. “Almost everything that
distinguishes the modern world
from earlier centuries is
attributable to science.”
—Bertrand Russell

30. But…
How you test is critical

31. 200%
That’s what a structured
testing process is worth.

32. No Yes
LargeIncreaseInSales
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Does your organization have a structured approach to improving conversion rates?

33. FunEx
Discovery
Opportunities 1.1 Cluster
1.2 Isolation
1.3 Isolation
LIFT
Page 1
FunEx
2.1 Isolation
2.2 Isolation
2.3 Cluster
LIFT
Page 2
FunEx
3.1 Isolation
3.2 Isolation
LIFTPage 3
FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight Flow
Page 5, etc.
Phase 1
Marketing Optimization Strategy
Phase 2
LIFT™and Testing
The Structured Agile System
Heuristics
Web Analytics
Voice of Customer
Research
PIE Framework
Kaizen Plan

34. “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

35. These Frameworks Work in All Industries

36. (Note: For more info, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency
Knowing what to test: Using the LIFT™Model

37. Situation
Huge new game release
Needed to maximize launch window to hit signup targets
3-step signup path
The Goal
More free beta game signups

38. Control Page
Clarity: Paragraphs are long
Distraction: Navigation bar pulls
users from form
Clarity: Little content hierarchy
Clarity: Typeface is very small
Clarity: Small, non-descript button
Relevance: Testimonials not
applicable to transactional step
Clarity: Steps look like links but not
clickable
Clarity: ‘Signup’ vs. ‘Sign in’
terminology is confusing
Clarity: ‘Create new account’ is
hidden

39. Variation A: Redesign

40. Variation B: Progress Steps

41. Variation C: Progress Steps & Horizontal Fields

42. A: No Steps
B: Progress Steps
C: Steps & Horizontal Fields
Which Signup Path Won?

43. 12.8%
Signup
Conversion Rate Lift
Controlled Test Result

44. Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages

45. Your
Features
Your Points of Parity
(POPs)
Your Points of Difference
(PODs)
Your Point of Irrelevance
(POIs)
The “DIP” Value Proposition Framework

46. Situation
Competitive search keywords “Human Growth Hormone”
Competitors focused on product purity
Shoppers worried about product efficacy & FUD
The Goal
More e-commerce revenue

47. A B
Which Landing Page Won?

48. 49%
Sales Lift
Controlled Test Result

49. More Tests Run=
Nothing Beats Testing Experience

50. What are You Waiting For?

51. Download a free chapter at
www.YouShouldTestThat.com
Free Chapter!

52. Find out if you qualify to work with WiderFunnel
You could join our conversion optimization system.
To Find out if you Qualify:
1. Tell us the URL & traffic volume of your website
2. Email: Hello@widerfunnel.com
3. Schedule the qualification interview
Want Results Like These?

53. Recording and slides
will be emailed to you this week

54. http://try.unbounce.com/to-multiply-conversion-rates
Your First Month is On Us

55. How to Build & Test Landing Pages
with Unbounce

56. Why Use Unbounce?

57. Because you can’t get landing
pages built fast enough

58. Because you need more control
over your landing pages

59. Because landing page
development is expensive

60. Quickly & easily build and optimize
targeted landing pages for
your marketing campaigns
(...without relying on developers or designers)

61. http://try.unbounce.com/to-multiply-conversion-rates
Your First Month is On Us