How to Create Huge Conversion Rate Lift. Tweet to Read this: WiderFunnel.com/blog
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2 How to Create Huge Conversion Rate Lift Tweet to Read this: WiderFunnel.com/blog
3 The Conversion Optimization Agency Conversion Rate Optimization Strategy, design, copywriting & testing Landing Page Optimization Advanced optimization for complex businesses Lift of 10% to 750% for every retainer client
4 How satisfied are you with your conversion rate? Conversion Rate Dissatisfaction is Growing Source: econsultancy Conversion Rate Optimization Report 2011
5 Has your conversion rate improved? 30% Conversion Rate Improvement is Getting Harder 35% Source: econsultancy Conversion Rate Optimization Report 2011
6 Good News: Conversion Optimization works, if you do it right...
7 Average Conversion Rate Lift Ecommerce 23.1% *WiderFunnel average results
8 Conversion Optimization Best Practices are Dead...unless your best practice says You Should Test That!
9 Almost everything that distinguishes the modern world from earlier centuries is attributable to science. Bertrand Russell
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12 Rotating messages are a Distraction
13 Over-emphasis on security creates anxiety
14 Does this create trust?
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17 You Should Test That!
18 But... Testing alone isn t enough
19 200 % That s what a structured testing process is worth.
20 Does your organization have a structured approach to improving conversion rates? Large Increase In Sales 2x No Yes Source: econsultancy Conversion Rate Optimization Report 2011
21 This Works in All Industries
22 Background Millions of daily s to opt-in list. Highly optimized, but hit a plateau The Goal More e-commerce revenue
23 Which Landing Page Won?
24 Controlled Test Result 5% Conversion Rate Lift 41% Revenue/Visitor Lift
25 Controlled Test Result Marketing Insight!
26 How? A structured approach that creates powerful hypotheses.
27 The Structured Process Heuristics Web Analytics Kaizen Plan Discovery Research Voice of Customer Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle
28 Phase 1: The Plan Prioritizing test opportunities
29 Persuasional Landing Pages Informational Transactional Interior Pages Conversion Pages
30 The PIE Prioritization Framework Heuristics 1. Potential 2. Importance 3. Ease Voice of Customer Traffic Volume Technical Political Cost
31 PIE Prioritization Test # Test Type Potential Importance Ease PIE 1.1 Home A/B Cluster Home Isolation Home Isolation Category Template A/B Cluster Category Isolation Category Isolation PCTA Isolation Product Detail Template A/B Cluster Shopping Cart Isolation Product Detail Isolation Site-wide elements Shopping Cart A/B Cluster Blog Template PCTA
32 Phase 2: The Testing Ongoing, iterative, scientific marketing
33 Product Page Optimization
34 Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel The Goal More e-commerce revenue
35 Knowing what to test: using the LIFT Model Relevance Clarity TM Urgency Distraction Anxiety (Note: For more, search WiderFunnel Lift )
36 LIFT Analysis Value Proposition: Free Shipping more compelling? Distraction: Show All opens a new page Relevance: Scrolling products take most prominent position Clarity: Design does not imply sale price Clarity: Blue text is confused with links Distraction: Shipping link opens new page in new tab. Distraction: Reviews are more prominent than features. Distraction: Cross-selling more prominent than features. Clarity: Features included in Description tab at bottom. Clarity: Shipping tab does not include shipping price.
37 Develop Test Hypotheses WEAKNESS Relevance: Scrolling products take most prominent position STRENGTH Hypothesis: Moving product reco box below the fold Clarity: Design does not imply sale price Hypothesis: Redesigning CTAs to emphasize sale price Distraction: Reviews are more prominent than features. Hypothesis: Increasing prominence of product features
38 The 7-Step Testing Cycle 2 Hypothesis Creation 1 3 Funnel Experiment Map LIFT Analysis 4 7 Graphic Design & Copy Results & Analysis 6 Experiment Launch 5 HTML & Technical Install
39 Which Product Page Template Won? B A
40 Controlled Test Result Why? 16% Sales Lift!
41 Category Page Optimization
42 Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them The Goal More e-commerce revenue
43 Which Category Page Won? A B
44 Controlled Test Result 16.1% Sales Lift
45 Persistent Call-to-Action (PCTA) Optimization
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47 PCTA Test A/B/n Test Site-wide PCTA Web Form & Phone
48 Which Booking Widget Won? A B C
49 Controlled Test Result 106% Booking Lift! Phone & Online
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51 Free Offer: Custom Web Page Evaluation Interested in a Free Page Evaluation? 10 time slots are available for attendees Scheduled on a first-come, first-served basis Any type of page To Qualify: 1. Tell us the URL of the web page you d like evaluated 2. Minimum 30,000 unique visitors per month 3. Hello@widerfunnel.com
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You Should Test That!
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