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© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
How to optimize your paid search marketing
Plus a free offer...
Chris Goward Founder & CEO WiderFunnel @chrisgoward
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
• Conversion Rate Optimization – Strategy, design, copywriting & testing – Landing Page Optimization
• Advanced optimization for complex businesses
• Conversion rate lift of 10% to 750% for every retainer client
The Conversion Optimization Agency
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Principle 1: “Best Practices” are dead
Don’t just take our advice. Test it.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Tips and “Best Practices” Miss Your Unique Context
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Runs More Tests =
Truth: Nothing Beats Testing Experience
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
How? Create Powerful Hypotheses
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
These Frameworks Work in All Industries
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
Knowing what to test: Using the LIFT™Model
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
The LIFT Analysis
Provider of playable game demos for game retailers Ads on e-commerce site needed more demo plays
Game Logo
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Clarity: Design does not look clickable
Clarity: Color blends in to the background
Clarity: The hover state is too subtle
Distraction: The graphic overpowers the messaging
Clarity: Not clear that it’s a demo vs. game option
Clarity: No social proof
Clarity: Shape leads to banner blindness
Clarity: How to play “In your browser” is unclear
The LIFT Analysis
Game Logo
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
The banner should integrate with the page, look less like an “ad”
The “Big Idea”
Game Logo
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
A
B
vs.
C
vs.
Game
Game
Which Challenger Won?
Game Logo
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
75% Demo Play
Conversion Rate Lift!
Game
Controlled Test Result
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Principle 2: Focus on Your Value Proposition
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
What is your most important leading message?
Highest Quality Best Service
• Most RAM • Shiniest screen • Cleanest offices • Best-looking waiters • Convenient locations • Fastest shipping • Free shipping • Lifetime warranty • More colours • Mac Compatible • Quietest running • Plushest fur • Etc.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Principle 3: Synchronize Your Funnel
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Awareness Activity
Organic
SearchOther
DirectResponse
Ads
DirectResponse
Social
ProductDetailPages
Category
PagesAbout
UsPricing Content
Referral Email Affiliate
Channel
Conversion
Funnel
Landing Pages
Call- to -Action
Sales Conversion
Post-Purchase
301302/ Ch00 !g 00 F01000.eps 10/02/12 rs
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Insurer #1 Insurer #2 Insurer #3 Insurer #4
Insurer #1 Insurer #2 Insurer #3 Insurer #4
Full funnel: Maximum conversion optimization
Ad testing: Testing tips & tricks only
Ad & Landing page: Testing new value proposition
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Remember
Principle 1 – “Best Practices” are dead You Should Test That!
Principle 2 – Focus on your Value Proposition What is your best leading message?
Principle 3 – Synchronize Your Funnel Test your entire experience
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
WiderFunnel’s Optimization System
1. Where to Test? We build your Kaizen Plan
– Business Discovery – Heuristic Analysis – Web Analytics
2. What to Test? We perform LIFT analyses on key pages
– WiderFunnel LIFT Model ™ – Experiment Insights
3. How to Test? We run your Funnel Experiments™
– The 7-Step, full service, continuous improvement testing cycle
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Interested in a Free Conversion Page Evaluation? • 10 time slots are available for session attendees
• Scheduled on a first-come, first-served basis
To Qualify:
1. Email: [email protected]
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
Free Offer: Custom Web Page Evaluation
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
You Should Test That!
Sign up for a free chapter: YouShouldTestThat.com
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
• Conversion Rate Optimization – Strategy, design, copywriting & testing – Landing Page Optimization
• Advanced optimization for complex businesses
• Conversion rate lift of 10% to 750% for every retainer client
• Get more information at http://www.widerfunnel.com
• Connect with us: – Twitter: @widerfunnel & @chrisgoward – Google+: http://bit.ly/widerfunnelplus – Facebook: https://www.facebook.com/widerfunnel – Blog: http://www.widerfunnel.com/blog
The Conversion Optimization Agency
