© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
How to be a Conversion Optimization Rockstar
Chris Goward Founder & CEO WiderFunnel @chrisgoward
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Rockstars don’t follow “Best Practices”
(You’re not still looking for the best button color, right?)
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
“It's weird not to be weird.” — John Lennon
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Rotating messages are a Distraction
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
You Should Test That!
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Rockstars see the big picture
Use “framework thinking” to find solutions
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
“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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
The LIFT Model™
(Note: For more, google �WiderFunnel Lift�)
Relevance Clarity
Anxiety Distraction
Urgency
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable connected to CTA
Clarity: Image alignment confuses eyeflow
Distraction: Treatment & copy of top banner is disjointed and complex
Clarity: ‘browse course catalog’ CTA is competing with primary CTA
Distraction: Content written as plain factual, not emotive or persuasive
Clarity: The value proposition is hidden in summary block
Distraction: Links to State Req courses take prospect off the page
Distraction: Long course list on right column
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Competing CTAs
Clicks on non-clickable area
Clicks dispersed over course lists
No interest in body content area!
Click Heatmap Analysis
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
15.7% Conversion Rate Lift
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Rockstars know their value proposition
Is your message aligned with your customers?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
WIIFYC?
And do they care?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Situation • Fast-growth startup with lean
team facing large competitors • ‘Freemium’ expense tracking
app • Home page is primary landing
page for online signups
The Goal Dramatically lift new member signups from the home page!
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Controlled Test Result
28% More New Users
Full case study at: www.WiderFunnel.com/case-studies
Flexible Hassle Free Ironclad Security
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
That’s just the beginning... Three more dramatic test rounds on the home page so far.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Total conversion rate lift to date: 47.2%
And the winning pages have pushed them past the 1 million user mark.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Rockstars do it different The traditional website redesign must die
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
2-5 year gaps between redesigns
Under-achievement
The best websites
Yours
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
Continuous website
improvement!
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
After 3-years of testing tweaks, BuildDirect needed a website redesign.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Dramatic Design Improvement and Conversion Rate Lift
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Results After 12 Months $1 million increased revenue
(per month)
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
Want to learn more?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
If the strategy is worth $20 ! Download a free chapter at www.YouShouldTestThat.com
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome
© 2007-2014 WiderFunnel Marketing Inc.
We deliver more profit and insights for high octane marketers. • Marketing optimization strategy, design & A/B testing
• Average System™ client has 7x ROI
• For more info email [email protected]
Recommended