Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com © 2007-2013 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @expensify #1Million

How to Use Conversion Rate Optimization

to Gain 1 Million Customers Plus, an ongoing 47% signup lift!

Chris Goward Founder WiderFunnel @chrisgoward

David Barrett Founder Expensify @expensify


•  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

•  Author of “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEO WiderFunnel @chrisgoward

Chris Goward, Founder & CEO

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com © 2007-2013 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @expensify #1Million © 2007-2013 WiderFunnel Marketing Inc.

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


Startup challenges are unique


How many do you recognize?

q  Lean team with diverse responsibilities

q  Focused core competency

q  Facing large competitors

q  Ever-changing competitive environment

q Must prove value from expenditures

q  Answering to investors & VCs

q  Fast growth goals


Today’s Objective: Lift your customer acquisition rate (and get more customers fast!)


•  Developer since the age of 6

•  Former lead engineer of Red Swoosh, now Akamai, from which he was dramatically fired

•  Created Expensify out of his hatred for expense reports.

•  Loves world travel and great wine

•  Has a beagle

David Barrett Founder Expensify @expensify

David Barrett, Founder of Expensify


Situation A fast-growth startup with a lean team facing large competitors ‘Freemium’ expense reporting app Home page is primary landing page for online signups


Challenges Home page had been developed with clean design “best practices” but we believed it could be improved We are experts at developing an industry-leading application, not conversion optimization Faced very large competitors with larger budgets and brands and needed to be selective in their resource investments Aggressive membership growth targets


The Goal Dramatically lift new member signups from the home page! This is where WiderFunnel comes in…


Home pages mostly suck.


Clarity: No Service Value Proposition


Distraction: Rotating messages kill conversion rate


Distraction: Too many messages!


Clarity: CEO vanity page. WIIFM?


Good news! Expensify’s didn’t suck!

(But, bad news for WiderFunnel)



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

LIFT Page 3

FunEx

4.1 Isolation 4.2 Cluster 4.3 Isolation

LIFT

Page 4

Insight Flow

Page 5, etc.

Phase 1 Conversion Optimization Strategy

Phase 2 LIFT™ Analyses and Testing

The Structured Process

PIE Framework

Kaizen Plan

Web Analytics Heuristic Analysis Voice of Customer In-Page Analytics


(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency

Knowing what to test: Using the LIFT™Model


LIFT™Analysis Clarity: No headline to summarize value proposition

Clarity: CTA area given low prominence

Distraction: “learn more” link near signup form

Value Proposition: No mention of “free” in CTA

Anxiety: No mention that credit card is not required for signup

Clarity: No CTA headline above the signup form

Clarity: Form field is not auto-focused

Distraction: Page elements are misaligned

Clarity: Important features hidden in rotating content block

Clarity: No use of colour to guide eyeflow


Develop Test Hypotheses

WEAKNESS STRENGTH

Clarity - No headline to create a clear eyeflow

Distraction - “learn more” link near signup form

Clarity- No use of colour to guide eyeflow

Hypothesis: Adding a prominent headline will lift signups

Hypothesis: Adding bold colour around CTA will lift signups

Hypothesis: Moving CTA away from other links will lift signups


Variation A: “Prominent CTA”


Variation B: “Benefit Copy”


Variation C: “Product Image”


Which Home Page Won?

A B C


Controlled Test Result

28% Signup Lift


That’s just the beginning...

Three more dramatic test rounds on the home page so far.


We didn’t stop there.


Total conversion rate lift to date: 47.2%

And the winning pages have pushed them past the 1 million user mark.


Expensify knows how to focus

They knew their core competency and hired experts where needed.


Get a free 20-page whitepaper for how to build this strategy.

Just email:

[email protected]

Free Whitepaper

Education

Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers