How to Create a Conversion Optimization Strategy that Gets Results
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Attempting to do Conversion Rate Optimization without a strategy is like a powerboat with no rudder. You'll go in the wrong direction fast! In this session, you'll learn from leading CRO strategist, Chris Goward, how to build a strategy that drives business results. Use his 5-Step Strategy as a planning framework to dramatically improve your conversion rates and revenue. Includes an introduction to the PIE Framework(TM) for prioritizing optimization opportunities. With practical examples, you'll find out where to focus, what to test and how to avoid common mistakes.
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How to Create a Conversion Optimization Strategy that Gets Results
- 1. Develop and Execute a Successful Conversion Optimization Strategy Plus, Get a Free Landing Page Evaluation! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect her Tweet this: @chrisgoward #convcon #cro e! © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 2. The Conversion Optimization Agency • Conversion Rate Optimization Testing – Planning, copywriting, design & coding – Landing Page Optimization • CRO for Websites, Mobile, Apps Results • Conversion rate lift of 10% to 750% for every multi-test client Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 3. How satisfied are you with your conversion rate? (2010 v. 2011) Convers ion Rate Dissa tisfaction is Growing TweeteConsultancy Conversion Rate Optimization #cro 2011 Source: this: @chrisgoward #convcon Report © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 4. Has your conversion rate improved? (2010 v. 2011) 30% Convers ion Rate 35% I m pr ov e ment is Gettin g H a r de r TweeteConsultancy Conversion Rate Optimization #cro 2011 Source: this: @chrisgoward #convcon Report © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 5. Good News: Conversion Optimization works, if you do it right… Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 6. Conversion Optimization Works *WiderFunnel average results 2007-2012 Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 7. Let’s Correct Some Misconceptions Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 8. Myth: “Best Practices” Advice Gives “Best Results” If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 9. Myth: Green Buttons Work Best Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 10. Myth: Red Buttons Work Best Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 11. Myth: Orange Buttons Work Best Use Orange Buttons Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 12. Truth: Winning Buttons Depend on Context! Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 13. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant Results Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 14. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 15. Truth: Pareto was (almost) Right “Spend 10% on Tools, 90% on People” - Avinash Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 16. Myth: You Don’t Need Controlled Testing Oops… Conversion Rate Old Page New Page Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 17. Myth: Usability Testing is a Substitute for CRO © 2012 Chris Goward Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 18. Real Conversion Optimization Is… Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 19. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 20. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 21. Conversion Optimization Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 22. Original Art Your Photo AllPopArt Artists • Goal: More e-commerce sales Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 23. Which Product Page Won? A B Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 24. Test Result 42% E-Commerce Revenue Per Visitor Lift Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 25. Test Result Marketing Insight! 42% E-Commerce Revenue Per Visitor Lift Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 26. 5-Step Strategic Conversion Optimization Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 27. These Frameworks Work in All Industries Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 28. Business Goals Website Goals Conversion Optimization Goals Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 29. The Goal More online and phone travel bookings Why? Recent website redesign had not helped business results Needed a conversion optimization strategy Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 30. ? Goals Align Objectives to Business ? ? ? ? Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 31. Use the 5-Step Conversion Optimization Strategy Step 1: Align Objectives to Business Goals Step 2: Identify Test Opportunities Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 32. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 33. The PIE™ Prioritization Framework Heuristics Voice of Customer 1. Potential 2. Importance 3. Ease Traffic Volume Technical Cost “Political” Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 34. “Which Page Should I Start With?” Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 35. The PIE Framework™ Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 36. Which Home Page Challenger Won? A B Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 37. Test Result 60% Booking Lift! Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 38. How to Develop a Conversion Optimization Strategy Step 1: Align Objectives to Business Goals Step 2: Identify Test Opportunities Step 3: Create Powerful Test Hypotheses Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 39. What Makes a Great Hypothesis? 1. Testable 2. Seeks to solve conversion problems 3. Aims at gaining Marketing Insights Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 40. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”) Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 41. The Goal More lead gen trial software downloads Why? World-leading reporting software PPC landing page with significant “branding” restrictions Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 42. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 43. LIFT Analysis Value Proposition - Headline missing “FREE” Clarity - Large dark head overpowers page Relevance - Headline does not mirror source media Distraction - Pricing content raises unresolved questions Clarity - CTA link fails 6-foot legibility test Anxiety – “Buy” CTA contradicts “free” message Value Proposition - No third party endorsements Clarity - Missing “Action Caption” below hero shot Clarity - No CTA at bottom Tweet content of this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 44. Develop Test Hypotheses WEAKNESS STRENGTH Value Proposition - Hypothesis: Adding Headline missing strong VP headline “FREE” using “FREE” Distraction - Pricing Hypothesis: Removing content raises reference to price unresolved questions Clarity - CTA link fails Hypothesis: 6-foot legibility test Redesigning prominent CTA Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 45. Which Test Variation Won? A B Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 46. You Should Test That! Sign up for a free chapter: YouShouldTestThat.com Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 47. Controlled Test Result 32.5% Lead Gen Conversion Rate Lift 154% ROI Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 48. How to Develop a Conversion Optimization Strategy Step 1: Align Objectives to Business Goals Step 2: Identify Test Opportunities Step 3: Create Powerful Test Hypotheses Step 4: Execute a Cycle of Continuous Improvement Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 49. Use a Systematic, Repeatable Process Kaizen 2 Plan Hypothesis Creation 1 3 LIFT Funnel Analysis Experiment Map 7 4 Results Graphic Analysis Design & Copy 6 5 Experiment Technical Launch Install Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 50. 200% That’s what a structured testing process is worth. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 51. Does your organization have a structured approach to improving conversion rates? 2x TweeteConsultancy Conversion Rate Optimization #cro 2011 Source: this: @chrisgoward #convcon Report © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 52. How to Develop a Conversion Optimization Strategy Step 1: Align Objectives to Business Goals Step 2: Identify Test Opportunities Step 3: Create Powerful Test Hypotheses Step 4: Execute a Cycle of Continuous Improvement Step 5: Analyze Results for Insights For more: Download the Whitepaper URL: widerfunnel.com/white-paper-5-steps Or search: “widerfunnel white paper” Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 53. Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
- 54. Special Offer: Free Custom Landing Page Evaluation Interested in a Free Landing Page Evaluation? • 10 time slots are available for webinar attendees • Scheduled on a first-come, first-served basis To Qualify: 1.Email: Hello@widerfunnel.com 2.Tell us the URL of the web page you’d like evaluated 3.Minimum 30,000 unique visitors per month Tweet this: @chrisgoward #convcon #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Notes de l'éditeur
- Ecommerce-focus
- Conversion rate dissatisfaction is growing year over year. Companies are realizing that their conversion rate needs to improve.
- But it’s getting harder to achieve conversion rate improvement. Companies who say their conversion rate has improved decreased 5% in one year. It’s getting harder for many companies to make progress because they’re doing it wrong.
- We know that Conversion Optimization works. At WiderFunnel, our average conversion rate lift is 23% for ecommerce and 49% for lead gen. I’m going to show you how to get there with the 5 step conversion optimization strategy.
- But before we get into the examples and framework, I want to correct misconceptions about Conversion Optimization.
- Conversion Optimization is not just about getting advice. There are a lot of consultants willing to hand out advice about how your website and landing pages should be handled. Even if the consultant has run a few tests, without the trend-spotting that can *only* come from thousands of test results, their advice can be shallow. Ask yourself how much of their advice has been tested. If not, where is it coming from? Your best advice will come from conversion strategists who do the most testing (like we do at WiderFunnel, for example) “ Best Practices ” advice alone also ignores the context of your unique business situation.
- Some consultants will tell you that you should always use green buttons maybe because they’ve seen a single test where a green button won.
- Others will tell you that red beats green.
- I can point to other blog posts that say you should always use orange buttons.
- As you can see from just some of the buttons on WiderFunnel’s winning tests, the best buttons change dramatically based on the situation.
- The false promise of multivariate testing is that putting any ideas into a complex tool will give brilliant results. Tool vendors have to sell you on the latest whiz-bang features so you’ll pay high monthly subscriptions. But, the dirty little secret of CRO is that A/B/n testing will usually give the best results. By the way, we’re seeing this play out again with the promise of mass personalization and big data. Without a strategy, the tools won’t deliver.
- MVT was the technology that would increase everyone’s conversion rates. But this is what most companies ended up with. Tests that run forever and never achieve statistical significance. In six months of testing, would you rather run one MVT test with no significance or 6 strategically-planned A/B tests with significant conversion rate lift?
- Usability testing can only tell you whether a person has the skill to do what you tell them to do. It doesn’t test how to persuade them to *want* to do it. The Hawthorne Effect is well a researched phenomena that shows artificial situations are not predictors of real-world behaviour. The Observer Effect is also at play. Observers can’t help but influence the results.
- So, what is conversion optimization really, then? It’s the intersection of three things…
- … Let ’ s think about how this relates to your website
- This test didn’t just focus on usability or only on marketing. Both are needed to get this result.
- Plus, they’re developing marketing insights from their conversion strategy.
- Today I ’ m going to show you some examples and principles that have gotten these results for clients in all industries. The reason I ’ m showing this is that the frameworks I ’ ll show you are working in all types of businesses. And we ’ re seeing a lot of benefit from the cross industry view. Principles from our B2B and lead gen testing are being proven to work in our e-commerce clients and vice versa.
- At WiderFunnel, we run workshops to help our clients’ understand how their business goals, website goals, unique value proposition and target audience personas work together.
- The PIE Framework helps you prioritize your conversion optimization opportunities.
- Since we’re in Florida, I thought this mnemonic would be helpful. When you need to remember which page to test first, just think of a beautiful Florida key lime pie.
- Here’s how the PIE Framework works.
- Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
- Are you still stuck in Testing 1.0?