create your never-ending marketing idea engine for a/b testing and personalization


Tweet this: @chrisgoward #Awesome

The Idea Engine

Create a never-ending stream of new growth insights



Before we get started. . .

• This presentation deck and recording will be available to you after the webinar

• Use the General Chat panel to ask questions or make comments in real time

• Stay to the end for the chance to win a free digital copy of You Should Test That! Type question here



• Developed the LIFT Model®, PIE Framework, and Infinity Optimization Process™

• Keynotes at conferences and seminars around the world

• Author of You Should Test That!Get a free chapter at: YouShouldTestThat.com

Chris GowardFounder & CEO, WiderFunnel


Tweet to: @chrisgoward #Awesome1981



Var A Var B Var C Var D



23.4% more orders for IBM Softlayer servers



115% more qualified leads for Magento Enterprise



$1 million per month additional revenue for BuildDirect.com



What we hear over and over again...

• How can we get consistent optimization results?

• Will we hit an optimization ceiling?

• How should we respond to losing tests?

• Will our test results fade over time?

• How do we build the best growth process?



I’ll show you how with two stories.



The Situation When We Started

• High Volume website with a one-person optimization team

• Mish-mash of ad server technology, Optimizely, and Adobe Analytics for A/B testing

• “Hunt and peck” optimization planning

• 4 - 8 tests per month

• Little confidence in test results

• Unknown optimization opportunity



Weknewtherewereinefficienciesinourtestingprogram,butdidn’tknowhowfaroffwewereorwhattodoaboutit.

Wedidn’tknowifwehadgoodfindingsorhowtomakedecisions.Toomanytimeswemadedecisionsbasedonemotion.

“

Shane HaleDirector of Site Optimization and Conversion at DMV.org



They needed:

A growth marketing program that produces a never-ending stream of profitable insights.



ProvenQuantitativeLogicalSolid

IntuitiveQualitative

InspiredFuzzyYang

Yin



Optimization champions are zen marketing masters



The best optimization process delivers inspiration and proof.



Infinity Optimization Process



Explore

Combines diverse information through the lens of the customer experience.

Generates surprising customer insights to be validated.



Explore

Web analytics – done right – can feed insights into user experience hypotheses.



Explore

All data viewed through the customer’s perceptual lenses using the LIFT Model.



TMLIFT Model

(Note: For more info, google “WiderFunnel Lift”)



Clarity: Repeats previous step headline

Clarity: Low button prominence

Distraction: Too many colors

Distraction: Gradient background

Distraction: Three column layout adds complexity

Distraction: Too much content for a simple action

Anxiety: Unable to select multiple providers at once



Infinity Optimization Process



Validate

Confirms and selects creative insights through rigorous A/B testing.



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

?



Control Variation AUrgency subhead

Variation BChoice Isolation (vs A)

Variation CLovability Isolation (vs B)

- 9.7%

+ 19.2% + 11.8%



Profitable ‘A-ha!’ Moment



Where do these ideas come from?The process generates an unending stream of them.



Explore

We have nearly 200 cognitive biases (so far) to test in varying situations.



The “choice is yours” effect

A Meta-Analysis of the Effectiveness of the “But You Are Free” Compliance-Gaining Technique, 2012 – Christopher J Carpenter

Analysis of 42 studies involving 22,000

participants.

Insight: Telling the person they have the

freedom to choose nearly doubled sales

success rates.



TMLIFT Model




Validate

Design of Experiments is used to maximize the growth and insights from experiments.



+7.34% Revenue Lift



The LIFT Model™


AnxietyDistraction

RelevanceClarity

Urgency



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C



Micro-survey

Qualify Social Proof focus

Control Variation A

Variation B Variation C

+ 14.0%

No Change + 40.39%



Social Proof (Bandwagon Effect)

We tend to put our trust in

something because we

believe many other people

have put their trust in it

first.

There is safety in numbers.



The Bandwagon Effect works For this audience and context!



Bandwagon Effect



0.0% Conversion Rate



Self-consistency Bias



Self-consistency Bias

We like to keep consistent with

what we think, say and do, and will

change to ensure this is so.

- Cialdini, Influence.

(2006)



Cognitive Dissonance

Cognitive Dissonance is mental stress

experienced when a person holds

contradictory beliefs, or acts in

contradiction to existing beliefs.

- Leon Festinger(1957)



Conversion Rate: +1.97%Average donation value: +3.07%Revenue per visitor: +5.10%



14% of visitors68% of donors

86% of visitors32% of donors

Selected“Regular Donor”

Selected“Occasional Donor”

Selected“First Time Donor”

Non-Responders



Now, we’re building on these insights to deliver Personalized data-informed experiences.



Do test results fade over time?



0%18.8% 0% 11.8% 0% 0%

1 2 3 4 5 6

Six months of conversion optimization

32.8%



0%18.8% 0% 11.8% 0% 0%

1 2 3 4 5 6

Six months of conversion optimization

32.8%36.8%



0%18.8% 0%

11.8% 0% 0%11.4% 0% 0% 0%

19.7% 13.4%

1 2 3 4 5 6 7 8 9 10 11 12

12 months of conversion optimization

Ouch!

100.8%



0%18.8% 0%

11.8% 0% 0%11.4% 0% 0% 0%

19.7% 13.4%

1 2 3 4 5 6 7 8 9 10 11 12


Ouch!

100.8%123.7%



18.8%11.8%

11.4%19.7%

13.4% 7.3%

15.9%

12.8%

27.7%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24


259.8%



18.8%11.8%

11.4%19.7%

13.4% 7.3%

15.9%

12.8%

27.7%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24


259.8%282.2%



Here’s where DMV.org is now

• The right tech – with Adobe, Optimizely, Liftmap integrated

• The right process – using Infinity Optimization Process

• The right team – integrated DMV.org and WiderFunnel teams

• The right pace – now running 500+ tests per year

• The right results – revenue doubled four years in a row



Shane Hale, director of site optimization and conversion at DMV.org

§ Senior-level buy-in was critical to success

§ Track the right revenue-driving goals

§ Trust the process with your expert partner

§ Don’t be afraid of the “left-field” variations

§ Analyze test results for personalization insights

Shane’s Keys to Success

Profitable ‘A-ha!’ moments everyday.™



Learn how to become an optimization champion

Get the new 32-page“Optimization Champion’s Handbook”

Send an email to: [email protected]: Champion Handbook Please!



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