How to Create Huge Conversion Rate Lift
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• Conversion Rate Optimization
• Strategy, design, copywriting & testing
• Landing Page Optimization
• Advanced optimization for complex businesses
• Lift of 10% to 750% for every retainer client
The Conversion Optimization Agency
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Conversion Rate Dissatisfaction
is Growing
How satisfied are you with your conversion rate?
Source: eConsultancy Conversion Rate Optimization Report 2011
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Conversion Rate Improvement is Getting Harder
30%
35%
Source: eConsultancy Conversion Rate Optimization Report 2011
Has your conversion rate improved?
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Good News: Conversion Optimization works, if you do it right. . .
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Average Conversion Rate Lift
Ecommerce 23.1%
*WiderFunnel average results 2007-2012
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Conversion Optimization “Best Practices” are Dead ...unless your best practice says You Should Test That!
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“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell
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Rotating messages are a Distraction
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Over-emphasis on security creates anxiety
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Does this create trust?
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You Should Test That!
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But. . . Testing alone isn’t enough
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200% That’s what a structured testing process is worth.
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No Yes
Larg
e In
crea
se In
Sal
es
Source: eConsultancy Conversion Rate Optimization Report 2011
2x
Does your organization have a structured approach to improving conversion rates?
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This Works in All Industries
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Background Millions of daily emails to opt-in list. Highly optimized, but hit a plateau
The Goal More e-commerce revenue
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Which Landing Page Won?
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Controlled Test Result
5% Conversion Rate Lift
41% Revenue/Visitor Lift
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Controlled Test Result
Marketing Insight!
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How? A structured approach that creates powerful hypotheses.
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Kaizen Plan
Discovery
Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle
Heuristics Web Analytics
Voice of Customer Research
The Structured Process
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Phase 1: The Plan Prioritizing test opportunities
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Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
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The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
Heuristics
Voice of Customer
Traffic Volume
Cost Technical
“Political”
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Test # Test Type Potential Importance Ease PIE 1.1 Home A/B Cluster 10 10 8 9.3
1.2 Home Isolation 1 8 10 9 9.0
1.3 Home Isolation 2 8 10 9 9.0
2.1 Category Template A/B Cluster 10 9 7 8.7
2.2 Category Isolation 1 8 9 8 8.3
2.3 Category Isolation 2 8 9 8 8.3
3.1 PCTA Isolation 1 6 10 8 8.0
4 Product Detail Template A/B Cluster 10 10 4 8.0
5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7
4.1 Product Detail Isolation 8 10 5 7.7
6 Site-wide elements 6 7 9 7.3
5.4 Shopping Cart A/B Cluster 9 9 3 7.0
7 Blog Template PCTA 8 2 7 5.7
PIE™ Prioritization
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Phase 2: The Testing Ongoing, iterative, scientific marketing
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Product Page Optimization
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Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel
The Goal More e-commerce revenue
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(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
Knowing what to test: using the LIFT Model™
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Clarity: Blue text is confused with links
Value Proposition: “Free Shipping” more compelling?
Distraction: Show All opens a new page
Relevance: Scrolling products take most prominent position
Clarity: Design does not imply sale price
Distraction: Reviews are more prominent than features.
Clarity: Features included in Description tab at bottom.
Clarity: Shipping tab does not include shipping price.
Distraction: Shipping link opens new page in new tab.
Distraction: Cross-selling more prominent than features.
LIFT™Analysis
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WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position
Distraction: Reviews are more prominent than features.
Clarity: Design does not imply sale price
Hypothesis: Moving product reco box below the fold
Hypothesis: Redesigning CTAs to emphasize sale price
Hypothesis: Increasing prominence of product features
Develop Test Hypotheses
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1 LIFT
Analysis
2 Hypothesis
Creation 3
Funnel Experiment
Map
4 Graphic
Design & Copy
5 HTML
& Technical Install
6 Experiment
Launch
7 Results & Analysis
The 7-Step Testing Cycle
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A B
Which Product Page Template Won?
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Why? 16% Sales Lift!
Controlled Test Result
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Category Page Optimization
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Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them
The Goal More e-commerce revenue
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A B Which Category Page Won?
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Controlled Test Result
16.1% Sales Lift
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Persistent Call-to-Action (PCTA) Optimization
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A/B/n Test Site-wide PCTA Web Form & Phone
PCTA Test
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Which Booking Widget Won?
A B C
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Controlled Test Result
106% Booking Lift!
Phone & Online
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