how to be a conversion rockstar
TRANSCRIPT
© 2007-2015 WiderFunnel Marketing Inc.
March 4, 2015
How to Be a Conversion Optimization Rockstar
Chris Goward
Founder & CEO, WiderFunnel
@chrisgoward
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© 2007-2015 WiderFunnel Marketing Inc.
Var A: Concise Benefits Var B: Service Details
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é 49.9% Lead Conversion Rate
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“When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd.” —Robert Cialdini
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Social Proof works For this audience and context!
searchmarketingexpo.com @ChrisGoward #SMX #21C
© 2007-2015 WiderFunnel Marketing Inc.
searchmarketingexpo.com @ChrisGoward #SMX #21C
© 2007-2015 WiderFunnel Marketing Inc.
searchmarketingexpo.com @ChrisGoward #SMX #21C
© 2007-2015 WiderFunnel Marketing Inc.
searchmarketingexpo.com @ChrisGoward #SMX #21C
© 2007-2015 WiderFunnel Marketing Inc.
searchmarketingexpo.com @ChrisGoward #SMX #21C
© 2007-2015 WiderFunnel Marketing Inc.
0.0% Conversion Rate
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome 1981
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
Marketing Scientific Process
Conversion Optimization + =
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@WiderFunnel
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Goal: sign up for the monthly subscription
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Hypothesis: Adding a social inclusion button will lift orders.
Hypothesis: Adding a sense of urgency button will lift orders.
ê 6.5% Signups ê 0.5% Signups
Var A: Social Signal Var B: Urgency Control
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“It's weird not to be weird.” — John Lennon
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Rockstars don’t follow “Best Practices”
(You’re not still looking for the best button color, right?)
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Rockstars see the big picture
Use “framework thinking” to find solutions
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Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing
The WiderFunnel System™
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“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
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The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety Distraction
Relevance Clarity
Urgency
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The 27 Sub-Factors
Value Proposition Tangible Features Intangible Benefits Tangible Costs Intangible Risks
Urgency Internal Seasonality External Offer Response
Clarity Information Hierarchy Design Eyeflow Imagery Colour CTA Copywriting
Relevance Funnel Source media Target audience Competitive Navigation preference
Anxiety Privacy Usability Effort Fulfillment
Distraction First Impression Message
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© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
Relevance: No headline to capture scent trail
Clarity: Free samples offer not prominent
Distraction: Rotating banner confuses
Distraction: Busy-looking 3-column layout creates visual confusion.
Value Proposition: Inconsistent design (text, color) reduce credibility
Clarity: “Featured Products” carries no value proposition
Clarity: Low price prominence, undermines core value proposition
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Which Home Page Won?
A: Savings prominence B: Selection Breadth C: Selection Breadth+
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A/B Test Result
é 16.9%
Conversion Rate Lift
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Rockstars know their value proposition
Is your message aligned with your customers?
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© 2007-2015 WiderFunnel Marketing Inc.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
Intrigue? Quality?
Fun? Value?
Social
Inclusion?
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You Should Test That!
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Which Value Proposition approaches should you test?
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Prospects’ Desires
Your Features
Competitors’ Features
Your Points of Difference
(PODs) Your Points of Parity
(POPs)
Your Points of Irrelevance (POIs)
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Rockstars are rigorous
You’ve heard of the 10,000 hour rule, right?
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Test
Insight
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
Results After 24 Months $3 Million Revenue Lift
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Want to learn more?
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© 2007-2015 WiderFunnel Marketing Inc.
Download a free chapter at www.YouShouldTestThat.com
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
We partner with high traffic companies for high impact conversion optimization. • Conversion optimization strategy, design, copywriting & testing
• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI
• For more info, email [email protected]