How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

Download How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

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<ul><li><p>How to Create Huge Conversion Rate Lift </p><p>Tweet to me: @chrisgoward Read this: WiderFunnel.com/blog </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p> Conversion Rate Optimization </p><p> Strategy, design, copywriting &amp; testing </p><p> Landing Page Optimization </p><p> Advanced optimization for complex businesses </p><p> Lift of 10% to 750% for every retainer client </p><p>The Conversion Optimization Agency </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Conversion Rate Dissatisfaction </p><p>is Growing </p><p>How satised are you with your conversion rate? </p><p>Source: eConsultancy Conversion Rate Optimization Report 2011 </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Conversion Rate Improvement is Getting Harder </p><p>30% </p><p>35% </p><p>Source: eConsultancy Conversion Rate Optimization Report 2011 </p><p>Has your conversion rate improved? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Good News:Conversion Optimization works, if you do it right. . . </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Average Conversion Rate Lift </p><p>Ecommerce 23.1% </p><p>*WiderFunnel average results 2007-2012 </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Conversion Optimization Best Practices are Dead ...unless your best practice says You Should Test That! </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Almost everything that distinguishes the modern world from earlier centuries is attributable to science. Bertrand Russell </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Rotating messages are a Distraction </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Over-emphasis on security creates anxiety </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Does this create trust? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>You Should Test That! </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>But. . . Testing alone isnt enough </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>200% Thats what a structured testing process is worth. </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>No Yes </p><p>Larg</p><p>e In</p><p>crea</p><p>se In</p><p> Sal</p><p>es </p><p>Source: eConsultancy Conversion Rate Optimization Report 2011 </p><p>2x </p><p>Does your organization have a structured approach to improving conversion rates? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>This Works in All Industries </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Background Millions of daily emails to opt-in list. Highly optimized, but hit a plateau </p><p>The Goal More e-commerce revenue </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Which Landing Page Won? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Controlled Test Result </p><p>5% Conversion Rate Lift </p><p>41% Revenue/Visitor Lift </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Controlled Test Result </p><p>Marketing Insight! </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>How? A structured approach that creates powerful hypotheses. </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Kaizen Plan </p><p>Discovery </p><p>Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle </p><p>Heuristics Web Analytics </p><p>Voice of Customer Research </p><p>The Structured Process </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Phase 1: The Plan Prioritizing test opportunities </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Persuasional Landing Pages </p><p>Informational Interior Pages </p><p>Transactional Conversion Pages </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>The PIE Prioritization Framework </p><p>1. Potential 2. Importance 3. Ease </p><p>Heuristics </p><p>Voice of Customer </p><p>Trac Volume </p><p>Cost Technical </p><p>Political </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Test # Test Type Potential Importance Ease PIE 1.1 Home A/B Cluster 10 10 8 9.3 </p><p>1.2 Home Isolation 1 8 10 9 9.0 </p><p>1.3 Home Isolation 2 8 10 9 9.0 </p><p>2.1 Category Template A/B Cluster 10 9 7 8.7 </p><p>2.2 Category Isolation 1 8 9 8 8.3 </p><p>2.3 Category Isolation 2 8 9 8 8.3 </p><p>3.1 PCTA Isolation 1 6 10 8 8.0 </p><p>4 Product Detail Template A/B Cluster 10 10 4 8.0 </p><p>5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7 </p><p>4.1 Product Detail Isolation 8 10 5 7.7 </p><p>6 Site-wide elements 6 7 9 7.3 </p><p>5.4 Shopping Cart A/B Cluster 9 9 3 7.0 </p><p>7 Blog Template PCTA 8 2 7 5.7 </p><p>PIE Prioritization </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Phase 2: The Testing Ongoing, iterative, scientific marketing </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Product Page Optimization </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel </p><p>The Goal More e-commerce revenue </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>(Note: For more, search WiderFunnel Lift) </p><p>TM </p><p>Relevance Clarity </p><p>Anxiety Distraction </p><p>Urgency </p><p>Knowing what to test: using the LIFT Model </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Clarity: Blue text is confused with links </p><p>Value Proposition: Free Shipping more compelling? </p><p>Distraction: Show All opens a new page </p><p>Relevance: Scrolling products take most prominent position </p><p>Clarity: Design does not imply sale price </p><p>Distraction: Reviews are more prominent than features. </p><p>Clarity: Features included in Description tab at bottom. </p><p>Clarity: Shipping tab does not include shipping price. </p><p>Distraction: Shipping link opens new page in new tab. </p><p>Distraction: Cross-selling more prominent than features. </p><p>LIFTAnalysis </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position </p><p>Distraction: Reviews are more prominent than features. </p><p>Clarity: Design does not imply sale price </p><p>Hypothesis: Moving product reco box below the fold </p><p>Hypothesis: Redesigning CTAs to emphasize sale price </p><p>Hypothesis: Increasing prominence of product features </p><p>Develop Test Hypotheses </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>1 LIFT </p><p>Analysis </p><p>2 Hypothesis </p><p>Creation 3 </p><p>Funnel Experiment </p><p>Map </p><p>4 Graphic </p><p>Design &amp; Copy </p><p>5 HTML </p><p>&amp; Technical Install </p><p>6 Experiment </p><p>Launch </p><p>7 Results &amp; Analysis </p><p>The 7-Step Testing Cycle </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>A B </p><p>Which Product Page Template Won? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Why? 16% Sales Lift! </p><p>Controlled Test Result </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Category Page Optimization </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them </p><p>The Goal More e-commerce revenue </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>A B Which Category Page Won? </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Controlled Test Result </p><p>16.1% Sales Lift </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Persistent Call-to-Action (PCTA) Optimization </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p> A/B/n Test Site-wide PCTA Web Form &amp; Phone </p><p>PCTA Test </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Which Booking Widget Won? </p><p>A B C </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Controlled Test Result </p><p>106% Booking Lift! </p><p>Phone &amp; Online </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p></li><li><p>Tweet this: @chrisgoward #magentoimagine </p><p>Interested in a Free Page Evaluation? 10 time slots are available for attendees Scheduled on a rst-come, rst-served basis Any type of page </p><p>To Qualify: 1. Tell us the URL of the web page youd like evaluated 2. Minimum 30,000 unique visitors per month </p><p>3. Email: Hello@widerfunnel.com </p><p>Free Offer: Custom Web Page Evaluation </p></li></ul>