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

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

Post on 15-Jul-2015

931 views

Category:

Business

1 download

TRANSCRIPT

  • How to Create Huge Conversion Rate Lift

    Tweet to me: @chrisgoward Read this: WiderFunnel.com/blog

  • Tweet this: @chrisgoward #magentoimagine

    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

  • Tweet this: @chrisgoward #magentoimagine

    Conversion Rate Dissatisfaction

    is Growing

    How satised are you with your conversion rate?

    Source: eConsultancy Conversion Rate Optimization Report 2011

  • Tweet this: @chrisgoward #magentoimagine

    Conversion Rate Improvement is Getting Harder

    30%

    35%

    Source: eConsultancy Conversion Rate Optimization Report 2011

    Has your conversion rate improved?

  • Tweet this: @chrisgoward #magentoimagine

    Good News:Conversion Optimization works, if you do it right. . .

  • Tweet this: @chrisgoward #magentoimagine

    Average Conversion Rate Lift

    Ecommerce 23.1%

    *WiderFunnel average results 2007-2012

  • Tweet this: @chrisgoward #magentoimagine

    Conversion Optimization Best Practices are Dead ...unless your best practice says You Should Test That!

  • Tweet this: @chrisgoward #magentoimagine

    Almost everything that distinguishes the modern world from earlier centuries is attributable to science. Bertrand Russell

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

    Rotating messages are a Distraction

  • Tweet this: @chrisgoward #magentoimagine

    Over-emphasis on security creates anxiety

  • Tweet this: @chrisgoward #magentoimagine

    Does this create trust?

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

    You Should Test That!

  • Tweet this: @chrisgoward #magentoimagine

    But. . . Testing alone isnt enough

  • Tweet this: @chrisgoward #magentoimagine

    200% Thats what a structured testing process is worth.

  • Tweet this: @chrisgoward #magentoimagine

    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?

  • Tweet this: @chrisgoward #magentoimagine

    This Works in All Industries

  • Tweet this: @chrisgoward #magentoimagine

    Background Millions of daily emails to opt-in list. Highly optimized, but hit a plateau

    The Goal More e-commerce revenue

  • Tweet this: @chrisgoward #magentoimagine

    Which Landing Page Won?

  • Tweet this: @chrisgoward #magentoimagine

    Controlled Test Result

    5% Conversion Rate Lift

    41% Revenue/Visitor Lift

  • Tweet this: @chrisgoward #magentoimagine

    Controlled Test Result

    Marketing Insight!

  • Tweet this: @chrisgoward #magentoimagine

    How? A structured approach that creates powerful hypotheses.

  • Tweet this: @chrisgoward #magentoimagine

    Kaizen Plan

    Discovery

    Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle

    Heuristics Web Analytics

    Voice of Customer Research

    The Structured Process

  • Tweet this: @chrisgoward #magentoimagine

    Phase 1: The Plan Prioritizing test opportunities

  • Tweet this: @chrisgoward #magentoimagine

    Persuasional Landing Pages

    Informational Interior Pages

    Transactional Conversion Pages

  • Tweet this: @chrisgoward #magentoimagine

    The PIE Prioritization Framework

    1. Potential 2. Importance 3. Ease

    Heuristics

    Voice of Customer

    Trac Volume

    Cost Technical

    Political

  • Tweet this: @chrisgoward #magentoimagine

    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

  • Tweet this: @chrisgoward #magentoimagine

    Phase 2: The Testing Ongoing, iterative, scientific marketing

  • Tweet this: @chrisgoward #magentoimagine

    Product Page Optimization

  • Tweet this: @chrisgoward #magentoimagine

    Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel

    The Goal More e-commerce revenue

  • Tweet this: @chrisgoward #magentoimagine

    (Note: For more, search WiderFunnel Lift)

    TM

    Relevance Clarity

    Anxiety Distraction

    Urgency

    Knowing what to test: using the LIFT Model

  • Tweet this: @chrisgoward #magentoimagine

    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.

    LIFTAnalysis

  • Tweet this: @chrisgoward #magentoimagine

    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

  • Tweet this: @chrisgoward #magentoimagine

    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

  • Tweet this: @chrisgoward #magentoimagine

    A B

    Which Product Page Template Won?

  • Tweet this: @chrisgoward #magentoimagine

    Why? 16% Sales Lift!

    Controlled Test Result

  • Tweet this: @chrisgoward #magentoimagine

    Category Page Optimization

  • Tweet this: @chrisgoward #magentoimagine

    Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them

    The Goal More e-commerce revenue

  • Tweet this: @chrisgoward #magentoimagine

    A B Which Category Page Won?

  • Tweet this: @chrisgoward #magentoimagine

    Controlled Test Result

    16.1% Sales Lift

  • Tweet this: @chrisgoward #magentoimagine

    Persistent Call-to-Action (PCTA) Optimization

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

    A/B/n Test Site-wide PCTA Web Form & Phone

    PCTA Test

  • Tweet this: @chrisgoward #magentoimagine

    Which Booking Widget Won?

    A B C

  • Tweet this: @chrisgoward #magentoimagine

    Controlled Test Result

    106% Booking Lift!

    Phone & Online

  • Tweet this: @chrisgoward #magentoimagine

  • Tweet this: @chrisgoward #magentoimagine

    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

    To Qualify: 1. Tell us the URL of the web page youd like evaluated 2. Minimum 30,000 unique visitors per month

    3. Email: Hello@widerfunnel.com

    Free Offer: Custom Web Page Evaluation