top ten conversion optimization tips for marketing success

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Ten Tips for Marketing Optimization Success

Chris Goward Founder & CEO WiderFunnel @chrisgoward


© 2007-2013 WiderFunnel Marketing Inc.

We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing

•  Every client has had 10% to 700%+ lift



Conversion Optimization is Hard But it’s worth the effort!


Content Slide

10%$

15%$

20%$

25%$

30%$

35%$

40%$

45%$

2010$ 2011$ 2012$

Quite$Dissa1sfied$ Very$Dissa1sfied$

Conversion Rate

Dissatisfaction

is Growing

Source: eConsultancy Conversion Rate Optimization Report 2012

36%

41%

Q. How satisfied are you with your conversion rate?


Top Priorities for Digital Marketers in 2013

25%

30%

35%

40%

2012 2013

Conversion Optimization

Content Marketing

Social Media

Brand/Viral

Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013


55%#

60%#

65%#

70%#

75%#

80%#

2010$ 2011$ 2012$

Yes# No#

30% 35% Conversion Rate Improvement is Getting Harder 70% 65%

Q. Has your conversion rate improved?




Learn About Your Target Audience Seek the “Why” behind the “What”


Background •  Great video content •  Millions of daily outbound emails •  Had hit an optimization plateau The Goal More e-commerce revenue


A B

Which Test Challenger Won?


5% Conversion Rate Lift

41% Revenue/Visitor Lift

Controlled Test Result


Which NEW Test Challenger Won? A B


7% Conversion Rate Lift


Full case study here: http://j.mp/WineExpress-CMW



Start with Goals ...or you’ll just go the wrong way faster


Business Goals

Marketing Goals

Conversion Optimization

Goals

The Goals Waterfall


?

? ?

?

?

? ?



Test to Solve Conversion Problems Don’t chase after tactics


“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


Knowing what to test: Using the LIFT Model™

(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency


17,000 web pages Plus landing pages!


LIFT™ Analysis Relevance: Headline doesn’t say "Backup"

Clarity: Large header graphic pushes content below fold

Clarity: CTA not reinforced above & below the fold

Distraction: Multiple products without detail

Relevance: Image does not reinforce the backup message

Clarity: Odd copy layout creates visual confusion

Value Proposition: "Contact Us" contains no benefits

Value Proposition: No offer associated with form fill

Value Proposition: No credibility indicators

Anxiety: Privacy policy message is not comforting


Develop Test Hypotheses

WEAKNESS STRENGTH Relevance - Headline doesn’t say "Backup

Value Proposition - "Contact Us" contains no benefits

Clarity- Large header graphic

Hypothesis: A headline that includes “backup”

Hypothesis: Reducing size of header graphic

Hypothesis: Changing CTA to Request a Quote vs. Download



404% Lead Gen Lift



Testing is Not Just a Tactic It’s a way of doing business (and life)


“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”

—Bertrand Russell



How to Get the Best Results?

Download a free chapter at www.YouShouldTestThat.com



Epic Redesigns are Risky


5 year gaps between redesigns

Under-achievement

The best websites

Yours


Continuous website

improvement!


“Best Practices” are Dead ...until you test them.


Rotating messages are a Distraction


Over-emphasis on security creates anxiety



Eyeflow is a Key Part of Clarity


Clarity: No hover treatment of the CTA buttons

Clarity: “Ready to get started” not clickable connected to CTA

Clarity: Image alignment confuses eyeflow

Distraction: Treatment & copy of top banner is disjointed and complex

Clarity: ‘browse course catalog’ CTA is competing with primary CTA

Distraction: Content written as plain factual, not emotive or persuasive

Clarity: The value proposition is hidden in summary block

Distraction: Links to State Req courses take prospect off the page

Distraction: Long course list on right column


Competing CTAs

Clicks on non-clickable area

Clicks dispersed over course lists

No interest in body content area!

Click Heatmap Analysis


Beautiful, focused eyeflow!

Click Heatmap Analysis for Winning Page


15.7% Conversion Rate Lift



Two Criteria for Agile Marketing Results Fast Testing & Smart Ideas


Be Smart & Agile

0.9

1.4

1.9

2.4

2.9

0 2 4 6 8 10 12 14 16

Agile Tool Smart Strategy Smart & Agile Strategy

Conv

ersi

on R

ate


Conv

ersi

on R

ate

0.9

1.4

1.9

2.4

2.9

0 2 4 6 8 10 12 14 16

Agile Tool Smart Strategy Smart & Agile Strategy

Be Smart & Agile

Lift

Speed



You Need A Structured Process



200% That’s what a structured testing process is worth.


No Yes

Larg

e In

crea

se In

Sal

es


2x

Q. Does your organization have a structured approach to improving conversion rates?



There Are No Losing Tests!


Analyze to hypothesize for “Why”!

Gain Marketing Insights from under-performers


Shazam!

The next test after the inconclusive…


Analyze to gain marketing insights!

Gain Marketing Insights from under-performers


Booyah!

The next test after the inconclusive…


Get a free 20-page whitepaper with how to get the best results. Just email:

[email protected]

Free Whitepaper

top ten conversion optimization tips for marketing success

Business

widerfunnel marketing

marketing priority

cro content slide

conversion rate improvementis

content vaults

new test challenger

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