webinar b2b cro & magento

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro

How To Dramatically Increase B2B Leads With Conversion Optimization

August 12, 2014

Alhan Keser Sr Conversion Strategist WiderFunnel

@AlhanKeser

Joan Feu-Gelis Sr. Manager, Online Marketing at eBay (Magento) @JoanFeu


Presenters


@AlhanKeser


Presenters

Joan Feu-Gelis Sr Manager, Online Marketing eBay (Magento)

@Magento


What You’ll Learn Today

•  How Magento was able to dramatically lift conversion of qualified leads.

•  3 Golden Rules of B2B Conversion Optimization


Magento

•  Maker of eCommerce software for leading brands – such as Nike.

•  Leader in field, with 26% Alexa top million-commerce businesses.


Conversion Goal

Goal: Increase % of visitors who become a qualified lead through the demo request form.

DEMO REQUEST

QUALIFIED LEAD


© 2007-2014 WiderFunnel Marketing Inc.

The Approach


The HiPPO Method


Your Customer Should Lead Your Strategy

Phase 1: Strategy

Web Analytics

Voice of Customer Marketing Analysis

Heuristic Analysis Relevance

Clarity

Anxiety Distraction

Urgency

Phase 2: Testing



The Opportunity

LIFT ™ Analysis


L.I.F.T. Framework™

Urgency

Anxiety Distraction

Relevance Clarity

Clarity: Video provides little information about why Magento was chosen.

Clarity: No outstanding, prominent elements to focus and direct eye-flow.

Clarity: Headline is easily skimmed over.

Relevance: Low relevance from the incoming source – copy is not relevant – video is too prominent – more copy should be included higher on the page before presenting a social proof section.

Clarity: All features about the tool are below the fold. The form gives a sense of a false bottom so people aren’t scrolling down to read the features.

Relevance: No mention of demo or free trial on the page which decreases relevance on the page.

LIFT™ Analysis

Value Proposition: No back-up in case visitor does not watch or listen to video.

LIFT™ Analysis

Clarity: Key features that define why Magento is different from competitors is not present on the page.

Distraction: Secondary CTA (watch video) is taking priority over the primary (request a demo).

Distraction: Social proof elements on the page should be used as supporting content – not the primary focus.

Clarity: No prominent form headline – doesn’t draw the eye to the form.

Clarity: No mention of ‘Free’ demo in the form or CTA button.

Clarity: CTA button does not have a hover treatment and the call to action is not consistent with the rest of the site – a 15 minute phone demo as opposed to a link that is emailed.

Anxiety: Offer of a 15 minute call back may increase anxiety.



Hypotheses & Experiment

Variation A – Form Prominence + Case Study

More compelling claim about Warby Parker case study.

1

1

Reduce size of case study area.

2

2


More compelling claim about Warby Parker case study.

1

1

Reduce size of case study area.

2

2

More prominent form by moving up on page, including a subhead.

3

3

Reduce 2 step form to 1. 4

4

Include a clear privacy statement near form.

5

5


More compelling claim about Warby Parker case study. 1

1 Reduce size of case study area. 2

2 More prominent form by moving up on page, including a subhead.

3

3

Reduce 2 step form to 1. 4

4

Include a clear privacy statement near form. 5

5

Including the existing content from the control page.

6 6


Variation B – Value Proposition

Making the same form changes as variation A. 1 1

Showcasing Magento’s value proposition and the value of having a personalized demo.

2 2

Moving the case study CTA to the bottom of the page along with the social proof company logos.

3

3

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc.

Which Page Generated More Qualified Leads? Var A: Form Prominence + Case Study Var B: Value Proposition

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @WiderFunnel @AlhanKeser @JoanFeu #b2b #cro © 2007-2014 WiderFunnel Marketing Inc.

+115% Qualified B2B Leads

Conversion Rate Lift

Var B: Value Proposition

Which Page Generated More Qualified Leads?



Rule #1: Test to Solve Conversion Barriers Don’t chase after so-called “best practices”


Results

Control Page Var A: Form Prominence +90% Conversions

Var B: Value Proposition +115% Conversions

LIFT™ Analysis

LIFT™ Analysis

Clarity: A lot of small font size block copy deters people from reading and decreases clarity. The details provided of what the demo includes are hidden within the block of copy.

Clarity: The headline is long, wrapping to 3 lines.

Relevance: “Try the Demo” – not referenced in the headline on the demo page.

Distraction: There is a lot of copy on the page focused on persuading visitors to “try the demo”. The decision to “try” has already been made by clicking on the CTA so this page should be focused on the transaction.

Clarity: Copy is not focused on managing of the visitors’ expectations regarding what is required in order to try the demo.

LIFT™ Analysis - continued Urgency/Anxiety: No mention of “instant access” or filling out a form which results in reduce anxiety

Clarity: The CTA copy is not focused on the action and lacks a hover treatment

Clarity: CTA button copy may decrease clarity because “Demo” is being used in 2 different ways

Clarity: No mention of “Free” on the page

Clarity: Without a caption it may be unclear what the screen shot is showing.

Clarity: CTA button far down the page. A lot of content is presented before the the ability to try the demo

LIFT™ Analysis - continued

Clarity: Block of text requires concentration. Is it necessary?

Clarity: Are all fields required?

Clarity: “Submit” typically underperforms as CTA button copy.

Clarity: Inconsistent CTA design compared to previous step.

Distraction: “Try the Demo” CTA at the top.

Clarity: First form field is not auto-focused.

Variation A – Value Proposition Focus


Variation A – Value Proposition Focus

Reducing the length of the headline to increase clarity 2

2

Referencing “Try the Demo” in headline to increase relevance to the previous CTA

1

1

Increasing font size to improve readability 3

- Including shortened copy focused on what you get with trying the demo

4

4

Updating the CTA button copy, focusing on the action and adding hover treatment

5

5

- Adding a CTA link under the screen shot

6

6

Including mention of “Free” on the page 7

7


Variation B – Full Form

Including a form headline that is relevant to “Try Demo” 2

2

Adding the form to the left side of the page to support eye flow 1

1

Aligning the CTA button with the form fields 3

3 Including the same demo value proposition points as Variation A, positioned below the screen shot image

5

5 Auto-focusing the first form field to draw the eye 4

4


Variation C – Progressive Reveal

Reducing the amount of form fields – similar to the enterprise-demo functionality

1

1

Same as Variation B, plus:


Variation C – part 2

Updating the form to show the last 4 fields once the first 3 are completed

2

2


Variation D

Including the full form on the page, left aligned to support eye flow

1

1 Removing the screen shot and other supporting content on the page to reduce distraction

2

2

Which Page Generated More Demo Requests?

VarA Value Focus

VarC Progressively Revealing Form

VarD Free of Distractions

+94.6% more demo requests




VarB Full Form



What about qualified leads?

Which Page Generated More Qualified Leads?

VarA Value Focus

VarC Progressively Revealing Form

VarB Full Form

VarD Free of Distractions







Rule #2: Optimize For What Matters Don’t rely on faux conversions


Follow-Up Rounds

Var A: Urgency Headline +5.3%

Var B: Social Proof Headline -6.4%

Var C: Minimal Content +11.2%

Removed content in the right column

Var D: Remove Navigation +6.6%

Removed the top navigation


Before & After



Leave your comfort zone

Rule #3: Test Boldly



Rule #1: Test to Solve Conversion Barriers Rule #2: Optimize For What Matters Rule #3: Test Boldly


Is a better conversion strategy worth $30?

Download a free chapter at

www.YouShouldTestThat.com



@AlhanKeser

Joan Feu-Gelis Sr. Manager, Online Marketing at eBay (Magento) @Magento