[webinar] multiply your landing page conversion rates
DESCRIPTION
Chris Goward, Founder and CEO of WiderFunnel will show you how he's been testing and discovering new ideas for Iron Mountain, SAP, BuildDirect, Google and more—with surprising results. Using real examples from WiderFunnel's three-year-long testing strategy with Iron Mountain, you'll see how they've gotten more than 400% lift in their key landing pages. You'll learn: Which "best practices" you can trust How to improve your landing page's conversion rates by 200% How to create a competition-dominating value propositionTRANSCRIPT
Thank you for joining us!We’ll be starting in just a few minutes
About the Hosts
Chris Goward
WiderFunnel Founder & CEO. Developed CRO processes, including the LIFT Model™ & Kaizen. Has achieved conversion rate lift of 10% to 750% for every multi-test client.New book by Wiley: “You Should Test That!”
Ryan Engley
Ryan is our Director of Customer Success who along with his team, helps Unbounce
customers boost their conversion rates. He is our resident webinar host and consummate
office vegan.
How To Multiply Your Landing Page's Conversion Rates
Recording and slides will be emailed to you this week
About Unbounce
Build, publish & A/B test landing pages without I.T.Increase the ROI of your marketing campaigns
Stick around after the Unwebinar to see how Unbounce can help
you build landing pages and improve your conversion rates
...without relying on developers!
Multiply Your Landing Page Conversion Rates
(in a big way!)
Director of Customer Success
Ryan Engley
Unbounce
@ryan_engley
How To Multiply Your Landing Page's Conversion Rates
Join our chat on Twitter
Founder & CEO
Chris Goward
WiderFunnel
@chrisgoward and @widerfunnel
How To Multiply Your Landing Page's Conversion Rates
Join our chat on Twitter
• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen
• Conversion rate lift of 10% to 750% for every multi-test client
• In demand as a speaker globally
• New book by Wiley: “You Should Test That!”
Get a free chapter at: YouShouldTestThat.com
Chris Goward Founder & CEOWiderFunnel@chrisgoward
How To Multiply Your Landing Page's Conversion Rates
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
More free tips at www.WiderFunnel.com/Blog
Content Slide
10%
20%
30%
40%
50%
2010 2011 2012
Quite Dissatisfied Very Dissatisfied
Conversion Rate
Dissatisfaction
is Growing
Source: eConsultancy Conversion Rate Optimization Report 2012
36%
41%
How satisfied are you with your conversion rate?
0%
25%
50%
75%
100%
2010 2011 2012
30% 35% 35%
Yes No
Source: eConsultancy Conversion Rate Optimization Report 2012
30% 35%Conversion RateImprovementis Getting Harder70% 65%
Has your conversion rate improved?
Why all the misery?
They’re doing it wrong.
Average ConversionAverage Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Works!
17,000 web pages
Plus landing pages!
3-Year CRO Engagement
? !!
Control
Challenger
Challenger
Var A: Concise Benefits Var B: Service Details
Which Variation Won?
49.9%Conversion Rate Lift
Controlled Test Result
SituationHair restoration services, focused on direct response
PPC landing page tested & tuned – had hit a plateau
The GoalMore lead gen form fills
Which Paid Search Landing Page Won?
Var A: Emotive Images Var B: Static Text
Controlled Test Result
20%Conversion Rate Lift
Truth: Sex Is DistractingSex Is Distracting
You Should Test That!
“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.”
—Bertrand Russell
But…How you test is critical
200%That’s what a structured testing process is worth.
No YesLarg
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?
FunEx
Discovery
Opportunities 1.1 Cluster
1.2 Isolation
1.3 Isolation
LIFT
Page 1FunEx
2.1 Isolation
2.2 Isolation
2.3 Cluster
LIFT
Page 2
FunEx
3.1 Isolation
3.2 Isolation
LIFTPage 3
FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight Flow
Page 5, etc.
Phase 1Marketing Optimization Strategy
Phase 2LIFT™and Testing
The Structured Agile System
Heuristics
Web Analytics
Voice of Customer
Research
PIE Framework
Kaizen Plan
“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
These Frameworks Work in All Industries
(Note: For more info, search “WiderFunnel Lift”)
TM
RelevanceClarity
AnxietyDistraction
Urgency
Knowing what to test: Using the LIFT™Model
SituationHuge new game releaseNeeded to maximize launch window to hit signup targets3-step signup path
The GoalMore free beta game signups
Control Page
Clarity: Paragraphs are long
Distraction: Navigation bar pulls users from form
Clarity: Little content hierarchy
Clarity: Typeface is very small
Clarity: Small, non-descript button
Relevance: Testimonials not applicable to transactional step
Clarity: Steps look like links but not clickable
Clarity: ‘Signup’ vs. ‘Sign in’ terminology is confusing
Clarity: ‘Create new account’ is hidden
Variation A: Redesign
Variation B: Progress Steps
Variation C: Progress Steps & Horizontal Fields
A: No Steps
B: Progress Steps
C: Steps & Horizontal Fields
Which Signup Path Won?
12.8%Signup
Conversion Rate Lift
Controlled Test Result
Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
Your Features
Your Points of Parity (POPs)
Your Points of Difference (PODs)
Your Point of Irrelevance (POIs)
The “DIP” Value Proposition Framework
SituationCompetitive search keywords “Human Growth Hormone”
Competitors focused on product purityShoppers worried about product efficacy & FUD
The GoalMore e-commerce revenue
A B
Which Landing Page Won?
49%Sales Lift
Controlled Test Result
More Tests Run=
Nothing Beats Testing Experience
What are You Waiting For?
Download a free chapter at www.YouShouldTestThat.com
Free Chapter!
Find out if you qualify to work with WiderFunnel
You could join our conversion optimization system.
To Find out if you Qualify:
1. Tell us the URL & traffic volume of your website
2. Email: [email protected]
3. Schedule the qualification interview
Want Results Like These?
Recording and slides will be emailed to you this week
http://try.unbounce.com/to-multiply-conversion-rates
Your First Month is On Us
How to Build & Test Landing Pageswith Unbounce
Why Use Unbounce?
Because you can’t get landing pages built fast enough
Because you need more control over your landing pages
Because landing page development is expensive
Quickly & easily build and optimize targeted landing pages for your marketing campaigns
(...without relying on developers or designers)
http://try.unbounce.com/to-multiply-conversion-rates
Your First Month is On Us