Weitere ähnliche Inhalte Ähnlich wie Your Conversion Optimization Idea Engine By Chris Goward (20) Mehr von Search Marketing Expo - SMX (20) Kürzlich hochgeladen (20) Your Conversion Optimization Idea Engine By Chris Goward2. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Goal: sign up for the
monthly subscription
3. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Hypothesis: Adding a
social inclusion button will
lift orders.
Hypothesis: Adding a sense
of urgency button will lift
orders.
6.5% Signups 0.5% Signups
Var A: Social Signal Var B: UrgencyControl
Goal: sign up for the
monthly subscription
?
4. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
You should be skeptical of so-called
“best-practices”
5. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Chris Goward, Founder & CEO
Developed WiderFunnel’s LIFT Model® and
Infinity Optimization Process™
Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Affiliate marketing
In demand as a keynote speaker globally
Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com
6. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
(Want to know which button worked better?)
7. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
8. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
9. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
10. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
What we hear over and over again...
11. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
• How can we get consistent optimization results?
• Will I hit an optimization ceiling?
• How should we respond to losing tests?
• Do test results fade over time?
• How do I build a winning optimization team?
• How do I build an ongoing growth program?
12. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
I’ll answer those questions with a
story.
13. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
14. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Increase affiliate
revenue per visitor.
Full service
engagement using
Infinity Optimization
Process
>282% revenue
increase after 3 years.
15. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Affiliate Offer Area
Original Control
The website ranks well for
thousands for relevant
keywords and provides
helpful information.
Desktop Auto Insurance Funnel
The affiliate offer area was
a primary area of focus
(representing 90% of
company revenue).
16. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Insurance Funnel
17. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
The Situation Three Years Ago
• High Volume website with a one-person optimization team
• Mish-mash of ad server technology, Optimizely and Adobe Analytics for A/B
testing
• Lacked confidence in test results
• “Hunt and peck” optimization planning
• 4 - 8 tests per month
• Unknown optimization opportunity
18. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
We knew there were inefficiencies in
our testing program, but didn’t know
how far off we were or what to do
about it.
We didn’t know if we had good
findings or how to make decisions.
Too many times we made decisions
based on emotion.
“
Shane Hale, director of site optimization
and conversion at DMV.org
19. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
The best optimization process
delivers proven growth and insights
20. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Infinity Optimization Process
21. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
Combines diverse
information through the
lens of the customer
experience.
Generates surprising
customer insights to be
validated.
23. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Explore
All data viewed through
the customer’s
perceptual lenses using
the LIFT Model.
24. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
(Note: For more info, google “WiderFunnel Lift”)
LIFT Model®
25. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
27. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Clarity: Repeats previous step headline
Clarity: Low button prominence
Distraction: Too many colors
Distraction: Gradient background
Distraction:
Three column
layout adds
complexity
Distraction: Too
much content for
a simple action
Anxiety: Unable
to select multiple
providers at once
28. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Validate
Confirms the efficacy of
creative insights through
rigorous A/B testing.
Generates new insights
based on surprising
customer behaviour.
29. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Variation C
Control Variation A
Variation B
Reduce distraction + auto zip entry
Button isolation (vs B)Headline isolation (vs A)
30. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Variation C
Control Variation A
Variation B + 22.9%
+ 8.4%
+ 19.2%
Reduce distraction + auto zip entry
Button Isolation (vs B)Headline isolation (vs A)
31. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome
Validate
Design of Experiments
is used to maximize the
growth and insights
results from
experiments.
32. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Control
Variation C + 22.9%
CTA Isolation (vs B)
33. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Control Variation A
Variation B Variation C
Urgency subhead
Choice Isolation (vs A) Lovability Isolation (vs B)
34. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Control Variation A
Variation B Variation C
- 9.7%
+ 19.2% + 11.8%
Urgency subhead
Choice Isolation (vs A) Lovability Isolation (vs B)
35. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Where do these ideas come from?
The process generates an unending stream of them.
37. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
The “choice is yours” effect
A Meta-Analysis of the Effectiveness of the
“But You Are Free” Compliance-Gaining
Technique, 2012
– Christopher J Carpenter
Analyzed 42 studies that involved 22,000
participants. Telling the person they have the
freedom to choose nearly doubled sales
success rates.
38. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
(Note: For more info, google “WiderFunnel Lift”)
LIFT Model®
39. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Content page banner testing
Control
VarA
-5.95%
VarB
+3.43%
VarC
-3.93%
VarD
-0.16%
VarE
+5.25%
VarF
+7.34%
40. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
(Note: For more info, google “WiderFunnel Lift”)
LIFT Model®
41. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
“Married or not” cluster
“Qualify” Social Proof focus
Variation A
Variation B Variation C
Control
42. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
“Married or not” cluster
“Qualify” Social Proof focus
Variation A
Variation B Variation C
Control + 14.0%
+ 40.39%
43. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Social proof (bandwagon
effect)
We tend to put our trust in
something because we believe
many other people have put their
trust in it first.
We feel like there is safety in
numbers.
44. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Growth + Insights = Awesome
45. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Social Proof works
For this audience and context!
46. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
47. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
48. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
49. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
50. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
0.0% Conversion Rate
51. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Infinity Optimization Process
52. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Do test results fade over time?
53. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
0%
18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Six months of conversion optimization
Painful months
32.8%
54. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Six months of conversion optimization
0%
18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Painful months
32.8%36.8%
55. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
12 months of conversion optimization
0%
18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%
13.4%
1 2 3 4 5 6 7 8 9 10 11 12
Ouch!
100.8%
56. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
12 months of conversion optimization
0%
18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%
13.4%
1 2 3 4 5 6 7 8 9 10 11 12
Ouch!
100.8%123.7%
57. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
18.8%
11.8%
11.4%
19.7%
13.4%
7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
24 months of conversion optimization
259.8%
58. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
18.8%
11.8%
11.4%
19.7%
13.4%
7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Cumulative results
259.8%282.2%
59. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Here’s where we are now
• The right goals – with SiteCatalyst and Optimizely integration
• The right process – using Infinity Optimization Process
• The right team – integrated with DMV.org and WiderFunnel
• The right pace – now running 500+ tests per year
• The right results – revenue doubled three years in a row
60. © 2007-2016 WiderFunnel Marketing Inc.
Tweet to: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Shane Hale, director of site optimization
and conversion at DMV.org
Senior-level buy-in was critical to success
Track the right goals
Trust the process with your expert partner
Don’t be afraid of the “left-field” variations
Analyze for segmentation insights
Keys to Success
61. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Learn how to become an optimization
champion
Download the free
“Optimization Champion’s
Handbook”:
www.WDRF.NL/handbook
Email your questions to:
iwant@WiderFunnel.com
62. © 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #Awesome #SMX #31C
© 2007-2016 WiderFunnel Marketing Inc.
@ChrisGoward
Profitable ‘A-ha!’ moments everyday.™