Chris Goward smx east paid search Conversion Optimization Landing Page testing

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The document outlines a 7-step process for testing landing pages to optimize conversion rates. The steps include: 1) analyzing the original page using a LIFT framework to identify problems, 2) creating hypotheses to solve the problems, 3) mapping the experiment, 4) designing graphic and copy variations, 5) installing technical components, 6) launching the experiment, and 7) analyzing results and planning next steps. It provides an example case study where a PPC landing page was optimized, resulting in a 15% lift in lead generation. Testing tips recommend using a controlled testing tool with statistical significance.

Business Technologie

The 7-Step Landing Page Testing Process Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],WiderFunnel: The Conversion Optimization Agency

Test Result +42% Revenue Per Visitor Lift

The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan

Lead Generation Landing Page Testing Process Example Case Study

LIFT Analysis Problem: PPC traffic cost rising, ROI in peril Test Page: High traffic Pay-per-click landing page Audience: B2B searchers for “Merchant Account” Goal: Form fill and phone call lead generation

The 7-Step Conversion Testing Process 1 LIFT Analysis Kaizen Plan

LIFT Framework Landing page Influence Function for Tests (For more info, Google: “Chris Goward LIFT”) Relevance Clarity Anxiety Distraction Urgency

LIFT Analysis Urgency: No anticipation of form response speed Clarity: Headlines do not include Value Proposition Distraction: Headlines & subheads compete visually Clarity: Long two-column form creates confusion Clarity: Call-to-action button below the fold Clarity: Low contrast text reduces readability Distraction: Right-to-left eyeflow is counter-intuitive Clarity: Button copy does not reinforce headline action

The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT Analysis Kaizen Plan

Hypothesize … will lift leads Clarity: Low contrast text reduces readability Clarity: Headlines do not include Value Proposition Clarity: Long two-column form creates confusion Distraction: Headlines & subheads compete visually Clarity: Call-to-action button below the fold Urgency: No anticipation of form response speed Distraction: Right-to-left eyeflow is counter-intuitive High contrast copy blocks and headlines Headline with clear Value Proposition Single column form or shorter intro form Single headline with lower prominence subhead Shorter form with CTA above the fold Including speed of process to create Urgency Left-to-right clarified eyeflow Turn problems into hypotheses

What Makes a Great Hypothesis? ,[object Object],[object Object],[object Object],[object Object]

The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT Analysis Kaizen Plan

Funnel Experiment Map – the “Test Design” Document ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Control Variation A Variation B..n

Which Landing Page Won? +15% Lead Generation Conversion Rate Lift

Conversion Optimization Testing Tips ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Free Offer: Custom Landing Page Evaluation

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