How to Get the Best          Conversion Optimization                  Results                       Plus, Two Special Anno...
The Conversion Optimization Agency    What do we do?    • Conversion Rate Optimization Testing        – Planning, copywrit...
Conversion Optimization          Is Being Under-valuedTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Can You See                       The Potential?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. ...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Conversion Optimization Works              *WiderFunnel average results 2007-2011Tweet this: @chrisgoward #cs12 #cro© 2007...
Two Things Today:       1. How to get results.    2. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 Wi...
Awww… Conversion Rate Lift. How Cute!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunn...
Marketing Insights = Awesome!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
How to get results.          How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc....
Let’s Correct    Some MisconceptionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunne...
Myth: “Best Practices” Advice Gives “Best Results”                     If You’re Not a Part of the Solution,          Ther...
Myth: Green Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Myth: Red Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Myth: Orange Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | wider...
Myth: Multivariate Testing Gives Best Results      Weak Ideas                                           Brilliant ResultsT...
Truth: Pareto was (almost) Right        “Spend 10% on Tools,           90% on People”                                     ...
Myth: You Don’t Need Controlled TestingConversion Rate                               Old Page                             ...
Real Conversion Optimization Is…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Conversion  OptimizationTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
How to Get Results?            Create Powerful HypothesesTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Market...
Knowing what to test: Using the LIFT Model™                                                           Relevance           ...
Cool!                          How can I do that?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc....
Optimize for Relevance                                                           No content for “How to                   ...
Tweet this: @chrisgoward #cs12 #cro                        Deutsch Shopper?© 2007-2012 WiderFunnel Marketing Inc. | widerf...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Don’t try to                                                  be too clever!Tweet this: @chrisgoward #cs12 #cro© 2007-2012...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Does this                                                 create trust?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 Wide...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Myth: Emphasize Security Badges                                                           Over-emphasis on                ...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Rotating messages                                                           create confusionTweet this: @chrisgoward #cs12...
Knowing what to test: Using the LIFT Model™                                                                       Clarity ...
Optimize for Urgency                                                           Urgency wording gave                       ...
What’s the value of a         structured testing process?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Market...
200%Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Truth: Structured Process Gives Best Results                                         Structured                           ...
The Goal    More lead gen trial software downloads    Why?    World-leading reporting software    PPC landing page with si...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Which Test Variation Won?  A                                                        BTweet this: @chrisgoward #cs12 #cro© ...
Controlled Test Result                                                               32.5%                                ...
How to Get Insights?                 ‘What’  ‘Why’Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing In...
Controlled Test Result                    Marketing Insight!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Mar...
Controlled Test Result                                                             Myth:                                  ...
Truth: Sex Is DistractingTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Next:                           The Biggest                           CRO SecretTweet this: @chrisgoward #cs12 #cro© 2007-...
Not all tests win.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Yes, most of our tests               are winners…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc....
89%                                                           Winning                                                     ...
But, what about the             “other” tests?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | ...
INCONCLUSIVE!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Gain Marketing Insights from under-performers                                       Analyze to hypothesize for “Why”!Tweet...
The next test after the inconclusive…                                                           Shazam!Tweet this: @chrisg...
Gain Marketing Insights from under-performers                                              Analyze to gain marketing insig...
The next test after the inconclusive…                                                           Booyah!Tweet this: @chrisg...
Truth: Nothing Beats Testing Experience                                                       =   More Tests RunTweet this...
Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Special Announcement #1    ConversionSkills.com launched!          • Test your Conversion Skills          • View case stud...
Special Announcement #2      New Book!      Conversion      Secrets      Revealed      Sign up for a free chapter:      Yo...
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How to Get the Best Conversion Optimization Results

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Conversion Summit keynote presentation by Chris Goward.

Veröffentlicht in: Business, News & Politik

How to Get the Best Conversion Optimization Results

  1. 1. How to Get the Best Conversion Optimization Results Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect herTweet this: @chrisgoward #cs12 #cro e!© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  2. 2. The Conversion Optimization Agency What do we do? • Conversion Rate Optimization Testing – Planning, copywriting, design & coding • Landing Page Optimization • Web Analytics & Unbiased AdWords Audits Results • Conversion rate lift of 10% to 750% for every multi-test clientTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  3. 3. Conversion Optimization Is Being Under-valuedTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  4. 4. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  5. 5. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  6. 6. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  7. 7. Can You See The Potential?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  8. 8. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  9. 9. Conversion Optimization Works *WiderFunnel average results 2007-2011Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  10. 10. Two Things Today: 1. How to get results. 2. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  11. 11. Awww… Conversion Rate Lift. How Cute!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  12. 12. Marketing Insights = Awesome!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  13. 13. How to get results. How to get insights.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  14. 14. Let’s Correct Some MisconceptionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  15. 15. Myth: “Best Practices” Advice Gives “Best Results” If You’re Not a Part of the Solution, There’s Good Money to be Made in Prolonging the Problem.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  16. 16. Myth: Green Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  17. 17. Myth: Red Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  18. 18. Myth: Orange Buttons Work BestTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  19. 19. Truth: Winning Buttons Depend on Context!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  20. 20. Myth: Multivariate Testing Gives Best Results Weak Ideas Brilliant ResultsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  21. 21. Truth: Pareto was (almost) Right “Spend 10% on Tools, 90% on People” - AvinashTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  22. 22. Myth: You Don’t Need Controlled TestingConversion Rate Old Page New Page Oops…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  23. 23. Real Conversion Optimization Is…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  24. 24. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  25. 25. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  26. 26. Conversion OptimizationTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  27. 27. How to Get Results? Create Powerful HypothesesTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  28. 28. Knowing what to test: Using the LIFT Model™ Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  29. 29. Cool! How can I do that?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  30. 30. Optimize for Relevance No content for “How to make the perfect movie”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  31. 31. Tweet this: @chrisgoward #cs12 #cro Deutsch Shopper?© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  32. 32. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  33. 33. Don’t try to be too clever!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  34. 34. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  35. 35. Does this create trust?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  36. 36. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  37. 37. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  38. 38. Myth: Emphasize Security Badges Over-emphasis on security creates anxietyTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  39. 39. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  40. 40. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  41. 41. Rotating messages create confusionTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  42. 42. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  43. 43. Optimize for Urgency Urgency wording gave 26% booking sales liftTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  44. 44. What’s the value of a structured testing process?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  45. 45. 200%Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  46. 46. Truth: Structured Process Gives Best Results Structured Conversion Optimization Process? 2xTweeteConsultancy Conversion Rate Optimization Report 2011Source: this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  47. 47. The Goal More lead gen trial software downloads Why? World-leading reporting software PPC landing page with significant “branding” restrictionsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  48. 48. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  49. 49. Which Test Variation Won? A BTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  50. 50. Controlled Test Result 32.5% Lead Gen Conversion Rate Lift 154% ROITweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  51. 51. How to Get Insights? ‘What’  ‘Why’Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  52. 52. Controlled Test Result Marketing Insight!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  53. 53. Controlled Test Result Myth: Sex SellsTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  54. 54. Truth: Sex Is DistractingTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  55. 55. Next: The Biggest CRO SecretTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  56. 56. Not all tests win.Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  57. 57. Yes, most of our tests are winners…Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  58. 58. 89% Winning Tests in 2012!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  59. 59. But, what about the “other” tests?Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  60. 60. INCONCLUSIVE!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  61. 61. Gain Marketing Insights from under-performers Analyze to hypothesize for “Why”!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  62. 62. The next test after the inconclusive… Shazam!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  63. 63. Gain Marketing Insights from under-performers Analyze to gain marketing insights!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  64. 64. The next test after the inconclusive… Booyah!Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  65. 65. Truth: Nothing Beats Testing Experience = More Tests RunTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  66. 66. Tweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  67. 67. Special Announcement #1 ConversionSkills.com launched! • Test your Conversion Skills • View case studies • Find out what really works Go to: ConversionSkills.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
  68. 68. Special Announcement #2 New Book! Conversion Secrets Revealed Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #cs12 #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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