How to Get the Best Conversion Optimization Results

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Chris Goward

Conversion Summit keynote presentation by Chris Goward.

Business News & Politik

How to Get the Best
Conversion Optimization
Results

Plus, Two Special Announcements!

Chris Goward
Co-Founder & CEO
WiderFunnel
@chrisgoward
Co
nn ect
her
Tweet this: @chrisgoward #cs12 #cro e!
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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 client

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Conversion Optimization
Is Being Under-valued

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Can You See
The Potential?

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Conversion Optimization Works

*WiderFunnel average results 2007-2011

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Two Things Today:

1. How to get results.
2. How to get insights.

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Awww… Conversion Rate Lift. How Cute!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Marketing Insights = Awesome!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

How to get results.
How to get insights.

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Let’s Correct
Some Misconceptions

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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.
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: Green Buttons Work Best

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: Red Buttons Work Best

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: Orange Buttons Work Best

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Truth: Winning Buttons Depend on Context!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: Multivariate Testing Gives Best Results

Weak Ideas Brilliant Results

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Truth: Pareto was (almost) Right

“Spend 10% on Tools,
90% on People”
- Avinash

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: You Don’t Need Controlled Testing

Conversion Rate
Old Page

New Page
Oops…

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Real Conversion Optimization Is…

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Conversion
Optimization

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

How to Get Results?
Create Powerful Hypotheses

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Knowing what to test: Using the LIFT Model™

Relevance
TM

(Note: For more, search “WiderFunnel Lift”)

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Cool!
How can I do that?

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Optimize for Relevance

No content for “How to
make the perfect movie”!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #cs12 #cro Deutsch Shopper?
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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

Don’t try to
be too clever!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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

Does this
create trust?

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Myth: Emphasize Security Badges

Over-emphasis on
security creates
anxiety

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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

Rotating messages
create confusion

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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

Optimize for Urgency

Urgency wording gave
26% booking sales lift

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

What’s the value of a
structured testing process?

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

200%
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Truth: Structured Process Gives Best Results

Structured
Conversion
Optimization
Process?
2x

TweeteConsultancy Conversion Rate Optimization Report 2011
Source:
this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

The Goal
More lead gen trial software downloads

Why?
World-leading reporting software
PPC landing page with significant “branding” restrictions

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Which Test Variation Won?

A B

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Controlled Test Result

32.5%
Lead Gen
Conversion Rate Lift

154% ROI

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

How to Get Insights?
‘What’  ‘Why’

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Controlled Test Result

Marketing Insight!
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Controlled Test Result

Myth:
Sex Sells

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Truth: Sex Is Distracting

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Next:
The Biggest
CRO Secret

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Not all tests win.

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Yes, most of our tests
are winners…

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

89%
Winning
Tests in
2012!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

But, what about the
“other” tests?

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

INCONCLUSIVE!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Gain Marketing Insights from under-performers

Analyze to hypothesize for “Why”!

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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

The next test after the inconclusive…

Shazam!
Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Gain Marketing Insights from under-performers

Analyze to gain marketing insights!

Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

The next test after the inconclusive…

Booyah!
Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Truth: Nothing Beats Testing Experience

= More Tests Run

Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Special Announcement #1

ConversionSkills.com launched!
• Test your Conversion Skills
• View case studies
• Find out what really works

Go to: ConversionSkills.com

Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Special Announcement #2

New Book!
Conversion
Secrets
Revealed

Sign up for a free chapter:
YouShouldTestThat.com

Tweet this: @chrisgoward #cs12 #cro
© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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How to Get the Best Conversion Optimization Results

1. How to Get the Best Conversion Optimization Results Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect her Tweet this: @chrisgoward #cs12 #cro e! © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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 client Tweet this: @chrisgoward #cs12 #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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

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

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

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

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

46. Truth: Structured Process Gives Best Results Structured Conversion Optimization Process? 2x TweeteConsultancy Conversion Rate Optimization Report 2011 Source: this: @chrisgoward #cs12 #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

47. The Goal More lead gen trial software downloads Why? World-leading reporting software PPC landing page with significant “branding” restrictions Tweet this: @chrisgoward #cs12 #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

67. Special Announcement #1 ConversionSkills.com launched! • Test your Conversion Skills • View case studies • Find out what really works Go to: ConversionSkills.com Tweet this: @chrisgoward #cs12 #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

68. Special Announcement #2 New Book! Conversion Secrets Revealed Sign up for a free chapter: YouShouldTestThat.com Tweet this: @chrisgoward #cs12 #cro © 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Hinweis der Redaktion

Ecommerce-focus
Are you still stuck in Testing 1.0?
You know that Conversion Optimization works. But optimizing for results is only the beginning. I want to talk about 2 things today.
I want to talk about 2 things today.
Conversion Rate Lift is great. Look how cute it is!
Until you see the awesomeness of marketing insights!
I want to talk about 2 things today.
It works *if* you do it right. (and that ’ s an iff with two “ f ” s) Let ’ s correct misconceptions about Conversion Optimization.
Conversion Optimization is not about getting advice. There are a lot of consultants willing to hand out advice about how your website and landing pages should be handled. Ask yourself how much of their advice has been tested. If not, where is it coming from? Also, “ Best Practices ” advice alone ignores your context.
Even if they’ve run a few tests, without trend-spotting that can *only* come from thousands of test results, their advice can be shallow. Some consultants will tell you that you should always use green buttons. Probably because they’ve seen one test result where a green button won.
Others will tell you that red beats green.
Still others will promote orange buttons.
The false promise of multivariate testing. Tool vendors have to sell you on the latest whiz-bang features so you’ll pay high monthly subscriptions. But, the dirty little secret of CRO is that A/B/n testing will usually give the best results.
Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
Most importantly for Relevance: Understand Your Audience Use words that your prospects relate to Speak in their language Know their search terms
Bricks and mortar retailers have perfected the warm, welcoming shopping environment. Would you rather shop here?
Or in a high security zone?
It turns out that supposed ‘best practices’ don’t always work. Security symbols are one type of image that you should test.
Source: http://video-editing-software-review.toptenreviews.com/ 2012-03-07
Do you really need to go through all that work? Can’t I just throw a designer in a room to come up with a bunch of variations?
Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
This is the secret of CRO that no one is talking about. Not all tests win.
In the vast majority of our tests, we ’ re getting big wins in conversion rate and revenue lift. It ’ s easy to tell the story of winning test results. Everybody ’ s happy! And that ’ s usually the story.
In fact, I’ve had many conversations with internal testing teams and other agencies. The average internal team I’ve spoken with gets a win in one out of every third test. An agency that runs tests may get up to 60% wins, which is very good. Nearly double the internal teams rate. With WiderFunnel’s system, we’re getting a much higher success rate. In fact, in Q1 of this year, 89% of our tests delivered a winning lift!
But what about the “ other ” tests?
You know, the “ inconclusive ” ones. Last quarter, 11% of WiderFunnel ’ s tests were inconclusive. If you ’ ve run any number of tests, you may find, as we do, that losing tests are pretty rare. You probably prune the losing variations before they go too far. But, what about those inconclusive ones? Were they a waste of time? Today, we ’ re going to talk about how WiderFunnel ’ s 7 Step Conversion System gives consistent great results, but also delivers value even from inconclusive or even losing tests. We ’ ll look at winning examples and also how to get value from those “ other ” tests.
With inconclusive tests, compare variations to find insights.
With inconclusive tests,
We’ve talked about Ninja’s already this morning. The only way to get there is to run more tests than anyone. Apparently Gurus are now called Ninjas. Whatever you call it, getting there can only be done with lots of learning from testing.

How to Get the Best Conversion Optimization Results

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How to Get the Best Conversion Optimization Results

Hinweis der Redaktion