Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com© 2007-2013 WiderFunnel Marketing Inc. & Dooley Direct LLC
Tweet this: @rogerdooley @chrisgoward #NeuroCRO
Neuromarketing Meets
Conversion Optimization:
Brainy Profit Boosters
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Roger Dooley
Author
Brainfluence
@rogerdooley

Before we get started. . .
• This presentation deck will be
available to you after the webinar
• Use Questions Pane with questions or
comments in real time
Free Offer!
• Custom Web Page Evaluation
Find out how to qualify at the end
Type question here

• 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
• Author of
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Chris Goward, Founder & CEO

• We dramatically lift our clients’ profits with scientific
marketing
• Conversion Rate Optimization
– Strategy, design, copywriting & testing
– Landing Page Optimization
• Advanced optimization for high traffic businesses
The Conversion Optimization Agency

Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
WiderFunnel’s Testing Expertise

• Author of Brainfluence:
100 Ways to Persuade and
Convince Consumers with
Neuromarketing
• Founder,
Dooley Direct LLC
• International keynote
speaker
Roger Dooley
Author
Brainfluence
@rogerdooley
Roger Dooley, Author of Brainfluence

Roger Dooley, Author of Brainfluence

2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing

Honesty & Ethics
Very High/High
•Nurses – 85%
•Engineers – 70%
•Advertising – 11%
•Sales – 8%

CEO Trust
•CFOs – 90%
•CIOs – 90%
•CMOs – 20%

Why?

Most Marketing
& Sales
Money Is Wasted.

95%
of New Products

98%
of Direct Mail

98%
of Web Visitors

CEO Consumer

Iceberg: 88% Hidden
(Lakoff & Johnson)
Mind: 95% Subconscious

Today’s Objective:

Help you cut marketing
waste –
even a little!

Neuromarketing
insights
+
Real-world testing

Your Logo

Control
Challenger
Challenger

Neuromarketing sits here

Conversion
Optimization

Conversion Optimization works,
if you do it right…
Good News:

Average Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Works

Over-emphasis on
security creates anxiety

Does this
create trust?

What small change did this?
•Fair Price – Up 7%
•Caring – Up 11%
•Fair Treatment – Up 20%
•Quality – Up 30%
•Competency – Up 33%

“You can trust us to do
the job for you.”

Scarcity

vs.

Scarcity +
Social
Proof!

Creating Scarcity

Use SCARCITY to make
your offer more
attractive.

Scarcity on Steroids

FTW

Amp up SCARCITY EFFECT
by showing decreasing
availability.

Situation
Millions of daily emails to opt-in list
Highly optimized, but hit a plateau
The Goal
More e-commerce revenue

A Bvs.
Which Test Challenger Won?

5%
Conversion Rate Lift
&
41%
Revenue/Visitor Lift
Controlled Test Result

A Bvs.
Which New Test Challenger Won?

7%
over “Countdown” Version

“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

Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency

Situation
Competitive search keywords “Human Growth
Hormone”
Shoppers worried about product efficacy & FUD
The Goal
More e-commerce revenue

Relevance: No “HGH
Supplement Spray” in headline.
Clarity: Multiple competing
headlines.
Clarity: Buy Button does not
look like a button.
Distraction: Multiple nav bars
push content down
Clarity: Copy on dark
background under-performs.
Clarity: Inconsistent link
treatment
Anxiety: Security indicators
too prominent
Distraction: Duplicate
information
Clarity: Money-back guarantee
given low prominence
Value Proposition: No clear
value positioning
LIFT Analysis

A B
Which Landing Page Won?

49%
Sales Lift

Selling
to
Guys?

Evolutionary Psychology

“fitness“fitness”

Impatient &
Short Term Emphasis
-Margo Wilson and Martin Daly

Attractive Photo =
-4% Loan Interest Rate
Marianne Bertrand et al, 2005

Convert more men with
“mating triggers.”

Situation
Hair restoration services, focused on direct response
PPC landing page tested & tuned – had hit a plateau
The Goal
More lead gen form fills

BA
Which Paid Search Landing Page Won?

20%

Truth: Sex Is Distracting

200%
That’s what a structured
testing process is worth.

No Yes
LargeIncreaseInSales
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 1
FunEx
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 1
Conversion Optimization Strategy
Phase 2
LIFT™ Analyses and Testing
The Structured Process
Heuristics
Web Analytics
Voice of Customer
Research
PIE Framework
Kaizen Plan

More Tests Run=
Nothing Beats Testing Experience

Interested in a Free Conversion Page Evaluation?
• 10 time slots are available for attendees
• Scheduled on a first-come, first-served basis
To Qualify:
1. Tell us the URL of the web page you’d like evaluated
2. Minimum 30,000 unique visitors per month
3. Email: Hello@widerfunnel.com
Free Offer: Custom Page Evaluation

Chris Goward
@chrisgoward
Chris.Goward@WiderFunnel.com
WiderFunnel.com
Linkedin.com/in/cgoward
RogerD@DooleyDirect.com
RogerDooley.com
Linkedin.com/in/dooley
Roger Dooley
@rogerdooley
Questions?

Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters

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Neuromarketing Meets Conversion Optimization. Brainy Profit Boosters