Weitere ähnliche Inhalte Ähnlich wie Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers (20) Mehr von Chris Goward (11) Kürzlich hochgeladen (20) Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers1. How to Use
Conversion Rate Optimization
to Gain 1 Million Customers
Plus, an ongoing 47% signup lift!
David Barrett
Chris Goward
@expensify
@chrisgoward
Founder
Expensify
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Founder
WiderFunnel
2. Chris Goward, Founder & CEO
• 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
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
• Author of
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
3. We partner with our clients to dramatically lift
their profit with marketing optimization
•
Strategy, design, copywriting & testing
•
Every client has had 10% to 700%+ lift
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
4. Startup challenges are unique
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
5. How many do you recognize?
q Lean team with diverse responsibilities
q Focused core competency
q Facing large competitors
q Ever-changing competitive environment
q Must prove value from expenditures
q Answering to investors & VCs
q Fast growth goals
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
6. Today’s Objective:
Lift your customer acquisition rate
(and get more customers fast!)
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
7. David Barrett, Founder of Expensify
• Developer since the age of 6
• Former lead engineer of Red Swoosh, now
Akamai, from which he was dramatically
fired
• Created Expensify out of his hatred for
expense reports.
David Barrett
• Loves world travel and great wine
Expensify
@expensify
• Has a beagle
Founder
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
8. Situation
A fast-growth startup with a lean team facing large competitors
‘Freemium’ expense reporting app
Home page is primary landing page for online signups
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
9. Challenges
Home page had been developed with clean design “best practices” but we
believed it could be improved
We are experts at developing an industry-leading application, not
conversion optimization
Faced very large competitors with larger budgets and brands and needed
to be selective in their resource investments
Aggressive membership growth targets
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
10. The Goal
Dramatically lift new member signups from the home page!
This is where WiderFunnel comes in…
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
11. Home pages mostly suck.
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
12. Clarity: No Service
Value Proposition
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
15. Clarity: CEO vanity
page. WIIFM?
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
16. Good news! Expensify’s didn’t suck!
(But, bad news for WiderFunnel)
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
18. The Structured Process
FunEx
PIE Framework
Opportunities
Page 1
LIFT
FunEx
LIFT
Discovery
Web Analytics
Heuristic Analysis
Voice of Customer
In-Page Analytics
2.3 Cluster
Page 3
LIFT
Page 4
LIFT
Page 5, etc.
Phase 1
Conversion Optimization Strategy
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
1.2 Isolation
1.3 Isolation
2.1 Isolation
2.2 Isolation
Page 2
Kaizen Plan
1.1 Cluster
Insight Flow
FunEx
FunEx
4.1 Isolation
3.1 Isolation
3.2 Isolation
4.2 Cluster
4.3 Isolation
Phase 2
LIFT™ Analyses and Testing
19. Knowing what to test: Using the LIFT™Model
Relevance
Clarity
TM
Urgency
Distraction
Anxiety
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
20. LIFT™Analysis
Clarity: No headline to
summarize value proposition
Clarity: No use of colour to
guide eyeflow
Distraction: Page elements are
misaligned
Anxiety: No mention that credit
card is not required for signup
Clarity: Important features
hidden in rotating content block
Clarity: CTA area given low
prominence
Clarity: No CTA headline above
the signup form
Clarity: Form field is not autofocused
Value Proposition: No mention
of “free” in CTA
Distraction: “learn more” link
near signup form
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
21. Develop Test Hypotheses
WEAKNESS
STRENGTH
Clarity - No headline
to create a clear
eyeflow
Hypothesis: Adding a
prominent headline
will lift signups
Clarity- No use of
colour to guide
eyeflow
Hypothesis: Adding
bold colour around
CTA will lift signups
Distraction - “learn
more” link near signup
form
Hypothesis: Moving
CTA away from other
links will lift signups
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
22. Variation A: “Prominent CTA”
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
23. Variation B: “Benefit Copy”
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
24. Variation C: “Product Image”
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
25. Which Home Page Won?
A
B
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
C
27. That’s just the beginning...
Three more dramatic test rounds on the home page so far.
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
28. We didn’t stop there.
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
29. Total conversion rate lift to date: 47.2%
And the winning pages have pushed them past the 1 million user mark.
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
30. Expensify knows how to focus
They knew their core competency and hired experts where needed.
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
31. Free Whitepaper
Get a free 20-page whitepaper
for how to build this strategy.
Just email:
iwant@widerfunnel.com
Tweet this: @chrisgoward @expensify #1Million
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com