Top Ten Conversion Optimization Tips for Marketing Success

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #cro
Ten Tips for
Marketing Optimization Success
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward

© 2007-2013 WiderFunnel Marketing Inc.
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

Conversion Optimization is Hard
But it’s worth the effort!

Content Slide
10%$
15%$
20%$
25%$
30%$
35%$
40%$
45%$
2010$ 2011$ 2012$
Quite$Dissa1sfied$ Very$Dissa1sfied$
Conversion Rate
Dissatisfaction
is Growing
Source: eConsultancy Conversion Rate Optimization Report 2012
36%
41%
Q. How satisfied are you with your conversion rate?

Top Priorities for Digital Marketers in 2013
25%
30%
35%
40%
2012 2013
Conversion Optimization
Content Marketing
Social Media
Brand/Viral
Source: eMarketer, Content Vaults to No. 1 Marketing Priority for 2013

55%#
60%#
65%#
70%#
75%#
80%#
2010$ 2011$ 2012$
Yes# No#
30% 35%
Conversion Rate
Improvementis Getting Harder
70% 65%
Q. Has your conversion rate improved?

Learn About Your Target Audience
Seek the “Why” behind the “What”

Background
•  Great video content
•  Millions of daily outbound emails
•  Had hit an optimization plateau
The Goal
More e-commerce revenue

A B
Which Test Challenger Won?

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

Which NEW Test Challenger Won?
A B

7%
Full case study here:
http://j.mp/
WineExpress-CMW

Start with Goals
...or you’ll just go the wrong way faster

Business
Goals
Marketing
Goals
Conversion
Optimization
Goals
TheGoals
Waterfall

?
??
?
?
?
?

Test to Solve Conversion Problems
Don’t chase after tactics

“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

17,000webpages
Plus landing pages!

LIFT™ Analysis
Relevance: Headline doesn’t say "Backup"
Clarity: Large header graphic pushes content
below fold
Clarity: CTA not reinforced above & below the
fold
Distraction: Multiple products without detail
Relevance: Image does not reinforce the
backup message
Clarity: Odd copy layout creates visual
confusion
Value Proposition: "Contact Us" contains no
benefits
Value Proposition: No offer associated with
form fill
Value Proposition: No credibility indicators
Anxiety: Privacy policy message is not
comforting

Develop Test Hypotheses
WEAKNESS STRENGTH
Relevance - Headline
doesn’t say "Backup
Value Proposition -
"Contact Us" contains no
beneﬁts
Clarity- Large header
graphic
Hypothesis: A headline
that includes “backup”
Hypothesis: Reducing
size of header graphic
Hypothesis: Changing
CTA to Request a Quote
vs. Download

404%
Lead Gen Lift

Testing is Not Just a Tactic
It’s a way of doing business (and life)

“Almost everything that
distinguishes the modern
world from earlier centuries is
attributable to science.”
—Bertrand Russell

How to Get the Best Results?
Download a free chapter at
www.YouShouldTestThat.com

Epic Redesigns are Risky

5 year gaps
between redesigns
Under-achievement
The best
websites
Yours

Continuous
website
improvement!

“Best Practices” are Dead
...until you test them.

Rotating messages
are a Distraction

Over-emphasis on
security creates anxiety

Eyeflow is a Key Part of Clarity

Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable
connected to CTA
Clarity: Image alignment confuses eyeﬂow
Distraction: Treatment & copy of top banner is
disjointed and complex
Clarity: ‘browse course catalog’ CTA is
competing with primary CTA
Distraction: Content written as plain factual, not
emotive or persuasive
Clarity: The value proposition is hidden in
summary block
Distraction: Links to State Req courses take
prospect off the page
Distraction: Long course list on right column

Competing CTAs
Clicks on non-clickable area
Clicks dispersed
over course lists
No interest in body
content area!
Click Heatmap Analysis

Beautiful, focused eyeﬂow!
Click Heatmap Analysis for Winning Page

15.7%

Two Criteria for Agile Marketing Results
Fast Testing & Smart Ideas

Be Smart & Agile
0.9
1.4
1.9
2.4
2.9
0 2 4 6 8 10 12 14 16
Agile Tool Smart Strategy Smart & Agile Strategy
ConversionRate

ConversionRate
0.9
1.4
1.9
2.4
2.9
0 2 4 6 8 10 12 14 16
Agile Tool Smart Strategy Smart & Agile Strategy
Be Smart & Agile
Lift
Speed

You Need A Structured Process

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

No Yes
LargeIncreaseInSales
2x
Q. Does your organization have a structured approach to improving conversion rates?

There Are No Losing Tests!

Analyze to hypothesize for “Why”!
Gain Marketing Insights from under-performers

Shazam!
The next test after the inconclusive…

Analyze to gain marketing insights!
Gain Marketing Insights from under-performers

Booyah!
The next test after the inconclusive…

Get a free 20-page whitepaper
with how to get the best results.
Just email:
iwant@widerfunnel.com
Free Whitepaper

Top Ten Conversion Optimization Tips for Marketing Success

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