Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million Customers

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

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


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


Startup challenges are unique


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

Today’s Objective:
Lift your customer acquisition rate
(and get more customers fast!)


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


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


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


The Goal
Dramatically lift new member signups from the home page!
This is where WiderFunnel comes in…


Home pages mostly suck.


Clarity: No Service
Value Proposition


Distraction:
Rotating messages
kill conversion rate


Distraction: Too
many messages!

Clarity: CEO vanity
page. WIIFM?

Good news! Expensify’s didn’t suck!
(But, bad news for WiderFunnel)


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


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

Knowing what to test: Using the LIFT™Model

Relevance

Clarity
TM

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


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


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


Variation A: “Prominent CTA”


Variation B: “Benefit Copy”


Variation C: “Product Image”


Which Home Page Won?
A

B


C

Controlled Test Result

28%

Signup Lift


That’s just the beginning...
Three more dramatic test rounds on the home page so far.


We didn’t stop there.


Total conversion rate lift to date: 47.2%
And the winning pages have pushed them past the 1 million user mark.


Expensify knows how to focus
They knew their core competency and hired experts where needed.


Free Whitepaper

Get a free 20-page whitepaper
for how to build this strategy.
Just email:

iwant@widerfunnel.com


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