Chris Goward at AZIMA January 2014

How to get the Best
Conversion Optimization Results
AZIMA | January 16, 2014

Chris Goward
Founder & CEO
WiderFunnel

@chrisgoward
Tweet this: @chrisgoward @joinAZIMA #awesome

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com/blog

We partner with our clients to dramatically
lift their profit with marketing optimization
• 

Strategy, design, copywriting & testing

• 

Every System client has 400% to 1500% ROI


© 2007-2013 WiderFunnel Marketing Inc.

Q. How satisfied are you with your conversion rate?
45%$

Quite$Dissa1sfied$

40%$
35%$
30%$
25%$
20%$

Very$Dissa1sfied$

41%
36%

ion Rate
Convers Slide
Content action
Dissatisf
Growing
is

15%$
10%$

2010$
2011$

Source: eConsultancy Conversion Marketing Inc. Report 2012
© 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog

2012$

Q. Has your conversion rate improved?
Yes#

80%#

75%#

30%

70%#

65%#

60%#

70%

55%#
2010$

Conversion
Rate
Improvem
ent
is Getting H
arder
2011$


Source: eConsultancy Conversion Marketing Inc. Report 2012
© 2007-2013 WiderFunnel Rate Optimization | widerfunnel.com/blog

No#

35%

65%
2012$

Top Priorities for Digital Marketers
40%

35%

Conversion Optimization
Content Marketing

30%

25%
2012

© 2007-2013 WiderFunnel Marketing1Inc. | widerfunnel.com/blog
Source: eMarketer, Content Vaults to No. Marketing Priority for 2013

Social Media
Brand/Viral

2013

Conversion Optimization Works!
Okay... prove it.



Conversion Optimization Works!
Average Conversion Rate Lift
Ecommerce

23.1%

Lead Gen

49.0%

*WiderFunnel average results 2007-2012



Background

•  Great video content
•  Millions of daily outbound emails
•  Had hit an optimization plateau

The Goal

More e-commerce revenue



Which Test Challenger Won?
A



B

Controlled Test Result

5%

Conversion Rate Lift

%
41

Revenue/Visitor Lift


Which NEW Test Challenger Won?
A



B

Controlled Test Result

7%

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


Learn About Your Target Audience
Audiences are not one-size-fits-all



Rotating messages
are a Distraction


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



Over-emphasis on
security creates Anxiety



Does this
create trust?



Your website needs help
Yes, I’m looking at you...



But, you don’t need a website redesign!
Epic redesigns are risky



Under-achievement
The best
websites

Yours

5 year gaps
between redesigns



Continuous
website
improvement!



How to Win?
A continuous A/B testing system



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



But . . .
How you test is critical



200

%

That’s what a structured
testing process is worth.



Large Increase In Sales

Q. Does your organization have a structured approach to improving conversion rates?

2x

No
Source: eConsultancy Conversion Rate Optimization Report 2012



Yes

The Structured & Agile System

PIE Framework

Opportunities
Page 1

LIFT
FunEx
LIFT

Page 2

Kaizen Plan

Page 3

As Needed:
Analytics Audit

Page 5, etc.

LIFT

Page 4

AdWords Audit

Discovery

Voice of Customer
In-Page Analytics

Phase 1
Conversion Optimization Strategy



FunEx

LIFT

2.1 Isolation
2.2 Isolation
2.3 Cluster

1.1 Cluster
1.2 Isolation
1.3 Isolation

Insight Flow
FunEx

FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation

3.1 Isolation
3.2 Isolation

Phase 2
LIFT™ Analyses and Testing

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



The Goals
Waterfall

Business
Goals
Marketing
Goals

Conversion
Optimization
Goals


?
?

?
?

?
?


?

“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



The LIFT Model™
Relevance

Clarity

Urgency
Anxiety
(Note: For @chrisgoward @joinAZIMA #awesome
Tweet this:more, google “WiderFunnel Lift”)


Distraction

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



Clarity: The value proposition is hidden in
summary block

Click Heatmap Analysis

Clicks on non-clickable area

Clicks dispersed
over course lists
Competing CTAs

No interest in body
content area!


15.7%




Click Heatmap Analysis for Winning Page
Beautiful, focused eyeﬂow!



Imagine getting results like this
every month.. or every week!
It’s possible.



Be Smart & Agile

Conversion Rate

2.9
2.4
1.9
1.4
0.9

0

2

4

Agile Tool

6

8

Smart Strategy



10

12

14

Smart & Agile Strategy

16

Be Smart & Agile

Conversion Rate

2.9
2.4
1.9

Lift

1.4
0.9

Speed
0

2

4

Agile Tool

6

8

Smart Strategy



10

12

14

Smart & Agile Strategy

16

There Are No Losing Tests!



Yes, most of our tests are winners...



Winning Tests

89%

90%

Winning
Tests in
2012!

80%
70%
60%
50%
40%
30%
20%
10%
0%
Internal Teams

Other Agency



WiderFunnel

But, what about the “other” tests?



I

NC
CO
N

E!
IV
US
L



Gain Marketing Insights from under-performers

Analyze to hypothesize for “Why”!


The next test after the inconclusive…

Shazam!


Gain Marketing Insights from under-performers

Analyze to gain marketing insights!


The next test after the inconclusive…

Booyah!


Free Whitepaper

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

iwant@widerfunnel.com



Chris Goward at AZIMA January 2014

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