conversion optimization pubcon 2011 widerfunnel

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

How to Use Conversion Optimization for Marketing Insights

(and huge revenue lift!) Plus, two special announcements

Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

What do we do? •  Conversion Optimization Testing

–  Planning, copywriting, design & coding

•  Landing Page Optimization •  Web Analytics & AdWords Audits

Guaranteed Results •  You will get conversion rate or revenue lift

The Conversion Optimization Agency

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Who’s Getting Results?

Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

Our Clients:

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Let’s start with a little warm-up!

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Lead Generation Landing Page

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Which Paid Search Landing Page Won?

B

vs.

A

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

20% Conversion Rate

Lift!

B

Test Result

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

B

Test Result

Marketing Insight!

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Following “Best Practices” Doesn’t Work!

Green buttons work best… Red buttons work best… No, use orange buttons…

Minimize form fields… Minimize clicks to conversion…

Emphasize security icons… Security icons raise anxiety…

Sex sells… Always include a smiling person...

Never include people… Use long copy landing pages…

Minimize your copy length… Lead with benefits… Lead with features…

Etc…

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Conversion Optimization Has Been Undersold

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Let’s Correct Some Misconceptions

Conversion Optimization is NOT…

Not Multivariate Testing

(Can you spot the difference?)

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

The False Promise of Testing Technology

Weak Ideas Brilliant Results

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Conversion Optimization is NOT…

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Conversion Optimization is NOT…

Not Design Testing

(Please, no more button tests!)

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Conversion Optimization is NOT…

Not Before & After Testing

Old Page

[ New Page

[ Conversion Rate

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Real Conversion Optimization is…

Persuasion Marketing

Experience Design

Scientific Method

Conversion Optimization

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

How? Create Powerful Hypotheses

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

What Makes a Great Hypothesis?

1.  Testable

2.  Seeks to solve conversion problems

3.  Aims at improving Marketing results

4.  Builds on Marketing Insights

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Use a Systematic, Repeatable Process

2 Hypothesis

Creation 3

Funnel Experiment

Map

5 Technical

Install

4 Graphic Design &

Copy

6 Experiment

Launch

1 LIFT

Analysis

7 Results Analysis

Kaizen Plan

For more, google: “WiderFunnel white paper”

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Special Announcement #1

ConversionSkills.com beta for PubCon

ConversionSkills.com/beta

•  Test your Conversion Skills •  View more case studies •  Find out what really works

Go to:

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Free Offer: Custom Landing Page Evaluation

Interested in a Free Landing Page Evaluation? –  10 time slots are available –  Scheduled on a first-come, first-served basis

To qualify:

1.  Email to: Hello@WiderFunnel.com

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

Special Announcement #2

© 2007-2011 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

Remember, for free evaluation… •  Email to: Hello@WiderFunnel.com