Conversion Conference E-commerce Optimization Chris Goward
Post on 20-Aug-2015
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© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
E-commerce Testing To Dramatically Lift Sales
Chris GowardCo-Founder & CEO@chrisgoward
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
This Session:
The Conversion Optimization Framework (that delivers results!)
Case Study Example (the proof!)
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Let’s start with a little warm-up!
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Which Product Page Won?
A B C D
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Which Landing Page Won?
A B
vs.
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Test Result
60%Resort Booking Lift
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
3-Step Conversion Optimization Process
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Step 1. Analyze: Using the WiderFunnel LIFT Model™
RelevanceClarity
AnxietyDistraction
Urgency
(Hint: Google “WiderFunnel LIFT” for more info)
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Clarity: Image of kits not clickable
Clarity: Products included in kits not shown on page
Distraction: Delivery image opens new page
Distraction: Planning ideas link in intro
Distraction: Kit and product links open new pages
Clarity: No Add to Cart buttons
Distraction: Too much emphasis on products vs kits
Adding link to kit images
Adding images for each kit type
Opening delivery information in a lightbox
Removing planning link from intro
Opening product information in a lightbox
Addition of Add to Cart buttons
Removing product lists above the fold
Turn problems into hypotheses
Step 2. Hypothesize
…will lift sales
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
Step 3. TestConversion Test Results
• Use controlled A/B/n testing– Never the “Before & After” method!
Results:• All test variations showed statistically identical
conversion rate!
• But… revenue per visit significantly different
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
What do we do?– Conversion Testing: A/B/n & Multivariate
• Planning, copywriting, design & coding
– Web Analytics
Guaranteed Results– You will get better results or we’ll keep testing
The Conversion Optimization Agency
© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward
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 20,000 unique visitors per month
Free Offer: Custom Landing Page Evaluation
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