How to increase your sales by more than 40% like weBoost did

Tweet this: @chrisgoward @jelgie #Awesome

Relentless Testing

How to double your conversion rate like weBoost did

Before we get started. . .

•  This presentation deck and recording will be available to you after the webinar

•  Use the General Chat panel to ask questions or make comments in real time

•  Stay to the end for the chance to win a free digital copy of You Should Test That!

Type question here

•  Developed the LIFT Model®, PIE Framework, and Infinity Optimization Process™

•  Keynotes at conferences and seminars around the world •  Author of You Should Test That! (Get a free chapter at:

YouShouldTestThat.com)

Chris Goward, Founder & CEO, WiderFunnel

Jamie Elgie, Chief Marketing Officer, Wilson Electronics (weBoost)

•  Began his career at Procter and Gamble, then cut his teeth in technology at Belkin International

•  Launched the WEMO home automation brand at Belkin International and led the company’s iPhone and iPad division

Have you been involved in a website redesign?

Tweet to: @chrisgoward @jelgie #Awesome

Happiness with latest website redesign

Extremely Not so much

2-5 year gaps between redesigns

Wedge of

sucky-ness

The best websites

Radical Website Redesigns (RSR)

Continuous website

improvement!

Evolutionary Site Redesign (ESR)

115% more qualified leads for Magento Enterprise

$1 million per month additional revenue for BuildDirect.com

Where we were §  New brand & website launch, big marketing spend

§  Result: declining sales!

Opportunity:

§  Tie spend to sales on direct to know at least part of the return

§  So, we started selling direct from website for first time ever.

Sounds easy in theory §  Conversion rates were poor on good quality traffic

§  So ROAS would have to be low on advertised traffic

§  If I tied spend to direct return, spend would dramatically decrease

Solution:

§  Tighten Return on Ad Spend (ROAS) over time

§  Increase conversion rate concurrently

§  Hire WiderFunnel

9,000 pixels or 9’8” tall

Landing page redesign? Personalization? Price anchoring? Eyeflow? Button colour?

Headlines? Testimonials? Segmentation? Reduce form fields? Reduce form fields? Reduce form steps? Add form momentum?

Long copy landing page? Short copy landing page? Create Scarcity?

Use Reciprocity? Mention Social Proof? Appeal to Authority? Font selection?

Urgency wording? Put your CTA above the fold? Include your inbound keywords in your headline?

Make your headline action-oriented? Include testimonials, reviews, awards? Use specific custom landing pages? Reduce your outbound links on your pages? Increase the size of your product images? Include a photo of a smiling person? Reduce your product options to max five? Use high contrast text on white background pages?

Reduce the length of your privacy policy? Move your SSL secure icons below the fold?

Embed lead gen forms on your landing pages? Emphasize features over benefits?

Add ‘action captions’ below images?

Include filter and sorting on category pages?

Reduce your page columns to max two?

Use video product overviews? Use a grid view on category page templates?

Always use orange CTA buttons?

Always use the word ‘Free’ somewhere? Always use the word ‘Free’ somewhere?

Use video product overviews?

Embed lead gen forms on your landing pages?

Reduce your outbound links on your pages?

Make your headline action-oriented?

Put your CTA above the fold?

Always use the word ‘Free’ somewhere?

Put your CTA above the fold? Always use the word ‘Free’ somewhere?

Use video product overviews? Embed lead gen forms on your landing pages?

Make your headline action-oriented? Put your CTA above the fold?

Reduce your outbound links on your pages? Make your headline action-oriented?

Tips & tricks are dead ends.

They needed:

A program that produces proven sales lift throughout every marketing touchpoint.

Expert optimization

Proven optimization

process

Meaningful customer insights

The three factors for positive growth

What makes a great optimization process?

Analyst

Proven Quantitative Logical Solid

Intuitive Qualitative

Inspired Fuzzy Yang

The best optimization process delivers inspiration and proof.

Infinity Optimization Process

Explore

The LIFT Model helps you look at marketing touchpoints through customers’ perspective.

TM LIFT Model

CLARITY: Based on scroll and heuristic analysis, the first block of content created a false bottom.

CLARITY: White/black text on dark purple hard to quickly read.

VALUE PROPOSITION: Crisp, clear value proposition messaging.

DISTRACTION: Overwhelming content creates cognitive load.

“Cognitive strain makes people wary of their actions.”

– Daniel Kahneman

source: NNGroup

Decreased confidence in one’s actions/choices

Decreased trust in the site/application

Decreased likelihood of taking desirable actions

BJ Fogg Behavior Model

Explore

Nearly 200 cognitive biases we know of so far to persuade shoppers.

Infinity Optimization Process

Variation A Variation B Control

Clear segmentation module.

Redesign Variation A

Best-selling products move higher on the page.

Redesign Variation B

Tabs provide more info and data on engagement.

Segmenting options to differentiate home and business shoppers.

Variation A Variation B Control

é15.8% Sales é41.4% Sales

Conversion optimization can create dramatic and fast design improvements

Video Variation New Control

é153.6% Video views

ê10.6% Sales

Validate

Analyzing results often leads to surprising insights for future experiments.

Validate

Hypothesis: Reducing prominence of videos will increase sales.

ê 29.4% Video views

Control Variation A

é 33% Sales

Where else can you apply your experiment-proven insights?

The goals of experimentation are: Growth + Insights

Explore

User research creates data-driven empathy.

Exit Surveys

DISTRACTION: Multiple similar CTAs dilutes attention

RELEVANCE: Installation guide not relevant to many users

DISTRACTION: Write a review and Ask a question interrupts purchase flow

RELEVANCE: Important package content is buried in text

RELEVANCE: All information relevant to purchase decision is below the fold

ANXIETY: Overwhelming amount of information can cause users to abandon

CLARITY: Disjointed eyeflow creates confusion.

Variation A Variation B

Validate

Design of Experiments is used to maximize the growth and insights results from experiments.

ê 8% Sales é 27% Sales

Variation A Variation B

Insight: Tabbed content doesn’t work for PDPs

Right?

Get a free chapter at www.YouShouldTestThat.com

The best solutions meet the needs of your customer segments in their context.

Feedback Polls

Post-purchase surveys

é 23% Sales é 46% Sales

Control Variation A Variation B

What have we achieved so far?

Before After

104% conversion rate lift (e.g. doubled) 215% revenue lift across entire website

Business Results:

Beyond just website revenue…

Profitably grown our digital advertising spend behind this strategy •  71% increase in site traffic •  400%+ increase in impressions

Total company sales now increasing strong double digits

It’s a way to make the entire digital advertising platform for a brand

more effective and profitable.

Conversion Optimization is not just about website sales

Become an optimization champion

Get the new 32-page

“Optimization Champion’s Handbook” Send an email to: iwant@WiderFunnel.com Subject: Champion Handbook Please!

Profitable ‘A-ha!’ moments everyday.™

How to increase your sales by more than 40% like weBoost did

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