Tweet to @chrisgoward #SDAOM CHRIS GOWARD The Future Belongs to the Optimizers: How to Seize the Opportunity
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CHRIS GOWARD
The Future Belongs to the
Optimizers:
How to Seize the Opportunity
Tweet to @chrisgoward #SDAOM
25+ growth marketing experts with clients globally
The best optimization process, experts and results
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Hypothesis: Adding a
social inclusion button
will lift orders.
Hypothesis: Adding a
sense of urgency
button will lift orders.
6.5% Signups 0.5% Signups
A: Social Signal B: UrgencyControl
Goal: sign up for the
monthly subscription
?
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Use Framework Thinking
Embrance Zen Marketing mastery
Turn “best practices” into tested practices
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Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
http://www.dailymail.co.uk/news/article-2115927/How-Facebook-cost-job-One-applicants-rejected-bosses-check-profiles-social-media-sites.html
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2-5 year gaps
between redesigns
The best
websites
Yours
Radical Website Redesigns (RSR)
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Optimization champions
are zen marketing masters
They combine the yin & yang of marketing
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A structured optimization process makes
you 200% as likely to get large sales lift.
Source: eConsultancy Conversion Rate Optimization Report 2011
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Increase affiliate revenue
per visitor.
Full service
engagement using
Infinity Optimization
Process
>282% revenue
increase after 3 years.
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We knew there were inefficiencies
in our testing program, but didn’t
know how far off we were or what
to do about it.
We didn’t know if we had good
findings or how to make decisions.
Too many times we made
decisions based on emotion.
“
Shane Hale, director of site optimization
and conversion at DMV.org
The Situation Three Years Ago
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The Situation Three Years Ago
• High Volume website with a one-person optimization team
• Mish-mash of ad server technology, Optimizely and Adobe
Analytics for A/B testing
• Lacked confidence in test results
• “Hunt and peck” optimization planning
• 4 - 8 tests per month
• Unknown optimization opportunity
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Affiliate Offer Area
The website ranks well
for thousands for
relevant keywords and
provides helpful
information.
The affiliate offer area
was a primary area of
focus (representing
90% of company
revenue).
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Explore
Experiences are
analyzed from the
customer’s perspective
using the LIFT Model.
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Clarity: Repeats previous step
headline
Clarity: Low button prominence
Distraction: Too many colors
Distraction: Gradient background
Distraction:
Three column
layout adds
complexity
Distraction:
Too much
content for a
simple action
Anxiety:
Unable to select
multiple
providers at
once
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Variation C
Control Variation AReduce distraction + auto zip entry
Variation BButton isolation (vs B)Headline isolation (vs A)
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Variation C
Control Variation AReduce distraction + auto zip entry
Variation BButton Isolation (vs B)Headline isolation (vs A)
+ 22.9%
+ 8.4%
+ 19.2%
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Control Variation AUrgency subhead
Variation BChoice Isolation (vs A)
Variation CLovability Isolation (vs B)
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Control Variation AUrgency subhead
Variation BChoice Isolation (vs A)
Variation CLovability Isolation (vs B)
- 9.7%
+ 19.2% + 11.8%
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Where do these ideas come from?
The process generates an unending stream of them.
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The “choice is yours” effect
A Meta-Analysis of the Effectiveness of the
“But You Are Free” Compliance-Gaining
Technique, 2012
– Christopher J Carpenter
Analyzed 42 studies that involved 22,000
participants. Telling the person they have the
freedom to choose nearly doubled sales
success rates.
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Content page banner testing
Control
VarA
-5.95%
VarB
+3.43%
VarC
-3.93%
VarD
-0.16%
VarE
+5.25%
VarF
+7.34%
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“Married or not” cluster
“Qualify” Social Proof focus
Control Variation A
Variation B Variation C
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“Married or not” cluster
“Qualify” Social Proof focus
Control Variation A
Variation B Variation C
+ 14.0%
No Change + 40.39%
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Social proof (bandwagon effect)
We tend to put our trust in
something because we
believe many other people
have put their trust in it first.
There is safety in numbers.
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Explore
We conducted user
surveys to explore call-
to-action options and
product perceptions.
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VALUE PROPOSITION:
Of low interest for
prospects, according to
on-site surveys.
CLARITY: No consistent
calls to action to guide
visitors. Prospects are
scrolling, but taking few
actions.
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Hypothesis: Emphasize
Demo Request goal.
Variation A
Hypothesis: Education
focus to guide visitor
through various value
proposition points.
Testing hypothesis that
Demos work well with
this audience
(77% male, ages 25-
44)
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Variation B
Hypothesis:
Call to action in addition
to Free Demo. What will
quality be vs Free
Demo?
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Variation A Variation BTalk to a Specialist IsolationFree Demo + Education Focus
Control
Qualified Free Demo Requests:
Qualified Sales Calls:
(+2
Vars)
+ 11.2%
No change
+ 10.8%
+ ∞% (0 vs 196)
?
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Qualified Free Demo
Requests:
Qualified Sales Calls:
+ 11.2%
No change
+ 10.8%
+ ∞% (0 vs 196)
Variation A Variation B
Revenue/Visitor: + 11.2% + 23.4%
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Explore
The business context
shows that phone calls
to sales should be their
primary goal in all
subsequent testing
opportunities.
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0%18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Six months of conversion optimization
Painful months
32.8%
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0%18.8% 0% 11.8%
0% 0%
1 2 3 4 5 6
Six months of conversion optimization
Painful months
32.8%36.8%
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0%18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%13.4%
1 2 3 4 5 6 7 8 9 10 11 12
12 months of conversion optimization
Ouch!
100.8%
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0%18.8% 0%
11.8% 0% 0%
11.4% 0% 0% 0%
19.7%13.4%
1 2 3 4 5 6 7 8 9 10 11 12
12 months of conversion optimization
Ouch!
100.8%123.7%
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18.8%
11.8%
11.4%
19.7%
13.4%7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
24 months of conversion optimization
259.8%
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18.8%
11.8%
11.4%
19.7%
13.4%7.3%
15.9%
12.8%
27.7%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
24 months of conversion optimization
259.8%282.2%
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Here’s where we are now
• The right tech – SiteCatalyst, Optimizely, Liftmap integrated
• The right process – using Infinity Optimization Process
• The right team – integrated with DMV.org and WiderFunnel
• The right pace – now running 500+ tests per year
• The right results – revenue doubled three years in a row
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Shane Hale, director of site optimization
and conversion at DMV.org
Shane’s Keys to Success
Senior-level buy-in was critical
Track the right goals
Trust your expert partner
Don’t be afraid of the “left-field” tests
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Learn how to become an optimization
champion
Download the new 32-page now
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Or email: [email protected]