Conversion Conference E-commerce Optimization Chris Goward

© 2007-2010 WiderFunnel Marketing Inc. | widerfunnel.com | @chrisgoward

E-commerce Testing To Dramatically Lift Sales

Chris GowardCo-Founder & CEO@chrisgoward


This Session:

The Conversion Optimization Framework (that delivers results!)

Case Study Example (the proof!)


Who?


Let’s start with a little warm-up!


vs.

A B

Which Home Page Won?


Test Result

6.6%Sales Lift


Which Product Page Won?

A B C D


Test Result

C

22%Sales Lift


Which Landing Page Won?

A B

vs.


Test Result

49.9%Sales Lift


A B

Which Home Page Won?

vs.


Test Result

60%Resort Booking Lift


How?


Ask powerful questions


3-Step Conversion Optimization Process


Step 1. Analyze: Using the WiderFunnel LIFT Model™

RelevanceClarity

AnxietyDistraction

Urgency

(Hint: Google “WiderFunnel LIFT” for more info)


Case Study Example


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


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


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


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: [email protected]

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


Questions?

Would you like a copy of this presentation? • Email to: [email protected]

Conversion Conference E-commerce Optimization Chris Goward

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