How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing

How to Create Huge Conversion Rate Lift

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•  Conversion Rate Optimization

•  Strategy, design, copywriting & testing

•  Landing Page Optimization

•  Advanced optimization for complex businesses

•  Lift of 10% to 750% for every retainer client

The Conversion Optimization Agency

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Conversion Rate Dissatisfaction

is Growing

How satisfied are you with your conversion rate?

Source: eConsultancy Conversion Rate Optimization Report 2011

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Conversion Rate Improvement is Getting Harder

30%

35%

Source: eConsultancy Conversion Rate Optimization Report 2011

Has your conversion rate improved?

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Good News: Conversion Optimization works, if you do it right. . .

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Average Conversion Rate Lift

Ecommerce 23.1%

*WiderFunnel average results 2007-2012

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Conversion Optimization “Best Practices” are Dead ...unless your best practice says You Should Test That!

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“Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell

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Rotating messages are a Distraction

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Over-emphasis on security creates anxiety

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Does this create trust?

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You Should Test That!

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But. . . Testing alone isn’t enough

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200% That’s what a structured testing process is worth.

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No Yes

Larg

e In

crea

se In

Sal

es

Source: eConsultancy Conversion Rate Optimization Report 2011

2x

Does your organization have a structured approach to improving conversion rates?

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This Works in All Industries

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Background Millions of daily emails to opt-in list. Highly optimized, but hit a plateau

The Goal More e-commerce revenue

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Which Landing Page Won?

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Controlled Test Result

5% Conversion Rate Lift

41% Revenue/Visitor Lift

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Controlled Test Result

Marketing Insight!

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How? A structured approach that creates powerful hypotheses.

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Kaizen Plan

Discovery

Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle

Heuristics Web Analytics

Voice of Customer Research

The Structured Process

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Phase 1: The Plan Prioritizing test opportunities

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Persuasional Landing Pages

Informational Interior Pages

Transactional Conversion Pages

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The PIE™ Prioritization Framework

1.   Potential

2.   Importance

3.   Ease

Heuristics

Voice of Customer

Traffic Volume

Cost Technical

“Political”

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Test # Test Type Potential Importance Ease PIE 1.1 Home A/B Cluster 10 10 8 9.3

1.2 Home Isolation 1 8 10 9 9.0

1.3 Home Isolation 2 8 10 9 9.0

2.1 Category Template A/B Cluster 10 9 7 8.7

2.2 Category Isolation 1 8 9 8 8.3

2.3 Category Isolation 2 8 9 8 8.3

3.1 PCTA Isolation 1 6 10 8 8.0

4 Product Detail Template A/B Cluster 10 10 4 8.0

5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7

4.1 Product Detail Isolation 8 10 5 7.7

6 Site-wide elements 6 7 9 7.3

5.4 Shopping Cart A/B Cluster 9 9 3 7.0

7 Blog Template PCTA 8 2 7 5.7

PIE™ Prioritization

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Phase 2: The Testing Ongoing, iterative, scientific marketing

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Product Page Optimization

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Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel

The Goal More e-commerce revenue

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(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency

Knowing what to test: using the LIFT Model™

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Clarity: Blue text is confused with links

Value Proposition: “Free Shipping” more compelling?

Distraction: Show All opens a new page

Relevance: Scrolling products take most prominent position

Clarity: Design does not imply sale price

Distraction: Reviews are more prominent than features.

Clarity: Features included in Description tab at bottom.

Clarity: Shipping tab does not include shipping price.

Distraction: Shipping link opens new page in new tab.

Distraction: Cross-selling more prominent than features.

LIFT™Analysis

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WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position

Distraction: Reviews are more prominent than features.

Clarity: Design does not imply sale price

Hypothesis: Moving product reco box below the fold

Hypothesis: Redesigning CTAs to emphasize sale price

Hypothesis: Increasing prominence of product features

Develop Test Hypotheses

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1 LIFT

Analysis

2 Hypothesis

Creation 3

Funnel Experiment

Map

4 Graphic

Design & Copy

5 HTML

& Technical Install

6 Experiment

Launch

7 Results & Analysis

The 7-Step Testing Cycle

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A B

Which Product Page Template Won?

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Why? 16% Sales Lift!

Controlled Test Result

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Category Page Optimization

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Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them

The Goal More e-commerce revenue

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A B Which Category Page Won?

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Controlled Test Result

16.1% Sales Lift

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Persistent Call-to-Action (PCTA) Optimization

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A/B/n Test Site-wide PCTA Web Form & Phone

PCTA Test

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Which Booking Widget Won?

A B C

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Controlled Test Result

106% Booking Lift!

Phone & Online

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