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

© 2007-2017 WiderFunnel Marketing Inc.

Tweet this: @chrisgoward @jelgie #Awesome

Relentless Testing

How to double your conversion rate like weBoost did



Before we get started. . .

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•  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

24%

76%



2-5 year gaps between redesigns

Wedge of

sucky-ness

The best websites

Yours

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

team

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

Yin



The best optimization process delivers inspiration and proof.



Infinity Optimization Process



Explore



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



Before After



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: [email protected] Subject: Champion Handbook Please!

Profitable ‘A-ha!’ moments everyday.™