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“You Should Test That!” Principles and Frameworks for Conversion Optimization
with @ChrisGoward of
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Marketing Scientific Process
Conversion Optimization + =
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@WiderFunnel
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Relevance: This should be more specific to my location.
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A
B
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A
B
! 5.4%
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State segmented results range: !60% to " 70%
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You should be skeptical of untested “Best Practices”
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Turn ‘best practices’ into ‘tested practices’
(...and dramatically lift your profit)
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Website redesigns must die
Because they suck.
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2-5 year gaps between redesigns
Wedge of
sucky-ness
The best websites
Yours
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Continuous website
improvement!
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• The largest online retailer for heavyweight building supplies
• Customers save up to 80%, get FREE samples
• Data-driven business is their competitive advantage
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Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
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Left column design test
" 16.2% Conversion Rate Lift
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Right column design test
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Header design test
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Results After 12 Months $1 Million Revenue Lift
(per month)
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Before
After
Dramatic Design Improvement and Profit Lift
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What’s the best tool to get results like this?
The human brain.
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Customer Insights LIFT™ Experiments
The Optimization System™
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What about mobile?
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Are we there yet?
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But, what is mobile?
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. . .and maybe
When most marketers think of mobile. . .
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Reality
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Is this a mobile device?
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What about this?
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And this?
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Mobile is a state of being. Not just a type of device.
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Mobile marketing is all about context
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0
2
4
6
8
10
12
2000 2013 Goldfish
Attention Span Shrinkage 12.0
8.0 9.0
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You have less than 8 seconds
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How do you make your experiences
sticky?
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The right Value Proposition communicated with Clarity in a context of Relevance avoiding Anxiety and Distraction and adding high Urgency
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The LIFT Model™
(Note: For more info, bing �WiderFunnel Lift�)
Anxiety Distraction
Relevance Clarity
Urgency
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Clarity: Do your visitors know what this icon means?
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A
B Menu Usage " 53.8%
Search Usage " 16.6%
The Question: Are mobile menu labels needed?
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LIFT™ Analysis Relevance: Headline does not mention “donation” Clarity: Eye flow is disjointed with mis-aligned content Clarity: Start of form is pushed down the page Value Proposition: Lowest donation amount pre-selected
Clarity: 2-column form
Clarity: cc number and billing information are separated Anxiety: Many fields shown at once
Value Proposition: No testimonials for credibility Clarity: No hover state on the CTA
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Clarity: Start of form is pushed down the page
Relevance: Headline does not mention “donation”
Clarity: Eye flow is disjointed with mis-aligned content
Clarity: cc number and billing information are separated
Value Proposition: No testimonials for credibility
Value Proposition: Lowest donation amount pre-selected
Moving the form above the fold to the top
Adding “donation” into the headline
Redesigning a single eyeflow of content
Clustering cc number with billing information
Addition of testimonials to add credibility
Anchoring the amount with higher values first
Turn problems into hypotheses
…will lift sales
Weakness Strength
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Variation A – Long Copy
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Variation B – Form Focused
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Variation C – Momentum
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Which one won?
AB
C
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Overall winner
" 12.4% Donation Revenue Lift
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During Typhoon Haiyan Crisis
X!! 15.7%
Donation Decrease
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For ‘Search Campaign’ Segment
" 10.6% Donation Revenue Lift
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For ‘Search Campaign’ Segment During the Crisis
" 42.1% Donation Revenue Lift
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A/B testing has been undervalued
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You should test your value proposition
Is your message aligned with your customers?
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• Monthly mystery box of toys • E-commerce subscription model • Huge social fan base Goals • Lift subscribers and profit • Understand their customer
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You Should Test That!
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A B C ! 7.7% " 0.6%
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A B C
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A B C " 14.1% " 8.9%
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Social Proof works For this audience and context!
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0.0% Conversion Rate
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A/B testing should be
an ongoing profit center No more “CRO projects”
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Which Conversion Optimization ‘best practices’ should you follow?
• 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
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You Should Test That!
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Want to learn more?
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Download a free chapter at
www.YouShouldTestThat.com
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We partner with high traffic companies for high impact conversion optimization. • Conversion optimization strategy, design, testing & insights
• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI
• For more info, email [email protected]