Do Conversion Optimization Like the Pros

“You Should Test That!”
Conversion Optimization
Lessons Learned
with @ChrisGoward of
Tweet this: @chrisgoward #CROLikeaPro

© 2007-2015 WiderFunnel Marketing Inc.
Chris Goward, Founder & CEO
§  Developed WiderFunnel’s LIFT Model™ and
Inﬁnity Optimization™
§  Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Aﬃliate marketing
§  In demand as a keynote speaker globally
§  Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com

We partner with high traffic companies
for high impact optimization
•  Conversion optimization strategy, design, testing & insights
•  The industry’s best process, experts and results
•  For more info, email iwant@WiderFunnel.com

Goal: sign up for the
monthly subscription

Hypothesis: Adding a
social inclusion button will
lift orders.
Hypothesis: Adding a sense
of urgency button will lift
orders.
ê 6.5% Signups
ê 0.5% Signups
Var A: Social Signal
Var B: Urgency
Control
Goal: sign up for the
monthly subscription

You should be skeptical of untested “Best Practices”
(You’re not still looking for the best button color, right?)

What motivates your customers to act?
Psychological triggers?

•  Monthly mystery box of toys
•  E-commerce subscription model
•  Huge social fan base
Goals
•  Lift subscribers and proﬁt
•  Understand their customer

Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?

A B C ê 7.7%
é 0.6%

A B C

A B C é 14.1%
é 8.9%

Social Proof works
For this audience and context!

0.0% ConversionRate

Which value proposition options should you test?

Prospects’
Desires
Your
Features
Competitors’
Features
Your

Points
of
Diﬀerence

(PODs)
Your

Points
of
Parity

(POPs)

Your
Points
of
Irrelevance

(POIs)

•  Disaster relief
organization
•  Entering tax donation
season
Goals
•  Lift donation conversion
rate and average
donation value
How?

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?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Always use the word ‘Free’ somewhere?
Use video product overviews
Reduce your outbound links on your page
Make your headline action-oriented
Reduce your outbound links on your pages
lways use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Make your headline action-orien
the word ‘Free’ somewhere?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing page
r outbound links on your pages?
your CTA above the fold?
Reduce your outbound links on your pages
lways use the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages
Reduce your outbound links on you
ke your headline action-oriented?Put your CTA above the fold?
r outbound links on your pages?
word ‘Free’ somewhere?
ce your page columns to max two?
your headline action-oriented?
above the fold?
oduct overviews?
forms on your landing pages?
utbound links on your pages?
ur CTA above the fold?
our CTA above the fold?
se the word ‘Free’ somewhere?
somewhere?
se video product overviews?
n forms on your landing pages?
r page columns to max two?
ne action-oriented?Put your CTA above the fold?
iews?
s on your pages?
ke your headline action-oriented?
e the fold?
Use video prod
Embed lead gen forms on yo
Reduce your outboun
Reduce your outbound links on your pag
Make your head
Always use the word ‘Free’ somewhe
Use vid
Embed lead gen forms o
Reduce your o
Reduce your page colum
Make your headline acti
Always use the word ‘Free’ somew
Embed lead gen for
Reduce your outbound links on y
Reduce your pag
Make your
Put your CTA above the
Embed lead gen forms o
Reduce your page columns to m
Reduce your outbound links on your page
Make your headline action-oriented
Reduce your outbound links on yo
Embed lead gen forms on your landing
Make your headline action-orie
ake your headline action-oriented?Put your CTA above the fold?
eo product overviews?
ur outbound links on your pages?
t your CTA above the fold?
e word ‘Free’ somewhere?
uce your page columns to max two?
your headline action-oriented?
A above the fold?
product overviews?
n forms on your landing pages?
our CTA above the fold?
e the word ‘Free’ somewhere?
eo product overviews?
’ somewhere?
en forms on your landing pages?
ur page columns to max two?
ne action-oriented?Put your CTA above the fold?
views?
ks on your pages?
ake your headline action-oriented?
ve the fold?
Use video pro
Embed lead gen forms on y
Reduce your outboun
Make your headline action-orie
Reduce your outbound links on your pa
Make your head
Always use the word ‘Free’ somewh
Use vi
Embed lead gen forms
Reduce your
Reduce your page colu
Make your headline ac
Always use the word ‘Free’ somew
Embed lead gen fo
Reduce your outbound links on
Reduce your pa
Make your
Put your CTA above the
Embed lead gen forms on your landing
Embed lead gen forms
Reduce your page columns to
Don’t start with tactics.

Instead, use framework thinking

The right Value Proposition
communicated with Clarity
in a context of Relevance
avoidingAnxiety and Distraction
and adding high Urgency

TM
LIFT Model

The 27 Sub-Factors
Value Proposition
Tangible Features
Intangible Benefits
Tangible Costs
Intangible Risks
Urgency
Internal
Seasonality
External
Offer
Response
Clarity
Information Hierarchy
Design
Eyeflow
Imagery
Colour
CTA
Copywriting
Relevance
Funnel
Source media
Target audience
Competitive
Navigation preference
Anxiety
Privacy
Usability
Effort
Fulfillment
Distraction
First Impression
Message

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

Variation A – Long Copy

Variation B – Form Focused

Variation C – Momentum

Which one won?
A
B
C

Overall winner
é 12.4% Donation
Revenue Lift

During Typhoon Haiyan Crisis
X!
ê 15.7%
Donation Decrease

For ‘Search Campaign’ Segment
Revenue Lift

For ‘Search Campaign’ Segment During the Crisis
Revenue Lift

Growth + Insights = Awesome

Frameworks only thrive within a proven process.

Infinity Optimization Process

Explore

Click Heatmap Analysis
Insight:
Shoppers want to reﬁne their results by color.
..but, inconsistent use of “color” and “palette”
plus long list of color options
creates cognitive load.

Tweet this: @chrisgoward #CROLikeaPro15.6% Sales Lift 9.8% Sales Lift23.6% Sales Lift

Marketer 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

Continuous
website
improvement!

A Systematic Approach to Lift Profit
and Get a Dramatic Website Redesign
Before
After

Relevance: No headline to capture
scent trail
Clarity: Free samples oﬀer not
prominent
Distraction: Rotating banner
confuses
Distraction: Busy-looking 3-
column layout creates visual
confusion.
Value Proposition: Inconsistent
design (text, color) reduce
credibility
Clarity: “Featured Products” carries
no value proposition
Clarity: Low price prominence,
undermines core value proposition

Which Home Page Won?
A: Price emphasis B: Selection emphasis C: Selection+

A/B Test Result
16.9%
Conversion Rate Lift

Information Architecture Test

A/B Test Result
27.0%
Lift

The Result: Continuous Optimization with IA Insights

ESR Step 1: Left column design test
16.2%
Conversion Rate Lift

ESR Step 2: Right column design test

ESR Step 3: Header design test

Result After 12 Months
$1 Million Revenue Lift
(per month)

Do Conversion Optimization Like the Pros

We partner with you to dramatically lift
your profit with marketing optimization.

•  Optimization strategy, test planning,
UX, copywriting & A/B testing
•  20+ team based in Vancouver
•  The industry’s best process, experts
and results

Want to learn more?

Download a free chapter at:
www.YouShouldTestThat.com

Do Conversion Optimization Like the Pros

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