chris goward - strategy - conversion hotel 2015
Post on 12-Apr-2017
435 Views
Preview:
TRANSCRIPT
Delivering profitable ‘A-ha!’ moments everyday.™
Conversion Optimization Your Key Business Strategy
with @ChrisGoward of
Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015 1981
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Marketing Scientific Process
Conversion Optimization + =
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
• Optimization strategy, test planning, UX, copywriting & A/B testing
• 20+ team based in Vancouver
• The industry’s best process, experts and results
• 25+ team in Vancouver, Canada
• The industry’s best process, experts and results
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
The best optimization champions
are zen marketing masters They combine the yin & yang of optimization
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Proven Quantitative Logical Solid
Intuitive Qualitative
Inspired Fuzzy
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Goal: sign up for the monthly subscription
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
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
?
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Relevance: This is not personalized to my location.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
A
B
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
A
B
ê 5.4%
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
State segmented results range: ê56% to é 67%
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Personalization is a hypothesis until it’s tested
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
You should be skeptical of so-called “Best Practices”
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
2-5 year gaps between redesigns
Wedge of
sucky-ness
The best websites
Yours
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Continuous website
improvement!
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
• Disaster relief organization
• Entering tax donation season
Goals • Lift donation conversion
rate and average donation value
How?
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews? Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold? 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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented? Put your CTA above the fold?
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?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Don’t start with tactics.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Instead, use framework thinking
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
The right Value Proposition communicated with Clarity in a context of Relevance avoiding Anxiety and Distraction and adding high Urgency
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
TM LIFT Model
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
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
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
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
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Variation A – Long Copy
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Variation B – Form Focused
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Variation C – Momentum
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Which one won? A
BC
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Overall winner
é 12.4% Donation Revenue Lift
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
During Typhoon Haiyan Crisis
X!ê 15.7%
Donation Decrease
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
For ‘Search Campaign’ Segment
é 10.6% Donation Revenue Lift
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
For ‘Search Campaign’ Segment During the Crisis
é 42.1% Donation Revenue Lift
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Read more case studies at:
WiderFunnel.com/case-studies
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Growth + Insights = Awesome
Delivering profitable ‘A-ha!’ moments everyday.™
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Frameworks only thrive within a proven process.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Explore
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Voice of customer surveys § Visitor feedback
§ Funnel abandonment feedback
§ Post-purchase feedback
§ Net promoter score
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Eye tracking gaze plot
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Eye tracking heatmap
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Eye tracking heatmap
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Scrollmap
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Behavior tracking session
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Validate
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
How do you prioritize tests?
There’s a framework for that.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Zone Potential Importance Ease PIE Score
Homepage 10 10 8 9.3
Checkout 8 10 9 9.0
Product page 10 9 7 8.7
Web analysis
Heuristic analysis
Voice of customer
Technical
“Political”
Cost
Traffic volume
Return on investment
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Logo
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Store Logo
Insight: Shoppers want to refine their results by color.
Click heatmap
..but, inconsistent use of “color” and “palette” plus long list of color options creates cognitive load.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
15.6% Lift 9.8% Lift 23.6% Lift
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
There’s more to A/B testing than conversion rate lift
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Social Proof works
For this audience and context!
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
0.0% Conversion Rate
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Prospects’
Desires
Your Features
Competitors’ Features
Your Points of Difference
(PODs) Your Points of Parity
(POPs)
Your Points of Irrelevance (POIs)
PODs, POPs, & POIs
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Infinity Optimization Process
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Delivering profitable ‘A-ha!’ moments everyday.™
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
We partner with you to dramatically lift your profit with marketing optimization.
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Download a free chapter at: www.YouShouldTestThat.com Read more case studies: WiderFunnel.com/case-studies Read the blog: WiderFunnel.com/blog Or email: iwant@WiderFunnel.com
Learn more
© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #CH2015
Want to learn more? Email: iwant@WiderFunnel.com
top related