[webinar] multiply your landing page conversion rates

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About the Hosts

Chris Goward

WiderFunnel Founder & CEO. Developed CRO processes, including the LIFT Model™ & Kaizen. Has achieved conversion rate lift of 10% to 750% for every multi-test client.New book by Wiley: “You Should Test That!”

Ryan Engley

Ryan is our Director of Customer Success who along with his team, helps Unbounce

customers boost their conversion rates. He is our resident webinar host and consummate

office vegan.

How To Multiply Your Landing Page's Conversion Rates

Recording and slides will be emailed to you this week

About Unbounce

Build, publish & A/B test landing pages without I.T.Increase the ROI of your marketing campaigns

Stick around after the Unwebinar to see how Unbounce can help

you build landing pages and improve your conversion rates

...without relying on developers!

Multiply Your Landing Page Conversion Rates

(in a big way!)

Director of Customer Success

Ryan Engley

Unbounce

@ryan_engley

How To Multiply Your Landing Page's Conversion Rates

Join our chat on Twitter

Founder & CEO

Chris Goward

WiderFunnel

@chrisgoward and @widerfunnel

How To Multiply Your Landing Page's Conversion Rates

Join our chat on Twitter

• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

• Conversion rate lift of 10% to 750% for every multi-test client

• In demand as a speaker globally

• New book by Wiley: “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEOWiderFunnel@chrisgoward

How To Multiply Your Landing Page's Conversion Rates

We partner with our clients to dramatically lift their profit with marketing optimization

• Strategy, design, copywriting & testing

• Every client has had 10% to 700%+ lift

More free tips at www.WiderFunnel.com/Blog

Content Slide

10%

20%

30%

40%

50%

2010 2011 2012

Quite Dissatisfied Very Dissatisfied

Conversion Rate

Dissatisfaction

is Growing

Source: eConsultancy Conversion Rate Optimization Report 2012

36%

41%

How satisfied are you with your conversion rate?

0%

25%

50%

75%

100%

2010 2011 2012

30% 35% 35%

Yes No

Source: eConsultancy Conversion Rate Optimization Report 2012

30% 35%Conversion RateImprovementis Getting Harder70% 65%

Has your conversion rate improved?

Why all the misery?

They’re doing it wrong.

Average ConversionAverage Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

Conversion Optimization Works!

17,000 web pages

Plus landing pages!

3-Year CRO Engagement

? !!

Control

Challenger

Challenger

Var A: Concise Benefits Var B: Service Details

Which Variation Won?

49.9%Conversion Rate Lift

Controlled Test Result

SituationHair restoration services, focused on direct response

PPC landing page tested & tuned – had hit a plateau

The GoalMore lead gen form fills

Which Paid Search Landing Page Won?

Var A: Emotive Images Var B: Static Text

Controlled Test Result

20%Conversion Rate Lift

Truth: Sex Is DistractingSex Is Distracting

You Should Test That!

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

—Bertrand Russell

But…How you test is critical

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

No YesLarg

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?

FunEx

Discovery

Opportunities 1.1 Cluster

1.2 Isolation

1.3 Isolation

LIFT

Page 1FunEx

2.1 Isolation

2.2 Isolation

2.3 Cluster

LIFT

Page 2

FunEx

3.1 Isolation

3.2 Isolation

LIFTPage 3

FunEx

4.1 Isolation

4.2 Cluster

4.3 Isolation

LIFT

Page 4

Insight Flow

Page 5, etc.

Phase 1Marketing Optimization Strategy

Phase 2LIFT™and Testing

The Structured Agile System

Heuristics

Web Analytics

Voice of Customer

Research

PIE Framework

Kaizen Plan

“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.”—Peter Drucker

These Frameworks Work in All Industries

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

TM

RelevanceClarity

AnxietyDistraction

Urgency

Knowing what to test: Using the LIFT™Model

SituationHuge new game releaseNeeded to maximize launch window to hit signup targets3-step signup path

The GoalMore free beta game signups

Control Page

Clarity: Paragraphs are long

Distraction: Navigation bar pulls users from form

Clarity: Little content hierarchy

Clarity: Typeface is very small

Clarity: Small, non-descript button

Relevance: Testimonials not applicable to transactional step

Clarity: Steps look like links but not clickable

Clarity: ‘Signup’ vs. ‘Sign in’ terminology is confusing

Clarity: ‘Create new account’ is hidden

Variation A: Redesign

Variation B: Progress Steps

Variation C: Progress Steps & Horizontal Fields

A: No Steps

B: Progress Steps

C: Steps & Horizontal Fields

Which Signup Path Won?

12.8%Signup

Conversion Rate Lift

Controlled Test Result

Persuasional Landing Pages

Informational Interior Pages

Transactional Conversion Pages

Your Features

Your Points of Parity (POPs)

Your Points of Difference (PODs)

Your Point of Irrelevance (POIs)

The “DIP” Value Proposition Framework

SituationCompetitive search keywords “Human Growth Hormone”

Competitors focused on product purityShoppers worried about product efficacy & FUD

The GoalMore e-commerce revenue

A B

Which Landing Page Won?

49%Sales Lift

Controlled Test Result

More Tests Run=

Nothing Beats Testing Experience

What are You Waiting For?

Download a free chapter at www.YouShouldTestThat.com

Free Chapter!

Find out if you qualify to work with WiderFunnel

You could join our conversion optimization system.

To Find out if you Qualify:

1. Tell us the URL & traffic volume of your website

2. Email: Hello@widerfunnel.com

3. Schedule the qualification interview

Want Results Like These?

Recording and slides will be emailed to you this week

http://try.unbounce.com/to-multiply-conversion-rates

Your First Month is On Us

How to Build & Test Landing Pageswith Unbounce

Why Use Unbounce?

Because you can’t get landing pages built fast enough

Because you need more control over your landing pages

Because landing page development is expensive

Quickly & easily build and optimize targeted landing pages for your marketing campaigns

(...without relying on developers or designers)

http://try.unbounce.com/to-multiply-conversion-rates

Your First Month is On Us