chris goward - strategy - conversion hotel 2015

Delivering profitable ‘A-ha!’ moments everyday.™

Conversion Optimization Your Key Business Strategy

with @ChrisGoward of

Tweet this: @chrisgoward #CH2015


Marketing Scientific Process

Conversion Optimization + =


•  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


The best optimization champions

are zen marketing masters They combine the yin & yang of optimization


Proven Quantitative Logical Solid

Intuitive Qualitative

Inspired Fuzzy


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

?


Relevance: This is not personalized to my location.


A

B


A

B

ê 5.4%


State segmented results range: ê56% to é 67%


Personalization is a hypothesis until it’s tested


You should be skeptical of so-called “Best Practices”


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!


•  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?

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?









































Don’t start with tactics.


Instead, use framework thinking


The right Value Proposition communicated with Clarity in a context of Relevance avoiding Anxiety 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

BC


Overall winner

é 12.4% Donation Revenue Lift


During Typhoon Haiyan Crisis

X!ê 15.7%

Donation Decrease


For ‘Search Campaign’ Segment



For ‘Search Campaign’ Segment During the Crisis



Read more case studies at:

WiderFunnel.com/case-studies


Growth + Insights = Awesome


Frameworks only thrive within a proven process.


Infinity Optimization Process


Explore


Voice of customer surveys §  Visitor feedback

§  Funnel abandonment feedback

§  Post-purchase feedback

§  Net promoter score


Eye tracking gaze plot


Eye tracking heatmap


Scrollmap


Behavior tracking session


Validate


How do you prioritize tests?

There’s a framework for that.


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


Logo


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.


15.6% Lift 9.8% Lift 23.6% Lift


There’s more to A/B testing than conversion rate lift


Social Proof works

For this audience and context!


0.0% Conversion Rate


Prospects’

Desires

Your Features

Competitors’ Features

Your Points of Difference

(PODs) Your Points of Parity

(POPs)

Your Points of Irrelevance (POIs)

PODs, POPs, & POIs


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


Download a free chapter at: www.YouShouldTestThat.com Read more case studies: WiderFunnel.com/case-studies Read the blog: WiderFunnel.com/blog Or email: [email protected]

Learn more


Want to learn more? Email: [email protected]

chris goward - strategy - conversion hotel 2015

Data & Analytics