how to be a conversion optimization rockstar by chris goward

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @smx #awesome

How to be a Conversion Optimization Rockstar

Chris Goward Founder & CEO WiderFunnel @chrisgoward


© 2007-2014 WiderFunnel Marketing Inc.

Rockstars don’t follow “Best Practices”

(You’re not still looking for the best button color, right?)



“It's weird not to be weird.” — John Lennon



Rotating messages are a Distraction



You Should Test That!



Rockstars see the big picture

Use “framework thinking” to find solutions


“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


The LIFT Model™

(Note: For more, google �WiderFunnel Lift�)

Relevance Clarity

Anxiety Distraction

Urgency



Clarity: No hover treatment of the CTA buttons

Clarity: “Ready to get started” not clickable connected to CTA

Clarity: Image alignment confuses eyeflow

Distraction: Treatment & copy of top banner is disjointed and complex

Clarity: ‘browse course catalog’ CTA is competing with primary CTA

Distraction: Content written as plain factual, not emotive or persuasive

Clarity: The value proposition is hidden in summary block

Distraction: Links to State Req courses take prospect off the page

Distraction: Long course list on right column



Competing CTAs

Clicks on non-clickable area

Clicks dispersed over course lists

No interest in body content area!

Click Heatmap Analysis



15.7% Conversion Rate Lift



Beautiful, focused eyeflow!

Click Heatmap Analysis for Winning Page



Rockstars know their value proposition

Is your message aligned with your customers?



WIIFYC?

And do they care?



Situation •  Fast-growth startup with lean

team facing large competitors •  ‘Freemium’ expense tracking

app •  Home page is primary landing

page for online signups

The Goal Dramatically lift new member signups from the home page!



Controlled Test Result

28% More New Users

Full case study at: www.WiderFunnel.com/case-studies

Flexible Hassle Free Ironclad Security



That’s just the beginning... Three more dramatic test rounds on the home page so far.



Total conversion rate lift to date: 47.2%

And the winning pages have pushed them past the 1 million user mark.



Rockstars do it different The traditional website redesign must die



Marketer happiness with latest website redesign

Extremely Not so much

24%

76%


2-5 year gaps between redesigns

Under-achievement

The best websites

Yours


Continuous website

improvement!



After 3-years of testing tweaks, BuildDirect needed a website redesign.



Dramatic Design Improvement and Conversion Rate Lift



Results After 12 Months $1 million increased revenue

(per month)



Want to learn more?



If the strategy is worth $20 ! Download a free chapter at www.YouShouldTestThat.com



We deliver more profit and insights for high octane marketers. •  Marketing optimization strategy, design & A/B testing

•  Average System™ client has 7x ROI

•  For more info email [email protected]

how to be a conversion optimization rockstar by chris goward

Marketing

widerfunnel marketing

page distraction

cta clarity

primary cta distraction

eyeow distraction

cta buttons clarity

persuasive clarity

complex clarity