How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
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The document discusses conversion rate optimization techniques that can significantly increase sales from websites. It provides examples of clients that saw conversion rate lifts from 10% to 750% by implementing a structured testing approach. This involves analyzing pages for weaknesses, developing test hypotheses, running controlled experiments, and analyzing results. Specific examples show lifts of 16% for product pages, 16.1% for category pages, and 106% for a booking widget test. The key message is that regular testing of website variables can continuously improve conversion rates and sales.
How to Create Huge Conversion Rate Lift | Imagine 2013 Strategic Marketing
- 2. How to Create Huge Conversion Rate Lift Tweet to me: @chrisgoward Read this: WiderFunnel.com/blog
- 3. Tweet this: @chrisgoward #magentoimagine • Conversion Rate Optimization • Strategy, design, copywriting & testing • Landing Page Optimization • Advanced optimization for complex businesses • Lift of 10% to 750% for every retainer client The Conversion Optimization Agency
- 4. Tweet this: @chrisgoward #magentoimagine Conversion Rate Dissatisfaction is Growing How satisfied are you with your conversion rate? Source: eConsultancy Conversion Rate Optimization Report 2011
- 5. Tweet this: @chrisgoward #magentoimagine Conversion RateImprovementis Getting Harder 30% 35% Source: eConsultancy Conversion Rate Optimization Report 2011 Has your conversion rate improved?
- 6. Tweet this: @chrisgoward #magentoimagine GoodNews: Conversion Optimization works, if you do it right. . .
- 7. Tweet this: @chrisgoward #magentoimagine Average Conversion Rate Lift Ecommerce 23.1% *WiderFunnel average results 2007-2012
- 8. Tweet this: @chrisgoward #magentoimagine Conversion Optimization “Best Practices” are Dead ...unless your best practice says You Should Test That!
- 9. Tweet this: @chrisgoward #magentoimagine “Almost everything that distinguishes the modern world from earlier centuries is attributable to science.” —Bertrand Russell
- 10. Tweet this: @chrisgoward #magentoimagine
- 11. Tweet this: @chrisgoward #magentoimagine
- 12. Tweet this: @chrisgoward #magentoimagine Rotating messages are a Distraction
- 13. Tweet this: @chrisgoward #magentoimagine Over-emphasis on security creates anxiety
- 14. Tweet this: @chrisgoward #magentoimagine Does this create trust?
- 15. Tweet this: @chrisgoward #magentoimagine
- 16. Tweet this: @chrisgoward #magentoimagine
- 17. Tweet this: @chrisgoward #magentoimagine You Should Test That!
- 18. Tweet this: @chrisgoward #magentoimagine But. . . Testing alone isn’t enough
- 19. Tweet this: @chrisgoward #magentoimagine 200% That’s what a structured testing process is worth.
- 20. Tweet this: @chrisgoward #magentoimagine No Yes LargeIncreaseInSales Source: eConsultancy Conversion Rate Optimization Report 2011 2x Does your organization have a structured approach to improving conversion rates?
- 21. Tweet this: @chrisgoward #magentoimagine This Works in All Industries
- 22. Tweet this: @chrisgoward #magentoimagine Background Millions of daily emails to opt-in list. Highly optimized, but hit a plateau The Goal More e-commerce revenue
- 23. Tweet this: @chrisgoward #magentoimagine Which Landing Page Won?
- 24. Tweet this: @chrisgoward #magentoimagine Controlled Test Result 5% Conversion Rate Lift 41% Revenue/Visitor Lift
- 25. Tweet this: @chrisgoward #magentoimagine Controlled Test Result Marketing Insight!
- 26. Tweet this: @chrisgoward #magentoimagine How? A structured approach that creates powerful hypotheses.
- 27. Tweet this: @chrisgoward #magentoimagine Kaizen Plan Discovery Phase 1: Conversion Optimization Strategy Phase 2: 7-Step Testing Cycle Heuristics Web Analytics Voice of Customer Research The Structured Process
- 28. Tweet this: @chrisgoward #magentoimagine Phase 1: The Plan Prioritizing test opportunities
- 29. Tweet this: @chrisgoward #magentoimagine Persuasional Landing Pages Informational Interior Pages Transactional Conversion Pages
- 30. Tweet this: @chrisgoward #magentoimagine The PIE™ Prioritization Framework 1. Potential 2. Importance 3. Ease Heuristics Voice of Customer Traffic Volume Cost Technical “Political”
- 31. Tweet this: @chrisgoward #magentoimagine Test # Test Type Potential Importance Ease PIE 1.1 Home A/B Cluster 10 10 8 9.3 1.2 Home Isolation 1 8 10 9 9.0 1.3 Home Isolation 2 8 10 9 9.0 2.1 Category Template A/B Cluster 10 9 7 8.7 2.2 Category Isolation 1 8 9 8 8.3 2.3 Category Isolation 2 8 9 8 8.3 3.1 PCTA Isolation 1 6 10 8 8.0 4 Product Detail Template A/B Cluster 10 10 4 8.0 5.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7 4.1 Product Detail Isolation 8 10 5 7.7 6 Site-wide elements 6 7 9 7.3 5.4 Shopping Cart A/B Cluster 9 9 3 7.0 7 Blog Template PCTA 8 2 7 5.7 PIE™ Prioritization
- 32. Tweet this: @chrisgoward #magentoimagine Phase 2: The Testing Ongoing, iterative, scientific marketing
- 33. Tweet this: @chrisgoward #magentoimagine Product Page Optimization
- 34. Tweet this: @chrisgoward #magentoimagine Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel The Goal More e-commerce revenue
- 35. Tweet this: @chrisgoward #magentoimagine (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency Knowing what to test: using the LIFT Model™
- 36. Tweet this: @chrisgoward #magentoimagine Clarity: Blue text is confused with links Value Proposition: “Free Shipping” more compelling? Distraction: Show All opens a new page Relevance: Scrolling products take most prominent position Clarity: Design does not imply sale price Distraction: Reviews are more prominent than features. Clarity: Features included in Description tab at bottom. Clarity: Shipping tab does not include shipping price. Distraction: Shipping link opens new page in new tab. Distraction: Cross-selling more prominent than features. LIFT™Analysis
- 37. Tweet this: @chrisgoward #magentoimagine WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position Distraction: Reviews are more prominent than features. Clarity: Design does not imply sale price Hypothesis: Moving product reco box below the fold Hypothesis: Redesigning CTAs to emphasize sale price Hypothesis: Increasing prominence of product features Develop Test Hypotheses
- 38. Tweet this: @chrisgoward #magentoimagine 1 LIFT Analysis 2 Hypothesis Creation 3 Funnel Experiment Map 4 Graphic Design & Copy 5 HTML & Technical Install 6 Experiment Launch 7 Results & Analysis The 7-Step Testing Cycle
- 39. Tweet this: @chrisgoward #magentoimagine A B Which Product Page Template Won?
- 40. Tweet this: @chrisgoward #magentoimagine Why? 16% Sales Lift! Controlled Test Result
- 41. Tweet this: @chrisgoward #magentoimagine Category Page Optimization
- 42. Tweet this: @chrisgoward #magentoimagine Background Industry-leading website Stagnant conversion rate Google hired us to optimize for them The Goal More e-commerce revenue
- 43. Tweet this: @chrisgoward #magentoimagine A B Which Category Page Won?
- 44. Tweet this: @chrisgoward #magentoimagine Controlled Test Result 16.1% Sales Lift
- 45. Tweet this: @chrisgoward #magentoimagine Persistent Call-to-Action (PCTA) Optimization
- 46. Tweet this: @chrisgoward #magentoimagine
- 47. Tweet this: @chrisgoward #magentoimagine A/B/n Test Site-wide PCTA Web Form & Phone PCTA Test
- 48. Tweet this: @chrisgoward #magentoimagine Which Booking Widget Won? A B C
- 49. Tweet this: @chrisgoward #magentoimagine Controlled Test Result 106% Booking Lift! Phone & Online
- 50. Tweet this: @chrisgoward #magentoimagine
- 51. Tweet this: @chrisgoward #magentoimagine Interested in a Free Page Evaluation? • 10 time slots are available for attendees • Scheduled on a first-come, first-served basis • Any type of page To Qualify: 1. Tell us the URL of the web page you’d like evaluated 2. Minimum 30,000 unique visitors per month 3. Email: Hello@widerfunnel.com Free Offer: Custom Web Page Evaluation