© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

The 7 Critical Steps for The 7 Critical Steps for Conversion Optimization SuccessConversion Optimization Success

Chris GowardCo-Founder & CEOWiderFunnel@chrisgoward

Landing Page Optimization for Online Sales Lift

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Presenter: Chris Goward, Co-Founder & President

• Marketing strategist & entrepreneur

– First website build: 1994

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

• In demand as a speaker globally: San Francisco, New York, Las Vegas, London, Copenhagen, Frankfurt, etc.

• Upcoming Conversion Optimization book by Wiley

– For first release news, sign up for the blog at: www.widerfunnel.com/blog

Chris Goward Co-Founder & PresidentWiderFunnel@chrisgoward

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Knowing what to test: Using the LIFT Model™

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

RelevanceClarity

AnxietyDistraction

Urgency

TM

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Control

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

LIFT™ Analysis 1. Value Proposition: Blurry copy points undermine message

2. Clarity: White copy under-performs on black on white

3. Clarity: Intro bullets do not specify the difference between ONP and other printers

5. Distraction: Unrelated offers in right column and products in left column clutter the page

6. Clarity: Secondary newsletter signup CTA takes primary location7. Value Proposition: “Unique” in-bullet point may not be a compelling selling point for the paper

8. Clarity: Button copy contains no verbs

4. Clarity: No indication near CTA how long the design and/or printing process will take

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

LIFT™ Analysis

9. Clarity: Unclear what differentiates the two designer tools

11. Clarity: The bottom two CTA options are below the fold

10. Clarity: The images may be polarizing and, in some cases, reduce conversions

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

A/B/n SwapBox Placement

SwapBox

Variation AVariation A

Variation BVariation B

Variation CVariation C

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Variation A

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Variation B

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Variation C

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Guess which Test Variation won?

A

B

C

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Winner is Variation B – 210% lift!

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Controlled Test Result

Marketing Insight!

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Special Announcement #1

ConversionSkills.com launched!

ConversionSkills.comGo to:

• Test your Conversion Skills• View case studies• Find out what really works

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

New Book!ConversionSecrets Revealed

Sign up for a free chapter:

YouShouldTestThat.com

Special Announcement #2

© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

Tweet this: @chrisgoward #CRO

Want to increase your conversion rate? • Email: Hello@WiderFunnel.com • Or call +1 (604) 800-6450