The 6 Ways Your Website is Failing and How to Fix It - Chris Goward
-
Upload
chris-goward -
Category
Business
-
view
2.602 -
download
0
description
Transcript of The 6 Ways Your Website is Failing and How to Fix It - Chris Goward
© 2007-2010 WiderFunnel Marketing Inc.
The Six Ways Your Website is Failing and How To Fix It
Chris Goward, Co-Founder & CEOWiderFunnel Marketing OptimizationTwitter: @chrisgoward
© 2007-2010 WiderFunnel Marketing Inc.
Today’s Agenda
1. How to Identify The Six Ways Your Website is Failing
2. How to Fix It (Case Study)
Bonus Free Offer: Custom Landing Page Evaluation
© 2007-2010 WiderFunnel Marketing Inc.
• Services:– Web testing: A/B/n & multivariate
• Planning, copywriting, design & coding
– Web analytics
• Ecommerce and lead generation:
WiderFunnel: The Conversion Optimization Agency
© 2007-2010 WiderFunnel Marketing Inc.
Identify The Six Ways Your Website Is Failing
© 2007-2010 WiderFunnel Marketing Inc.
The LIFT Model™: 6 Conversion Rate Factors
RelevanceClarity
AnxietyDistraction
Urgency
(Hint: Take this to the office & use it)
© 2007-2010 WiderFunnel Marketing Inc.
A Random Landing Page Sample
Let’s pick a search term and look at six of the top landing pages
© 2007-2010 WiderFunnel Marketing Inc.
#1 - Value Proposition
Your perceived benefits are low and perceived costs are high
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Value Proposition Problems
• Poor graphic design reduces credibility
• No credibility indicators: testimonials, reviews, associations
• No brand credibility
• Take-away: Credibility is part of your Value Proposition
© 2007-2010 WiderFunnel Marketing Inc.
#2 - Relevance
Your page does not relate to the visitor’s expectations
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Relevance Problems
• Headline mismatch for search term “armpit sweat pads”
• Product mismatch for search term “armpit sweat pads”
• Irrelevant images
• Take-away: visitors are following a “scent-trail” of relevance
© 2007-2010 WiderFunnel Marketing Inc.
#3 - Clarity
Your value proposition and call-to-action are confusing
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Clarity Problems
• No value proposition in headline
• Large copy blocks
• What is the product?
• This is not a CTA!
• Take-away: Your Solution and CTA must have 3-second Clarity
© 2007-2010 WiderFunnel Marketing Inc.
#4 - Anxiety
Your page creates uncertainty about converting
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Anxiety Problems
• Security logo & help given primary prominence
• General usability issues create anxiety!
• Take-away: Don’t scare people & cause Anxiety
© 2007-2010 WiderFunnel Marketing Inc.
#5 - Distraction
Too many choices redirect attention from primary Call-to-action
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Distraction Problems
• Unclickable headlines and graphics pushes products below the fold
• Irrelevant products
• Low priority messages given primary prominence
• Take-away: Provide one solution for one need
© 2007-2010 WiderFunnel Marketing Inc.
#6 - Urgency
There’s no reason to act now
© 2007-2010 WiderFunnel Marketing Inc.
Landing Page Urgency Problems
• No urgency in tone
• No pricing
• No CTA
• Take-away: If they don’t act now, you’ve lost them
© 2007-2010 WiderFunnel Marketing Inc.
Case Study:How to Fix Problems
Using Conversion Testing
© 2007-2010 WiderFunnel Marketing Inc.
Original Landing Page
© 2007-2010 WiderFunnel Marketing Inc.
LIFT™ Analysis1. Relevance: Headline doesn’t specify “international” travel
3. Clarity: Subhead with body style lacks prominence
2. Clarity: Upper case headline text difficult to read
4. Distraction: Too many competing CTAs
6. Clarity: Center-aligned text difficult to read
5. Clarity: Grey & blue type lacks prominence
10. Distraction: Irrelevant credit card offer link
8. Value Proposition: Out-of-date award seal from 2004
9. Clarity: Most powerful messaging statement hidden below the fold
11. Urgency: Immediate assistance message under-emphasized
7. Distraction: Secondary CTA more prominence than primary
© 2007-2010 WiderFunnel Marketing Inc.
Test Strategy
SwapBox
Variation BVariation B
Variation CVariation C
ControlControl
Variation AVariation A
• Test Structure: Start with A/B/n testing with 3 variations plus the “Control”
• Traffic: Paid search only
© 2007-2010 WiderFunnel Marketing Inc.
Variation A
2 Add prominent phone to right column
23 Rewritten Value Proposition
points
3
1 Credibility indicators (Logos of Airlines)
1 4 Add borders to frame the page
4
5 Secondary CTA below the fold
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Variation B
2 Add prominent phone to left column
2
3 Rewritten Value Proposition points
3
1 Add affluent traveler image
1
4 Add borders to frame the page
4
5 Secondary CTA below the fold
5
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Variation C
2 Add prominent phone to right column
2
3 Rewritten Value Proposition points
3
1 Add affluent traveler image
1
4 Add borders to frame the page
4
5 Secondary CTA below the fold
5
Hypotheses to lift conversions:
6 “Click Here for Quote” CTA button added
6
© 2007-2010 WiderFunnel Marketing Inc.
Which Variation Won?
A B C
© 2007-2010 WiderFunnel Marketing Inc.
Which Variation Won?
A B C
48% Phone Call Lift!
© 2007-2010 WiderFunnel Marketing Inc.
Total Conversion Rate Lift
• Variation A received the highest Combined conversion rate• 17% Overall Conversion Rate Lift, 48% Phone Call Lift• This is a statistically significant result at 95% confidence
Variation Phone Only Lift Phone + Online Lift
Control 0% 0%
A +48% +17%
B +25% +12%
C +15% +1%
© 2007-2010 WiderFunnel Marketing Inc.
What did we change?
• Clear value proposition headline
• Added value proposition copy
• Added credibility indicators
• Left-aligned text
• Improved graphic design
Variation A – 48% Phone Call Lift!
© 2007-2010 WiderFunnel Marketing Inc.
Take-aways
1. Credibility is part of your Value Proposition
2. Visitors are following a “scent trail” of Relevance
3. Your Solution and CTA must have 3-second Clarity
4. Don’t scare people & cause Anxiety
5. Provide one solution for one need
6. If they don’t act now, you’ve lost them
© 2007-2010 WiderFunnel Marketing Inc.
Interested in a Free Landing Page Evaluation?– 10 time slots are available– Scheduled on a first-come, first-served basis
To qualify:
1. Email to: [email protected]
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 20,000 unique visitors per month
Free Offer: Custom Landing Page Evaluation
© 2007-2010 WiderFunnel Marketing Inc.
Would you like a copy of this presentation? • Email to: [email protected]
• Follow @chrisgoward on Twitter