How To Be A Conversion Rockstar

© 2007-2015 WiderFunnel Marketing Inc.

March 4, 2015

How to Be a Conversion Optimization Rockstar

Chris Goward

Founder & CEO, WiderFunnel

@chrisgoward

searchmarketingexpo.com @ChrisGoward #SMX #21C


Var A: Concise Benefits Var B: Service Details



é 49.9% Lead Conversion Rate

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

“When we are uncertain, we are willing to place an enormous amount of trust in the collective knowledge of the crowd.” —Robert Cialdini

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.

Social Proof works For this audience and context!











0.0% Conversion Rate

© 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome 1981







Marketing Scientific Process

Conversion Optimization + =


@WiderFunnel



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


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


Rockstars don’t follow “Best Practices”

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


Rockstars see the big picture

Use “framework thinking” to find solutions


Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing

The WiderFunnel System™



“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 info, google “WiderFunnel Lift”)

Anxiety Distraction

Relevance Clarity

Urgency


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: No headline to capture scent trail

Clarity: Free samples offer not prominent

Distraction: Rotating banner confuses

Distraction: Busy-looking 3-column layout creates visual confusion.

Value Proposition: Inconsistent design (text, color) reduce credibility

Clarity: “Featured Products” carries no value proposition

Clarity: Low price prominence, undermines core value proposition


Which Home Page Won?

A: Savings prominence B: Selection Breadth C: Selection Breadth+


A/B Test Result

é 16.9%

Conversion Rate Lift


Rockstars know their value proposition

Is your message aligned with your customers?





Intrigue? Quality?

Fun? Value?

Social

Inclusion?



You Should Test That!


Which Value Proposition approaches should you test?


Prospects’ Desires

Your Features

Competitors’ Features

Your Points of Difference

(PODs) Your Points of Parity

(POPs)

Your Points of Irrelevance (POIs)


Rockstars are rigorous

You’ve heard of the 10,000 hour rule, right?


Test

Insight








Results After 24 Months $3 Million Revenue Lift


Want to learn more?



Download a free chapter at www.YouShouldTestThat.com


We partner with high traffic companies for high impact conversion optimization. •  Conversion optimization strategy, design, copywriting & testing

•  Every WiderFunnel LIFT System™ client has 400% to 1500% ROI

•  For more info, email [email protected]

Date post:	14-Jul-2015
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