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© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
“You Should Test That!”
Frameworks for Successful
Experience Optimization
with @ChrisGoward of
Win a Free Book: www.WiderFunnel.com/MarTech
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
é
CONTROL
VARIATION
After 2 years of testing
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
Goal: sign up for the
monthly subscription
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
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
Goal: sign up for the
monthly subscription
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
You should be skeptical of untested “Best Practices”
(You’re not still looking for the best button color, right?)
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
You Should Test That!
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Website redesigns must die
Because they suck.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
2-5 year gaps
between redesigns
Wedge of
sucky-ness
The best
websites
Yours
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
Continuous
website
improvement!
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
•  The largest online retailer for heavyweight building supplies
•  Customers save up to 80%, get FREE samples
•  Data-driven business is their competitive advantage
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Marketer happiness with latest website redesign
Extremely Not so much
24%
76%
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Left column design test
é 16.2%
Conversion Rate Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Right column design test
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Header design test
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Results After 12 Months
$1 Million Revenue Lift
(per month)
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Before
After
Dramatic Design Improvement and Profit Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Which optimization tool
gets results like these?
The Human Brain.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
You should emphasize framework thinking
Add rigour to your ideas.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
What should I test?
You need a hypothesis framework.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
Anxiety
Distraction
Relevance
Clarity
Urgency
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
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
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
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
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Which Home Page Won?
A: Savings prominence B: Selection Breadth C: Selection Breadth+
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
A/B Test Result
é 16.9%
Conversion Rate Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Information Architecture Test
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
A/B Test Result
é 27.0%
Conversion Rate Lift
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
The Result: Continuous Optimization with IA Insights
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Conversion Optimization has been undersold.
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
You should test your value proposition
Is your message aligned with your customers?
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
You Should Test That!
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Which Value Proposition approaches should you test?
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Prospects’
Desires
Your
Features
Competitors’
Features
Your
Points of Difference
(PODs)Your
Points of Parity
(POPs)
Your Points of Irrelevance
(POIs)
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
There’s more to this story.
1.  Prioritize strategy and process before tools
2.  Seek frameworks to answer questions
3.  Focus on creating powerful hypotheses
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Want to learn more?
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
Download a Free chapter and 
Enter to Win the full book at: 

www.WiderFunnel.com/MarTech
© 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
© 2007-2015 WiderFunnel Marketing Inc.
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 iwant@WiderFunnel.com
You Should Test That - A Framework for Customer Experience Optimization

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You Should Test That - A Framework for Customer Experience Optimization

  • 1. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. “You Should Test That!” Frameworks for Successful Experience Optimization with @ChrisGoward of Win a Free Book: www.WiderFunnel.com/MarTech
  • 2. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome é CONTROL VARIATION After 2 years of testing
  • 3. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Goal: sign up for the monthly subscription
  • 4. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome 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 Goal: sign up for the monthly subscription
  • 5. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You should be skeptical of untested “Best Practices” (You’re not still looking for the best button color, right?)
  • 6. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You Should Test That!
  • 7. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Website redesigns must die Because they suck.
  • 8. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome 2-5 year gaps between redesigns Wedge of sucky-ness The best websites Yours
  • 9. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  • 10. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Continuous website improvement!
  • 11. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome •  The largest online retailer for heavyweight building supplies •  Customers save up to 80%, get FREE samples •  Data-driven business is their competitive advantage
  • 12. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Marketer happiness with latest website redesign Extremely Not so much 24% 76%
  • 13. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Left column design test é 16.2% Conversion Rate Lift
  • 14. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Right column design test
  • 15. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Header design test
  • 16. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
  • 17. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Results After 12 Months $1 Million Revenue Lift (per month)
  • 18. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Before After Dramatic Design Improvement and Profit Lift
  • 19. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Which optimization tool gets results like these? The Human Brain.
  • 20. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You should emphasize framework thinking Add rigour to your ideas.
  • 21. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. What should I test? You need a hypothesis framework.
  • 22. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome The LIFT Model™ (Note: For more info, google “WiderFunnel Lift”) Anxiety Distraction Relevance Clarity Urgency
  • 23. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. 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
  • 24. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc.
  • 25. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. 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
  • 26. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Which Home Page Won? A: Savings prominence B: Selection Breadth C: Selection Breadth+
  • 27. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. A/B Test Result é 16.9% Conversion Rate Lift
  • 28. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Information Architecture Test
  • 29. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. A/B Test Result é 27.0% Conversion Rate Lift
  • 30. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. The Result: Continuous Optimization with IA Insights
  • 31. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Conversion Optimization has been undersold.
  • 32. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You should test your value proposition Is your message aligned with your customers?
  • 33. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome
  • 34. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Intrigue? Quality? Fun? Value? Social Inclusion?
  • 35. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. You Should Test That!
  • 36. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Which Value Proposition approaches should you test?
  • 37. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Prospects’ Desires Your Features Competitors’ Features Your Points of Difference (PODs)Your Points of Parity (POPs) Your Points of Irrelevance (POIs)
  • 38. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. There’s more to this story. 1.  Prioritize strategy and process before tools 2.  Seek frameworks to answer questions 3.  Focus on creating powerful hypotheses
  • 39. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Want to learn more?
  • 40. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. Download a Free chapter and Enter to Win the full book at: www.WiderFunnel.com/MarTech
  • 41. © 2007-2015 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome © 2007-2015 WiderFunnel Marketing Inc. 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 iwant@WiderFunnel.com