Your web visitors are your most valuable marketing asset. Are you wasting precious traffic with the wrong conversion optimization strategy? Most companies start their conversion optimization on the wrong footing. They unknowingly adopt so-called ‘best practices’ that haven’t been properly tested. If you don’t have a proven A/B testing process, you could be making big marketing mistakes and not know it. Learn how to get the best CRO results from WiderFunnel’s thousands of experiments on hundreds of websites.

1. “You Should Test That!”
Conversion Optimization
Lessons Learned
with @ChrisGoward of
Tweet this: @chrisgoward #CROLikeaPro

2. © 2007-2015 WiderFunnel Marketing Inc.
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Chris Goward, Founder & CEO
§ Developed WiderFunnel’s LIFT Model™ and
Infinity Optimization™
§ Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Affiliate marketing
§ In demand as a keynote speaker globally
§ Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com

3. © 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CROLikeaPro
We partner with high traffic companies
for high impact optimization
• Conversion optimization strategy, design, testing & insights
• The industry’s best process, experts and results
• For more info, email iwant@WiderFunnel.com

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Goal: sign up for the
monthly subscription

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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

6. © 2007-2015 WiderFunnel Marketing Inc.
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You should be skeptical of untested “Best Practices”
(You’re not still looking for the best button color, right?)

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What motivates your customers to act?
Psychological triggers?

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• Monthly mystery box of toys
• E-commerce subscription model
• Huge social fan base
Goals
• Lift subscribers and profit
• Understand their customer

9. © 2007-2015 WiderFunnel Marketing Inc.
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Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?

10. You Should Test That!

11. © 2007-2015 WiderFunnel Marketing Inc.
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A B C ê 7.7%
é 0.6%

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A B C

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A B C é 14.1%
é 8.9%

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Social Proof works
For this audience and context!

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17. © 2007-2015 WiderFunnel Marketing Inc.
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18. © 2007-2015 WiderFunnel Marketing Inc.
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19. © 2007-2015 WiderFunnel Marketing Inc.
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0.0% ConversionRate

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Which value proposition options should you test?

21. © 2007-2015 WiderFunnel Marketing Inc.
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Prospects’
Desires
Your
Features
Competitors’
Features
Your
Points
of
Difference
(PODs)
Your
Points
of
Parity
(POPs)
Your
Points
of
Irrelevance
(POIs)

22. © 2007-2015 WiderFunnel Marketing Inc.
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• Disaster relief
organization
• Entering tax donation
season
Goals
• Lift donation conversion
rate and average
donation value
How?

23. © 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CROLikeaPro
Landing page redesign?
Personalization?
Price anchoring?
Eyeflow?
Button colour?
Headlines?
Testimonials?
Segmentation?
Reduce form fields?
Reduce form fields?
Reduce form steps? Add form momentum?
Long copy landing page?
Short copy landing page?
Create Scarcity?
Use Reciprocity?
Mention Social Proof?
Appeal to Authority?
Font selection?
Urgency wording?
Put your CTA above
the fold?
Include your inbound
keywords in your
headline?
Make your headline action-oriented?
Include testimonials, reviews, awards?
Use specific custom landing pages?
Reduce your outbound links on your pages?
Increase the size of your product images?
Include a photo of a smiling person?
Reduce your product options to max five?
Use high contrast text on white background pages?
Reduce the length of your privacy policy?
Move your SSL secure icons below the fold?
Embed lead gen forms on your landing pages?
Emphasize features over benefits?
Add ‘action captions’ below images?
Include filter and sorting on category pages?
Reduce your page columns to max two?
Use video product overviews?
Use a grid view on category page templates?
Always use orange CTA buttons?
Always use the word ‘Free’ somewhere?Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
ys use the word ‘Free’ somewhere?
Use video product overviews?
ed lead gen forms on your landing pages?
uce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your page
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing p
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orien
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing page
r outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
lways use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing pages
Reduce your outbound links on you
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing p
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orien
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ke your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing page
r outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
ce your page columns to max two?
your headline action-oriented?
above the fold?
word ‘Free’ somewhere?
oduct overviews?
forms on your landing pages?
utbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
ur CTA above the fold?
the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
se the word ‘Free’ somewhere?
o product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
somewhere?
se video product overviews?
n forms on your landing pages?
utbound links on your pages?
r page columns to max two?
ne action-oriented?Put your CTA above the fold?
iews?
Embed lead gen forms on your landing pages?
s on your pages?
ke your headline action-oriented?
e the fold?
Always use the word ‘Free’ somewhere?
Use video prod
Embed lead gen forms on yo
Reduce your outboun
Make your headline action-orien
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your pag
Make your head
Put your CTA above the fold?
Always use the word ‘Free’ somewhe
Use vid
Embed lead gen forms o
Reduce your o
Reduce your page colum
Make your headline acti
Put your CTA above the fold?
Always use the word ‘Free’ somew
Use video product overviews?
Embed lead gen for
Reduce your outbound links on y
Reduce your pag
Make your
Put your CTA above the
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing p
Reduce your page columns to max tw
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms o
Reduce your page columns to m
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your page
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overview
Embed lead gen forms on your landing page
Reduce your outbound links on yo
Reduce your page columns to max two?
Make your headline action-oriented?
Put your CTA above the fold?
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing
Reduce your outbound links on your pages?
Reduce your page columns to max tw
Make your headline action-orie
Put your CTA above the fold?
the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
ake your headline action-oriented?Put your CTA above the fold?
use the word ‘Free’ somewhere?
eo product overviews?
Embed lead gen forms on your landing page
ur outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
t your CTA above the fold?
e word ‘Free’ somewhere?
Use video product overviews?
Reduce your outbound links on your pages?
uce your page columns to max two?
your headline action-oriented?
A above the fold?
word ‘Free’ somewhere?
product overviews?
n forms on your landing pages?
utbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
our CTA above the fold?
e the word ‘Free’ somewhere?
Embed lead gen forms on your landing pages?
Reduce your outbound links on your pages?
Reduce your page columns to max two?
Make your headline action-oriented?
your CTA above the fold?
use the word ‘Free’ somewhere?
eo product overviews?
Embed lead gen forms on your landing pages?
Reduce your page columns to max two?
Put your CTA above the fold?
’ somewhere?
Use video product overviews?
en forms on your landing pages?
utbound links on your pages?
ur page columns to max two?
ne action-oriented?Put your CTA above the fold?
views?
Embed lead gen forms on your landing pages?
ks on your pages?
ake your headline action-oriented?
ve the fold?
Always use the word ‘Free’ somewhere?
Use video pro
Embed lead gen forms on y
Reduce your outboun
Make your headline action-orie
Put your CTA above the fold?
Use video product overviews?
Reduce your outbound links on your pa
Make your head
Put your CTA above the fold?
Always use the word ‘Free’ somewh
Use vi
Embed lead gen forms
Reduce your
Reduce your page colu
Make your headline ac
Put your CTA above the fold?
Always use the word ‘Free’ somew
Use video product overviews?
Embed lead gen fo
Reduce your outbound links on
Reduce your pa
Make your
Put your CTA above the
Always use the word ‘Free’ somewhere?
Embed lead gen forms on your landing
Reduce your page columns to max tw
Always use the word ‘Free’ somewhere?
Use video product overviews?
Embed lead gen forms
Reduce your page columns to
Don’t start with tactics.

24. © 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CROLikeaPro
Instead, use framework thinking

25. © 2007-2015 WiderFunnel Marketing Inc.
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The right Value Proposition
communicated with Clarity
in a context of Relevance
avoidingAnxiety and Distraction
and adding high Urgency

26. © 2007-2015 WiderFunnel Marketing Inc.
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TM
LIFT Model

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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

28. © 2007-2015 WiderFunnel Marketing Inc.
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Relevance: Headline does not mention
“donation”
Clarity: Eye flow is disjointed with mis-
aligned content
Clarity: Start of form is pushed down the
page
Value Proposition: Lowest donation
amount pre-selected
Clarity: 2-column form
Clarity: cc number and billing information
are separated
Anxiety: Many fields shown at once
Value Proposition: No testimonials for
credibility
Clarity: No hover state on the CTA

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Variation A – Long Copy

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Variation B – Form Focused

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Variation C – Momentum

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Which one won?
A
B
C

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Overall winner
é 12.4% Donation
Revenue Lift

34. © 2007-2015 WiderFunnel Marketing Inc.
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During Typhoon Haiyan Crisis
X!
ê 15.7%
Donation Decrease

35. © 2007-2015 WiderFunnel Marketing Inc.
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For ‘Search Campaign’ Segment
é 10.6% Donation
Revenue Lift

36. © 2007-2015 WiderFunnel Marketing Inc.
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For ‘Search Campaign’ Segment During the Crisis
é 42.1% Donation
Revenue Lift

37. © 2007-2015 WiderFunnel Marketing Inc.
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Growth + Insights = Awesome

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Frameworks only thrive within a proven process.

39. © 2007-2015 WiderFunnel Marketing Inc.
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Infinity Optimization Process

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Explore

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Click Heatmap Analysis
Insight:
Shoppers want to refine their results by color.
..but, inconsistent use of “color” and “palette”
plus long list of color options
creates cognitive load.

42. © 2007-2015 WiderFunnel Marketing Inc.
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Infinity Optimization Process

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44. © 2007-2015 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #CROLikeaPro15.6% Sales Lift 9.8% Sales Lift23.6% Sales Lift

45. © 2007-2015 WiderFunnel Marketing Inc.
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46. © 2007-2015 WiderFunnel Marketing Inc.
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Marketer happiness with latest website redesign
Extremely Not so much
24%
76%

47. © 2007-2015 WiderFunnel Marketing Inc.
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2-5 year gaps
between redesigns
Wedge of
sucky-ness
The best
websites
Yours

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49. © 2007-2015 WiderFunnel Marketing Inc.
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Continuous
website
improvement!

50. © 2007-2015 WiderFunnel Marketing Inc.
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A Systematic Approach to Lift Profit
and Get a Dramatic Website Redesign
Before
After

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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

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Which Home Page Won?
A: Price emphasis B: Selection emphasis C: Selection+

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A/B Test Result
16.9%
Conversion Rate Lift

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Information Architecture Test

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A/B Test Result
27.0%
Lift

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The Result: Continuous Optimization with IA Insights

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ESR Step 1: Left column design test
16.2%
Conversion Rate Lift

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ESR Step 2: Right column design test

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ESR Step 3: Header design test

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Result After 12 Months
$1 Million Revenue Lift
(per month)

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62. © 2007-2015 WiderFunnel Marketing Inc.
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63. © 2007-2015 WiderFunnel Marketing Inc.
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64. © 2007-2015 WiderFunnel Marketing Inc.
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65. © 2007-2015 WiderFunnel Marketing Inc.
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67. © 2007-2015 WiderFunnel Marketing Inc.
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We partner with you to dramatically lift
your profit with marketing optimization.

68. © 2007-2015 WiderFunnel Marketing Inc.
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• Optimization strategy, test planning,
UX, copywriting & A/B testing
• 20+ team based in Vancouver
• The industry’s best process, experts
and results

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Want to learn more?

71. © 2007-2015 WiderFunnel Marketing Inc.
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Download a free chapter at:
www.YouShouldTestThat.com