AOM16 The Future Belongs to the Optimizers

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CHRIS GOWARD

The Future Belongs to the Optimizers: How to Seize the Opportunity

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This is a HiPPO problem.

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Marketer happiness with latest website redesign

Extremely Not so much

24%

76%

http://www.dailymail.co.uk/news/article-2115927/How-Facebook-cost-job-One-applicants-rejected-bosses-check-profiles-social-media-sites.html

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2-5 year gaps between redesigns

Wedge of

sucky-ness

The best websites

Yours

Radical Website Redesigns (RSR)

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Continuous website

improvement!

Evolutionary Site Redesign (ESR)

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The future’s so bright...


But the industry is failing...

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Analyst

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•  Use landing page templates

•  Follow conversion “best practices”

•  Button color testing is their big idea

•  Choose tools before strategy

•  Not testing (!)

•  Ignore segmentation

•  Track micro conversions as goals

•  Misunderstand statistical significance

•  Pollute test results with improper technical setup

•  Unaware of Design Of Experiments (DOE)

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Damn, Daniel!

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How to become an invaluable marketing asset

• Use Framework Thinking

• Embrance Zen Marketing mastery

• Aggressively disprove so-called “best practices”

• Become an optimization champion

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1981

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Exploration Validation Conversion Optimization + =

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•  25+ optimization experts with clients globally

•  The best optimization process, experts and results


We focus on the process of optimization... a lot.

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SOURCE: ECONSULTANCY CONVERSION RATE OPTIMIZATION REPORT 2011

A structured optimization process makes you 200% as likely to get large sales lift.


THEY COMBINE THE YIN & YANG OF MARKETING

Optimization champions

are zen marketing masters

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Proven Quantitative Logical Solid

Intuitive Qualitative

Inspired Fuzzy


The best growth marketing programs promote exploration and validation

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Infinity Optimization Process

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Explore

Combines diverse information through the lens of the customer experience. Generates surprising customer insights to be validated.

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Eye tracking heatmap

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Behavior tracking mouse recording

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Explore

•  All data viewed through the customer’s perceptual lenses using the LIFT Model.

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TM LIFT Model

(Note: For more info, google “WiderFunnel Lift”)

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1 - Generate qualified enterprise leads 2 - Calculate lead value (demo vs phone) 3 - Maintain insights during two redesigns over 4 years.

Full service engagement using Infinity Optimization Process

88.6% site-wide lead conversion rate increase in first six months

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Explore

We conducted user surveys to explore call-to-action options and product perceptions.

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VALUE PROPOSITION: Of low interest for prospects, according to on-site surveys.

CLARITY: No consistent calls to action to guide visitors. Prospects are scrolling, but taking few actions.

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Hypothesis: Focus on Demo Request goal in header.

Enterprise Edition Homepage

Variation A

Hypothesis: Education focus to guide visitor through various value proposition points.

Testing hypothesis that Demos work well with this audience (77% male, ages 25-44)

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Enterprise Edition Homepage

Variation B

Call to action in addition to Free Demo. What will quality be vs Free Demo?

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Variation A Variation B Talk to a Specialist Isolation Free Demo + Education Focus

Control

Qualified Free Demo Requests:

Qualified Sales Calls:

(+2 Vars)

+ 11.2%

No change

+ 10.8%

+ ∞% (0 vs 196)

?

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6 months later...

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Lead Value

It turns out that “Talk to a Specialist” leads are worth more than Free Demo Request leads... much more.

Qualified Free Demo Requests:

Qualified Sales Calls:

+ 11.2%

No change

+ 10.8%

+ ∞% (0 vs 196)

Variation A Variation B

Revenue/Visitor: + 11.2% + 23.4%

= 8 x

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Explore

The business context shows that phone calls to sales should be their primary goal in all subsequent testing opportunities.


Growth + Insights = Awesome

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After 15 test rounds: 115% more qualified leads for Magento Enterprise

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•  Screencasting and video editing software

•  Conversion rate lift of 26% over 6 months

•  $2 Million revenue increase from optimization

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Distraction: Tiled images create a “false bottom,” blocking visitors from reaching feature copy

Distraction: Competing CTA’s with no price clarity

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é 11.5%

é 4.5%

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?

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é 26% sales lift

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“ Tangible products must be intangibilized to add customer-getting appeal, and intangible products must be tangibilized.”

– Theodore Levitt


THE PROCESS GENERATES AN UNENDING STREAM OF THEM.

Where do these ideas come from?

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Explore

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Increase affiliate revenue per visitor.

Full service engagement using Infinity Optimization

Process

>282% revenue increase after 3 years.

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Clarity: Repeats previous step headline

Clarity: Low button prominence

Distraction: Too many colors

Distraction: Gradient background

Distraction: Three column layout adds complexity

Distraction: Too much content for a simple action

Anxiety: Unable to select multiple providers at once

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Validate

Confirms the efficacy of creative insights through rigorous A/B testing. Generates new insights based on surprising customer behavior.

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Variation C

Control Variation A Reduce distraction + auto zip entry

Variation B Button isolation (vs B) Headline isolation (vs A)

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Variation C

Control Variation A Reduce distraction + auto zip entry

Variation B Button Isolation (vs B) Headline isolation (vs A)

+ 22.9%

+ 8.4%

+ 19.2%

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Validate

Design of Experiments is used to maximize the growth and insights results from experiments

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Control

Variation C CTA Isolation (vs B)

+ 22.9%

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Control Variation A Urgency subhead

Variation B Choice Isolation (vs A)

Variation C Lovability Isolation (vs B)

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Control Variation A Urgency subhead

Variation B Choice Isolation (vs A)

Variation C Lovability Isolation (vs B)

- 9.7%

+ 19.2% + 11.8%

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The “choice is yours” effect

A Meta-Analysis of the Effectiveness of the “But You Are Free” Compliance-Gaining Technique, 2012 – Christopher J Carpenter

Analyzed 42 studies that involved 22,000 participants. Telling the person they have the

freedom to choose nearly doubled sales success rates.

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TM LIFT Model


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Content page banner testing

Control

VarA -5.95%

VarB +3.43%

VarC -3.93%

VarD -0.16%

VarE +5.25%

VarF +7.34%

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TM LIFT Model


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“Married or not” cluster

“Qualify” Social Proof focus

Control Variation A

Variation B Variation C

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“Married or not” cluster

“Qualify” Social Proof focus

Control Variation A

Variation B Variation C

+ 14.0%

No Change + 40.39%

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Social proof (bandwagon effect) We tend to put our trust in

something because we

believe many other people

have put their trust in it first.

There is safety in numbers.


FOR THIS AUDIENCE AND CONTEXT!

Social Proof works

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0.0% Conversion Rate


Do test results fade over time?

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0% 18.8% 0% 11.8% 0% 0%

1 2 3 4 5 6

Six months of conversion optimization

Painful months

32.8%

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0% 18.8% 0% 11.8% 0% 0%

1 2 3 4 5 6

Six months of conversion optimization

Painful months

32.8% 36.8%

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0% 18.8% 0%

11.8% 0% 0%

11.4% 0% 0% 0%

19.7% 13.4%

1 2 3 4 5 6 7 8 9 10 11 12

12 months of conversion optimization Ouch!

100.8%

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0% 18.8% 0%

11.8% 0% 0% 11.4% 0% 0% 0%

19.7% 13.4%

1 2 3 4 5 6 7 8 9 10 11 12

12 months of conversion optimization Ouch!

100.8% 123.7%

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18.8%

11.8% 11.4%

19.7%

13.4% 7.3%

15.9%

12.8%

27.7%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

24 months of conversion optimization

259.8%

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18.8% 11.8%

11.4% 19.7%

13.4% 7.3%

15.9%

12.8%

27.7%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

24 months of conversion optimization

259.8% 282.2%

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How to become an invaluable marketing asset

• Use Framework Thinking

• Embrace Zen Marketing mastery

• Aggressively disprove so-called “best practices”

• Become an optimization champion

#SDAOM

Learn the 8 steps to become an optimization champion

Download the free “Optimization Champion’s Handbook”: www.WDRF.NL/handbook Or email: [email protected]


Profitable ‘A-ha!’ moments everyday.™


QUESTIONS?

Thank You

AOM16 The Future Belongs to the Optimizers

Marketing

Transcript of AOM16 The Future Belongs to the Optimizers