Landing Page Optimization case study compares people vs product
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Transcript of Landing Page Optimization case study compares people vs product
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
The 7 Critical Steps for The 7 Critical Steps for Conversion Optimization SuccessConversion Optimization Success
Chris GowardCo-Founder & CEOWiderFunnel@chrisgoward
Landing Page Optimization for Online Sales Lift
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Presenter: Chris Goward, Co-Founder & President
• Marketing strategist & entrepreneur
– First website build: 1994
• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen
• In demand as a speaker globally: San Francisco, New York, Las Vegas, London, Copenhagen, Frankfurt, etc.
• Upcoming Conversion Optimization book by Wiley
– For first release news, sign up for the blog at: www.widerfunnel.com/blog
Chris Goward Co-Founder & PresidentWiderFunnel@chrisgoward
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
RelevanceClarity
AnxietyDistraction
Urgency
TM
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Control
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
LIFT™ Analysis 1. Value Proposition: Blurry copy points undermine message
2. Clarity: White copy under-performs on black on white
3. Clarity: Intro bullets do not specify the difference between ONP and other printers
5. Distraction: Unrelated offers in right column and products in left column clutter the page
6. Clarity: Secondary newsletter signup CTA takes primary location7. Value Proposition: “Unique” in-bullet point may not be a compelling selling point for the paper
8. Clarity: Button copy contains no verbs
4. Clarity: No indication near CTA how long the design and/or printing process will take
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
LIFT™ Analysis
9. Clarity: Unclear what differentiates the two designer tools
11. Clarity: The bottom two CTA options are below the fold
10. Clarity: The images may be polarizing and, in some cases, reduce conversions
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
A/B/n SwapBox Placement
SwapBox
Variation AVariation A
Variation BVariation B
Variation CVariation C
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Variation A
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Variation B
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Variation C
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Guess which Test Variation won?
A
B
C
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Winner is Variation B – 210% lift!
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Controlled Test Result
Marketing Insight!
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Special Announcement #1
ConversionSkills.com launched!
ConversionSkills.comGo to:
• Test your Conversion Skills• View case studies• Find out what really works
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
New Book!ConversionSecrets Revealed
Sign up for a free chapter:
YouShouldTestThat.com
Special Announcement #2
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© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
Tweet this: @chrisgoward #CRO
Want to increase your conversion rate? • Email: [email protected] • Or call +1 (604) 800-6450