Attempting to do Conversion Rate Optimization without a strategy is like a powerboat with no rudder. You'll go in the wrong direction fast!
In this session, you'll learn from leading CRO strategist, Chris Goward, how to build a strategy that drives business results. Use his 5-Step Strategy as a planning framework to dramatically improve your conversion rates and revenue. Includes an introduction to the PIE Framework(TM) for prioritizing optimization opportunities.
With practical examples, you'll find out where to focus, what to test and how to avoid common mistakes.
Conversion rate dissatisfaction is growing year over year. Companies are realizing that their conversion rate needs to improve.
But itâs getting harder to achieve conversion rate improvement. Companies who say their conversion rate has improved decreased 5% in one year. Itâs getting harder for many companies to make progress because theyâre doing it wrong.
We know that Conversion Optimization works. At WiderFunnel, our average conversion rate lift is 23% for ecommerce and 49% for lead gen. Iâm going to show you how to get there with the 5 step conversion optimization strategy.
But before we get into the examples and framework, I want to correct misconceptions about Conversion Optimization.
Conversion Optimization is not just about getting advice. There are a lot of consultants willing to hand out advice about how your website and landing pages should be handled. Even if the consultant has run a few tests, without the trend-spotting that can *only* come from thousands of test results, their advice can be shallow. Ask yourself how much of their advice has been tested. If not, where is it coming from? Your best advice will come from conversion strategists who do the most testing (like we do at WiderFunnel, for example) â Best Practices â advice alone also ignores the context of your unique business situation.
Some consultants will tell you that you should always use green buttons maybe because theyâve seen a single test where a green button won.
Others will tell you that red beats green.
I can point to other blog posts that say you should always use orange buttons.
As you can see from just some of the buttons on WiderFunnelâs winning tests, the best buttons change dramatically based on the situation.
The false promise of multivariate testing is that putting any ideas into a complex tool will give brilliant results. Tool vendors have to sell you on the latest whiz-bang features so youâll pay high monthly subscriptions. But, the dirty little secret of CRO is that A/B/n testing will usually give the best results. By the way, weâre seeing this play out again with the promise of mass personalization and big data. Without a strategy, the tools wonât deliver.
MVT was the technology that would increase everyoneâs conversion rates. But this is what most companies ended up with. Tests that run forever and never achieve statistical significance. In six months of testing, would you rather run one MVT test with no significance or 6 strategically-planned A/B tests with significant conversion rate lift?
Usability testing can only tell you whether a person has the skill to do what you tell them to do. It doesnât test how to persuade them to *want* to do it. The Hawthorne Effect is well a researched phenomena that shows artificial situations are not predictors of real-world behaviour. The Observer Effect is also at play. Observers canât help but influence the results.
So, what is conversion optimization really, then? Itâs the intersection of three thingsâŠ
⊠Let â s think about how this relates to your website
This test didnât just focus on usability or only on marketing. Both are needed to get this result.
Plus, theyâre developing marketing insights from their conversion strategy.
Today I â m going to show you some examples and principles that have gotten these results for clients in all industries. The reason I â m showing this is that the frameworks I â ll show you are working in all types of businesses. And we â re seeing a lot of benefit from the cross industry view. Principles from our B2B and lead gen testing are being proven to work in our e-commerce clients and vice versa.
At WiderFunnel, we run workshops to help our clientsâ understand how their business goals, website goals, unique value proposition and target audience personas work together.
The PIE Framework helps you prioritize your conversion optimization opportunities.
Since weâre in Florida, I thought this mnemonic would be helpful. When you need to remember which page to test first, just think of a beautiful Florida key lime pie.
Hereâs how the PIE Framework works.
Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.