Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy
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The document outlines a comprehensive strategy for developing and executing a successful conversion optimization strategy, emphasizing the importance of aligning business and website goals, identifying test opportunities, and creating testable hypotheses. It debunks common misconceptions about conversion optimization and highlights the need for continuous improvement through structured testing and analysis. Additionally, it announces the launch of conversionskills.com and a free landing page evaluation offer.
Conversion Rate Optimization at OMS - the 5 Step Conversion Optimization Strategy
- 1. How to Develop and Execute a Successful Conversion Optimization Strategy Connect here! Plus, Two Special Announcements! Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward
- 2. What do we do? Conversion Rate Optimization Testing Planning, copywriting, design & coding Landing Page Optimization Web Analytics & Unbiased AdWords Audits Results Conversion rate lift of 10% to 407% for every multi-test client The Conversion Optimization Agency
- 3. Who’ s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
- 4. Conversion Optimization Has Been Undersold
- 5. Let ’ s Correct Some Misconceptions
- 6. Conversion Optimization is NOT… “ Best Practices” Advice
- 7. Follow “Best Practices” Advice Green buttons work best… Red buttons work best… No, use orange buttons… Minimize form fields… Minimize clicks to conversion… Emphasize security icons… Security icons raise anxiety… Sex sells… Always include a smiling person... Never include people… Use long copy landing pages… Minimize your copy length… Lead with benefits… Lead with features… Etc…
- 8. Conversion Optimization is NOT… Multivariate Testing Weak Ideas Brilliant Results
- 9. Conversion Optimization is NOT… Just Design Testing (Please, no more button tests!)
- 10. Conversion Optimization is NOT… Conversion Rate Before & After Testing Old Page New Page
- 11. Real Conversion Optimization is… Conversion Optimization
- 12. E-Commerce Product Page (Site-wide)
- 13. Which Product Page Won? A B vs.
- 14. Test Result 42% E-Commerce Revenue Per Visitor Lift
- 15. Test Result 42% E-Commerce Revenue Per Visitor Lift Marketing Insight!
- 16. How? 5-Step Strategic Conversion Optimization
- 17. Business Goals Website Goals Conversion Optimization Goals
- 18. RV Travel Site-Wide Conversion Optimization
- 19. Align Objectives to Business Goals ? ? ? ? ?
- 20. Use the 5-Step Conversion Optimization Strategy Step 1 : Align Objectives to Business Goals Step 2 : Identify Test Opportunities
- 21. Conversion Funnel Opportunities Three Criteria: Traffic Cost Problems
- 22. Top Exit Rate Pages
- 24. Which Home Page Challenger Won? A B vs.
- 25. Test Result 60% Phone Call Booking Lift!
- 26. But, wait!
- 27. Test Result 12% Booking Drop!
- 28. How to Develop a Conversion Optimization Strategy Step 1 : Align Objectives to Business Goals Step 2 : Identify Test Opportunities Step 3 : Create Powerful Test Hypotheses
- 29. What Makes a Great Hypothesis? Testable Seeks to solve conversion problems Aims at gaining Marketing Insights
- 30. Knowing what to test : Using the LIFT Framework ™ (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
- 31. Persistent Call-To-Action Test A/B/n Test Site-wide PCTA Web Form & Phone
- 32. Develop Test Hypotheses WEAKNESS STRENGTH Clarity - Mis-aligned labels, fields and icons confuses eyeflow Urgency - No mention that RVs bookings are limited Relevance - CTA button copy is not specific or matched to headline Hypothesis: Visually aligning fields & labels will lift conversions Hypothesis: Changing button copy to match will lift conversions Hypothesis: Using limited availability will lift conversions
- 33. How to Develop a Conversion Optimization Strategy Step 1 : Align Objectives to Business Goals Step 2 : Identify Test Opportunities Step 3 : Create Powerful Test Hypotheses Step 4 : Execute a Cycle of Continuous Improvement
- 34. Use a Systematic, Repeatable Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan
- 35. How to Develop a Conversion Optimization Strategy Step 1 : Align Objectives to Business Goals Step 2 : Identify Test Opportunities Step 3 : Create Powerful Test Hypotheses Step 4 : Execute a Cycle of Continuous Improvement Step 5 : Analyze Results for Insights For more: Download the Whitepaper URL: widerfunnel.com/white-paper-5-steps Or search: “widerfunnel white paper”
- 36. Special Announcement #1 ConversionSkills.com just launched! Test your Conversion Skills View case studies Find out what really works ConversionSkills.com Go to:
- 37. Free Offer: Custom Landing Page Evaluation Interested in a Free Landing Page Evaluation ? 10 time slots are available Scheduled on a first-come, first-served basis To Qualify: Send an email to: OMS@ WiderFunnel.com Tell us the URL of the web page you ’ d like evaluated Minimum 30,000 unique visitors per month Special Announcement #2