"I believe that Conversion Optimization has been undersold. We have thousands of beautiful visitors coming to our websites, just waiting to tell us what persuades them to act. And what are doing? We are testing button colors and headlines. There is more power in Conversion Optimization than tweaking and tuning little changes on your site."
Chris Goward, Co-Founder & President of WiderFunnel, describes how to get results in conversion optimization. Goward expresses concern over the fact that so much of testing focuses on minutiae like button color or headline color.
Conversion optimization has been undersold. Thousands of users are in the site, and they can tell you what impacts their usage. Best practice advice is limited in impact and in accuracy. Often consultants tell you a 'best practice,' and it's not true, or it's not true in your case.
There are three components to real conversion optimization:
He gives the example of allPopArt which allows users to upload a photo, choose a style, and have the photo altered to a particular style, and then have the result printed on canvas. They needed to raise sales, so they did the following test:
Variation B had a 42% lift in e-commerce revenue, and a slightly higher conversion rate overall. They also discovered the basic principle of giving the value proposition for a new service above the fold, and reserving the call to action for lower down on the page may be more effective.
For his second example, he describes a Canadian vacation booking site, and guides us through the whole process for improving their site.
This is a continuous cycle, because once insights are generated, they lead to the next round of LIFT Analysis and Hypothesis Creation.
Chris Goward is Co-Founder and President of WiderFunnel, the Conversion Optimization company. His A/B/n and Multivariate testing methods help clients improve online results by up to 400% for B2B, B2C, lead generation, e-commerce and affiliate companies. The LIFT Framework and Kaizen Method he developed are proven to work across industries.