Internet Marketing Conference 2009-05-27 Part five – Chris Goward
How to Use the Six Conversion Rate Factors to Lift Your ROI by Chris Goward, WiderFunnel
Conversion optimization is the art and science of scientifically testing layout and content changes to your website that maximize your leads and sales. Case studies from Rudder.com, ColonialCandle.com, and MerchantWarehouse.com using the WiderFunnel LIFT Model will illustrate how to profit from this proven process for continuous improvement.
Chris Goward, Cofounder and CEO of WiderFunnel Marketing, is one of the leading experts on website conversion rate optimization. Chris developed the Kaizen Method™ and LIFT Model™, which is taught at the University of Eastern Michigan Conversion Optimization course for creating top-performing landing pages and conversion funnels. He has helped lift conversion rates for companies such as Epson, Google, and SAP. His work has been published in Marketing Sherpa, Search Engine Watch, the Google blog, Search Engine Marketing Journal, and DM News. You’ll find him on Twitter at @chrisgoward.
I wasn’t sure what to write about Chris’s Keynote so here’s just my random notes for your information.
Conversation optimization
Value propostion
L.I.F.T
Relevance – how relevant is the result
Clarity- Visual and clarity
anxeity – what can casue that
Distruction – concentration
Example Rudder.com, a site that gives you Personal economic control for free.
Clarity – Tagline doesn’t the show the benefit
Headline doesn’t include keywords
Whats the Proment thing
Distractions – Animation if not tested, take it off
Subheads – Need to match headline
Many links makes distraction
A/B/n Testing – used to test the best design
Many read the caption under an Image first of all
Clustering testing
what about e-commerce
Value proposition
Clarity – don’t use too many categories
Uneven images – Makes a messy impression
Mixed links and inclickable head image
Anexiety – uneazy to find shipping informtion
Tips
- Start with A/B/n testing before multivariate
- Get the process right and you’ll get results (patiient needed)
- Hypothesis generation is more valueable than "Tips"
Email to Chris.Goward@WiderFunnel.com for free whitepaper
Summary
Chris gave a very interesting keynote and I learnt a lot that I will implemate on my pages later on. The most important lesson learnt is to listen to the users, gather their impressions and adjust acoording to the input given by them. Another is to make your site as clare as possible, never let it have an messy impression. Design is an keyfactor to success.
