Chris Goward's Blog, page 16
May 31, 2016
What does Evolutionary Site Redesign in action look like? Like this.
TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here.
The company
The hero section from weBoost’s (current) homepage. Our partnership with weBoost began in the summer of 2015. weBoost is an ecommerce retailer and manufacturer of cellular signal bo...
May 17, 2016
How to interpret scrollmaps for effective A/B testing
Like, the good ‘ol days of records, cassette tapes and CDs? The days before iTunes made it easy to be a one-off consumer, obsessed with the next, delicious single?
Well… your web page is your hit album. When you created it, you probably envisioned it in its entirety, as the sum of its parts. For you, each section on your page is a part of the narrative.
But, visitors often have short attention spans. They’re hun...
May 3, 2016
How to succeed at segmentation and personalization
I’m terrible at remembering names.
I was in high school when I first read How to Win Friends and Influence People by Dale Carnegie. One of the six ways he said to make people like you is “Remember that a person’s name is, to that person, the sweetest and most important sound in any language.”
According to Dale Carnegie, people love to hear their own names. It’s true. People love the sound of their own name.
So, I’ve tried. And I’ll keep trying. In the meantime, please forgive me if I ask you...
April 5, 2016
The high cost of conversion-before-education thinking
Do your visitors have all the information necessary to buy with confidence? Or, are you setting them up to become satisfied customers?
A couple of weeks ago, I wrote a post called The problem with your high conversion rate. In it, I focused on the dangers of optimizing for the click rather than for your customer, and the internal steps you can take to avoid doing just that.
But there’s another side to ensuring that your opti...
March 22, 2016
The problem with your high conversion rate
You shouldn’t have any trouble answering that question. And yet, when it comes to conversion optimization, there’s often a large disparity between:
What marketers are measuring, and Their ultimate business objectivesMany companies fall into the trap of optimizing for the conversion rather than for the bottom-line. But this ‘click-first focus’ can have a truly negative impact on your business.
Even when you’re tracking the ‘right’ goal, like an order...
March 15, 2016
How we partnered with HD Supply to lift their A/B testing to the expert level
TL;DR: This is the story of how we partnered with HD Supply to help them implement a customized optimization program, enhancing their user experience and ultimately increasing their conversions. Read the full conversion optimization case study here.
A partnership is born
Our partnership with HD Supply Facilities Maintenance (who we’ll refer to as ‘HD Supply’) began back in 2012. The relationship began with a long courtship process, and in the end, the testing partnership that blossomed betwe...
March 8, 2016
How to write a hypothesis
The potential for your marketing improvement depends on the strength of your testing hypotheses.
But where are you getting your test ideas from? Have you been scouring competitor sites, or perhaps pulling from previous designs on your site? The web is full of ideas and you’re full of ideas – there is no shortage of inspiration, that’s for sure.
Coming up with something you want to test isn’t hard to do.
Coming up with something you should test can be hard to do.
Hard – yes. Impossible? No...
February 23, 2016
Is your biggest A/B testing barrier a technical one?
When you think of ‘conversion optimization’, what’s the first thing that pops into your head?
Testing buttons? Other design elements? Using persuasion techniques and psychological triggers? Landing page optimization? Yes! I want more clicks! Yes! I want more money!! WHAT THE HECK IS CONVERSION OPTIMIZATION!?Okay, okay, we could do this for a while. Here’s the point…
When marketers talk about conversion optimization, we tend to talk about all of the factors that go into creating an experime...
Is your biggest a/b testing barrier a technical one?
When you think of ‘conversion optimization’, what’s the first thing that pops into your head?
Testing buttons? Other design elements? Using persuasion techniques and psychological triggers? Landing page optimization? Yes! I want more clicks! Yes! I want more money!! WHAT THE HECK IS CONVERSION OPTIMIZATION!?Okay, okay, we could do this for a while. Here’s the point…
When marketers talk about conversion optimization, we tend to talk about all of the factors that go into creating an experime...
February 9, 2016
5 business must-haves for successful conversion rate optimization
So, you want to start your A/B testing program…
Mr. T’s words of wisdom. You’ve learned about the benefits of conversion rate optimization and you’re ready to take the plunge.
If you’re like most marketers entering the CRO game, you’ve probably got one question on your mind: Where the heck do I start?
When WiderFunnel launched in 2007, CRO was a foreign concept. Today, “conversion optimization”, “CRO”, “growth hacking”, “lean enterprise”, “growth optimization”, and “optimization strategy” are...
