Chris Goward's Blog, page 23
May 19, 2013
How to Prioritize Conversion Rate Optimization Tests Using PIE
One of the most common questions I’m asked about conversion optimization is:
“How do I figure out where to test first?”
It’s a smart question to ask. You can’t test all pages at once. With limited time and resources to commit and, most importantly, limited traffic to allocate to each test, test prioritization is an important part of your conversion rate optimization plan.a.tooltip {outline:none;text-decoration:none; color:#000} a.tooltip c {min-height:30px; border:solid 2px #ccc; padding:5px;...
April 21, 2013
If Content Is King, Revenue Is Queen
I’m going to tell you a few things that you may not know.
One: Bill Gates coined the phrase “Content is King”.a.tooltip {outline:none;text-decoration:none; color:#000} a.tooltip c {min-height:30px; border:solid 2px #ccc; padding:5px; background-color:#FFF;margin-top:0px; display:block; width:290px;-webkit-border-radius: 6px;-moz-border-radius: 6px;border-radius: 6px; font-size:14px; font-family:sans-serif;color:#333;} a.tooltip > span { width:300px; padding:6px 13px 10px 13px; margin-top: -7p...
April 7, 2013
The Value of Not Knowing (or Ignorance Creates Courage)
When I started WiderFunnel, I wasn’t an industry “insider.” I wasn’t involved in the search marketing or user experience industries. I didn’t go to conferences or talk to experts. I didn’t have advisors or mentors to show me the ropes (or talk me out of my plans.) I didn’t have a prominent reputation to rely on.
I didn’t know all the reasons that WiderFunnel had no chance to succeed.
I simply believed two things: 1. I could improve most websites agencies were building and 2. I had nothing to l...
April 1, 2013
The Top 5 Surprising Tips from A/B Tests
Since 2007, WiderFunnel has been testing websites for all manner of businesses. From the results of thousands of tests, we’ve discovered what really works to maximize conversion rates.
But, that doesn’t mean test results can’t surprise us. We often test innovative experiences that push the boundaries of what’s expected.a.tooltip {outline:none;text-decoration:none; color:#000} a.tooltip c {min-height:30px; border:solid 2px #ccc; padding:5px; background-color:#FFF;margin-top:0px; display:block;...
March 24, 2013
Conversion Optimization in a Multi-Device World
I’d like to share a summary of a talk I gave recently at SES and SMX. It also made it to the front page of Slideshare in the “Hot” topics section and I thought you’d like to see it too.
I co-presented at SMX with Jeff Allen of Hanapin Marketing who gave a detailed (if slightly depressing for some who aren’t prepared) presentation about how to deal with Google’s changes to mobile PPC with Enhanced Campaigns. Jeff’s a smart guy and has figured out how to manage the upcoming changes. In short:...
March 18, 2013
Use These 3 Points to Create an Awesome Value Proposition
Your value proposition determines your potential conversion rate.a.tooltip {outline:none;text-decoration:none; color:#000} a.tooltip c {min-height:30px; border:solid 2px #ccc; padding:5px; background-color:#FFF;margin-top:0px; display:block; width:290px;-webkit-border-radius: 6px;-moz-border-radius: 6px;border-radius: 6px; font-size:14px; font-family:sans-serif;color:#333;} a.tooltip > span { width:300px; padding:6px 13px 10px 13px; margin-top: -7px; margin-left: -27px; opacity: 0; visibility...
March 10, 2013
How Behavioural Design Creates the Best User Experiences
A recent article by Tim Harford in the Financial Times explains why certain types of technology play such a prominent role in our understanding of the technology landscape: namely software-based technology. The reason for this, he says, is that software developers have found a powerful formula by combining user experience design expertise with scientific testing.a.tooltip {outline:none;text-decoration:none; color:#000} a.tooltip c {min-height:30px; border:solid 2px #ccc; padding:5px; backgrou...
February 27, 2013
Are You Your Agency’s Best Client? A Conversation with Ruth Burr of SEOmoz
Did you know that some companies get much better results from their agencies than others? If you’re surprised by that, you may not be getting the most you can out of your agency relationships.
I moderated an interesting panel discussion at PubCon Las Vegas in 2012 where Ruth Burr reminded me of the importance of this topic. Below is a follow-up interview I had with Ruth that I think you’ll find useful if you use agencies. By the way, this works for SEM Agencies, Design Agencies and, of course,...
February 17, 2013
Online Testing: The Ultimate Customer Research
I may have lied.
I was young. I had no money. I wanted to be cool. And to get some free food.
So, as a marketing intern, I “customized” my answers to their profiling questions to what I thought they were looking for.
There’s no harm done, after all, I thought. This behemoth video-game company can afford to include me in their focus group, even if I’m not really a hard-core gamer they’re hoping to hear from.
Plus, they’re offering free pizza and a video game. That’s, like, a $70 value!
So, I fin...
January 13, 2013
The Book that Redefines Conversion Optimization: You Should Test That!
I’m excited to announce that my new book is now shipping from Amazon!
You Should Test That: Conversion Optimization for More Leads, Sales and Revenue or The Art and Science of Optimized Marketing
is now available!
It may be the longest book title ever, but hopefully it makes sense when you see the cover design.
You can simply call it You Should Test That!
You Should Test That!—the book that redefined conversion optimization
In this post, I’d like to share some of the background, how this happen...
