1. How to optimize your
paid search marketing
Plus a free offer...
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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2. The Conversion Optimization Agency
• Conversion Rate Optimization
– Strategy, design, copywriting & testing
– Landing Page Optimization
• Advanced optimization for complex businesses
• Conversion rate lift of 10% to 750% for every retainer client
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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3. Principle 1:
“Best Practices” are dead
Don’t just take our advice. Test it.
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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4. Tips and “Best Practices”
Miss Your Unique Context
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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5. Truth: Nothing Beats Testing Experience
= Runs More Tests
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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6. How?
Create Powerful Hypotheses
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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7. These Frameworks Work in All Industries
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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8. Knowing what to test: Using the LIFT™Model
Clarity
Relevance
TM
Urgency
Distraction
Anxiety
(Note: For more, search “WiderFunnel Lift”)
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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9. The LIFT Analysis
Provider of playable
game demos for game
retailers
Ads on e-commerce site
needed more demo
plays
Game Logo
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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10. The LIFT Analysis
Distraction: The graphic
overpowers the messaging
Clarity: Color blends in to
the background
Clarity: Design does not
look clickable
Clarity: The hover state is
too subtle
Clarity: Not clear that it’s a
demo vs. game option
Game Logo
Clarity: No social proof
Clarity: How to play “In
your browser” is unclear
Clarity: Shape leads to
banner blindness
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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11. The “Big Idea”
Game Logo
The banner should integrate with the
page, look less like an “ad”
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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12. Which Challenger Won?
A Game Logo
vs.
Game
B
vs.
Game
C
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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13. Controlled Test Result
75%
Demo Play
Conversion Rate Lift!
Game
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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14. Principle 2:
Focus on Your Value Proposition
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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15. Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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16. What is your most important leading message?
Highest Quality
• Most RAM
• Shiniest screen
• Cleanest offices
• Best-looking waiters
Best Service
• Convenient locations
• Fastest shipping
• Free shipping
• Lifetime warranty
• More colours
• Mac Compatible
• Quietest running
• Plushest fur
• Etc.
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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17. Principle 3:
Synchronize Your Funnel
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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18. Awareness Activity
Direct
Response Referral Email Affiliate
Social
Direct
Response Channel
Ads
Organic
Other
Search Landing Pages
Product Category
Detail About Pricing Content
Pages Pages Us
Call- to -Action
Conversion
Funnel
Sales Conversion
Post-Purchase
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
| 301302/ Ch00 fig 00 F01000.eps 10/02/12 rs

19. Ad testing: Testing tips & tricks only
Ad & Landing page: Testing new value proposition
Insurer
#1
Insurer
#2
Insurer
#3
Insurer
#4
Full funnel: Maximum conversion optimization
Insurer
#1
Insurer
#2
Insurer
#3
Insurer
#4
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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20. Remember
Principle 1 – “Best Practices” are dead
You Should Test That!
Principle 2 – Focus on your Value Proposition
What is your best leading message?
Principle 3 – Synchronize Your Funnel
Test your entire experience
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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21. WiderFunnel’s Optimization System
1. Where to Test?
We build your Kaizen Plan
– Business Discovery
– Heuristic Analysis
– Web Analytics
2. What to Test?
We perform LIFT analyses on key pages
– WiderFunnel LIFT Model ™
– Experiment Insights
3. How to Test?
We run your Funnel Experiments™
– The 7-Step, full service, continuous improvement testing cycle
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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22. Free Offer: Custom Web Page Evaluation
Interested in a Free Conversion Page Evaluation?
• 10 time slots are available for session attendees
• Scheduled on a first-come, first-served basis
To Qualify:
1. Email: Hello@widerfunnel.com
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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23. You Should Test That!
Sign up for a free chapter:
YouShouldTestThat.com
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
|

24. The Conversion Optimization Agency
• Conversion Rate Optimization
– Strategy, design, copywriting & testing
– Landing Page Optimization
• Advanced optimization for complex businesses
• Conversion rate lift of 10% to 750% for every retainer client
• Get more information at http://www.widerfunnel.com
• Connect with us:
– Twitter: @widerfunnel & @chrisgoward
– Google+: http://bit.ly/widerfunnelplus
– Facebook: https://www.facebook.com/widerfunnel
– Blog: http://www.widerfunnel.com/blog
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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