Podcasts Business Marketing Speak 113. Crank Up Your Websites Conversion Rate with Chris Goward

113. Crank Up Your Websites Conversion Rate with Chris Goward

Published: Dec. 20, 2017, 5 p.m.

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Today\'s guest, Chris Goward, is here with valuable strategies and tips for optimizing your website\\u2019s conversion rate. His advice will help you get more people to sign up for your newsletter, buy your products, make inquiries, and more. Chris is an expert on conversion rate optimization and is the author of the best-selling book You Should Test That. He\\u2019s also the founder of WiderFunnel.

Find Out More About Chris Here:

Chris Goward on WiderFunnel
 Chris Goward on LinkedIn
 @chrisgoward on Twitter
 Widerfunnel.com
 WiderFunnel Blog

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In This Episode:

  • [01:16] - Chris begins by taking a moment to explain his framework, called the LIFT Model.
  • [04:04] - Stephan points out BOB (the \\u201cbig orange button\\u201d) as an example of what Chris has been talking about.
  • [04:56] - What does Chris mean when he says that \\u201ccontext matters\\u201d?
  • [06:48] - Chris talks about some things that are more important to test than the color of the button. One example is the copy on the button.
  • [08:44] - What are some things one could do to eliminate or alleviate people\\u2019s anxiety on your page?
  • [11:12] - Chris explains why analysis is important both before and after an experiment.
  • [14:01] - Stephan talks about a specific set of seals, from SafeSiteCertified. He and Chris talk about the effectiveness of having this kind of seal on your page.
  • [15:27] - We learn about distractibility and how to reduce people\\u2019s distractions. Stephan links this to the paradox of choice.
  • [19:25] - Stephan circles back to the idea of optimizing and testing button copy, specifically addressing the choice of first-person or second-person language on the button.
  • [24:30] - Can the use of urgency and scarcity on your page work against you instead of to your benefit?
  • [26:17] - Chris returns to the topic of curiosity in marketing and conversions. Stephan gives a specific example of a headline that evokes curiosity.
  • [28:23] - People act in ways that are predictable, yet are often counterintuitive and don\\u2019t make sense rationally. Chris explains that we make decisions emotionally and then defend them rationally.
  • [31:41] - What would be an example of the experiments that Chris has mentioned running?
  • [34:21] - We move from the LIFT Model to the Infinity Optimization Process.
  • [38:21] - Stephan talks about Bill Donius, an expert on right-brain thinking, and explains some techniques of Bill\\u2019s that he has used.
  • [41:25] - We learn more about the structure and format of Chris\\u2019s LIFT Zone meetings.
  • [42:27] - What are the values in Chris\\u2019 meetings and company?
  • [44:51] - Chris shares some of his favorite tools with listeners. These include, for example, Optimizely and Hotjar.
  • [47:25] - Chris describes the difference between A/B testing and multivariate testing and discusses the uses of each.
  • [52:54] - Where can interested listeners find Chris or get in touch with him?

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Links and Resources:

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