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Online Software Company Boosts Downloads by 17.4% through Conversion Optimization Testing (and Surprises the Experts!)

Today’s Webinar:. Online Software Company Boosts Downloads by 17.4% through Conversion Optimization Testing (and Surprises the Experts!). Presenters:. Brendan Regan Sr. Conversion Strategist, WiderFunnel. Bruce Sharpe CEO, Singular Software. Before we get started.

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Online Software Company Boosts Downloads by 17.4% through Conversion Optimization Testing (and Surprises the Experts!)

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  1. Today’s Webinar: Online Software Company Boosts Downloads by 17.4% through Conversion Optimization Testing (and Surprises the Experts!) Presenters: Brendan Regan Sr. Conversion Strategist, WiderFunnel Bruce Sharpe CEO, Singular Software

  2. Before we get started... • This presentation deck will be available to you after the webinar • Use Questions Pane with questions or comments in real time • There will also be Q&A at the end Free Offers! • Get a Custom Landing Page Evaluation • Qualify for Free Offer to help you increase your Pages’ Conversion Rates • Access ROI Impact Calculator Worksheet for Free Trial Business Models – and build your business case

  3. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

  4. Our Guest Presenter: • Bruce Sharpe Originally educated as a mathematician, Bruce has a career that spans: • quantum field theory • satellite orbit modeling • digital image analysis • enterprise content management • And now: podcasting and video production. In 2008, Bruce founded Singular Software, a company dedicated to making tools that save hours in post-production by automating lengthy tasks. Bruce Sharpe Singular Software

  5. Presenter: Brendan Regan Online marketing experience: • copywriting • software development • web design • conversion rate optimization Passionate about the topic of marketing optimization, Brendan has: • written over 90 blog posts • spoken at Search Engine Strategies and Conversion Conference • guest lectured at University of Washington Business School Brendan Regan WiderFunnel

  6. What do we do? Conversion Optimization Testing Planning, copywriting, design & coding Landing Page Optimization Web Analytics & Adwords Audits Guaranteed Results You will get conversion rate or revenue lift The Conversion Optimization Agency

  7. Who’s Getting Results? Our Clients: Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

  8. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

  9. Let’s start with a little warm-up!

  10. Lots more case studies… Or just Google: “widerfunnel case studies” WiderFunnel.com/proof/case-studies

  11. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

  12. About Singular Software • Established in 2008 • Singular Software: • Pioneers the development of workflow automation applications for audio and video professionals • Its breakthrough solution: PluralEyes • PluralEyes offers innovative technology to automate and simplify multi-camera, multi-take and dual-system audio workflows • Singular Software products support industry leading non-linear editing products

  13. The Business Need • Online marketing strategy: Drive prospects to download free trial versions of PluralEyes • Once editors realize how much time and effort they save by using PluralEyes along with their favorite video editing software, they buy • But, in order to have more “buyers,” they needed plenty of “triers”! • Need: lift the conversion rate for the free 30-day trial

  14. The 7-Step Conversion Testing Process Kaizen Plan 1 LIFT Analysis

  15. Urgency Knowing what to test: Using the LIFT Framework™(Landing page Influence Function for Tests) Clarity Relevance Distraction Anxiety (For more info, Google “WiderFunnel Lift”)

  16. LIFT™ Analysis • Clarity: Atypical CTA labels e.g. “try” vs. ‘download’ • Relevance: Fishy hero image • Clarity: No main headline at top of page • Relevance: No connection to entrance keywords • Clarity: Extra click needed to download • Clarity: Not enough product information • Relevance: Supported products mentioned, but no visual cues • Value Proposition: Unclear how many times downloaded • Clarity: Overwhelming technical install details

  17. The 7-Step Conversion Testing Process 2 Hypothesis Creation Kaizen Plan 1 LIFT Analysis

  18. Hypothesis Creation • Clarity: Atypical CTA labels e.g. “try” vs. ‘download’ Using “Download” on Call-to-Action buttons… • Relevance: Fishy hero image Replacing fish with product shot or video… • Clarity: No main headline at top of page Addition of Value Proposition headline… Turn problems into hypotheses • Relevance: No connection to entrance keywords Addition of keyword-relevance… • Clarity: Extra click needed to download Removing unnecessary click to download… • Relevance: No visual cues for products mentioned Addition of complementary product logos… • Clarity: Overwhelming technical install details Simplifying install instructions display… …will lift download CR%

  19. The 7-Step Conversion Testing Process 2 Hypothesis Creation Kaizen Plan 3 Funnel Experiment Map 1 LIFT Analysis

  20. Funnel Experiment Map A B • Test Structure: A/B/n • Duration Estimation: 3 Variation pages plus Control • Variation Wireframes/Concepts C

  21. The 7-Step Conversion Testing Process 2 Hypothesis Creation Kaizen Plan 3 Funnel Experiment Map 1 LIFT Analysis 7 Results Analysis 4 Graphic Design & Copy 6 Experiment Launch 5 Technical Install

  22. Variation A: ‘Minimalist’

  23. Variation B: ‘Screen Shot’

  24. Variation C: ‘Video Isolation’ Isolated Variable: EmbeddedVideo

  25. Which Test Variation Won? A B C

  26. Test Results: 17.4% Higher Download Conversion Rate!

  27. Test Results 35.9% Higher Conversion Rate due to No Video!

  28. The 7-Step Conversion Testing Process 2 Hypothesis Creation Kaizen Plan 3 Funnel Experiment Map 1 LIFT Analysis 7 Results Analysis 4 Graphic Design & Copy 6 Experiment Launch 5 Technical Install

  29. Important Takeaways • Conversion Optimization testing can significantly lift downloads for software businesses • Up-front planning and defined process delivers more reliable results than testing the latest “tips” or “best practices” • Isolate key variables for additional, crucial learning • Don’t buy into latest fad: test first!

  30. Questions? Brendan Regan Sr. Conversion Strategist, WiderFunnel Bruce Sharpe CEO, Singular Software Ask questions using the panel to the right 

  31. FREE Offer #1: Interested in a Free Landing Page Evaluation? • 10 time slots are available • Scheduled on a first-come, first-served basis To qualify: • Email to: Hello@WiderFunnel.com • Tell us the URL of the web page you’d like evaluated • Minimum 30,000 unique visitors per month, some conditions apply

  32. FREE Offer #2: • Get your own ROI Impact Calculator Worksheet • and build your own business case for testing To download: • Visit: WiderFunnel.com/webinar

  33. Would you like a copy of this presentation? Send an email to Hello@WiderFunnel.com

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