023: How to Improve Your eCommerce Conversion Rate Optimization Process - Chris Goward, WiderFunnel.com

07/31/14 • 35 min

Chris Goward, the Founder and CEO of Wider Funnel, is one of the world’s leading experts in website and ecommerce conversion rate optimization.

His company helps clients like Google, Electronic Arts, Iron Mountain, Magento, BuildDirect.com, and many others lift online results by up to 400% for lead generation, ecommerce, and affiliate companies by using the LIFT Model and the Kaizen Method.

Chris has presented on website and ecommerce conversion rate optimization at 100+ events in 30+ cities globally, including conferences like Search Engine Strategies, Search Marketing Expo, European Conversion Summit, and much more. He’s also been invited to speak on behalf of companies such as Google, Magento, Citrix, MarketingProfs, Unbounce and Optimizely.

In 2013, Chris authored “You Should Test That!“, his Amazon best-selling book that shows how leading companies are using marketing optimization techniques to dramatically lift their website revenue, and it’s recommended by highly-acclaimed thought leaders like Avinash Kaushik (also a guest on this show), Neil Patel, and executives from Microsoft, Dell, and Google.

In this episode Chris talks to us about ecommerce conversion rate optimization for companies looking to go from $1 million to $10 million in revenue.

Topics Discussed throughout this interview

How Chris developed WiderFunnel.com in 2007 before website and ecommerce conversion rate optimization was a common focus.
A high-level view of the 6 conversion factors you must pay attention to, a process called the LIFT Model - (we break down these 6 parts in the interview).
The strategic framework for approaching ecommerce conversion rate optimization called the Kaizen Method.
Radical site redesign vs Evolutionary site redesign.
Best ways to collect qualitative data.
Why we need to care about mobile and how to think about it from a ecommerce conversion rate optimization mindset.
How to decide between a responsive or dedicated mobile site.
Every business should have an ecommerce conversion rate optimization plan. If you don't you’re losing money and profits.
The one action Chris suggests you take today to turn more visitors into paying customers.

Links Mentioned

Thank You For Listening & A Simple Request

To get more awesome Ecommerce Influence content sent directly to your device and into your ears as they become available, you can subscribe on iTunes or Stitcher!

Also, ratings and reviews on iTunes (hopefully 5-stars!) help us tremendously a we’re very grateful for them.

We do read all of the reviews and we’ll answer your questions or comments on future episodes.

Cheers,

Austin & Chad!

Follow on Twitter:

Follow @chadvanags

Follow @a_brawn

Chris Goward, the Founder and CEO of Wider Funnel, is one of the world’s leading experts in website and ecommerce conversion rate optimization.

In this episode Chris talks to us about ecommerce conversion rate optimization for companies looking to go from $1 million to $10 million in revenue.

Topics Discussed throughout this interview

How Chris developed WiderFunnel.com in 2007 before website and ecommerce conversion rate optimization was a common focus.
A high-level view of the 6 conversion factors you must pay attention to, a process called the LIFT Model - (we break down these 6 parts in the interview).
The strategic framework for approaching ecommerce conversion rate optimization called the Kaizen Method.
Radical site redesign vs Evolutionary site redesign.
Best ways to collect qualitative data.
Why we need to care about mobile and how to think about it from a ecommerce conversion rate optimization mindset.
How to decide between a responsive or dedicated mobile site.
Every business should have an ecommerce conversion rate optimization plan. If you don't you’re losing money and profits.
The one action Chris suggests you take today to turn more visitors into paying customers.

Links Mentioned

Thank You For Listening & A Simple Request

To get more awesome Ecommerce Influence content sent directly to your device and into your ears as they become available, you can subscribe on iTunes or Stitcher!

Also, ratings and reviews on iTunes (hopefully 5-stars!) help us tremendously a we’re very grateful for them.

We do read all of the reviews and we’ll answer your questions or comments on future episodes.

Cheers,

Austin & Chad!

Follow on Twitter:

Follow @chadvanags

Follow @a_brawn

Previous Episode

022: Building a Bulletproof eCommerce Sales Funnel, Part 2 - Candid Conversation

Before starting this show make sure to check out part 1 where we talk about the first 2 steps in this 5-step bulletproof ecommerce sales funnel.

Funnel’s are extremely exciting to talk about because after you're done building a bulletproof ecommerce sales funnel you can often see 2, 5 or even 10x growth. In this episode we talk about the remaining three pieces of building a bulletproof ecommerce sales funnel and what that will mean to the growth of your business.

We'll also walk you through an example of exactly how to set this up for your business. It’s great to hear conceptually but this real life example will give you the steps necessary to implement this funnel for your business.

Topics Discussed Throughout This Interview

Why your core offer might not be the place you make your most profit
What McDonalds can teach you about building a bulletproof ecommerce sales funnel
You don’t have to live and die on the profits of a core offering
How to increase number of transactions per customer
A real example of a start to finish bulletproof ecommerce sales funnel

Links Mentioned:

Thank You For Listening & A Simple Request

To get more awesome Ecommerce Influence content sent directly to your device and into your ears as they become available, you can subscribe on iTunes or Stitcher!

Also, ratings and reviews on iTunes (hopefully 5-stars!) help us tremendously a we’re very grateful for them. We do read all of the reviews and we’ll answer your questions or comments on future episodes.

Cheers,

Austin & Chad!

Follow on Twitter:

Follow @chadvanags

Follow @a_brawn

Next Episode

024: Why Email Marketing Fails – Candid Conversation

There are a lot of reasons why email marketing fails. The question is, which is the reason why yours is failing?

Bad copy, uninteresting subject lines, failing to standout, not providing value are just some of the reasons why email marketing fails, and there are 4 kinds of bad online business emailers that only make the problem worse.

When done right, though, email marketing can have a huge positive brand and financial impact on your business. We've seen some companies implement great email marketing strategies where a majority of their emails get 10x the open rates and click-thru rates from their email community when compared to their competitors. The financial difference can be just as astounding.

In this episode we'll talk about why email marketing fails and what you what you need to do to find success with your email and increase the bottom-line.

Topics Discussed Throughout This Interview

The 7-8 main reasons why email marketing fails.
The different type of email failure profiles (the hammer, the discounter, the scattershot, the scaredy cat) You don’t want to be one of these.
The #1 mistake people are making with email marketing. Here's a hint: Segmentation.
How to make more sales by providing relevant offers.
The value of defining your best customers.
What can you learn from brick and mortar stores?
Why you should treat email like a direct mail campaign.
Break down of time to purchase data.
The number one reason email campaigns fail - Segmentation

Links Mentioned

Link to event in Austin

Thank You For Listening & A Simple Request

To get more awesome Ecommerce Influence content sent directly to your device and into your ears as they become available, you can subscribe on iTunes or Stitcher!

Cheers,

Austin & Chad!

Follow on Twitter:

Follow @chadvanags

Follow @a_brawn