WiderFunnel Case Study

Landing Page Layout Experiments to Maximize Affiliate Marketer’s Revenues

The Client: Optimum Interactive

Los Angeles-based Optimum Interactive LLC is a fast-growing, successful online company offering a complete range of advanced performance marketing services that support client campaigns from start to finish.

One type of service they provide is Affiliate Marketing. In this industry, Optimum Interactive leads the marketplace with tactics that maximize clients’ return on investment. Their multiple product websites provide a comprehensive resource for people looking to research, compare and purchase products best suited to their needs.

As an Affiliate Marketer, Optimum Interactive is compensated by the individual client companies for bringing successful customers to their websites.

Business Need

Optimum Interactive’s affiliate web sites are differentiated by their in-depth product reviews. Through its editorial team, Optimum Interactive invests significant resources aggregating and organizing detailed information about the products and markets to assist consumers’ purchase decisions.

To reach consumers, Optimum Interactive invests a significant budget in Search Engine Marketing (search engine optimization and pay-per-click advertising) with all the major search engines.

The key to Optimum Interactive’s success and increased profitability is to convert more web visitors into product sales without increasing the marketing budget spent driving them to the website.

To accomplish this, Optimum Interactive needs to present the right product offer with optimized content and design that will persuade them to click on their selection and buy.

Challenges

Optimum Interactive faces a key challenge when presenting anonymous web visitors with the right credit product offer on their many websites: presenting a very large quantity of information quickly and meaningfully and in a highly appealing format so that web visitors, who are most likely also shopping competitive websites, promptly click on their selected product.

The challenge, then, for Optimum Interactive is to meet the web visitors’ short attention span and provide all the relevant product information at the same time.

Solution

Working with WiderFunnel Marketing, Optimum Interactive selected one of its affiliate property categories for a pilot project to develop persuasive design, layout and copy that would increase their conversion rate.

From the start, “appealing and engaging” was objectively defined by the online conversion rate: the new design and layout had to beat the conversion rate of the existing Control.

In order to determine the online presentation that would optimize the website’s visitor-to-customer conversion rate, WiderFunnel Marketing used its proprietary Kaizen Method™ and L.I.F.T.™ tool to analyze the existing affiliate property categories web pages and develop a Funnel Experiment™ (FunEx™) Map.

The FunEx Map consisted of two hypotheses to increase the conversion rate:

  1. More graphical layouts with simplified content will reduce Anxiety and Distraction
  2. Layout with simplified Google-like results listing will reinforce non-bias and reduce Distraction

The FunEx strategy consisted of an A/B split test with two variations against the Control to rapidly achieve statistically significant results. Google Website Optimizer was recommended as the testing and optimization platform.

Once statistically significant data was collected, WiderFunnel analyzed results and presented to Optimum Interactive for rollout – and further conversion rate improvement.

Results

While the winning page design is confidential, Optimum Interactive is happy to announce that both alternate layouts that WiderFunnel developed are delivering a significant improvement over the original page:

  • Variation 1 produced a lift of 40.7% over Control
  • Variation 2 produced a lift of 41.67% over Control

The client is very pleased with the results of the pilot and continues to run follow-up FunEx rounds with WiderFunnel Marketing to further refine and optimize results.

“Using their Kaizen method, Wider Funnel has been running the online experiments and delivering the results intelligence we needed to dramatically improve our customer conversion rates. The results from WiderFunnel’s optimization have been stunning.

They have almost doubled our conversion rate. I’m floored by the results. Remarkable!”

Bill Hazelton, Managing Partner, Optimum Interactive