Our Strategic Process for Conversion Optimization
WiderFunnel is the developer of industry-first Kaizen Method™ (for continuous conversion rate improvement) as well as the LIFT Model™ (for identifying test hypotheses).
The Kaizen Method: WiderFunnel’s Proven Process for Conversion Rate Lift on Landing Pages, Microsites and Websites
The Kaizen Method is WiderFunnel’s proprietary closed-loop, scalable, continuous-improvement process to execute a Conversion Optimization strategy. It ensures that our Testing, Web Analytics and Website Design services work together to achieve your business objectives.
Through our proven Kaizen Method, WiderFunnel organizes and executes conversion optimization experiments from discovery to strategy, design, coding, launch and reporting.
Once a web page experiment is completed, the next one is then launched to generate further conversion lift.
The role of the Kaizen Plan is to identify and prioritize all web page Test Round opportunities and ensure:
- Business Goal Alignment
- Web analytics insights
- Clarity of all traffic-building strategies and tactics
- Alignment of advertised offers and CTAs
- Traffic volumes appropriate for recommended testing tactics
- Key segments addressed and meet requirements
- Testing and measurement tools are in place
With this airtight process in place, you get complete confidence that WiderFunnel will manage the process, protect your brand, and deliver measurable business impact to your top line.
The LIFT Model Conversion Optimization Framework: Success is All About Knowing What to Test
Knowing what to test is at least half the battle. If you test minutia, you waste valuable time because the longer you take to generate conversion rate lift, the more revenue you leave on the table.
WiderFunnel creates hypothesis worth testing through our proprietary Landing page Influence Function for Tests™ – or “LIFT” Model.
The WiderFunnel LIFT Model provides a framework showing the Six Conversion Rate Factors that allow you to evaluate your conversion funnel pages from the perspective of visitor Personas
Your conversion rate hinges on the following factors:
- Value proposition – The vehicle for your potential conversion rate lift. Considering all of the costs and benefits of taking action, what is the overall perceived benefit in your prospect’s mind? Those perceived costs and benefits make up your value proposition.
- Relevance – How closely does the content on your page match what your visitors are expecting to see?
- Clarity – How clear is your value proposition, main messages and call-to-action?
- Anxiety – Are there elements on your page or missing from your page that create uncertainty in your prospect’s mind?
- Distraction – How many conflicting messages, options and calls to action do visitors see on your page? Which elements are redirecting their attention from the main message?
- Urgency – Why should your visitors take action now? What incentives, offers, tone and presentation will move them to action now?
WiderFunnel’s conversion strategists use the LIFT Model to analyze websites and landing pages and create test hypotheses that lift business results.
For more information on WiderFunnel’s LIFT model, read about the conversion optimization framework here.
To find out how WiderFunnel can help you increase your conversion rate, contact a Conversion Rate Expert now.
