Ecommerce conversion optimization from entry to checkout

69 minute video | Published: September 2012

Getting double-digit revenue lift from your conversion optimization efforts requires a thorough understanding of the dynamics behind a successful shopping experience and your conversion funnel. You need to optimize the entire experience for your shoppers, from landing to checkout pages. Knowing how can determine whether you see a 5% revenue lift or 20%.

The Presenters:

Chris Goward

Founder & CEO

Chris Goward was one of the first people to look at online content and say: “We should test that!” From that revelation he founded WiderFunnel – the full-service marketing optimization company that pioneered landing page and conversion rate optimization methods for companies such as Google, Electronic Arts, Citrix and

He is the brains behind the LIFT™ and Kaizen™ methods which have helped companies improve their online results by up to 400% for lead generation and e-commerce sales.

Chris speaks at conferences and seminars around the world including eMetrics, SMX, PubCon, Conversion Conference, and IMC to evangelize how marketers should test their marketing to get more leads, sales and revenue.


Linda Bustos
Director of Ecommerce Research, Elastic Path

As Director of Ecommerce Research at Elastic Path, Linda Bustos works with some of the world’s largest companies to help improve conversion rates and profitability on the Web. In addition to writing the Get Elastic blog since 2007, Linda’s articles have appeared in Mobile Marketer, CMO Magazine, E-Marketing + Commerce, and Search Marketing Standard. She is a frequent speaker at industry events, including XCommerce, Conversion Conference, and Affiliate Management Days.

In 2010, Linda earned a spot on the DMNews Top 30 Direct Marketers Under 30 list. She has served as faculty for the Banff New Media Institute’s Career Accelerator Program and Marketing Profs University, and has appeared as one of the Top 100 Influential Marketers of the year in 2008 and 2009. Prior to joining Elastic Path, Linda worked agency-side, specializing in usability and SEO.