Today’s Webinar:
Online Software Company Boosts
Downloads by 17.4% through
Conversion Optimization Testing
(and Surprises the Experts!)
Presenters:
Brendan Regan
Bruce Sharpe
Sr. Conversion Strategist,
WiderFunnel
CEO,
Singular Software
© 2007-2011 WiderFunnel Marketing Inc.
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
© 2007-2011 WiderFunnel Marketing Inc.
Today’s Agenda
• Introductions
• The Testing Game
• Singular Software Case Study
• Your Q&A
• Free Offers
© 2007-2011 WiderFunnel Marketing Inc.
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.
Bruce Sharpe
Singular Software
© 2007-2011 WiderFunnel Marketing Inc.
In 2008, Bruce founded Singular Software, a
company dedicated to making tools that save
hours in post-production by automating
lengthy tasks.
Presenter:
Brendan Regan
Online marketing experience:
• copywriting
• software development
• web design
• conversion rate optimization
Brendan Regan
WiderFunnel
© 2007-2011 WiderFunnel Marketing Inc.
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
The Conversion Optimization Agency
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
© 2007-2011 WiderFunnel Marketing Inc.
Who’s Getting Results?
Our Clients:
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
© 2007-2011 WiderFunnel Marketing Inc.
Today’s Agenda
• Introductions
• The Testing Game
• Singular Software Case Study
• Your Q&A
• Free Offers
© 2007-2011 WiderFunnel Marketing Inc.
Let’s start with a little warm-up!
© 2007-2011 WiderFunnel Marketing Inc.
Lots more case studies…
WiderFunnel.com/proof/case-studies
Or just Google: “widerfunnel case studies”
© 2007-2011 WiderFunnel Marketing Inc.
Today’s Agenda
• Introductions
• The Testing Game
• Singular Software Case Study
• Your Q&A
• Free Offers
© 2007-2011 WiderFunnel Marketing Inc.
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
© 2007-2011 WiderFunnel Marketing Inc.
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
© 2007-2011 WiderFunnel Marketing Inc.
The 7-Step Conversion Testing Process
Kaizen
Plan
1
LIFT
Analysis
© 2007-2011 WiderFunnel Marketing Inc.
Knowing what to test: Using the LIFT Framework™
(Landing page Influence Function for Tests)
Relevance
Urgency
Distraction
Anxiety
(For more info, Google “WiderFunnel Lift”)
© 2007-2011 WiderFunnel Marketing Inc.
Clarity
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
© 2007-2011 WiderFunnel Marketing Inc.
The 7-Step Conversion Testing Process
2
Kaizen
Plan
Hypothesis
Creation
1
LIFT
Analysis
© 2007-2011 WiderFunnel Marketing Inc.
Hypothesis Creation
Clarity: Atypical CTA labels
e.g. “try” vs. ‘download’
Using “Download” on Callto-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…
Relevance: No connection
to entrance keywords
Turn problems
into hypotheses
Addition of keywordrelevance…
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%
© 2007-2011 WiderFunnel Marketing Inc.
The 7-Step Conversion Testing Process
2
Kaizen
Plan
Hypothesis
Creation
1
LIFT
Analysis
© 2007-2011 WiderFunnel Marketing Inc.
3
Funnel
Experiment
Map
Funnel Experiment Map
A
B
•
Test Structure: A/B/n
•
Duration Estimation:
3 Variation pages plus Control
•
Variation
Wireframes/Concepts
© 2007-2011 WiderFunnel Marketing Inc.
C
The 7-Step Conversion Testing Process
2
Kaizen
Plan
Hypothesis
Creation
3
1
Funnel
Experiment
Map
LIFT
Analysis
7
4
Results
Analysis
Graphic
Design &
Copy
© 2007-2011 WiderFunnel Marketing Inc.
6
5
Experiment
Launch
Technical
Install
Variation A: ‘Minimalist’
© 2007-2011 WiderFunnel Marketing Inc.
Variation B: ‘Screen Shot’
© 2007-2011 WiderFunnel Marketing Inc.
Variation C: ‘Video Isolation’
Isolated
Variable:
Embedded
Video
© 2007-2011 WiderFunnel Marketing Inc.
Which Test Variation Won?
A
© 2007-2011 WiderFunnel Marketing Inc.
B
C
Test Results:
17.4% Higher Download
Conversion Rate!
© 2007-2011 WiderFunnel Marketing Inc.
Test Results
35.9% Higher Conversion Rate
due to No Video!
© 2007-2011 WiderFunnel Marketing Inc.
The 7-Step Conversion Testing Process
2
Kaizen
Plan
Hypothesis
Creation
3
1
Funnel
Experiment
Map
LIFT
Analysis
7
4
Results
Analysis
Graphic
Design &
Copy
© 2007-2011 WiderFunnel Marketing Inc.
6
5
Experiment
Launch
Technical
Install
Important Takeaways
1. Conversion Optimization testing can significantly lift
downloads for software businesses
2. Up-front planning and defined process delivers more
reliable results than testing the latest “tips” or “best
practices”
3. Isolate key variables for additional, crucial learning
4. Don’t buy into latest fad: test first!
© 2007-2011 WiderFunnel Marketing Inc.
Questions?
Brendan Regan
Sr. Conversion
Strategist,
WiderFunnel
Bruce Sharpe
CEO,
Singular Software
Ask questions using the panel to the right 
© 2007-2011 WiderFunnel Marketing Inc.
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:
1. Email to: Hello@WiderFunnel.com
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month,
some conditions apply
© 2007-2011 WiderFunnel Marketing Inc.
FREE Offer #2:
• Get your own ROI Impact Calculator
Worksheet
– and build your own business case for
testing
To download:
• Visit: WiderFunnel.com/webinar
© 2007-2011 WiderFunnel Marketing Inc.
Would you like a copy of this presentation?
Send an email to Hello@WiderFunnel.com
© 2007-2011 WiderFunnel Marketing Inc.