Episode 113 | Posted on

Crank Up Your Website’s Conversion Rate with Chris Goward

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This Week’s Guest

Have you heard of BOB? No, that’s not a person. BOB refers to the “big orange button” that many websites use as a call to action. BOB is eye-catching, appealing, and encourages users to click and proceed down the sales funnel. But the color of the button alone isn’t enough to draw users in. You need to consider several other factors to make your button as compelling as possible. For example, consider evoking curiosity and whether to use first-person or second-person pronouns.


Chris Goward digs into this topic in this episode, along with other strategies and tips for optimizing your website’s conversion rate. His advice will help you get more people to sign up for your newsletter, buy your products, mae inquiries, and more. Chris is an expert on conversion rate optimization and the author of the best-selling book You Should Test That. He’s also the founder of WiderFunnel.


Find Out More About Chris Here:

Chris Goward on WiderFunnel
Chris Goward on LinkedIn
@chrisgoward on Twitter
WiderFunnel Blog


In This Episode:

  • [01:16] – Chris begins by taking a moment to explain his framework, called the LIFT Model.
  • [04:04] – Stephan points out BOB (the “big orange button”) as an example of what Chris has been talking about.
  • [04:56] – What does Chris mean when he says that “context matters”?
  • [06:48] – Chris talks about some things that are more important to test than the color of the button. One example is the copy on the button.
  • [08:44] – What are some things one could do to eliminate or alleviate people’s anxiety on your page?
  • [11:12] – Chris explains why analysis is important both before and after an experiment.
  • [14:01] – Stephan talks about a specific set of seals, from SafeSiteCertified. He and Chris talk about the effectiveness of having this kind of seal on your page.
  • [15:27] – We learn about distractibility and how to reduce people’s distractions. Stephan links this to the paradox of choice.
  • [19:25] – Stephan circles back to the idea of optimizing and testing button copy, specifically addressing the choice of first-person or second-person language on the button.
  • [24:30] – Can the use of urgency and scarcity on your page work against you instead of to your benefit?
  • [26:17] – Chris returns to the topic of curiosity in marketing and conversions. Stephan gives a specific example of a headline that evokes curiosity.
  • [28:23] – People act in ways that are predictable, yet are often counterintuitive and don’t make sense rationally. Chris explains that we make decisions emotionally and then defend them rationally.
  • [31:41] – What would be an example of the experiments that Chris has mentioned running?
  • [34:21] – We move from the LIFT Model to the Infinity Optimization Process.
  • [38:21] – Stephan talks about Bill Donius, an expert on right-brain thinking, and explains some techniques of Bill’s that he has used.
  • [41:25] – We learn more about the structure and format of Chris’s LIFT Zone meetings.
  • [42:27] – What are the values in Chris’ meetings and company?
  • [44:51] – Chris shares some of his favorite tools with listeners. These include, for example, Optimizely and Hotjar.
  • [47:25] – Chris describes the difference between A/B testing and multivariate testing and discusses the uses of each.
  • [52:54] – Where can interested listeners find Chris or get in touch with him?

Links and Resources:


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