1. © 2007-2011 WiderFunnel Marketing Inc. Online Software Company Boosts Downloads by 17.4% through Conversion Optimization Testing (and Surprises the Experts!) Brendan Regan Sr. Conversion Strategist, WiderFunnel Bruce Sharpe CEO, Singular Software Presenters: Today’s Webinar:

2. © 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

3. © 2007-2011 WiderFunnel Marketing Inc. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

4. © 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. In 2008, Bruce founded Singular Software, a company dedicated to making tools that save hours in post-production by automating lengthy tasks. Bruce Sharpe Singular Software

5. © 2007-2011 WiderFunnel Marketing Inc. Presenter: Brendan Regan Brendan Regan WiderFunnel Online marketing experience: copywriting software development web design conversion rate optimization 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

6. © 2007-2011 WiderFunnel Marketing Inc. 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 The Conversion Optimization Agency

7. © 2007-2011 WiderFunnel Marketing Inc. Who’s Getting Results? Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan Our Clients:

8. © 2007-2011 WiderFunnel Marketing Inc. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

9. © 2007-2011 WiderFunnel Marketing Inc. Let’s start with a little warm-up!

10. © 2007-2011 WiderFunnel Marketing Inc. WiderFunnel.com/proof/case-studies Lots more case studies… Or just Google: “widerfunnel case studies”

11. © 2007-2011 WiderFunnel Marketing Inc. Today’s Agenda Introductions The Testing Game Singular Software Case Study Your Q&A Free Offers

12. © 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

13. © 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

14. © 2007-2011 WiderFunnel Marketing Inc. The 7-Step Conversion Testing Process 1 LIFT Analysis Kaizen Plan

15. © 2007-2011 WiderFunnel Marketing Inc. Knowing what to test: Using the LIFT Framework™ (Landing page Influence Function for Tests) (For more info, Google “WiderFunnel Lift”) Relevance Clarity AnxietyDistraction Urgency

16. © 2007-2011 WiderFunnel Marketing Inc. LIFT™ Analysis Clarity: Extra click needed to download Clarity: No main headline at top of page Clarity: Atypical CTA labels e.g. “try” vs. ‘download’ Value Proposition: Unclear how many times downloaded Clarity: Not enough product information Relevance: Fishy hero image Relevance: No connection to entrance keywords Relevance: Supported products mentioned, but no visual cues Clarity: Overwhelming technical install details

17. © 2007-2011 WiderFunnel Marketing Inc. The 7-Step Conversion Testing Process 2 Hypothesis Creation 1 LIFT Analysis Kaizen Plan

18. © 2007-2011 WiderFunnel Marketing Inc. Relevance: No connection to entrance keywords Clarity: Atypical CTA labels e.g. “try” vs. ‘download’ Clarity: No main headline at top of page Relevance: Fishy hero image Relevance: No visual cues for products mentioned Clarity: Overwhelming technical install details Clarity: Extra click needed to download Addition of keyword- relevance… Using “Download” on Call- to-Action buttons… Addition of Value Proposition headline… Replacing fish with product shot or video… Addition of complementary product logos… Simplifying install instructions display… Removing unnecessary click to download… Turn problems into hypotheses Hypothesis Creation …will lift download CR%

19. © 2007-2011 WiderFunnel Marketing Inc. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 1 LIFT Analysis Kaizen Plan

20. © 2007-2011 WiderFunnel Marketing Inc. Funnel Experiment Map Test Structure: A/B/n Duration Estimation: 3 Variation pages plus Control Variation Wireframes/Concepts A B C

21. © 2007-2011 WiderFunnel Marketing Inc. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan

22. © 2007-2011 WiderFunnel Marketing Inc. Variation A: ‘Minimalist’

23. © 2007-2011 WiderFunnel Marketing Inc. Variation B: ‘Screen Shot’

24. © 2007-2011 WiderFunnel Marketing Inc. Variation C: ‘Video Isolation’ Isolated Variable: Embedded Video

25. © 2007-2011 WiderFunnel Marketing Inc. Which Test Variation Won? ABC

26. © 2007-2011 WiderFunnel Marketing Inc. Test Results: 17.4% Higher Download Conversion Rate!

27. © 2007-2011 WiderFunnel Marketing Inc. Test Results 35.9% Higher Conversion Rate due to No Video!

28. © 2007-2011 WiderFunnel Marketing Inc. The 7-Step Conversion Testing Process 2 Hypothesis Creation 3 Funnel Experiment Map 5 Technical Install 4 Graphic Design & Copy 6 Experiment Launch 1 LIFT Analysis 7 Results Analysis Kaizen Plan

29. © 2007-2011 WiderFunnel Marketing Inc. 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! Important Takeaways

30. © 2007-2011 WiderFunnel Marketing Inc. Questions? Ask questions using the panel to the right  Brendan Regan Sr. Conversion Strategist, WiderFunnel Bruce Sharpe CEO, Singular Software

31. © 2007-2011 WiderFunnel Marketing Inc. 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.comHello@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 FREE Offer #1:

32. © 2007-2011 WiderFunnel Marketing Inc. Get your own ROI Impact Calculator Worksheet –and build your own business case for testing To download: Visit: WiderFunnel.com/webinar FREE Offer #2:

33. © 2007-2011 WiderFunnel Marketing Inc. Would you like a copy of this presentation? Send an email to Hello@WiderFunnel.comHello@WiderFunnel.com