Chris Goward at PubCon LV 2010 “Conversion Optimization Beyond the Basics” by, Vanessa Zamora on February 3, 2011

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PubCon video content producer Vanessa Zamora sat down with Chris Goward, president at WiderFunnel Marketing Optimization to discuss his PubCon Las Vegas 2010 post-click marketing landing page optimization session, during which Goward shared how he feels that organizations are mistakenly taking an approach that looks at conversion optimization/landing page optimization as a tactic, with emphasis on tips and tricks, rather than a strategy that can be integral to the overall marketing strategy of the business.

In Goward's opinion, conversion optimization has been undersold. Goward continued by saying that customers offer businesses a great opportunity to gather information on what the customer desires and what drives them to action simply by visiting the website in large numbers, but instead of taking advantage of this information, organizations are wasting time testing button colors or other insignificant things.

Goward continued by providing a summary on WiderFunnel's white paper detailing five steps to a better conversion optimization strategy, starting with the suggestion that companies start aligning business goals with marketing goals and website goals to figure out how to drive business success through the website. The paper also explains how companies can identify where the opportunities are to measure those actions, and how to avoid common mistakes. Goward shared some of the common mistakes he encounters when working with clients that include organizations becoming too preoccupied with the technology and technical aspects instead of focusing on the real marketing insights that will drive results.

Goward shared some suggested optimization testing tools specific to generating insights including Fivesecondtest, and heat map tracking services ClickTale and Crazy Egg. Goward adds that for testing itself, Google Website Optimizer works well for A/B testing, and other self service tools include affordable service from Unbounce, LiveBall for managing multiple pages, and lastly SiteSpect. Goward concludes the interview by sharing his thoughts on the overall changes he has seen with regards to website and landing page optimization, stating that companies have moved beyond testing and are now ready to take on a more strategic approach, beyond the basics.