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Chris Goward
Works at WiderFunnel Marketing Optimization
Lives in Vancouver, BC
862 followers|110,004 views
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Marketers are a confused bunch.

In what other industry do professionals disagree so vehemently about the basic goal of their work?

Do engineers debate whether their buildings should stand up or fall down?
Do accountants wring their hands over whether their beans should add up?
Do teachers wonder whether it’s important for their students to learn stuff?

Nope.

But ask 12 marketers what the goal of their job is and you’ll get 13 answers.

Recently, I attempted to co-create a workable definition of the purpose of branding that marketers can actually use.

I’d like to hear your thoughts on this article too: 

What is the Purpose of Branding?
http://www.widerfunnel.com/branding/purpose-of-branding
There's a debate between Branding and Response groups about the role of branding. My goal here is to devise a workable definition and purpose for branding.
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Chris Goward

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The Douglas College student band let me play with them this week. I did a "sax battle" solo with a tenor just for fun :)
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Love it!
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Where do you get marketing inspiration? Competitors? The Fortune 500? 

When it comes to websites, too many companies get stuck staring at their competitors for guidance – especially looking at the industry leaders – and assuming that if they mimic the competition’s way of doing things, they’ll see the same results. They look at the leader’s website design and strategy, and use it as a template for their own.

But, is that the best place to get inspiration? 

In this blog post I propose that looking outside your competitive set and leaders is a better way to make big gains: 
http://www.widerfunnel.com/conversion-rate-optimization/try-something-different-for-massive-gains

What do you think?
Too many companies look to their competitors for guidance and assume they’ll see the same results. They look at the leader’s website and use it as a template for their own… Don't assume what you see has been tested
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Where do you get marketing inspiration? Competitors? The Fortune 500? 

When it comes to websites, too many companies get stuck staring at their competitors for guidance – especially looking at the industry leaders – and assuming that if they mimic the competition’s way of doing things, they’ll see the same results. They look at the leader’s website design and strategy, and use it as a template for their own.

But, is that the best place to get inspiration? 

In this blog post I propose that looking outside your competitive set and leaders is a better way to make big gains: 
http://www.widerfunnel.com/conversion-rate-optimization/try-something-different-for-massive-gains

What do you think?
Too many companies look to their competitors for guidance and assume they’ll see the same results. They look at the leader’s website and use it as a template for their own… Don't assume what you see has been tested
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So true—it's important (and can be difficult) to stand out. We get a lot of inspiration from brands we look up to in our similar space, but sometimes from other industries, like design. Although keeping an eye on the competition is important to stay ahead ;) ^Tia
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What do you think about this new infographic-style recap of the Top 9 Website Redesign Nightmares from +WiderFunnel 

Do you agree with their perspective on radical website redesigns?

Full version: http://www.widerfunnel.com/website-design/the-top-9-website-redesign-nightmares-infographic
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True +Dennis Miedema! 
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Check out the new infographic-style recap of the Top 9 Website Redesign Nightmares from +WiderFunnel 

Full version: http://www.widerfunnel.com/website-design/the-top-9-website-redesign-nightmares-infographic
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Chris Goward

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Here’s a new infographic-style recap of the Top 9 Website Redesign Nightmares. 

Full version: http://www.widerfunnel.com/website-design/the-top-9-website-redesign-nightmares-infographic
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Thanks, +Michael Iversen. Website redesign is dangerous business!
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What are typical mistakes online shops make in conversion optimization?


The GPeC eCommerce Summit organizers invited me to keynote at their 500+ attendee conference last week and asked me a few insightful interview questions. I thought you might find it an interesting thought-starter. 

They uploaded a recording of it: http://www.widerfunnel.com/events/seven-answers-interview

In this 8 minute interview, we discuss:
1. Why should conversion optimization not be approached as a project?
2. What are typical mistakes online shops make?
3. What are the best types of tips for conversion optimization?
4. At which stage of the conversion funnel should marketers focus their effort if they have limited resources?
5. How should you prioritize optimization?
6. How is the conversion optimization process for mobile different?
7. What trends will online marketers benefit from this year? Social media, content marketing? (Where I reveal
Take 8 min to check it out.

What are your thoughts? 
Here are my answers to seven insightful questions in this video interview. Should CRO be a project? What are top mistakes? Trends? And more...
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2 comments
 
Thanks Tia & Mark!
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Chris Goward
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Is Gut Instinct Overrated or Underrated?

You can’t analyze how a great painting makes you feel. You can’t compute the beauty of a sunset. There’s no algorithm for the ocean’s majesty.

Similarly, some of the best ideas in business come in a wonderful, inexplicable flashes of insight.

So, what role does intuition play in marketing optimization? Does A/B testing increase or decrease our relying on intuition?

In my latest blog post I explore this question with input from Daniel Kahneman, Maxwell Maltz and Warren Bennis.

Check it out here: http://www.widerfunnel.com/best-practices/maximize-your-intuition-with-ab-testing
You can’t analyze how a great painting makes you feel. You can’t compute the beauty of a sunset. There’s no algorithm for the ocean’s majesty. Similarly, some of the best ideas in business come in a wonderful, inexplicable flashes of insight. I was in New York for a couple days this week and then in [...]
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Thank You. I understand companies (like Google) need to analyse posts by using algorithms. But I agree: algorithms will miss the top layer of beauty 99.99% of the time.
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Is left brain analytics given too much emphasis in conversion optimization?

I believe there’s more to conversion optimization than the so-called “left brain” perspective full of logic and analysis. The right brain, creative input is just as important. 

In the latest post on the WiderFunnel blog, I show a test example that couldn’t have been achieved with analytics-alone. A good dose of creativity was also needed to achieve this 47% conversion rate lift.
There’s more to conversion optimization than the “left brain” perspective. The right brain, creative input is just as important. Here are examples of A/B tests that clearly required both creativity and rigorous process to achieve.
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Dennis Miedema's profile photo
 
+Chris Goward interesting blog post and good point: CRO is part science, part art. You achieve the best results when you take both sides of the coin into account.
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Check out the new infographic-style recap of the Top 9 Website Redesign Nightmares from +WiderFunnel 

Full version: http://www.widerfunnel.com/website-design/the-top-9-website-redesign-nightmares-infographic 
1
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Check out the new infographic-style recap of the Top 9 Website Redesign Nightmares from +WiderFunnel 

Full version: http://www.widerfunnel.com/website-design/the-top-9-website-redesign-nightmares-infographic
2
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Story
Tagline
CEO of WiderFunnel, the Conversion Optimization agency: widerfunnel.com
Introduction
Founder, CEO, Author, Keynote Speaker.

Chris is Founder and CEO of WiderFunnel Marketing Optimization. His Conversion Optimization methods have helped clients improve online results by up to 400% for companies in all business models: lead generation, e-commerce, affiliate and more. 

Chris is in demand as a speaker globally and his book, "You Should Test That!" is published by Wiley Jan 2013. 

You'll find more information at http://chrisgoward.com and on twitter @chrisgoward

Work
Occupation
President & CEO
Skills
Conversion Rate Optimization, Entrepreneurship, Strategy, Marketing, SEM, Public Speaking
Employment
  • WiderFunnel Marketing Optimization
    Founder & CEO, 2007 - present
Basic Information
Gender
Male
As an interior designer, my wife was over the moon walking through this museum. They have assembled a very thorough representation of Danish design pieces. Well worth the time.
Public - 3 years ago
reviewed 3 years ago
Friendly service, good bikes, good prices. What more can you ask for?
Public - 3 years ago
reviewed 3 years ago
Excellent bagel with "lax" (salmon) and very large salads. Everything was very fresh and delicious. We returned here for lunch a few times in our week in Copenhagen.
Public - 3 years ago
reviewed 3 years ago
Great Shawarma, low prices.
Public - 3 years ago
reviewed 3 years ago
7 reviews
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Explore the history of Carlsberg and see how they have influenced beer-making through the years. A truly impressive place. Definitely worth the trip. And, your entrance fee includes two beers!
Public - 3 years ago
reviewed 3 years ago
Excellent cinnamon wienerbrød! We came across this shop on our second trip to Copenhagen and were very pleased with what we found in our search for a real "Danish" treat.
Public - 3 years ago
reviewed 3 years ago
I was given excellent advice to spend the evening at the Louisiana Museum. What a lovely scenery and delicious buffet! The first time we came to Copenhagen from Vancouver we weren't sure that the train ride up here would be worth it, but we are so glad we did this time. The quick 30 min train ride takes you into a quaint village of Humlebaek that is so peaceful. The town in the Spring literally sounds like a bird sanctuary. The exhibits are of the highest quality. We were fortunate to see the Picasso showing, which was extraordinary. The permanent exhibits and gift shop are also well worth attention. Highly recommended.
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Public - 3 years ago
reviewed 3 years ago