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Chris Goward
990 followers -
CEO of WiderFunnel, the Conversion Optimization agency: widerfunnel.com
CEO of WiderFunnel, the Conversion Optimization agency: widerfunnel.com

990 followers
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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

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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? 

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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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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

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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?

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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?

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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.

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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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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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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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