3. Background
âą Information Systems at University of
Wisconsin-Eau Claire and University of
Latvia
âą 3+ years at DraugiemGroup
âą Worked with both Draugiem and Idea Bits
projects
6. Projects at a glance
âą DeskTime - Time-Tracking Productivity
Software (web-app, SaaS)
âą Friendly Bracelets - Unique, Hand-made
Bracelets (e-commerce store)
âą Behappy.me â Inspirational Quotes on
Products (e-commerce store/community)
âą StartupVitamins - Motivating posters for
your startup (e-commerce store)
7. Startup Marketing
1. Conversion rate optimization
2. Online communities â how to use them
for marketing?
3. Traditional paid advertising â what
works and what doesnât?
4. Social media marketing & PR
8. Conversion rate optimization
âą Conversion optimization is the process by
which a Web page is optimized to increase
the rate of conversions.
âą Typically you achieve by developing
hypothesis and doing tests (split A/B tests
etc.)
9. What can you measure?
âą Conversions can be
â User registration
â Email list subscription
â Product added to cart
â E-commerce conversion (purchase)
â Subscription start etc.
âą You can also test time spent on site,
bounce rate (also important in SEO),
pages visited etc.
10. Why do conversion rate
optimization?
âą Best way to increase your
marketing ROI
11. How I can do this & examples
âą Google Analytics Experiments (free &
our pick), Optimizely and Unbounce and
many others
âą Custom Google Analytics reports for CRO
âą Heatmaps (CrazyEgg etc.)
âą Build, Measure, Learn cycle (Eric Ries,
Lean Startup)
12.
13.
14.
15.
16.
17.
18. What typically works in CRO
âą Clear call-to-action, one
user goal per page
âą Use of good images (no
stock images, though)
âą Testimonials (with people
faces, if you can)
âą Ask for less info, even if
your sales people insist
19.
20. What typically works in CRO
âą Make specific landing pages for your sales
channels
âą Make trust visible
â Trust seals
â Social proof (social buttons, statistical data)
â About us page matters
21. What typically works in CRO
âą A 1 second delay in
page response can result
in a 7% reduction in
conversions
âą If an e-commerce site is
making $100,000 per
day, a 1 second page
delay could potentially
cost you $2.5 million in
lost sales every year
âą Very important on
mobile
22. Post-conversion
âą Donât forget to engage users further â CTA
to follow you on social networks
âą Donât leave user just hanging - direct to
another page or provide some additional
coupon/offer
23. Startup Marketing
1. Conversion rate optimization
2. Online communities â how to use them
for marketing?
3. Traditional paid advertising â what works
and what doesnât?
4. Social media marketing & PR
24. Online Communities
âą CSSMania â online design showcase
gallery ($10)
âą Automatic CSS galleries submitters might
work for SEO, but does very little in terms
of traffic
28. Online communities
âą Reddit, Hacker News (it used to be
Slashdot and Digg)
âą Reddit â 2k uniques for Behappy (didnât
even make it to the front page)
âą Hackers News â 34k uniques in 2 days,
great exposure on Twitter
29. App directories
âą BestVendor (free), AppStorm (paid),
GetApp (paid), Chrome Web Store,
Google Apps, AppAppeal, ratemystartup,
new-startups.com, betali.st etc.
30. Startup Marketing
1. Conversion rate optimization
2. Online communities â how to use them
for marketing?
3. Traditional paid advertising â what
works and what doesnât?
4. Social media marketing & PR
31. Traditional paid advertising
âą Experiment with images and text for the best
CTR (click-through-rate - clicks divided by
impressions, higher the better)
âą Be specific with your audience
âą On Facebook you can often bid below asked
rate and still get a lot of clicks
32. Traditional paid advertising
âą Custom Audiences â import your mailing list
to Facebook to target your existing users
âą Retargeting â recapture your visitors -
Adroll.com
â Site wide or on specific pages (e.g., cart or
registration page)
âą Retargeting now available also for social
networks â PerfectAudience.com
âą Use Googleâs URL builder for better analytics
data (utm parameters)
33. Startup Marketing
1. Conversion rate optimization
2. Online communities â how to use them
for marketing?
3. Traditional paid advertising â what works
and what doesnât?
4. Social media marketing & PR
34. Social media marketing
âą Monitor not only your brand name, but also
competitors (TweetDeck)
âą Experiment with post timing
âą mention.net â far better alerts for your brand
mentions across the web than Google Alerts
âą TweetAdder (paid) â follow accounts by bio
keywords
âą Sponsored Tweets donât work, identifying
and reaching out to influencers does
35. PR
âą Online press release distribution PRWeb
helps SEO, but canât reach real media
âą Individual pitches and personal
connections work
âą Andris K. Berzins: Insurgency Marketing
for your startup http://bit.ly/T1mOcT
36.
37. Final tips
âą E-commerce sites should take full advantage of
CyberMonday (Monday after Thanksgiving)
âą Email marketing still one the best ways to keep
users coming back to the site
(MailChimp/Mailigen)
âą Donât underestimate mobile (33% of Behappy
users come from mobile, m.facebook.com a strong
referrer)
âą Read blog.kissmetrics.com & quicksprout.com
âą Measure, measure, measureâŠ
38.
39. Thanks!
Davis Siksnans
davis@draugiemgroup.com
Follow me on Twitter @imruffian
www.draugiemgroup.com