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Conversion Rate Optimization 101 - Kick-Start Your Growth Engine

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Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site

Publicada em: Marketing
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Conversion Rate Optimization 101 - Kick-Start Your Growth Engine

  1. 1. Dan McGaw CRO 101: This is how it all starts July 2015 Presentation
  2. 2. @thuelmadsen #Kisswebinar Join the conversation on Twi er
  3. 3. Dan McGaw - Effin Amazing - @danielmcgaw Dan, one of the original growth-hackers, has lead the teams at Code School and Kissmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio and Bootstrap Academy to name a few. He's currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
  4. 4. @danielmcgaw #BeAmazing Join me on Twi er
  5. 5. 1 Section One - The CRO Mindset 2 Section Two - Start with a Plan 3 Section Three - Collecting Data Table of Contents 4 Section Four - Collecting Insights 4 Section Five - Start Testing
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Where do You Start?
  8. 8. Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
  9. 9. 1.The Cro Mindset 1
  10. 10. Not hi ing goals?
  11. 11. Do more with less.
  12. 12. Failing is Part of the Game
  13. 13. Follow the Data
  14. 14. 2.Start with a Plan 2
  15. 15. Don’t just test to test
  16. 16. Create a backlog
  17. 17. 3.Collecting Data 3
  18. 18. Lots of Options
  19. 19. The standard
  20. 20. My preference
  21. 21. They are directly integrated into most AB testing tools
  22. 22. First we need to build our funnel
  23. 23. KISSmetrics makes this dead simple
  24. 24. Experiments show in funnel reports automagically
  25. 25. Experiments show in funnel reports automagically
  26. 26. Experiments show in funnel reports automagically
  27. 27. Experiments show in funnel reports automagically
  28. 28. Experiments show in funnel reports automagically
  29. 29. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  30. 30. 4.Collecting Insights 4
  31. 31. Qualitative is important
  32. 32. On-page survey tools
  33. 33. Ask questions at funnel drop off points How can we help?
  34. 34. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have?
  35. 35. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have?
  36. 36. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve?
  37. 37. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
  38. 38. UX and Usability testing
  39. 39. Heatmapping
  40. 40. Look at your analytics :)
  41. 41. Use these insights to improve backlog
  42. 42. 5.Start Testing 5
  43. 43. What is an A/B Test?
  44. 44. A/B Testing Tools
  45. 45. Add Javascript to site <script src="//cdn.optimizely.com/js/ 1488356457.js"></script>
  46. 46. Use their WYSIWYG editor
  47. 47. Use their WYSIWYG editor
  48. 48. Use their WYSIWYG editor
  49. 49. Control (A) Learn More Variant (B) Buy Now Use their WYSIWYG editor
  50. 50. Control (A) Variant (B) 21% Use their WYSIWYG editor
  51. 51. Don’t just test to test
  52. 52. Where do you test first?
  53. 53. Find highest traffic pages
  54. 54. Find highest traffic pages
  55. 55. Test Bu ons Test A Test B
  56. 56. Test Bu ons Test A Test B
  57. 57. Test Images
  58. 58. 19%
  59. 59. Test Layouts
  60. 60. Look for Money Pages…
  61. 61. Make Him a Hipster
  62. 62. Find The Money Pages… and Test the Shit Out of Them! 49%in cart adds
  63. 63. Bonus! Don’t screw your test up!
  64. 64. Stay focused Only change one element at a time
  65. 65. Stick to A/B, not A/B/C tests Low Traffic?
  66. 66. Stick to A/B, not A/B/C tests Low Traffic?
  67. 67. Multi-Variant Testing (lots of changes) You need lots of traffic, like lots!
  68. 68. Calling tests too early http://Getdatadriven.com
  69. 69. Signs Up Uploads Photo Invite’s Team Members Creates 1st Task List Active User SaaS Funnel Activation = Value
  70. 70. SaaS Funnel Activation = Value Signs Up Uploads Photo Invite’s Team Members Creates 1st Task List Active User
  71. 71. E-Commerce Funnel Purchase = Value Visits Site Finds Product Adds to Cart Purchases Active Customer
  72. 72. Visits Site Finds Product Adds to Cart Purchase Active Customer E-Commerce Funnel Purchase = Value
  73. 73. Questions? Dan McGaw Founder Effin Amazing @danielmcgaw dan@amazingcorps.com Thue Madsen Marketing Operations Kissmetrics @thuelmadsen tmadsen@kissmetrics.com
  74. 74. THANK YOU Dan McGaw Effin Amazing

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