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
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Conversion Rate Optimization 101 - Kick-Start Your Growth Engine
- 1. Dan McGaw CRO 101: This is how it all starts July 2015 Presentation
- 2. @thuelmadsen #Kisswebinar Join the conversation on Twi er
- 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. @danielmcgaw #BeAmazing Join me on Twi er
- 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. WATCH WEBINAR RECORDING NOW
- 7. Where do You Start?
- 9. 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?
- 11. Not hi ing goals?
- 12. Do more with less.
- 13. Failing is Part of the Game
- 14. Follow the Data
- 16. 2.Start with a Plan 2
- 17. Don’t just test to test
- 18. Create a backlog
- 20. Lots of Options
- 21. The standard
- 22. My preference
- 23. They are directly integrated into most AB testing tools
- 24. First we need to build our funnel
- 25. KISSmetrics makes this dead simple
- 26. Experiments show in funnel reports automagically
- 27. Experiments show in funnel reports automagically
- 28. Experiments show in funnel reports automagically
- 29. Experiments show in funnel reports automagically
- 30. Experiments show in funnel reports automagically
- 31. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
- 35. Ask questions at funnel drop off points How can we help?
- 36. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have?
- 37. Ask questions at funnel drop off points How can we help? Are you looking for something we don't have?
- 38. 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?
- 39. 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?
- 40. UX and Usability testing
- 41. Heatmapping
- 42. Look at your analytics :)
- 43. Use these insights to improve backlog
- 45. What is an A/B Test?
- 47. Add Javascript to site <script src="//cdn.optimizely.com/js/ 1488356457.js"></script>
- 48. Use their WYSIWYG editor
- 49. Use their WYSIWYG editor
- 50. Use their WYSIWYG editor
- 51. Control (A) Learn More Variant (B) Buy Now Use their WYSIWYG editor
- 52. Control (A) Variant (B) 21% Use their WYSIWYG editor
- 53. Don’t just test to test
- 54. Where do you test first?
- 55. Find highest traffic pages
- 56. Find highest traffic pages
- 57. Test Bu ons Test A Test B
- 58. Test Bu ons Test A Test B
- 59. Test Images
- 60. 19%
- 61. Test Layouts
- 62. Look for Money Pages…
- 63. Make Him a Hipster
- 64. Find The Money Pages… and Test the Shit Out of Them! 49%in cart adds
- 65. Bonus! Don’t screw your test up!
- 66. Stay focused Only change one element at a time
- 67. Stick to A/B, not A/B/C tests Low Traffic?
- 68. Stick to A/B, not A/B/C tests Low Traffic?
- 69. Multi-Variant Testing (lots of changes) You need lots of traffic, like lots!
- 70. Calling tests too early http://Getdatadriven.com
- 71. Signs Up Uploads Photo Invite’s Team Members Creates 1st Task List Active User SaaS Funnel Activation = Value
- 72. SaaS Funnel Activation = Value Signs Up Uploads Photo Invite’s Team Members Creates 1st Task List Active User
- 73. E-Commerce Funnel Purchase = Value Visits Site Finds Product Adds to Cart Purchases Active Customer
- 74. Visits Site Finds Product Adds to Cart Purchase Active Customer E-Commerce Funnel Purchase = Value
- 75. Questions? Dan McGaw Founder Effin Amazing @danielmcgaw dan@amazingcorps.com Thue Madsen Marketing Operations Kissmetrics @thuelmadsen tmadsen@kissmetrics.com
- 76. THANK YOU Dan McGaw Effin Amazing