The document discusses how to use various features of the marketing optimization tool Kissmetrics to avoid crashing an online business, including using A/B testing to improve conversions, analyzing funnel reports to identify bottlenecks, and using the path report to see how users discover site features and engage pop-ups to promote content. It provides examples and recommendations for optimizing growth with Kissmetrics live data and reports.

1. Don’t Drive Blind: How to
Avoid Crashing &
Blowing Up Your Online
Business Into a Fiery
Wreck
SEAN WORK

2. Thue is the man. He keeps this ship sailing.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Editor of the Kissmetrics blog. Shuttles, space
stations and websites are my bag baby.
SEAN WORK
Propagandist, Kissmetrics
@seanvwork

3. @NEILPATEL
#KissWebinar @Kissmetrics
#KissWebinar
@seanvwork

4. FIERY WRECK

5. FIRST - WHAT IS KISSMETRICS?
Kissmetrics is a marketing optimization suite.
But really it’s a growth hacking, CRO, business
intelligence super-hero tool kit.

6. What’s the closest thing to a growth silver bullet
that you’d recommend to other growth hackers?
https://growthhackers.com/questions/ask-gh-whats-the-closest-thing-to-a-growth-silver-bullet-that-youd-recommend-to-other-growth-hackers/
SILVER BULLET

7. SEAN ELLIS
Qualaroo
“ Launch 3+ tests per week.

8. A/B Test Report
THE TRUTH TELLER

9. A/B TESTING IS LIKE….

10. FIRST THING…
The Kissmetrics A/B Test Report is not a stand
alone A/B testing tool.
It’s a Kissmetrics report that integrates with your
current A/B testing tool.

11. THE A/B TEST REPORT INTEGRATES WITH…
• Optimizely
• Visual Website Optimizer
• AB Tasty
• Convert
• Unbounce

12. LET’S LOOK AT AN A/B TEST REPORT…

13. BUT IS IT REALLY HELPING?

14. BUT IS IT REALLY HELPING?

15. SO AGAIN, THIS CAN HAPPEN…
50/50 at home page
Variation B
is the “Winner”
A
B
A A
B B
Variation A has
best customer retention!
(X months later)

16. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

17. Live
THE CLOSEST THING TO BRINGING ONLINE TO LIFE

18. I THINK WE FORGET HOW EASY OFFLINE
OPTIMIZATION IS…

19. IRONIC SLIDE OF THE DAY: LIVE IN STATIC ACTION

20. WHY LIVE?
Sometimes watching live data roll in will bring you
faster insights that digging through data and
creating reports.

21. WHY LIVE?
And what a better way to NOT drive blind.

22. BUT DO YOUR ANALYSIS!
Reports show hard numbers. So confirm your
suspicions / hypotheses with other Kissmetrics
reports.

23. LIVE SALES TEAM?
What if you had sales people on Live watching
customers interact with your website?
https://blog.kissmetrics.com/effective-sales-process/

24. AND THERE ARE MORE THINGS LIVE CAN DO!
• Debugging newly created events & properties
• Great for watching how people use new
products and features
• Q/A

25. Funnel Report
SEEMS SIMPLE, BUT IT’S A SUPER POWERFUL TOOL

26. FUNNELS? SO WHAT.

27. 1ST: STOP THINKING LINEARLY.

28. IN REALITY…

29. HOW TO USE THE FUNNEL REPORT: BASICS
Where’s the bottleneck?

30. LEARN WHY THERE IS A BOTTLENECK
We need to find out why our free trial users don’t
convert to paying customers.

31. SINCE WE’RE USING KISSMETRICS WE CAN SEE WHO
THOSE PEOPLE ARE!
Just click and find out!

32. NOW WE KNOW WHO TO ASK!

33. AND FOR A LITTLE ICING ON THE CAKE…

34. Path Report
THE POWER OF KNOWING OF WHERE THEY’RE GOING

35. HOW ARE YOUR CUSTOMERS GETTING TO YOUR
GOAL?

36. REVERSE FUNNEL?
You can think of the Path Report as a reverse
funnel report.

37. WHAT PATH DID PEOPLE TAKE THAT LEAD TO THE
MOST CONVERSIONS?

38. HOW DO USERS DISCOVER FEATURES?

39. HOW DO USERS DISCOVER FEATURES?

40. WANT TO KNOW MORE ABOUT THE PATH REPORT?
https://blog.kissmetrics.com/kissmetrics-path-report/

41. Engage
THE NEWEST KISSMETRICS CREATION

42. A SHOUT OUT TO ALL THE TREKKERS OUT THERE

43. WHAT IS ENGAGE?
Engage is an event based pop-up / lightbox
system.

44. CHOOSE YOUR ENGAGEMENT STYLE…

45. CHOOSE YOUR TRIGGER…

46. BUT IT’S EVENT BASED
It’s tied to the power of Kissmetrics!

47. ENGAGE EXAMPLES
Magically move people down your funnel…

48. ENGAGE EXAMPLES
Promote Content That Converts…

49. ENGAGE EXAMPLES
Offer Promotions & Coupons…

50. ENGAGE EXAMPLES
A clever way to help visitors select which product
to purchase…

51. ENGAGE EXAMPLES
Get visitors to call in…

52. ENGAGE EXAMPLES
Growth Hack Your Brain!

53. SO WHY KISSMETRICS?
…because there is no other optimization /
analytics tool out there that does what
Kissmetrics does!

54. There is a place on the
Internet that is the growth
hacker’s dream…
https://blog.kissmetrics.com/topics/academy/

55. How to Optimize
Your Growth with
Kissmetrics
Kissmetrics Demo
kiss.ly/demokiss.ly/growth

56. SEAN WORK
Director of Propaganda, Kissmetrics
@seanvwork
seanvwork.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?

57. IMAGE ATTRIBUTION
Children with toy guns - Gui Diaz: https://commons.wikimedia.org/wiki/File:Playtime_In_he_streets_of_Manila_%287504221152%29.jpg
Captain Picard - Photo Courtesy of U.S. Army: https://commons.wikimedia.org/wiki/File:Enterprise-D_crew_quarters_with_captain_Jean-Luc_Picard.jpg
Hedge Maze: https://commons.wikimedia.org/wiki/File:Jubilee_Maze,_Symonds_Yat.jpg