cro 101: kickstart your growth

#beamazing @effinamazing

CRO 101How to Kickstart Your Growth

#beamazing @effinamazing

Dan McGaw - Moderator Founder @ Effin Amazing 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.

Daniel Sosa - Presenter Director of Marketing @ Effin Amazing An avid entrepreneur, Dan has co-founded a venture-backed software company, partnered in a consumer hardware company that has sold over 50k units, and most recently launched a subscription-based e-commerce company.

CRO 101: How to Kickstart Your Growth

Daniel Sosa Director of Marketing@EffinAmazing

WHERE DO YOU START?

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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?

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1. THE CRO MINDSET

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Not hitting goals?

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Do more with less.

Failing is part of the game#beamazing @effinamazing

Follow the Data#beamazing @effinamazing

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Let it Go

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2. START WITH A PLAN

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Don’t Just Test to Test

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Create a Backlog#beamazing @effinamazing

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3. COLLECTING DATA

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LOTS OF OPTIONS

The Standard

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My preference

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They are directly integrated into most AB testing tools

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First we need to build our funnel

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SaaS Funnel Activation = Value

KISSmetrics makes this dead simple

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Experiments show in funnel reports automagically

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Experiments show in funnel reports automagically

#beamazing @effinamazing

Experiments show in funnel reports automagically

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#beamazing @effinamazing

Experiments show in funnel reports automagically

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4. QUALITATIVE DATA

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Qualitative is Important

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Collect Qualitative Data

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On-page Survey Tools

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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?

Ask questions at funnel drop off points

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UX and Usability Testing Tools

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Heat Maps

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Heat Maps

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Use these insights to improve backlog

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5. START TESTING

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What is an A/B Test?

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A/B Testing Tools

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Add Javascript to site

<script src="//cdn.optimizely.com/js/1488356457.js"></script>

#convcon @danielmcgaw

Use there WYSIWYG editor

Use there WYSIWYG editor

Use there WYSIWYG editor

Control (A) Variant (B)

Use there WYSIWYG editor

Control (A) Variant (B)

21%

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WHAT DO YOU TEST FIRST?

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Find Highest Traffic Pages

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Find Highest Traffic Pages

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Test ButtonsTest A Test B

vs

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Test Images

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19%

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Test Layouts

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Find The Money Pages…

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Find The Money Pages… and Think Outside of the box!

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Find The Money Pages… and Test the Shit Out of Them!

49%

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DONT SCREW UP!

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Stay Focused

Only change one element at a time

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Stick to A/B, not A/B/C testsLow Traffic?

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Stick to A/B, not A/B/C testsLow Traffic?

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Multi-Variant Testing (lots of changes)

You need lots of traffic, like lots!

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Calling tests too early

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ACTION ITEMS1. Get Started! 2. Define a Simple Funnel 3. Create Your First A/B Test 4. Reach Statistical Significance

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QUESTIONS?

Dan McGaw - Moderator Founder @ Effin Amazing

Daniel Sosa - Presenter Director of Marketing @ Effin Amazing

sosa@amazingcorps.com

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THANK YOU

Dan McGaw - Moderator Founder @ Effin Amazing

Daniel Sosa - Presenter Director of Marketing @ Effin Amazing