optimizing for growth - building optimization momentum
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@seanellis
Optimizing for GrowthBuilding Optimization Momentum
Sean Ellis July 29th 2014CEO of Qualaroo, GrowthHackers.comTwitter @seanellis
@seanellis
About Me
• Founder/CEO of Qualaroo & GrowthHackers.com
• Previously VP Marketing for customer zero to NASDAQ IPO filing at LogMeIn and Uproar.com
• Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
@seanellis
Typical Optimization Process
Gut-DrivenTest Ideas
Test Small Changes See Mixedor No Results
@seanellis
Research First for CRO Momentum
• Don’t guess your tests, research…
• Quantitative researchWhat are/aren’t people doing?
• Qualitative researchWhy are/aren’t they doing it?
@seanellis
Quantitative Research
• Top entry pages
• High bounce rate pages
• Where do users go?
• Top exit pages
@seanellis
Qualitative Research
Why do users exit without converting?
Not enough desire
Too much friction
Desire – Friction = Conversion Rate
@seanellis
High Friction, but More Desire
Desire – Friction = Conversion Rate
@seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
• Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
• Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
Test to Reduce Friction, Enhance Desire
• Address intent first
• Strong authentic promise(connects to intent)
• Social proof
• Address fears and UX issues
Desire – Friction = Conversion Rate
@seanellis
Make Bold Changes Early
* Image by Conversion Rate Experts
@seanellis
Prioritize Testing
P – Potential (How much improvement can be made)
I - Importance (Highest volume of traffic)
E – Ease (Least time/resources for same return)
* PIE framework from WiderFunnel
Research helps gauge potential improvement
@seanellis
PIE Worksheet for Objectivity
* PIE framework from WiderFunnel
@seanellis
Continuous Improvement
@seanellis
Where is Optimization Heading?
• Today: Macro optimization helps “average user”
• Optimize each user segment separately (Optimizely Audiences now supports)
• Provide optimal experience for individual (personalization)
@seanellis
Questions?
Thank You.
Sean EllisCEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis
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