conversion 2015 - david darmanin - hotjar

The Ultimate Conversion Toolkit

The Ultimate Conversion Toolkit

…is not what you think it is!

Who am I?

● CEO & Founder of Hotjar – the ‘All-in-one’ Analytics and Feedback Tool.

● Background in Design, UX, Internet Marketing and SEO. Specialized in CRO.

● Consultant with Conversion Rate Experts.

● Over the last 12 years worked across 19 languages, 12 currencies and over

10 industries.

● Launched hundreds of tests and generated hundreds of millions of dollars in

new revenue.

1. The Conversion Tools you cannot afford

not to use.

1. How to use them to find your hottest

opportunities for growth.

1. Focus on the big picture.

Today...

‘The’ Objective:

Understand why visitors are leaving

… and fix it!

Beware of the ‘Magic Bullet’

NOTE: No tool will do this for you.

Reality check...

A ‘Winning’ Player...

A ‘Reliable’ Plumber...

A ‘Successful’ Surgeon...

‘Kickass’ CRO results and wins...

Your most important

(and under valued) tools...

➔ Speak to your users on the phone.

➔ Become a real customer yourself.

➔ Visit your users at home or at work.

➔ Immerse yourself in the market.

➔ Sell your product face to face.

➔ Speak to whoever designed and built the product.

➔ Speak to the staff that sell it and support it.

How to use these tools:

The ‘Other’ tools just help YOU achieve this.

>> Understand why visitors are leaving…

and fix it! <<

The ‘Other’ Tools


A. Quantitative – the WHAT?

B. Qualitative – the WHY?

C. Testing – the HOW?

D. Process – the WHEN?

A. Quantitative – the WHAT?




where the

magic

happens


A. Quantitative – the What?

1. Web Analytics

Identify high bounce

pages & exit pages. Look

at the user flow. Segment

results by traffic sources.


2. Events & Revenue

Observe typical events of

customers. Calculate

LTV to maximize

possible spend.


3. Funnels

Find the highest volume

& blockage point and

start working there.

Focus your energy on

this point.


4. Heatmaps

Quickly identify visitor

behavioral patterns. Use

Hotjar’s 8 tests to identify

opportunities.

(www.hotjar.com/heatmaps)


5. Recordings

Quickly identify points of

frustration and UX

issues.


6. Form Analysis

Identify confusing or

scarey fields. Identify the

biggest drop off point and

start there.


1. Web Analytics

Identify high bounce

pages & exit pages. Look

at the user flow. Segment

results by traffic sources.

2. Events & Revenue

Observe typical events of

customers. Calculate

LTV to maximize

possible spend.

4. Heatmaps

Quickly identify visitor

behavioral patterns. Use

Hotjar’s 8 tests to identify

opportunities.

(www.hotjar.com/heatmaps)

5. Recordings

Quickly identify points of

frustration and UX

issues.

6. Form Analysis

Identify confusing or

scarey fields. Identify the

biggest drop off point and

start there.

3. Funnels

Find the highest volume

& blockage point and

start working there.

Focus your energy on

this point.

Deep Reading...


1. Web Analytics 2. Events & Revenue 3. Heatmaps

4. Funnels 5. Recordings 6. Form Analysis

Deep Reading...

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1. Surveys

Identify what nearly

stopped them – and what

persuaded them. Profile

and learn wording.


2. Screen Sharing

Instantly jump on a call to

see how your visitors are

using the site and where

they are stuck.

3. Polls

Ask ‘in page’ open ended

questions to identify

reasons for

abandonment.



4. Chat

Engage with real visitors

at the time of potential

confusion or concern.

Identify the ‘root’ issues.


5. Remote Testing

Quickly and iteratively

identify UX issues and

confusing steps.

3. Polls

Ask ‘in page’ open ended

questions to identify

reasons for

abandonment.


1. Surveys

Identify what nearly

stopped them – and what

persuaded them. Profile

and learn wording.

4. Chat

Engage with real visitors

at the time of potential

confusion or concern.

Identify the ‘root’ issues.

Deep Reading...

5. Remote Testing

Quickly and iteratively

identify UX issues and

confusing steps.

2. Screen Sharing

Instantly jump on a call to

see how your visitors are

using the site and where

they are stuck.


1. Surveys 2. Screen Sharing 3. Polls

4. Chat

Deep Reading...

5. Remote Testing

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1. Sample Calculator

Understand the basics of

sample size

measurement. Influences

your testing strategy.

2. A/B & Multi

Run quick in-page copy

tests and page redirects.

Quick and dirty or bold

and objection oriented.

4. Consultants

Work with the best

people on engagements

to get an outsider’s

perspective and learn

from the Pro’s.

Deep Reading

3. Page Platforms

If you lack IT and design

resources use a platform

to build and learn quick.


1. Sample Calculator 2. A/B & Multi

4. Consultants

Deep Reading

3. Page Platforms

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FREE


Deep Reading...2. Pipeline

Use the ‘KanBan’

approach to organize

your ideas pipeline and

prioritize efficiently.

1. Mockup

Quickly create concepts

and get feedback.

Ask friends to read out

your copy out loud.

3. Tag Management

Manage tool integrations

without the need to

involve your IT team.

4. Call Scheduling

Jump on a call with a

visitor or client without

the ‘back and forth’.

5. User Recruitment

Ask Visitors if they are

interested in having a

chat. Take any

opportunity to get real

time feedback.

6. Data Routing

Plan ahead by adding

another layer between

your analysis tools. Allow

your tools to

communicate.


1. Mockup 2. Pipeline 3. Tag Management

4. Call Scheduling

Deep Reading...

5. User Recruitment 6. Data Routing

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My 1:5 ratio rule

For every $1 you spend on your tools

spend $5 on you / the team

Invest in yourself.You cannot afford to not have a growth mindset.

@daviddarmaninoutside.hotjar.com

Get a FREE account at Hotjar.com

conversion 2015 - david darmanin - hotjar

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