how to use conversion optimization to drive growth
TRANSCRIPT
Sean Ellis, CEO of Qualaroo & founder of GrowthHackers.com
Unlock Your Company’s Growth Engine !With Conversion Rate Optimization
@ThueLMadsen #KISSwebinar
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Sean Ellis - Qualaroo & GrowthHackers.com - @seanellis !Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout.
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@SeanEllis #KISSwebinar
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1 Growth has Changed
2 How CRO Drives Growth
3 Gain Traction with Conversion Efforts
Today’s agenda
4 Using User Intent to Drive Growth
5 Growth & Optimization Process
6 Tying CRO to Growth Levers
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Section One
1
http://i.imgur.com/FmRlA.jpg
Growth Has Changed
US Online Ad Spend Per User 2000 – 2012
$0
$20
$40
$60
$80
$100
$120
$140
$160
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
3.5x
Rapidly Evolving Customer Acquisition Channels
0
20
40
60
80
100
120
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
WOM Email
MySpace
Craigslist
iOS Android
James Currier
Li!le or no traditional marketing…
Yet Some Massive Startup Successes
Section One
1
Engineered Growth Momentum
Example: LinkedIn User-Get-User
Used a Growth Hacking Playbook
• Experiment with all available growth levers
• Understand what’s driving growth, test to improve it
• Heavy focus on product and optimization
Growth Without CRO is Very Difficult
Not All CRO = Growth
Which Makes it Very Frustrating
Gut-Driven Test Ideas
Test SmallChanges
No Growth
Section One
1
How Do You Get Traction with Your CRO Efforts?
Place Your Bets Wisely
• Don’t guess, research…
• Quantitative Research What people are/aren’t doing? !
• Qualitative Research Why are/aren’t they doing it?
Quantitative: Visitor Behavior
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Quantitative: Discover Your Magic Number
Quantitative: Twi!er’s Follow 30 People
• Twi!er wanted to know what made someone become a core user !
• The number of people you follow determines activation rate !
• "Once a user follows 30 people, they're more or less active forever.” – Josh Elman, Greylock
Qualitative: Understand Why
• Discover the why can lead to breakthroughs in growth
• HotelTonight found poor data connections drove conversion rates UP. !
• WHY?
Section One
1
Understand Intent Understand Growth
Key Conversion Levers
Why do users exit without converting? !
Not enough desire Too much friction
Desire – Friction = Conversion Rate
Qualitative: Understand Why
• Address intent first !
• Strong authentic promise(connects to intent)
• Social proof
• Address fears and UX issues
Growth is a Process – Not a Bunch of Tactics
1. Ideas
2.Prioritize
3.Test 4.Analyze
5.Optimize Looks a lot like a CRO process.
Growth is a Process – Not a Bunch of Tactics
If product is hard to market, try complementary product and cross promote.
Section One
1
Double Down to Build Momentum
Qualitative: Understand Why
• Airbnb discovered that listings with high-quality photos received 2-3x bookings !
• Airbnb invested in professional photography !
• Booking activity explodes as desire increases
Section One
1
Growth = Increased Units of Gratification
Growth Hacking Toolkit
• Analytics — Identify drop-off points and under-performing pages (e.g. Google Analytics, KISSMetrics)
• Qualitative Insights — Uncover the why behind the numbers (e.g. Qualaroo, SurveyMonkey)
• A/B Testing — Find be!er performing combinations to drive conversion rate (e.g. Optimizely, Unbounce)
Continuous Optimization of Growth
1. Ideas
2.Prioritize
3.Test 4.Analyze
5.Optimize
Key Takeaways
• Marketing challenges require rethinking growth
• Effective CRO essential for growth
• Continuous experimentation critical for finding new growth levers
Questions?
Thue Madsen Marketing Associate
KISSmetrics @thuelmadsen
Sean Ellis CEO of Qualaroo
Founder of GrowthHackers.com @seanellis
THANK YOU
Sean Ellis @seanellis