CRO FOR STARTUPS
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CRO FOR STARTUPS
Hello!I am Espen Grimstad
Serial Entrepreneur, Product Manager & Conversion Optimisation advisor / Experiments AS
linkedin.com/in/espengrimstad@[email protected]
What is your Conversion rate?
2.2%
Avg. U/A conversion rate on e-commerce sites 2014
#smartinsights
build optimize drive traffic
Optimization before marketing
Figure out what works, do more of that
Chris Neumann
Marketing Product
CRO
Chris Neumann
Don’t assume, use science
Conversion Optimization for Startups Agenda
■ What is CRO?■ Gains
■ Method■ Tools
■ Case study
CRO GainsWhy do we do CRO?
Improves any metric on your
website
Super high ROI, super
measurable
Increases new customers,
registrations, downloads
Creates the must-have user
experience
Builds long-term business value
CRO MethodHow to apply CRO to your startup website or app?
““a method of using science and tools to
continuously improve the performance of your website or app”
Conversion Rate Optimisation Method
Plan
Investigate
Ideate
Experiment
Collate
STEP 0: PLAN
Define Scope. Create Focus and Directions
Figure out what doesn’t work
Dave McClure’s Pirate Metrics
Dave McClure’s Pirate Metrics AARRR
Example AARRR metrics
Dave McClure
Estimating conversion value
http://www.entrepreneur.com/calculators/conversionrate.html
Select the investigation scope
Dave McClure
STEP 1: INVESTIGATE
Understand User Behaviour
Figure out why it doesn’t work
Quantitative tools
Qualitative tools
Insights
User behavior
UX research
STEP 2: IDEATE
Create your hypothesis
Come up with ideas on how to fix it
Everything is an ASSUMPTION
Change Page LayoutNew Header copy
Remove functionalityAdd new CTA
Insert Video on pageAdd trust badge in footer
Your Hypothesis
Change you want to make will lift conversion rates for Signups / Product sale
Ideation tools
STEP 3: EXPERIMENT
Setup Your A/B Test (or A/B/C/D Test)
Test your ideas
Basic A/B testing
Variants
Experimentation tools
STEP 4: COLLATE
What have we learnt? Analyze and implement
Summarize results and add to roadmap
Collation tools
THE STACKWhat, Why, How and When
Quantitative ToolsQualitative Tools
Experimentation Tools
Ideation Tools
The What
The Why
The How & When
Collation ToolsThe
Learning
The Creative
The CRO Stack options
TRANSFERCAR CASEOptimizing their request funnel
Increasing annual revenue with est. 2.5M NOK
The Rental Car Industry Business Problem
Rental car companies are spending large amounts of money on transferring cars between their branches in
order to position their fleet for new hires.
Most companies are hiring trucks or trains to transfer their cars, and the average cost is over $600 per car.
How can the rental car companies save money on
car transfers?
rental cars that need to be transferred
with travelerswilling to drive them for free
Transfercar matches
The Solution
Rental companies gets a low cost transfer, Travelers gets free one-way rental cars,
Transfercar gets paid by the rental car companies
- it’s a win-win-win!
80,000registered drivers
35,000transfers
140companies
3countries
The planning
Transfercar case
Users (U) RO’s (O)
Inventory (I)New requests (R)
New listings (L)
New bookings (B)
Completed Relocations (C)
New Cancellations (X)
Request funnel
Plan: optimize Transfercar request funnel
Request confirmed (R)
Content pages incl. Blog and Help
Home page
Search page
Details pages
Authentication wall
Confirmation page
Users (U)
Request funnel details view
Project plan
(Scope: US website transfercarusa.com)1. Investigate funnel with Usertesting.com and Mixpanel
– Collect test results in Sheets, break down problems per page – Report in Slides
2. Ideate. Convert findings to ideas.– Add ideas to Prodpad – Vote on ideas
3. Experiment with Optimizely in voting order– Collect results– Update Prodpad ideas on Impact
4. Prioritize ideas on Impact vs Effort (most low-hanging fruit) in Prodpad– Decide product roadmap in Prodpad– Implement
The Transfercar project CRO stack
Investigation Tools
• Quantitative
• Qualitative
Experimentation Tools
Ideation Tools
The What
The Why
The How & When
Collation ToolsThe
Learning
The Creative
The investigation
Transfercar case
Conversion rates (before) - Mixpanel
Usertesting.com test script (extract)
1. Tell us about the first impression the site gives you. What is offered? Is it relevant to you? Would you feel it's worth spending more time here?
2. Feel free to click around. What do you feel like doing next? Go ahead and do what comes natural. Tell us what you're thinking, what you're looking for, and what you find good or annoying. Proceed to the next question once you're ready for a new task.
3. Now tell us about your second impression. What is offered?
4. Would you personally be interested in using this service (why/why not)? Do you feel like you can trust the company and the product/service offered?
5. At this point, would you feel comfortable booking a car through Transfercar? Do you have any questions you'd want answered before you would proceed? If so, go ahead and see if you can find these answers. Please talk about what you're thinking and looking for along the way.
Usertesting.com investigations
● 20 trial user test:● 10 computers● 5 smartphones● 5 tablets
● Additional 40 user test:● 20 computers● 10 smartphones● 10 tablets
60 tests in total
Result: Over 180 issues collected
Request confirmed (R)
Content pages incl. Blog and Help
Home page
Search page
Details pages
Authentication wall
Confirmation page
Users (U)
15 4
30
35
20
44
...and many more. View all issues collected.
Details page top issues
Desktop and tablet MobileNot clear that days have to be selected in the calendar picker (13)
Difficult to see the details on a phone (1)
Pricing is confusing. Does not understand the pricing at all, does not understand that some day are free and additional days cost extra (4)
Phone - picking dates on the calendar is difficult (1)
"or similar" is a negative. Want to know the exact vehicle type (2)
Branches - what does the big circle mean? Would it be better with a pin? (2)
Importance: High Importance: Medium
View 14 video highlights from listing details page test
Auth wall top issues
Desktop Mobile and tabletLong wait for confirmation email, or not received during the test at all (**often with Yahoo!**) /went to spam (10)
On tablets: Email not recognized as an email address at first entry. Maybe because of "space" after .com? (4)
Believes if registering, it takes the user to the front page and have to start all over again (does not understand that he can enter the code directly) (3)
Suggest "log in with Facebook/G+/Amazon" or other known service (2)
Importance: Medium Importance: Low
View 9 video highlights from auth wall test
The ideation
Transfercar case
The experimentation
Transfercar case
Experiments
● Conducted 19 Optimizely experiments based on Prodpad votes (high impact/low effort)
● A/B and multivariate testing
Details page original
Details page variant
Bold and rephrased
label in a color separating from calendar picker
bigger button and font size
Details page results
Auth wall variant
new copy
Auth wall results
Experimentation results
● 9 weeks● 5 experiments negative● 14 experiments positive● Request funnel conversion rates increased
from 2.02% to 2.68%
Conversion rates (after)
The collation
Transfercar case
Impact and effort aids roadmap decisions
The aftermath
Transfercar case
Search page: New search engine
● Replaced the existing search page with a new (Solr) search engine, with faster results and faceted search
● Not possible to analyse with Optimizely due to complexity● Mixpanel data shows Search page to Details page conversion rate increased 1.65%
Details page redesign
Old New
Auth page redesign
Old New
Conversion rate after redesign
Project results
● 5 months● 5 experiments negative● 14 experiments positive● Total cost 34K NZD (175k NOK)● Request funnel conversion rates increased from 2% to 3.3%
$490k NZD (2.5M NOK) est. annual revenue increase
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