Conversion Optimization Soso Sazesh
Conversion Optimization Soso Sazesh
* Founder of Growth Pilots paid acquisition agency * I’ve helped 100+ companies with growth over the past 5 years
Quick Intro
* Hopefully I don’t need to convince you that you should be optimizing * Higher conversion rates = more customers * Be cognizant of diminishing returns (i.e. don’t over optimize)
Why Optimize?
Focus on two things: How people find you What they experience once they find you
What To Optimize
Successful product experience (Conversion)
The Conversion Funnel
Channels
Landing Page
On-‐boarding
* Are you telling a believable and consistent story? * Back out your story from your product value to keep it consistent from the start of the funnel to the end
Your Conversion Funnel Is A Story
Successful product experience
Start With Your Product Experience
Channels
Landing Page
On-‐boarding
Does your product’s perception (brand) across channels accurately reflect the rest of the funnel? * SEO * Content * Email * Paid acquisition * PR * Word of mouth
Channels
* Strong headline that communicates product value * Credibility and third party validation * Product preview to set expectations for the rest of the funnel * Strong call to action
Landing Pages
* Steps should align with product expectation * Minimize friction * Fewer steps is typically better * Provide guidance along the way
On-‐boarding Flow
* It’s not always clear what to optimize for * Common metrics * Sign up * Key action (i.e. invited user, started first project, etc.) * Paying customer * High value customer
Choosing An Optimization Metric
Feedback/Signal Tradeoff
Metric Feedback Loop Signal Quality
Sign up Instant Low
Key action Fast Decent
Paying customer Slow Good
High value customer
Very slow Best
* Measure what happened (event) * Where the traffic came from (channel) * The goal is to understand why an event happened and adjust to improve it
Measurement Framework
* Lightweight * Google Analytics, KISSmetrics, Mixpanel
* Robust * Mode Analytics, Periscope, Keen IO
Measurement Tools
* UTMs allow you to actually track where your traffic is coming from * Common UTMs * utm_source * utm_campaign * utm_medium * utm_content * utm_term
UTM Parameters Are Your Friends
* Attribution is how you credit conversions back to the channels they “touched” * Attribution is messy * Different attribution models/philosophies * Cross-‐device issues * Cookie deletion
Keep it simple and don’t overthink it until later!
The Art of Attribution
* SEM can be a very meaningful and scalable channel * Doesn’t work for all companies * Requires strong unit economics
SEM Overview
* Testing messaging * Driving targeted traffic for experiments * Estimating customer acquisition costs * Hijacking competitors’ traffic * Retargeting existing visitors via search
SEM Tactics for Developers