Don’t Drive Blind: How to Avoid Crashing & Blowing Up Your Online Business Into a Fiery Wreck

Don’t Drive Blind: How to Avoid Crashing &

Blowing Up Your Online Business Into a Fiery

Wreck SEAN WORK

Thue is the man. He keeps this ship sailing.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Editor of the Kissmetrics blog. Shuttles, space stations and websites are my bag baby.

SEAN WORK Propagandist, Kissmetrics

@seanvwork

@NEILPATEL#KissWebinar @Kissmetrics

#KissWebinar

@seanvwork

FIERY WRECK

FIRST - WHAT IS KISSMETRICS?

Kissmetrics is a marketing optimization suite.

But really it’s a growth hacking, CRO, business intelligence super-hero tool kit.

What’s the closest thing to a growth silver bullet that you’d recommend to other growth hackers?

https://growthhackers.com/questions/ask-gh-whats-the-closest-thing-to-a-growth-silver-bullet-that-youd-recommend-to-other-growth-hackers/

SILVER BULLET

SEAN ELLIS Qualaroo

“ Launch 3+ tests per week.

A/B Test Report THE TRUTH TELLER

A/B TESTING IS LIKE….

FIRST THING…

The Kissmetrics A/B Test Report is not a stand alone A/B testing tool.

It’s a Kissmetrics report that integrates with your current A/B testing tool.

THE A/B TEST REPORT INTEGRATES WITH…

• Optimizely • Visual Website Optimizer • AB Tasty • Convert • Unbounce

LET’S LOOK AT AN A/B TEST REPORT…

BUT IS IT REALLY HELPING?

BUT IS IT REALLY HELPING?

SO AGAIN, THIS CAN HAPPEN…

50/50 at home pageVariation B

is the “Winner”

A

B

A A

B B

Variation A has best customer retention!

(X months later)

LOG IN WITH GOOGLE

Start Your Free KISSmetrics Trial

Live THE CLOSEST THING TO BRINGING ONLINE TO LIFE

I THINK WE FORGET HOW EASY OFFLINE OPTIMIZATION IS…

IRONIC SLIDE OF THE DAY: LIVE IN STATIC ACTION

WHY LIVE?

Sometimes watching live data roll in will bring you faster insights that digging through data and

creating reports.

WHY LIVE?

And what a better way to NOT drive blind.

BUT DO YOUR ANALYSIS!

Reports show hard numbers. So confirm your suspicions / hypotheses with other Kissmetrics

reports.

LIVE SALES TEAM?

What if you had sales people on Live watching customers interact with your website?

https://blog.kissmetrics.com/effective-sales-process/

AND THERE ARE MORE THINGS LIVE CAN DO!

• Debugging newly created events & properties • Great for watching how people use new

products and features • Q/A

Funnel Report SEEMS SIMPLE, BUT IT’S A SUPER POWERFUL TOOL

FUNNELS? SO WHAT.

1ST: STOP THINKING LINEARLY.

IN REALITY…

HOW TO USE THE FUNNEL REPORT: BASICS

Where’s the bottleneck?

LEARN WHY THERE IS A BOTTLENECK

We need to find out why our free trial users don’t convert to paying customers.

SINCE WE’RE USING KISSMETRICS WE CAN SEE WHO THOSE PEOPLE ARE!

Just click and find out!

NOW WE KNOW WHO TO ASK!

AND FOR A LITTLE ICING ON THE CAKE…

Path Report THE POWER OF KNOWING OF WHERE THEY’RE GOING

HOW ARE YOUR CUSTOMERS GETTING TO YOUR GOAL?

REVERSE FUNNEL?

You can think of the Path Report as a reverse funnel report.

WHAT PATH DID PEOPLE TAKE THAT LEAD TO THE MOST CONVERSIONS?

HOW DO USERS DISCOVER FEATURES?

HOW DO USERS DISCOVER FEATURES?

WANT TO KNOW MORE ABOUT THE PATH REPORT?

https://blog.kissmetrics.com/kissmetrics-path-report/

Engage THE NEWEST KISSMETRICS CREATION

A SHOUT OUT TO ALL THE TREKKERS OUT THERE

WHAT IS ENGAGE?

Engage is an event based pop-up / lightbox system.

CHOOSE YOUR ENGAGEMENT STYLE…

CHOOSE YOUR TRIGGER…

BUT IT’S EVENT BASED

It’s tied to the power of Kissmetrics!

ENGAGE EXAMPLES

Magically move people down your funnel…

ENGAGE EXAMPLES

Promote Content That Converts…

ENGAGE EXAMPLES

Offer Promotions & Coupons…

ENGAGE EXAMPLES

A clever way to help visitors select which product to purchase…

ENGAGE EXAMPLES

Get visitors to call in…

ENGAGE EXAMPLES

Growth Hack Your Brain!

SO WHY KISSMETRICS?

…because there is no other optimization /analytics tool out there that does what

Kissmetrics does!

There is a place on the Internet that is the growth

hacker’s dream… https://blog.kissmetrics.com/topics/academy/

How to Optimize Your Growth with

KissmetricsKissmetrics Demo

kiss.ly/demokiss.ly/growth

SEAN WORK Director of Propaganda, Kissmetrics

@seanvwork

seanvwork.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

[email protected]

Questions?

IMAGE ATTRIBUTION

Children with toy guns - Gui Diaz: https://commons.wikimedia.org/wiki/File:Playtime_In_he_streets_of_Manila_%287504221152%29.jpg

Captain Picard - Photo Courtesy of U.S. Army: https://commons.wikimedia.org/wiki/File:Enterprise-D_crew_quarters_with_captain_Jean-Luc_Picard.jpg

Hedge Maze: https://commons.wikimedia.org/wiki/File:Jubilee_Maze,_Symonds_Yat.jpg