Optimizing for Growth Building Optimization Momentum Sean Ellis September 8, 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
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Nov 01, 2014
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Optimizing for Growth!Building Optimization Momentum
Sean Ellis September 8, 2014 CEO of Qualaroo,
GrowthHackers.com Twitter @seanellis
@seanellis
ABOUT ME• Founder/CEO of Qualaroo &
GrowthHackers.com • Previously VP Marketing for customer
zero to NASDAQ IPO filing at LogMeIn and Uproar.com
• Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
@seanellis
TYPICAL OPTIMIZATION PROCESS
Gut-Driven Test Ideas
Test Small Changes See Mixed or No Results
@seanellis
RESEARCH FIRST FOR CRO MOMENTUM
@seanellis
RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…
@seanellis
RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…• Quantitative research
What are/aren’t people doing?
@seanellis
RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…• Quantitative research
What are/aren’t people doing?• Qualitative research
Why are/aren’t they doing it?
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QUANTITATIVE RESEARCH
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QUANTITATIVE RESEARCH
• Top entry pages
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages• Where do users go?
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages• Where do users go?• Top exit pages
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QUALITATIVE RESEARCH
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QUALITATIVE RESEARCH
Why do users exit without converting? ✓ Not enough desire ✓ Too much friction
@seanellis
QUALITATIVE RESEARCH
Why do users exit without converting? ✓ Not enough desire ✓ Too much friction
Desire – Friction = Conversion Rate
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HIGH FRICTION, BUT MORE DESIRE Desire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENTDesire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENT
• Most powerful force available to marketers
Desire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENT
• Most powerful force available to marketers• Keyword data (becoming less dependable)
Desire – Friction = Conversion Rate
@seanellis
START BY UNDERSTANDING INTENT
• Most powerful force available to marketers• Keyword data (becoming less dependable)• Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
START BY UNDERSTANDING INTENT
• Most powerful force available to marketers • Keyword data (becoming less dependable) • Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTIONDesire – Friction = Conversion Rate
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UNDERSTAND FRICTION
• User testing – talk out loud task attempt
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTION
• User testing – talk out loud task attempt• Survey on success page: What almost stopped you… ?
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTION
• User testing – talk out loud task attempt• Survey on success page: What almost stopped you… ?• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTION
• User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent)
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent) • Social proof
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent) • Social proof• Address fears and UX issues
Desire – Friction = Conversion Rate
@seanellis
MAKE BOLD CHANGES EARLY
* Image by Conversion Rate Experts
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PRIORITIZE TESTING
P – Potential (How much improvement can be made) I - Importance (Highest volume of traffic) E – Ease (Least time/resources for same return)
* PIE framework from WiderFunnel
Research helps gauge potential improvement
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PIE WORKSHEET FOR OBJECTIVITY
* PIE framework from WiderFunnel
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CONTINUOUS IMPROVEMENT
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WHERE IS OPTIMIZATION HEADING?
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WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”
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WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”• Optimize each user segment separately (Optimizely Audiences now
supports)
@seanellis
WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”• Optimize each user segment separately (Optimizely Audiences now
supports)• Provide optimal experience for individual (personalization)
@seanellis
QUESTIONS?
Thank You. Sean Ellis
CEO of Qualaroo & GrowthHackers.com
Twitter: @seanellis
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