Optimizing for Growth - Building Optimization Momentum

@seanellis

Optimizing for GrowthBuilding Optimization Momentum

Sean Ellis July 29th 2014CEO of Qualaroo, GrowthHackers.comTwitter @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-DrivenTest Ideas

Test Small Changes See Mixedor No Results

@seanellis

Research First for CRO Momentum

• Don’t guess your tests, research…

• Quantitative researchWhat are/aren’t people doing?

• Qualitative researchWhy are/aren’t they doing it?

@seanellis

Quantitative Research

• Top entry pages

• High bounce rate pages

• Where do users go?

• Top exit pages

@seanellis

Qualitative Research

Why do users exit without converting?

Not enough desire

Too much friction

Desire – Friction = Conversion Rate

@seanellis

High Friction, but More Desire

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 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

• 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

@seanellis

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

@seanellis

PIE Worksheet for Objectivity

* PIE framework from WiderFunnel

@seanellis

Continuous Improvement

@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 EllisCEO of Qualaroo

& GrowthHackers.com

Twitter: @seanellis