Sthlm online marketing & growth #1

1

14-02-03

Conversion Growth Hacking

STHLM Online Marketing & Growth

Thanks to Rory Sutherland

”Every Company should have a Director of Details with unlimited influence and almost no budget”

3

4

Autopilot or

Old habits never die

Best Practice

5

Thanks to Oral

”In order to learn to drive in Sweden you first have to delearn what you learnt in Turkey”

6

Here’s the question you need to be asking

8

”At every point in your conversation with a customer/prospect/

someone -

What do you want them to do next?

9

Conversion Jam confirmation page

Conversion Jam confirmation email

10

Here are the tweets

11

”Are you saying Thank you,

when you could be saying

Congratulations?!”

12

Where’s your customer at?

14

Unaware Problem Aware Solution Aware Product Aware Most Aware

*Baserat på: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/

“Anpassa, medium, budskap, och Call to action, baserat på var på

skalan dina prospects befinner sig”

Prospect Awareness Scale!

15

Unaware Problem Aware Solution Aware Product Aware Most Aware

Budskap

!!!!!

Call to Action

!Medium

Historier & Hemligheter

Fördelar och orosmoment

Påståenden & Bevis

Rabatter & Erbjudanden

Produkt & Pris

“Visste du att...”

“Prova på “, “Gratis test”

“Vi har 1111 nöjda kunder...”

“Just nu:30% rabatt”

“Uppgradera till senaste

versionen”

“Många väljer att .... för att

slippa....”

Organisk sök

AdwordsNyhetsbrev

“Köp Nu”“Se lösningar”“Se om du har problem”

Prospect Awareness Scale!

16

”Conversion happens when your and your visitors’ goals

meet”

UsabilityPersuasion

The first law of conversion

Increase Motivation

Reduce friction

Customer lifecycle model

17

Acquisition Activation Retention Re-activation

CustomerLeadProspect

What companies are actually doing

What companies should be doing

Churned

Testing!

Some random growth hacks

A/B testing Case Shapeupclub

Original

Lösning

A/B-test #1

+ 96 %

+ 21 %- 15 %+ 111 %+ 141 %

Engagement

Conversion Rate

Testresultat #1

Revenue+ 20 %

+ 12 %

WTF?!Man ska ju prioritera...

Image: goodui.org

A/B-test #2

+ 153 % + 96.17%

+ 26 % - 15.12%

+ 21.05%+ 32 %+ 121 % + 110.99%

+ 188 % + 140.77%

Engagement

Conversion Rate

Testresultat #2

Revenue+ 67 % + 19.56%

+ 51 % + 12.32%

A/B testing Case Namnband

Konverteringar Intäkter

-6 % -13 %

A/B-test #1

Konverteringar Intäkter

-25 % -48 %

A/B-test #2

Konverteringar Intäkter

+16 % +15 %

Trust or Relevancy?

No uplift with trust logo 6% uplift with tagline

A/B testing Case PC software company

“Fly-by landing page”

Computer Sweden

+ 1070%

Clickthroughs

Twitter: @conversionista 40

What now?

Presentationen

!

!

Kursen - start 6e mars www.conversionista.se/conversion-manager

!

!

Conversion Jam - 16e Oktober

!

!

@conversionista