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  

     

Feel  free  to  email  me:  soso@growthpilots.com  

Questions?