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

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RESEARCH FIRST FOR CRO MOMENTUM

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RESEARCH FIRST FOR CRO MOMENTUM

• Don’t guess your tests, research…

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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

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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

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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

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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

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UNDERSTAND FRICTIONDesire – Friction = Conversion Rate

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UNDERSTAND FRICTION

• User testing – talk out loud task attempt

Desire – Friction = Conversion Rate

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UNDERSTAND FRICTION

• User testing – talk out loud task attempt• Survey on success page: What almost stopped you… ?

Desire – Friction = Conversion Rate

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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

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TEST TO REDUCE FRICTION, ENHANCE DESIRE

Desire – Friction = Conversion Rate

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TEST TO REDUCE FRICTION, ENHANCE DESIRE

• Address intent first

Desire – Friction = Conversion Rate

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TEST TO REDUCE FRICTION, ENHANCE DESIRE

• Address intent first• Strong authentic promise

(connects to intent)

Desire – Friction = Conversion Rate

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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

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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)

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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