#WAC2011: Neil Patel - Crazyegg / KissMetrics
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Transcript of #WAC2011: Neil Patel - Crazyegg / KissMetrics
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Tools to Increase ConversionsFor Your Business
Neil PatelKISSmetrics
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Funnel Testing & Optimization
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It’s important not to get distracted by intermediate metrics like the click-through rate of the button itself...we only care about the customer behaviors that lead to something useful”Eric Ries, The Lean Startup
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Macro Conversions
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1. Baseline your macro conversions
2. Identify optimization opportunities
3. Gather qualitative data
4. Create and implement A/B tests
5. Measure against your baseline, rinse & repeat
5 Step Process for Funnel Optimization
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Baseline your macro conversions
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Identify optimization opportunities
• Which step has the highest drop off?
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Gather qualitative data
• Identify conversion barriers
• Surveying
• Survey.io, KISSinsights, Wufoo, SurveyMonkey, etc...
• Usability Testing
• In-person, UserTesting.com, FiveSecondTest, etc...
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Ask questions
•Don’t be afraid to ask your visitors questions
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Not all feedback is relevant
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Create and implement A/B tests
• Many ways to improve funnels
• Modify your steps
• Combine, remove or change the order of steps.
• Add design elements to guide users
• Test your designs
• Headlines, images, buttons, microcopy, etc...
• Try radical variations
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Measure against your baseline, rinse & repeat
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Segmenting Your Customers
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Account type segmentation
http://rowfeeder.com/plans
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Company size segmentation
http://box.net/pricing
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Custom segmentation
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Custom segmentation data
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Testing Your Call to Actions
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How to Increase Sign-ups by 200%
http://kiss.ly/seeplansandpricing
Don’t copy “best practices” blindly
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Learn what works best for your customers
A Beginner’s Guide To A/B Testing: Exceptional Web Copy
http://blog.kissmetrics.com/ab-testing-web-copy/
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Get Creative
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Try video
http://www.youtube.com/watch?v=uXmzox9wThs
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Retarget
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Did a Google Search
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Landed on HP.com
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Retargeted on TechCrunch
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Don’t Be Afraid to Spy
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Track Clicks
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Record Mouse Movements
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How do I get more leads? What’s the easiest way to increase conversions? How do I setup funnels? Do you have to setup your funnels in advance? Does multivariate testing work or do you recommend using A/B testing?
Neil [email protected] • 562.292.3834
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