Using KISSmetrics to Optimize Your Marketing Machine

@larslofgren

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1 Using KISSmetrics to raise our own homepage conversion rate from 3% to 8%

We’ll cover…

2 The fastest A/B Testing workflow out there

3 Spo!ing the biggest barriers to growth

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4 Tapping into groups of willing and ready customers

So how did we raise our homepage conversion rate

from 2.85% to 8.71%?

How our homepage evolved, Nov 2013 to Aug 2014

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Our conversion rate for Nov 2014

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Our conversion rate in July and Aug 2014

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This change didn’t happen all at once.

It took consistent, relentless, back-to-back

A/B testing.

The 13 homepage tests we’ve done since Nov 2013

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Let’s look at the big winners.

Minimalist homepage with Google authentication

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Control Variation

Minimalist homepage with Google authentication results

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Minimalist homepage with Google authentication results

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A 42.94% winner at 99.99% certainty.

Adding a URL field

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Control Variation

URL field results

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URL field results

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A 36.50% winner at 100% certainty.

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The actual tests don’t ma!er, the process does.

Reasons why I use KISSmetrics for our A/B testing

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1 Test against actions that ma!er

2 All data tied to people, super accurate

3 Less time spent tracking, more time building

More tests = higher conversions

The KISSmetrics A/B Testing Workflow

Prep work

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1 Install KISSmetrics JavaScript code

2 Identify people when they enter an email

3 Track the steps of your funnel with KISSmetrics events

A developer can do all of this in an a"ernoon.

The KISSmetrics A/B Testing Workflow

1 Build your test in Optimizely

2 Tell Optimizely to use KISSmetrics

3 Let your test run for 1-2 weeks

4 Use the KISSmetrics A/B Test Report

5 Launch the variant if you hit 99% certainty

6 More tests = higher conversions #KISSwebinar

1. Build your test in Optimizely

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2. Tell Optimizely to use KISSmetrics for tracking

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3. Let your test run for 1-2 weeks, get to 2000 people

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4. Use the KISSmetrics A/B Test Report

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This takes 30 seconds and I completely trust the data

5. Launch the variant if you hit 99% certainty

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6. More tests = higher conversions

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Want to run your A/B tests internally?

Also works great if you want to run A/B tests yourself or with other

tools. Just set a KISSmetrics property.

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The A/B Test Report works great for multivariate tests

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Where should we start testing?

The biggest barriers are also your biggest

opportunities.

Find the step in your funnel that people

struggle with the most.

Track your acquisition steps with KISSmetrics Funnels

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Which step has the biggest drop-off?

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Here’s an ecommerce example:

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When you find a major barrier, focus your testing

at that step.

Where to find ready and willing customers?

The KISSmetrics Revenue Report segmented by channel

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Look for channels with lots of potential

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Keep growing your reliable channels

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Reduce resources on weak channels

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Identify channels that need more testing

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You can also segment your funnels by channel

Other ways to segment your KISSmetrics reports:

1 Referrer

2 Search engines and search terms

3 Campaigns (UTM parameters)

4 Any KISSmetrics property you set up

5 Channel + Origin

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To accelerate growth, find great channels and

acquisition barriers. Then run lots of tests.

Q&A Time!