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Dan McGaw CRO 101: This is how it all starts July 2015 Presentation
| Date post: | 06-Aug-2015 |
| Category: |
Marketing |
| Upload: | kissmetrics-on-slideshare |
| View: | 946 times |
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Dan McGaw
CRO 101: This is how it all starts July 2015 Presentation
@thuelmadsen #Kisswebinar
Join the conversation on Twi!er
Dan McGaw - Effin Amazing - @danielmcgaw
Dan, one of the original growth-hackers, has lead the teams at Code School and Kissmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio and Bootstrap Academy to name a few. He's currently the Founder and Head of Analytics and Growth at Effin Amazing, an analytics and growth consultancy.
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly# driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
@danielmcgaw #BeAmazing
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1 Section One - The CRO Mindset
2 Section Two - Start with a Plan
3 Section Three - Collecting Data
Table of Contents
4 Section Four - Collecting Insights
4 Section Five - Start Testing
WATCH WEBINAR RECORDING NOW
Where do You Start?
Where to begin? How do I track the data?How do I setup an A/B test?When do I know if the test is conclusive?
1.The Cro Mindset
1
Not hi!ing goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan
2
Don’t just test to test
Create a backlog
3.Collecting Data
3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
4.Collecting Insights
4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points
How can we help?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
Do you need assistance?
How can we improve?
What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing
5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
Use their WYSIWYG editor
Use their WYSIWYG editor
Use their WYSIWYG editor
Control (A) Learn More
Variant (B) Buy Now
Use their WYSIWYG editor
Control (A) Variant (B)
21%
Use their WYSIWYG editor
Don’t just test to test
Where do you test first?
Find highest traffic pages
Find highest traffic pages
Test Bu!ons
Test A Test B
Test Bu!ons
Test A Test B
Test Images
19%
Test Layouts
Look for Money Pages…
Make Him a Hipster
Find The Money Pages… and Test the Shit Out of Them!
49%in cart adds
Bonus! Don’t screw your test up!
Stay focused
Only change one element at a time
Stick to A/B, not A/B/C testsLow Traffic?
Stick to A/B, not A/B/C testsLow Traffic?
Multi-Variant Testing (lots of changes)
You need lots of traffic, like lots!
Signs Up
Uploads Photo
Invite’s Team Members
Creates 1st Task List
Active User
SaaS Funnel Activation = Value
SaaS Funnel Activation = Value
Signs Up
Uploads Photo
Invite’s Team Members
Creates 1st Task List
Active User
E-Commerce Funnel Purchase = Value
Visits Site
Finds Product
Adds to Cart
PurchasesActive
Customer
Visits Site
Finds Product
Adds to Cart
PurchaseActive
Customer
E-Commerce Funnel Purchase = Value
Questions?
Dan McGaw Founder
Effin Amazing @danielmcgaw
Thue Madsen Marketing Operations
Kissmetrics @thuelmadsen
THANK YOU
Dan McGaw Effin Amazing
