Date post: | 27-May-2015 |
Category: |
Marketing |
Upload: | kissmetrics-on-slideshare |
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Using KISSmetrics to Optimize Your Marketing Machine
@larslofgren
Hit me up
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
#KISSwebinar
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
#KISSwebinar
Our conversion rate for Nov 2014
#KISSwebinar
Our conversion rate in July and Aug 2014
#KISSwebinar
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
#KISSwebinar
Let’s look at the big winners.
Minimalist homepage with Google authentication
#KISSwebinar
Control Variation
Minimalist homepage with Google authentication results
#KISSwebinar
Minimalist homepage with Google authentication results
#KISSwebinar
A 42.94% winner at 99.99% certainty.
Adding a URL field
#KISSwebinar
Control Variation
URL field results
#KISSwebinar
URL field results
#KISSwebinar
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
#KISSwebinar
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
#KISSwebinar
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
#KISSwebinar
2. Tell Optimizely to use KISSmetrics for tracking
#KISSwebinar
3. Let your test run for 1-2 weeks, get to 2000 people
#KISSwebinar
4. Use the KISSmetrics A/B Test Report
#KISSwebinar
This takes 30 seconds and I completely trust the data
5. Launch the variant if you hit 99% certainty
#KISSwebinar
6. More tests = higher conversions
#KISSwebinar
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.
#KISSwebinar
The A/B Test Report works great for multivariate tests
#KISSwebinar
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
#KISSwebinar
Which step has the biggest drop-off?
#KISSwebinar
Here’s an ecommerce example:
#KISSwebinar
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
#KISSwebinar
Look for channels with lots of potential
#KISSwebinar
Keep growing your reliable channels
#KISSwebinar
Reduce resources on weak channels
#KISSwebinar
Identify channels that need more testing
#KISSwebinar
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!