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Dan McGaw
CRO 101: This is how it all starts July 2015 Presentation
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@thuelmadsen #Kisswebinar
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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.
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@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
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WATCH WEBINAR RECORDING NOW
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Where do You Start?
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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?
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1.The Cro Mindset
1
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Not hi!ing goals?
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Do more with less.
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Failing is Part of the Game
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2.Start with a Plan
2
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Don’t just test to test
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3.Collecting Data
3
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They are directly integrated into most AB testing tools
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First we need to build our funnel
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KISSmetrics makes this dead simple
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Experiments show in funnel reports automagically
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Experiments show in funnel reports automagically
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Experiments show in funnel reports automagically
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Experiments show in funnel reports automagically
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Experiments show in funnel reports automagically
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4.Collecting Insights
4
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Qualitative is important
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On-page survey tools
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Ask questions at funnel drop off points
How can we help?
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Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
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Ask questions at funnel drop off points
How can we help?
Are you looking for something we don't have?
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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?
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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?
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UX and Usability testing
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Look at your analytics :)
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Use these insights to improve backlog
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5.Start Testing
5
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What is an A/B Test?
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A/B Testing Tools
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Add Javascript to site
<script src="//cdn.optimizely.com/js/1488356457.js"></script>
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Use their WYSIWYG editor
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Use their WYSIWYG editor
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Use their WYSIWYG editor
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Control (A) Learn More
Variant (B) Buy Now
Use their WYSIWYG editor
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Control (A) Variant (B)
21%
Use their WYSIWYG editor
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Don’t just test to test
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Where do you test first?
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Find highest traffic pages
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Find highest traffic pages
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Test Bu!ons
Test A Test B
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Test Bu!ons
Test A Test B
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Look for Money Pages…
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Make Him a Hipster
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Find The Money Pages… and Test the Shit Out of Them!
49%in cart adds
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Bonus! Don’t screw your test up!
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Stay focused
Only change one element at a time
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Stick to A/B, not A/B/C testsLow Traffic?
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Stick to A/B, not A/B/C testsLow Traffic?
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Multi-Variant Testing (lots of changes)
You need lots of traffic, like lots!
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Calling tests too early
http://Getdatadriven.com
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Signs Up
Uploads Photo
Invite’s Team Members
Creates 1st Task List
Active User
SaaS Funnel Activation = Value
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SaaS Funnel Activation = Value
Signs Up
Uploads Photo
Invite’s Team Members
Creates 1st Task List
Active User
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E-Commerce Funnel Purchase = Value
Visits Site
Finds Product
Adds to Cart
PurchasesActive
Customer
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Visits Site
Finds Product
Adds to Cart
PurchaseActive
Customer
E-Commerce Funnel Purchase = Value
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Questions?
Dan McGaw Founder
Effin Amazing @danielmcgaw
[email protected]
Thue Madsen Marketing Operations
Kissmetrics @thuelmadsen
[email protected]
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THANK YOU
Dan McGaw Effin Amazing