cro preso for growth hackers conf nov 2013 ellis updated

Conversion Rate OptimizationConversion Rate OptimizationStacking the Odds for GrowthStacking the Odds for Growth

Sean EllisSean EllisNov 7th, 2013Nov 7th, 2013Founder/CEO Qualaroo, Founder/CEO Qualaroo, www.GrowthHackers.comTwitter: @SeanEllisTwitter: @SeanEllis

1Twitter @SeanEllis www.GrowthHackers.com

http://www.GrowthHackers.com/


Most Important Lesson LearnedMost Important Lesson Learned

Conversion Rate Optimization (CRO) Conversion Rate Optimization (CRO) the the most profitable most profitable lever for growthlever for growth

Twitter @SeanEllis 2www.GrowthHackers.com


What is Conversion Rate Optimization?What is Conversion Rate Optimization?

A process for creating a more effective websitesA process for creating a more effective websites

For you: For you: maximize your business objectivesmaximize your business objectives

For customers: For customers: improve their experienceimprove their experience



The Power of CROThe Power of CRO

• Amplifies all customer acquisition channelsAmplifies all customer acquisition channels

• Makes all marketing more profitableMakes all marketing more profitable

• Opens new profitable growth channelsOpens new profitable growth channels

• Improves customer happinessImproves customer happiness

• Always room for improvementAlways room for improvement



Pre-Req: Verify Product/Market FitPre-Req: Verify Product/Market Fit

Large group wants/needs your product – “must have”Large group wants/needs your product – “must have”

Twitter @SeanEllis 5

Measure your P/M FitFree at Survey.io

www.GrowthHackers.com


CRO = Tune Value Delivery MachineCRO = Tune Value Delivery Machine

Goal: Goal: Max % that reach MH experienceMax % that reach MH experience


Must-Have Must-Have experienceexperience

New Visitor



Steps to Better ConversionsSteps to Better Conversions



What do you need to Understand?What do you need to Understand?

• Must have experienceMust have experience

• Visitor intent and motivationsVisitor intent and motivations

• Blockages in conversion processBlockages in conversion process



Understand “Must Have” UsersUnderstand “Must Have” Users

Ask questions like following…Ask questions like following…

• How would you feel without X? (Very disappointed)How would you feel without X? (Very disappointed)

• What is the primary benefit you receive?What is the primary benefit you receive?

• Why is that benefit important for you?Why is that benefit important for you?



Power of IntentPower of Intent


IntentIntent



Understand Initial Intent/DesireUnderstand Initial Intent/Desire


Target 1st Time Visitors



Uncover Points of FrictionUncover Points of Friction

• User testing (live or online)User testing (live or online)• Survey to uncover conversion issuesSurvey to uncover conversion issues

““What’s the one thing that nearly stopped you from purchasing?”What’s the one thing that nearly stopped you from purchasing?”



• Triggered by cart abandon prediction settingTriggered by cart abandon prediction setting• Identified cart browser issue Identified cart browser issue

• Caused $60K in lost salesCaused $60K in lost sales

Client undisclosed

Example: $60K of FrictionExample: $60K of Friction


Feedback Sample Size?Feedback Sample Size?

• Feedback sample size not important*Feedback sample size not important*

• Goal: inspiration for breakthrough testsGoal: inspiration for breakthrough tests

• Feedback from one user can provide inspirationFeedback from one user can provide inspiration


* Samples does matter for testing


Decide on Your CRO ToolkitDecide on Your CRO Toolkit


Prioritize Testing PlanPrioritize Testing Plan

• List key customer intent (from research)List key customer intent (from research)

• List friction to solve (from research)List friction to solve (from research)

• Determine baseline conversionsDetermine baseline conversions

• Consider potential lift from testsConsider potential lift from tests

• Script your first ten testsScript your first ten tests


Baseline Funnel ConversionsBaseline Funnel Conversions


Optimize Value Delivery MachineOptimize Value Delivery Machine

Goals Goals • Max % that reach MH experienceMax % that reach MH experience• Desire – Friction = Conversion RateDesire – Friction = Conversion Rate• Build desire, reduce frictionBuild desire, reduce friction


Must-Have Must-Have experienceexperience

Hook Promise


CRE* Recommends Bold Targeted TestsCRE* Recommends Bold Targeted Tests


*conversion-rate-experts.com


Applied to Every Onramp (Dropbox)Applied to Every Onramp (Dropbox)


Homepage (synch)

Folder Share

(Collaborate)

File Share

(Send)


Repeat Process FrequentlyRepeat Process Frequently


Always a better way to do everything…



Sean EllisSean EllisFounder/CEO of QualarooFounder/CEO of Qualaroowww.qualaroo.comwww.qualaroo.comTwitter: @SeanEllisTwitter: @SeanEllis

Want more CRO tips?Want more CRO tips?Get free 12 chapter guide to conversion rate optimizationGet free 12 chapter guide to conversion rate optimizationwww.Qualaroo.com/beginners-guide-to-crowww.Qualaroo.com/beginners-guide-to-cro


cro preso for growth hackers conf nov 2013 ellis updated

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