optimizely experience silicon valley - sean ellis
DESCRIPTION
This presentation was given by Sean Ellis at the Optimizely Experience in Silicon Valley.TRANSCRIPT
Optimizing for Growth!Building Optimization Momentum
Sean Ellis September 8, 2014 CEO of Qualaroo,
GrowthHackers.com Twitter @seanellis
@seanellis
ABOUT ME• Founder/CEO of Qualaroo &
GrowthHackers.com • Previously VP Marketing for customer
zero to NASDAQ IPO filing at LogMeIn and Uproar.com
• Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
@seanellis
TYPICAL OPTIMIZATION PROCESS
Gut-Driven Test Ideas
Test Small Changes See Mixed or No Results
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RESEARCH FIRST FOR CRO MOMENTUM
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RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…
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RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…• Quantitative research
What are/aren’t people doing?
@seanellis
RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…• Quantitative research
What are/aren’t people doing?• Qualitative research
Why are/aren’t they doing it?
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QUANTITATIVE RESEARCH
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QUANTITATIVE RESEARCH
• Top entry pages
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages• Where do users go?
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QUANTITATIVE RESEARCH
• Top entry pages• High bounce rate pages• Where do users go?• Top exit pages
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QUALITATIVE RESEARCH
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QUALITATIVE RESEARCH
Why do users exit without converting? ✓ Not enough desire ✓ Too much friction
@seanellis
QUALITATIVE RESEARCH
Why do users exit without converting? ✓ Not enough desire ✓ Too much friction
Desire – Friction = Conversion Rate
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HIGH FRICTION, BUT MORE DESIRE Desire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENTDesire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENT
• Most powerful force available to marketers
Desire – Friction = Conversion Rate
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START BY UNDERSTANDING INTENT
• Most powerful force available to marketers• Keyword data (becoming less dependable)
Desire – Friction = Conversion Rate
@seanellis
START BY UNDERSTANDING INTENT
• Most powerful force available to marketers• Keyword data (becoming less dependable)• Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
START BY UNDERSTANDING INTENT
• Most powerful force available to marketers • Keyword data (becoming less dependable) • Ask visitors what they want
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
THEN GAUGE DESIRE
• Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTIONDesire – Friction = Conversion Rate
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UNDERSTAND FRICTION
• User testing – talk out loud task attempt
Desire – Friction = Conversion Rate
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UNDERSTAND FRICTION
• User testing – talk out loud task attempt• Survey on success page: What almost stopped you… ?
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTION
• User testing – talk out loud task attempt• Survey on success page: What almost stopped you… ?• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
UNDERSTAND FRICTION
• User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent)
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent) • Social proof
Desire – Friction = Conversion Rate
@seanellis
TEST TO REDUCE FRICTION, ENHANCE DESIRE
• Address intent first• Strong authentic promise
(connects to intent) • Social proof• Address fears and UX issues
Desire – Friction = Conversion Rate
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MAKE BOLD CHANGES EARLY
* Image by Conversion Rate Experts
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PRIORITIZE TESTING
P – Potential (How much improvement can be made) I - Importance (Highest volume of traffic) E – Ease (Least time/resources for same return)
* PIE framework from WiderFunnel
Research helps gauge potential improvement
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PIE WORKSHEET FOR OBJECTIVITY
* PIE framework from WiderFunnel
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CONTINUOUS IMPROVEMENT
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WHERE IS OPTIMIZATION HEADING?
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WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”
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WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”• Optimize each user segment separately (Optimizely Audiences now
supports)
@seanellis
WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”• Optimize each user segment separately (Optimizely Audiences now
supports)• Provide optimal experience for individual (personalization)
@seanellis
QUESTIONS?
Thank You. Sean Ellis
CEO of Qualaroo & GrowthHackers.com
Twitter: @seanellis