Learn: 1) What Analytics tools you can use to measure conversions. 2) The secret to user testing. 3) The difference between Qualitative vs. Quantitative Research. 4) How to develop testing ideas: radical vs. incremental redesign. 5) When o use A/B Testing vs MVT (Multivariate Testing). 6) What software tools to use to split test your funnels.

1. How To Optimize Conversions
Throughout Your Funnel
by Ewa Wysocka & Samuel P.N. Cook

2. 1. STRATEGY fundamentals
2. FUNNEL psychology and mapping
3. EXECUTION process
4. Defining your NUMBERS (KPI’s)
5. CONTENT integration
6. PAID TRAFFIC integration
7. OPTIMISATION
8. CUSTOMER SERVICE process set up
Our 8-Step Digital Marketing Formula

3. Let’s imagine for a moment
that….

4. You Set Your
Fundamentals of Online
Marketing STRATEGY:
⭑ Your PERSONA
⭑ Market AWARENESS
⭑ Market SOPHISTICATION
⭑ Your Unique Selling Proposition (USP)
⭑ Your BRANDING Kit

5. Your mapped out your online FUNNEL

6. FrankKern
BrendonBurchard
1. COPYWRITING
2. UI/UX Design
3. GRAPHIC Design
4. FRONT END Development
5. WEBSITE ECOMMERCE
Development
6. Marketing AUTOMATION Setup
7. CRM Setup
8. ANALYTICS Setup
You executed your Funnel
according to the process:

7. You know your LTV (Lifetime Value)
and planned your CAC (Customer
Acquisition Cost)

8. You integrated some of the
most powerful content
pieces into your Funnel:
⭑ VIDEO
⭑ WEBINAR
⭑ Graphic (Infographic)
⭑ Blog Post
⭑ Social Media Post
NEILPATEL
SETHGODIN

9. 1. Start with a Funnel.
2. Find a Cold Traffic
Source.
3. Remarketing Roadmap.
4. Write your ads.
5. Set Your Budget.
You followed the
rules of Paid Traffic:

10. And….

11. LTV > 3 x CAC

12. SCENARIO #1:
LTV <= CAC

13. 1. Do you have a
Product/Market Fit?
a. Were you able to sell this
to anyone before? (offline)
2. Can you increase your LTV?
a. Improve your Customer
Experience (next Meetup!)
b. Increase price.
c. Add upsells and
downsells.
SCENARIO #1:
LTV <= CAC

14. 3. Use QUALITATIVE RESEARCH
(surveys and customer
interviews) to evaluate your
assumptions on Strategy
Fundamentals:
a. Did you pick the right
Persona?
b. Is your Unique Selling
Proposition compelling?
c. Are you competitive in the
Market You Chose?
SCENARIO #1:
LTV <= CAC

15. SCENARIO #2:
CAC < LTV < 2 x CAC

16. 1. Can you increase your LTV?! (This will never hurt!):
a. Improve your Customer Experience (next Meetup!)
b. Increase price.
c. Add upsells and downsells.
2. Adjust the Funnel Elements (Radical Testing):
SCENARIO #2:
CAC < LTV < 2 x CAC

17. Use video
instead of
articles
Change Webinar
for online
Assessment!
Add extra step
for Purchase!
How To Do RADICAL TESTS

18. SCENARIO #3:
2 x CAC < LTV < 3 x CAC

19. 1. Can you increase your LTV? (it
never hurts!)
a. Improve your Customer
Experience (next Meetup!)
b. Increase price.
c. Add upsells and downsells.
2. Conversion Rate Optimization
(CRO)
a. A/B Testing
b. Multivariate rate testing (MVT)
SCENARIO #3:
2 x CAC < LTV < 3 x CAC

20. Customer Acquisition Cost (CAC) = $1
1. Ad CTR - Increases 10%
2. Optin Page - Increases 10%
3. Email Sequence - Increases 10%
4. Sales Page Page - Increases 10%
Funnel Conversion Rate Increase - 46%
Customer Acquisition Cost (CAC) - $.68
CRO Math 101
SCENARIO #3:

21. 1. Funnel Analysis (Heuristic)
2. Technical Analysis
3. Quantitative Research
4. Qualitative Research
5. Create Hypotheses
6. Test your Hypotheses
7. Learn from Your Tests
Conversion Rate
Optimization
Framework
SCENARIO #3:
PeepLaja,Conversionxl

22. BrendonBurchard
1. Your opinion doesn’t matter.
2. You don’t know what will
work.
3. There are no magic templates
for conversion.
How to be a good
OPTIMIZER
Claycollins,leadpages

23. 1. Cross Browser Testing
2. Cross Device Testing
3. Conversion Rate per
Device/Browser
4. Speed Analysis - GTMetrix.com
a. Code Quality
b. Server Configuration
c. CDN Network
Technical
Analysis

24. BrendonBurchard
1. Web Analytics Analysis
a. Analytics Health Check
b. KPI Measurement
2. Mouse Tracking Analysis
a. Heatmaps & Clickmaps
b. Scroll maps
c. User web recordings
d. Form Analysis
Quantitative Analysis

25. BrendonBurchard
1. Surveys
a. Customer Surveys
b. Web Traffic Surveys
c. Chat Logs
d. Interviews
e. Sales Calls
2. User Testing
a. In-person
b. Screen Recording w/
Client
c. User Testing Sites
Qualitative Analysis

26. BrendonBurchard
1. 5 Main Buckets of Discoveries
a. Test.
b. Instrument.
c. Hypothesize.
d. Fix it.
e. Investigate.
2. Make Hypotheses
3. Prioritize Hypotheses
a. Front of Funnel
b. Back of Funnel
c. Bottleneck of Funnel
Create Hypotheses

27. BrendonBurchard
1. Make priorities
2. How easy is it to implement?
a. Copy Changes
b. Design Changes
c. Functionality Changes
d. Video Changes
3. How long will the test take?
4. How does this test effect other
tests?
5. The Art vs. Science
Testing Hypotheses

28. BrendonBurchard
1. Focus on First things First
a. Above the Fold
b. Optin/Offer Box
c. Footer
d. Everything Else
2. Copy Matters (A Lot)
3. Video Works (unless it doesn’t).
4. 2 pages vs. 3 pages
5. Short vs. Long Page layout
6. Short vs. Long Forms
Testing Priorities

29. BrendonBurchard
1. The Secret Weapon of
Optimizers (Statisticians)
2. How it Works
a. 3 Elements
b. 2 Variations per element
c. 8 unique combinations
3. You usually get a Winner (much
better percentage than A/B
Testing)
4. Interactions of Elements creates
unique testing
NOTE: Large amount of traffic
Required
MVT vs. A/B Testing

30. 1. ⅔ of A/B Tests will fail
2. Losing tests COSTs you money
3. What did you learn from the
test?
4. When you WIN, you lock in the
gains.
Learning from Tests
Bobbymcgee,olympicruncoach

31. How to (NOT) break your funnel

32. 3 Ways Of Increasing Your Customer Lifetime
Value
June 15th, 7pm, Google Campus Warsaw
SAM! IT’S
THE LAST
ONE!!!!
YES...
BUT IT’S
NOT THE
END...

33. Video production & Photography by projecton