Conversion rate optimization (CRO) is the most profitable growth lever available to marketers and growth hackers. Sean Ellis invented the word growth hacking and shows how CRO amplifies all customer acquisition channels, improving ROI of existing channels and opening new profitable growth channels. This presentation shows a process for driving continuous improvement of the effectiveness of your website in meeting your business objectives while also improving the experience for your customers. CRO is the secret weapon of all effective growth hackers and marketers. Learn some of the key questions you can ask to uncover why visitors aren't converting and the process for applying this information to improve conversions through rapid testing and analysis. Want more CRO tips? Get the free 12 chapter guide to conversion rate optimization at www.Qualaroo.com/beginners-guide-to-cro

1. Conversion Rate Optimization
Stacking the Odds for Growth
Sean Ellis
Nov 7th, 2013
Founder/CEO Qualaroo,
www.GrowthHackers.com
Twitter: @SeanEllis
Twitter @SeanEllis
www.GrowthHackers.com
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2. Most Important Lesson Learned
Conversion Rate Optimization (CRO)
the most profitable lever for growth
Twitter @SeanEllis
www.GrowthHackers.com
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3. What is Conversion Rate Optimization?
A process for creating a more effective websites
For you: maximize your business objectives
For customers: improve their experience
Twitter @SeanEllis
www.GrowthHackers.com
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4. The Power of CRO
• Amplifies all customer acquisition channels
• Makes all marketing more profitable
• Opens new profitable growth channels
• Improves customer happiness
• Always room for improvement
Twitter @SeanEllis
www.GrowthHackers.com
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5. Pre-Req: Verify Product/Market Fit
Large group wants/needs your product – “must have”
Measure your P/M Fit
Free at Survey.io
Twitter @SeanEllis
www.GrowthHackers.com
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6. CRO = Tune Value Delivery Machine
New Visitor
Goal: Max % that reach MH experience
Must-Have
Must-Have
experience
experience
Twitter @SeanEllis
www.GrowthHackers.com
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7. Steps to Better Conversions
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8. What do you need to Understand?
• Must have experience
• Visitor intent and motivations
• Blockages in conversion process
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www.GrowthHackers.com
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9. Understand “Must Have” Users
Ask questions like following…
• How would you feel without X? (Very disappointed)
• What is the primary benefit you receive?
• Why is that benefit important for you?
Twitter @SeanEllis
www.GrowthHackers.com
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10. Power of Intent
Intent
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11. Understand Initial Intent/Desire
Target 1st Time Visitors
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12. Uncover Points of Friction
• User testing (live or online)
• Survey to uncover conversion issues
“What’s the one thing that nearly stopped you from purchasing?”
Twitter @SeanEllis
www.GrowthHackers.com
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13. Example: $60K of Friction
• Triggered by cart abandon prediction setting
• Identified cart browser issue
• Caused $60K in lost sales
Client undisclosed
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14. Feedback Sample Size?
• Feedback sample size not important*
• Goal: inspiration for breakthrough tests
• Feedback from one user can provide inspiration
* Samples does matter for testing
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15. Decide on Your CRO Toolkit
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16. Prioritize Testing Plan
• List key customer intent (from research)
• List friction to solve (from research)
• Determine baseline conversions
• Consider potential lift from tests
• Script your first ten tests
Twitter @SeanEllis
www.GrowthHackers.com
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17. Baseline Funnel Conversions
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18. Optimize Value Delivery Machine
Hook
Promise
Goals
•
•
•
Max % that reach MH experience
Desire – Friction = Conversion Rate
Build desire, reduce friction
Must-Have
Must-Have
experience
experience
Twitter @SeanEllis
www.GrowthHackers.com
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19. CRE* Recommends Bold Targeted Tests
*conversion-rate-experts.com
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www.GrowthHackers.com
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20. Applied to Every Onramp (Dropbox)
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(ssy eppag
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Twitter @SeanEllis
www.GrowthHackers.com
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21. Repeat Process Frequently
Always a better way to do everything…
Twitter @SeanEllis
www.GrowthHackers.com
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22. Want more CRO tips?
Get free 12 chapter guide to conversion rate optimization
www.Qualaroo.com/beginners-guide-to-cro
Sean Ellis
Founder/CEO of Qualaroo
www.qualaroo.com
Twitter: @SeanEllis
Twitter @SeanEllis
www.GrowthHackers.com
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