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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

1
Most Important Lesson Learned
Conversion Rate Optimization (CRO)
the most profitable lever for growth

Twitter @SeanEllis

www.GrowthHackers.com

2
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

3
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

4
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

5
CRO = Tune Value Delivery Machine

New Visitor

Goal: Max % that reach MH experience
Must-Have
Must-Have
experience
experience

Twitter @SeanEllis

www.GrowthHackers.com

6
Steps to Better Conversions

Twitter @SeanEllis

www.GrowthHackers.com

7
What do you need to Understand?

• Must have experience
• Visitor intent and motivations
• Blockages in conversion process

Twitter @SeanEllis

www.GrowthHackers.com

8
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

9
Power of Intent

Intent

Twitter @SeanEllis

www.GrowthHackers.com

10
Understand Initial Intent/Desire

Target 1st Time Visitors

Twitter @SeanEllis

www.GrowthHackers.com

11
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

12
Example: $60K of Friction

• Triggered by cart abandon prediction setting
• Identified cart browser issue
• Caused $60K in lost sales
Client undisclosed

Twitter @SeanEllis

13
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
Twitter @SeanEllis

www.GrowthHackers.com

14
Decide on Your CRO Toolkit

Twitter @SeanEllis

www.GrowthHackers.com

15
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

16
Baseline Funnel Conversions

Twitter @SeanEllis

www.GrowthHackers.com

17
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

18
CRE* Recommends Bold Targeted Tests

*conversion-rate-experts.com
Twitter @SeanEllis

www.GrowthHackers.com

19
Applied to Every Onramp (Dropbox)
Hoo
Hm
me
(ssy eppag
( y n ag e
nc h e
ch)
)

aree
hhar
S )
l
iliee S nnd)
FF ee d
(SS
(

are
hhare) )
er SS r tt
ldder ooaaee
o
FFol laab r
l b
ooll
(CC
(

Twitter @SeanEllis

www.GrowthHackers.com

20
Repeat Process Frequently

Always a better way to do everything…
Twitter @SeanEllis

www.GrowthHackers.com

21
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

22

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Cro preso for growth hackers conf nov 2013 ellis updated

  • 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 1
  • 2. Most Important Lesson Learned Conversion Rate Optimization (CRO) the most profitable lever for growth Twitter @SeanEllis www.GrowthHackers.com 2
  • 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 3
  • 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 4
  • 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 5
  • 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 6
  • 7. Steps to Better Conversions Twitter @SeanEllis www.GrowthHackers.com 7
  • 8. What do you need to Understand? • Must have experience • Visitor intent and motivations • Blockages in conversion process Twitter @SeanEllis www.GrowthHackers.com 8
  • 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 9
  • 10. Power of Intent Intent Twitter @SeanEllis www.GrowthHackers.com 10
  • 11. Understand Initial Intent/Desire Target 1st Time Visitors Twitter @SeanEllis www.GrowthHackers.com 11
  • 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 12
  • 13. Example: $60K of Friction • Triggered by cart abandon prediction setting • Identified cart browser issue • Caused $60K in lost sales Client undisclosed Twitter @SeanEllis 13
  • 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 Twitter @SeanEllis www.GrowthHackers.com 14
  • 15. Decide on Your CRO Toolkit Twitter @SeanEllis www.GrowthHackers.com 15
  • 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 16
  • 17. Baseline Funnel Conversions Twitter @SeanEllis www.GrowthHackers.com 17
  • 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 18
  • 19. CRE* Recommends Bold Targeted Tests *conversion-rate-experts.com Twitter @SeanEllis www.GrowthHackers.com 19
  • 20. Applied to Every Onramp (Dropbox) Hoo Hm me (ssy eppag ( y n ag e nc h e ch) ) aree hhar S ) l iliee S nnd) FF ee d (SS ( are hhare) ) er SS r tt ldder ooaaee o FFol laab r l b ooll (CC ( Twitter @SeanEllis www.GrowthHackers.com 20
  • 21. Repeat Process Frequently Always a better way to do everything… Twitter @SeanEllis www.GrowthHackers.com 21
  • 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 22

Editor's Notes

  1. What persuaded you to purchase from us? (on thank you page)
  2. Drop in Qualaroo surveys…