These slides were used for a webinar about driving growth by improving the conversion performance of your website. The slides focus on identifying why someone visits your website and uncovering the key issues that prevent conversions. The webinar was presented by Qualaroo CEO Sean Ellis and UserTesting CEO Darrell Benatar about

1. How do you unlock growth for your business?
By starting with a deep understanding of your current users.

2. How Most People Think About Growth
• Get more people to my website
• Low conversion rate so send even more people
Twitter @SeanEllis

3. But Some Getting Smarter
• A/B test to improve conversions
Test 10 things and 1 will be better than other 9
• Random testing is time consuming and
rarely makes meaningful improvements
Twitter @SeanEllis

4. Better Approach:
Start With Two Questions
What do visitors want?
What’s stopping them
from getting it?
Twitter @SeanEllis

5. Figuring Out
What Visitors Want
• Referring keyword data (getting harder)
• Path analysis (what links are they actually clicking?)
• Ask them…
Twitter @SeanEllis

6. Asking Visitors
What They Want
During visit via site survey
After visit via follow up conversation
or survey
• Can only ask those who actually
convert
• Ask “What were you originally
looking for?” and “why?”
• Worth having lots of conversations
about this
Twitter @SeanEllis

7. What’s Stopping Conversions?
• You don’t have what they want
• Bad job communicating that you have what they want
• Something about your solution is scary
• Something about the website is confusing
• Something on the website is broken
Twitter @SeanEllis

8. How to Identify Conversion Issues
• Path analysis in analytics
Where do they abandon?
Study that spot
• Ask them via exit survey
“Is something preventing you
from checking out?”
Example: Why we had 97% drop off
at download
Twitter @SeanEllis

9. Conversion Issues Through
Usability Tests
When are people confused, nervous, skeptical, frustrated?
Example of frustration (video motivated developers)
Twitter @SeanEllis

10. Might Lack Need/Solution Fit
• Unqualified visitors
Best if “must have” solution for critical need
• May completely lack product/market fit
Twitter @SeanEllis

11. If Need/Solution Fit, Then…
Build Desire, Reduce Friction
Desire – Friction = Conversion Rate
Twitter @SeanEllis

12. How Do You Build Desire?
A/B test landing pages
Highlight product benefit in context to
what visitor wants.
Twitter @SeanEllis

13. Be Sure to Maintain Desire
• Attention spans are short, front load AHA
moments until key benefit delivered
• How do you identify AHA moments?
Think out loud testing
Twitter @SeanEllis

14. Plan Your Initial Tests
• Recommend starting with 10 tests
4 messaging tests to optimize need/solution match
4 tests to address points of
confusion, fear, breakage, etc.
2 tests that front load AHA moments
Twitter @SeanEllis

15. Double Down
• Focus early testing in the area that yielded
biggest improvements in actual sales.
Helps drive organizational support for process
Quickly reduces wasted bounces
Twitter @SeanEllis

16. Continuous Process
Accelerates Growth
• Optimization is a never-ending process.
• Every improvement makes marketing easier.
Understand
Visitors
Twitter @SeanEllis
Prioritize
Tests
Test &
Analyze

17. UserTesting Enterprise
Accelerated learning + deep insights + your target audience
db@usertesting.com