SlideShare a Scribd company logo
1 of 58
THE ULTIMATE GUIDE TO
FUNNEL OPTIMIZATION
   sean johnson @intentionally
   http://www.sean-johnson.com
Partner at Digital Intent
               Adjunct Professor at Northwestern’s Kellogg school of Management
               Runs the Chicago Growth Hacker Meetup
               Former VP Creative Director at EducationDynamics


               Help companies like Groupon, Sittercity, Follett, etc. build and grow
               new digital businesses.
               Product strategy, UI/UX, web and mobile development, traction
               www.digintent.com




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
“Most startups don't fail at building a product.
                      They fail at acquiring customers.”

                               gabriel weinberg
                               http://intly.me/XFf69t




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
“Growth is about taking your product and optimizing it to produce
compound interest. There are very few (if any) silver bullets when it
comes to growth. But there are many micro optimizations.”

         andy johns
         http://intly.me/WNGdDF




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
YOUR FIRST 1000 USERS
DON’T WORRY ABOUT

                    YOUR FUNNEL YET.



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Your first thousand users are an extension of
                  customer development. Focus on learning and
                  getting to product/market fit.

                            hiten shah
                            http://intly.me/W0kpAJ




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Your goal is a simple product that does 1 or 2 things
                  really well in a fundamentally different way that solves
                  a big problem for a large pre-existing market.


                            andrew chen
                            http://intly.me/15kBIDA




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
You don’t need more features. Spend 80% of
                      your time on refining existing features, and
                      only 20% on new development.


                               dave mcclure
                               http://intly.me/XWdGcF




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Make a list of all your friends, with their follower count.
                  Send people cookies. Take them to breakfast. Reach
                  them one at a time. Don’t worry if it isn’t scalable yet.

                            noah kagan
                            http://intly.me/Xe6s4q




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Create a landing page using Unbounce or something similar.
              Use it to test headlines, positioning, calls to action, etc. Drive
              limited traffic there using AdWords.
              http://intly.me/W0kpAJ




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Dig your well before your thirsty.
              Identify bloggers that fit your niche. Sort by number of
              followers, PR, etc. Establish relationships with them before
              you need anything from them. Write guest posts.


              When the time comes, ask them review your service. Give
              them invite codes or giveaways to share with their audience.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Create YouTube videos targeted to specific
                     individuals and wait for them to Google themselves.
                     http://intly.me/12SKJUB




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
If you have the budget, buy targeted display ads
                  driving to your landing page. CrazyEgg collected over
                  20k emails by targeting CSS gallery sites.

                            neil patel
                            http://intly.me/12SKJUB




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Post an ad on Craigslist asking for market
                    feedback. Ask that they sign up and kick the
                    tires before completing the survey.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Use Twitter search to find people who fit your target audience and reach out to
   them directly. Do the same with forums targeted to your audience.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Use surveys to home in on product/market fit. When you
                  get 40% of users telling you they’d be very disappointed,
                  it’s likely you’re on to something.




                            sean ellis
                            http://intly.me/ZhXBCZ




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
ORGANIZE FOR OPTIMIZATION
Use a tool like Kissmetrics to get a baseline on how customers
              move through your funnel. Look for bottlenecks.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Pick a high level goal for your growth rate and try to hit it.
                Y Combinator companies shoot for 5-7% per week.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Treat growth like development. Work in 2 week sprints. Use points
           for estimation based on bandwidth. Some tasks will be ongoing
           (content marketing, pr, etc.) Use remaining points for experiments.

                     aaron ginn
                     http://intly.me/XuvbP6




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
How to do experiments.
       1. Identify an area for improvement (homepage to email conversion, etc.)
       2. Create a hypothesis (if we simplify the form we’ll improve conversion.)
       3. Deploy as an A/B test using Optimizely or Google experiments.
       4. If the change improves the metric you’re measuring, roll it out.
       5. Rinse and repeat.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
“A great deal of perseverance is required. There are a
                huge number of failed experiments before success.
                There is a fine line between failure and success.”


                           michael birch
                           http://intly.me/Vw1xin




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
ACQUISITION
CAC < LTV

                              FREE > PAID



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Select channels with high volume, high
                      conversion and low cost. Measure all the way
                      down the funnel to revenue to find the highest
                      converting channels.

                               dave mcclure
                               http://intly.me/XWdGcF




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
SEO IN 90 SECONDS
      Make sure your site is crawlable, has good information architecture and loads
      quickly. Eliminate duplicate content.
      Do keyword research and target high volume, low competition, low cost phrases.
      Create consistent, compelling, evergreen content targeting long tail keywords.
      Link internally to other relevant content pages.
      Optimize headlines and meta descriptions for clickthrough. Use video xml and
      Google authorship to get thumbnails into results.
      Find out who’s linking to your competitors and try to get links to you as well.
      Build links through guest posts, product reviews, directory submissions, etc.

                rand fishkin
                http://intly.me/YdXAsX


THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
CONTENT MARKETING IN 90 SECONDS
      Write about the problem space, not your product.
      Aim for 20 posts per month. http://intly.me/Ye1Atq
      Create evergreen content that will still be relevant and searched for in 2 years.
      People can’t get enough of lists. Use odd numbers.
      Collect emails and send them new content - http://intly.me/XVagqJ
      Interview people who would be influential to your customers. They’re likely to
      spread the word about the interview, and the content will be well received.
      Google likes longer content. http://intly.me/15jEusz
      Do lots of guest posting. 1 for you, 2 for them. http://intly.me/W0vxxD
      People love infographics.
      Always include something for people to do when they finish reading. Suggest
      other posts, include a call to action, etc.

THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
PR IN 90 SECONDS
      Target individual writers, not publications. Do your homework.
      Start with small blogs and work your way up.
      Be brief with your pitch.
      Craft a compelling story. No one cares about product specs.
      Build relationships before you need them. Send reporters tips.
      Have 1-3 key points you want to get across during an interview. Hit those hard.
      Follow up immediately with logos, headshots, product screens, etc. Make their
      lives easier.


                sean blanda
                http://intly.me/Yx3INN



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
ADWORDS IN 90 SECONDS
      You probably shouldn’t do it except for testing, or if your LTV is very high.
      http://intly.me/Xb233s
      But if you do...
      Monitor conversion, not just clickthrough.
      Use broad match initially to see what people search for, then narrow to
      increase CTR
      Use negative keywords to avoid showing up on undesirable SERPs.
      Create one ad group per keyword to increase quality score.
      Match ads to highly relevant landing pages.
      Kill off or rewrite anything with less than 2% CTR
      Always be running variations.



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
SOCIAL IN 90 SECONDS
   Use Followerwonk to research potential users to follow.
   Engage - retweet, favorite, etc. to get on their radar.
   Tweets have a half-life of 1 hour, Facebook 1 day. Set a posting schedule
   accordingly.
   Use social to warm up leads before sending an email. http://intly.me/XbcDHH
   Hashtags are usually noise, but can be a great way to reach people at
   conferences remotely. http://intly.me/VmdmFt
   Images in Facebook have the highest clickthrough rate. Include link in the copy.
   Answer highly visible questions on Quora.
   Post presentations to Slideshare.
   Submit relevant posts to Reddit, Hacker News, etc.



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
FACEBOOK ADS IN 90 SECONDS
      Images are the most important factor. Test 50 images. Test orientation
      (looking right, looking left.) Test color and shape of borders.
      Use country targeting when testing conversion. US costs 5-10x other
      countries. Use Canada, New Zealand, etc.
      Focus on conversion, not just clickthrough rate. It’s not uncommon to have
      40-60% conversion rates if it’s targeted well.

                andy johns
                http://intly.me/WNO2ct




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Include static links in embed codes or widgets to
                    acquire lots of inbound links.
                    http://intly.me/YlK3kU




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Leverage a large existing network. Airbnb figured out how to
            auto-post to Craigslist (even though they had no public API.)
            http://intly.me/UrpQwn




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
ACTIVATION
LANDING PAGE OPTIMIZATION IN 90 SECONDS
   Headlines are critical. Test like crazy. http://intly.me/XMU9x6
   Include a big image or video. Test like crazy. http://intly.me/WNO2ct
   Have a big, compelling call to action. Put it above the fold. Test like crazy.
   3-7 benefit statements, not a list of features.
   Include social proof - testimonials, logos/photos/videos of happy clients, etc.
   Capture emails so you can talk to them again if they aren’t ready to commit.
   Simplify, simplify, simplify. http://intly.me/Zh4B2N
   Detect the source of a referring click and send them to the right place - iOS to the
   app store, web to website, etc. http://intly.me/XfitVw


             oli gardner
             http://intly.me/Z4l5aT

THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
OPTIMIZING SIGNUP IN 90 SECONDS
   Reinforce the benefits of signing up.
   Simplify your forms. Don’t ask for unnecessary information.
   Fewer pricing options.
   Check for errors or provide suggestions inline without having to submit.
   Offer social sign-up options and use social proof (faces next to button)
   Don’t offer a discount, offer more for free. http://intly.me/Xb78bS
   Explain what happens next. http://intly.me/Ym9HGj
   Let them start using the product first, then ask for signup to save their work.
   Implement live chat to capture people who are hesitating. Understand their
   objections. Track consistent ones. Make your product or copy better to convert
   these folks in the future.



THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
EMAIL CONVERSION IN 90 SECONDS
   Provide an offer to get emails (whitepapers, etc.)
   Identify the window when they’re most likely to convert and focus your energy
   there. If there’s < 1% chance of conversion after 7 days, focus your energy before
   7 days.
   A/B test every email - focus on the subject line.
   Add a call to action to every email.
   Segment your subscribers based on the call to action that caused them to sign
   up.
   Create auto-triggered emails using customer.io to follow up with people who bail
   out of your signup process.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
ONBOARDING IN 90 SECONDS
   Provide a simple walkthrough of your core experience.
   Have your demo assist the user in the creation of their initial content.
   Use gamification (LinkedIn’s % complete, etc.) to incentivize users to complete
   next steps.
   If connecting with Facebook, consider auto-following friends already on the
   service. http://intly.me/Uq4xet
   Auto-follow influential users to get over the cold start problem.
   Don’t create friction in the user experience with heavy moderation tools, etc.
   Particularly early on. You can address spam later. http://intly.me/Uq4xet
   Send a series of email autoresponders over 1 week teaching users how to get the
   most out of your service.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
RETENTION
Bucket and track the retention rate of specific sets of users
              using cohorts. This allows you to see how product
              enhancements impact retention for new groups of users vs. old.
              http://intly.me/Urou4B




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Get users to the Aha moment as fast as possible.
                     For Facebook that’s 10 friends in 7 days.
                     For Twitter it’s following 30 people.


                               chamath palihapitiya
                               http://intly.me/12T1saz




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Your best tool for retention is email.
                  You’ve been outbid (eBay)
                  Year in Review (LinkedIn)
                  You have a new friend/follower (Facebook, Twitter)
                  You’ve been ousted as the mayor (Foursquare)


                  If you’re an app, make heavy use of notifications.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Contact your first 1000 customers personally. Email from the
              CEO. Ask them to help spread the word, and to give you
              feedback. Include your actual cell phone number.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Turn content consumers into content creators by painlessly
              seeding the production into the search flow (Quora, Stack
              Overflow, etc.)
              http://intly.me/UIrdnH




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Pinterest auto-follows connections but staggered them,
              sending an email notification each time a “connection” was
              made to boost returning users.
              http://intly.me/Uq4xet




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Make it easy for your users to
              pressure their friends to
              come back in.

                        aaron ginn
                        http://intly.me/Z4reUx




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
REFERRAL
Make heavy use of social artifacts. Ask for
                   automatic notifications during network connection.
                   Identify every meaningful sharable event.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
PS: I Love You. Get Your Free Email at Hotmail




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Make it painless for users creating new content
                    to also spread the word via external networks.
                    http://intly.me/VWpJKQ




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Prompt users to “remind”
              people they’ve asked to
              connect with.

                        aaron ginn
                        http://intly.me/Z4reUx




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Create custom, personalized landing pages
                 http://intly.me/12PiTEz




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Provide incentives - ideally ones that improve
                    the experience of using the product.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Create a contest and incentivize users to share with others.




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
Let’s build something great together.
                                    www.digintent.com




THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION
sean johnson @intentionally
sean johnson @intentionally
http://www.sean-johnson.com

More Related Content

What's hot

Growth Hacking / Marketing 101: It's about process
Growth Hacking / Marketing 101: It's about processGrowth Hacking / Marketing 101: It's about process
Growth Hacking / Marketing 101: It's about processRuben Hamilius
 
Think Like A Growth Hacker
Think Like A Growth HackerThink Like A Growth Hacker
Think Like A Growth HackerTim Homuth
 
30 Brilliant marketing growth hack cards.
30 Brilliant marketing growth hack cards.30 Brilliant marketing growth hack cards.
30 Brilliant marketing growth hack cards.ClavainSkade
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
 
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)Trigger
 
Growth Hacking Basics
Growth Hacking BasicsGrowth Hacking Basics
Growth Hacking BasicsMorgan Brown
 
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...500 Startups
 
Growth Hacking Workshop: AAU
Growth Hacking Workshop: AAUGrowth Hacking Workshop: AAU
Growth Hacking Workshop: AAUMark Andersen
 
Growth Hacking and Full Stack Marketing For Startups
Growth Hacking and Full Stack Marketing For StartupsGrowth Hacking and Full Stack Marketing For Startups
Growth Hacking and Full Stack Marketing For StartupsCasey Armstrong
 
Growth engine for saas startups
Growth engine for saas startupsGrowth engine for saas startups
Growth engine for saas startupsAlin Dobra
 
Growth Tribe Academy: Growth Hacking 101 Handbook
Growth Tribe Academy: Growth Hacking 101 Handbook Growth Tribe Academy: Growth Hacking 101 Handbook
Growth Tribe Academy: Growth Hacking 101 Handbook Growth Tribe
 
Instagram Analytics (1)
Instagram Analytics (1)Instagram Analytics (1)
Instagram Analytics (1)Dini Prathivi
 
Growth Hacking 101
Growth Hacking 101Growth Hacking 101
Growth Hacking 101Greg Lenz
 
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Asia
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media StrategyRono Iqbal
 
Numbers not Napkins: Simple Startup Metrics
Numbers not Napkins: Simple Startup MetricsNumbers not Napkins: Simple Startup Metrics
Numbers not Napkins: Simple Startup MetricsDave McClure
 
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
 

What's hot (20)

Growth Hacking / Marketing 101: It's about process
Growth Hacking / Marketing 101: It's about processGrowth Hacking / Marketing 101: It's about process
Growth Hacking / Marketing 101: It's about process
 
Think Like A Growth Hacker
Think Like A Growth HackerThink Like A Growth Hacker
Think Like A Growth Hacker
 
Growth Hacking
Growth HackingGrowth Hacking
Growth Hacking
 
30 Brilliant marketing growth hack cards.
30 Brilliant marketing growth hack cards.30 Brilliant marketing growth hack cards.
30 Brilliant marketing growth hack cards.
 
Using Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo TestingUsing Your Growth Model to Drive Smarter High Tempo Testing
Using Your Growth Model to Drive Smarter High Tempo Testing
 
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)
 
Growth Hacking Basics
Growth Hacking BasicsGrowth Hacking Basics
Growth Hacking Basics
 
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...
 
Growth Hacking Workshop: AAU
Growth Hacking Workshop: AAUGrowth Hacking Workshop: AAU
Growth Hacking Workshop: AAU
 
Growth Hacking and Full Stack Marketing For Startups
Growth Hacking and Full Stack Marketing For StartupsGrowth Hacking and Full Stack Marketing For Startups
Growth Hacking and Full Stack Marketing For Startups
 
Growth Hacking
Growth HackingGrowth Hacking
Growth Hacking
 
Growth engine for saas startups
Growth engine for saas startupsGrowth engine for saas startups
Growth engine for saas startups
 
Growth Tribe Academy: Growth Hacking 101 Handbook
Growth Tribe Academy: Growth Hacking 101 Handbook Growth Tribe Academy: Growth Hacking 101 Handbook
Growth Tribe Academy: Growth Hacking 101 Handbook
 
Instagram Analytics (1)
Instagram Analytics (1)Instagram Analytics (1)
Instagram Analytics (1)
 
Growth Hacking 101
Growth Hacking 101Growth Hacking 101
Growth Hacking 101
 
Influencer marketing
Influencer marketingInfluencer marketing
Influencer marketing
 
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Numbers not Napkins: Simple Startup Metrics
Numbers not Napkins: Simple Startup MetricsNumbers not Napkins: Simple Startup Metrics
Numbers not Napkins: Simple Startup Metrics
 
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
 

Similar to Ultimate Guide to Funnel Optimization

EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEuropean Innovation Academy
 
User acquisition myths tips and tricks
User acquisition   myths tips and tricksUser acquisition   myths tips and tricks
User acquisition myths tips and tricksBonny Lai
 
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a Recession
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a RecessionCharleston AMA - Ten Free or Low Cost Strategies for Marketing in a Recession
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a RecessionJay Berkowitz www.TenGoldenRules.com
 
Social Media 101 - Dietician's Information
Social Media 101 - Dietician's InformationSocial Media 101 - Dietician's Information
Social Media 101 - Dietician's InformationKostas McDade
 
EIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEuropean Innovation Academy
 
Digital Marketing PPT.pptx
Digital Marketing PPT.pptxDigital Marketing PPT.pptx
Digital Marketing PPT.pptxHimanshu216907
 
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...LinkedIn
 
Digital Marketing PPT pdf.pdf
Digital Marketing PPT pdf.pdfDigital Marketing PPT pdf.pdf
Digital Marketing PPT pdf.pdfHimanshu216907
 
Webinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinWebinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinFalcon.io
 
Topic 13 - Marketing Ads.ppt
Topic 13 - Marketing Ads.pptTopic 13 - Marketing Ads.ppt
Topic 13 - Marketing Ads.pptJaySears2
 
Everything you ever wanted to know about marketing...but were afraid to ask!
Everything you ever wanted to know about marketing...but were afraid to ask!Everything you ever wanted to know about marketing...but were afraid to ask!
Everything you ever wanted to know about marketing...but were afraid to ask!Business Link South West - Events
 
Grow Hack Athens Pt.1: Growth Hacking For Web Apps
Grow Hack Athens Pt.1: Growth Hacking For Web AppsGrow Hack Athens Pt.1: Growth Hacking For Web Apps
Grow Hack Athens Pt.1: Growth Hacking For Web AppsGrowthRocks
 

Similar to Ultimate Guide to Funnel Optimization (20)

EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & TrackingEIA2016Turin - Brian Kress. Goals, KPIs & Tracking
EIA2016Turin - Brian Kress. Goals, KPIs & Tracking
 
User acquisition myths tips and tricks
User acquisition   myths tips and tricksUser acquisition   myths tips and tricks
User acquisition myths tips and tricks
 
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a Recession
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a RecessionCharleston AMA - Ten Free or Low Cost Strategies for Marketing in a Recession
Charleston AMA - Ten Free or Low Cost Strategies for Marketing in a Recession
 
Social Media 101 - Dietician's Information
Social Media 101 - Dietician's InformationSocial Media 101 - Dietician's Information
Social Media 101 - Dietician's Information
 
Ten Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a RecessionTen Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a Recession
 
15 07 sean johnson
15 07 sean johnson15 07 sean johnson
15 07 sean johnson
 
Ten Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a RecessionTen Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a Recession
 
Ten Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a RecessionTen Free or Low Cost Strategies for Marketing in a Recession
Ten Free or Low Cost Strategies for Marketing in a Recession
 
EIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hookedEIA2016Nice - Brian Kress. Getting your users hooked
EIA2016Nice - Brian Kress. Getting your users hooked
 
Digital Marketing PPT.pptx
Digital Marketing PPT.pptxDigital Marketing PPT.pptx
Digital Marketing PPT.pptx
 
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
 
Digital Marketing PPT pdf.pdf
Digital Marketing PPT pdf.pdfDigital Marketing PPT pdf.pdf
Digital Marketing PPT pdf.pdf
 
10 Success Strategies for Internet Marketers
10 Success Strategies for Internet Marketers10 Success Strategies for Internet Marketers
10 Success Strategies for Internet Marketers
 
Affiliate marketing
Affiliate marketingAffiliate marketing
Affiliate marketing
 
Web 2010 Discover Ten Strategies Defining Your Business Future
Web 2010  Discover Ten Strategies Defining Your Business FutureWeb 2010  Discover Ten Strategies Defining Your Business Future
Web 2010 Discover Ten Strategies Defining Your Business Future
 
Webinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are ThinWebinar: How to Build a Content Machine When Resources Are Thin
Webinar: How to Build a Content Machine When Resources Are Thin
 
Topic 13 - Marketing Ads.ppt
Topic 13 - Marketing Ads.pptTopic 13 - Marketing Ads.ppt
Topic 13 - Marketing Ads.ppt
 
Everything you ever wanted to know about marketing...but were afraid to ask!
Everything you ever wanted to know about marketing...but were afraid to ask!Everything you ever wanted to know about marketing...but were afraid to ask!
Everything you ever wanted to know about marketing...but were afraid to ask!
 
Web Marketing Success 2013
Web Marketing Success 2013Web Marketing Success 2013
Web Marketing Success 2013
 
Grow Hack Athens Pt.1: Growth Hacking For Web Apps
Grow Hack Athens Pt.1: Growth Hacking For Web AppsGrow Hack Athens Pt.1: Growth Hacking For Web Apps
Grow Hack Athens Pt.1: Growth Hacking For Web Apps
 

Recently uploaded

Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshopP&CO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisalgomezdominic3
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 

Recently uploaded (20)

Entrepreneurship and individuals workshop
Entrepreneurship and individuals workshopEntrepreneurship and individuals workshop
Entrepreneurship and individuals workshop
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Human Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and AppraisalHuman Resource Management Chapter 9: Performance Management and Appraisal
Human Resource Management Chapter 9: Performance Management and Appraisal
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
AL Satwa Dubai Call Girls +971552825767 Call Girls In AL Karama
AL Satwa Dubai Call Girls +971552825767  Call Girls In AL KaramaAL Satwa Dubai Call Girls +971552825767  Call Girls In AL Karama
AL Satwa Dubai Call Girls +971552825767 Call Girls In AL Karama
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 

Ultimate Guide to Funnel Optimization

  • 1. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally http://www.sean-johnson.com
  • 2. Partner at Digital Intent Adjunct Professor at Northwestern’s Kellogg school of Management Runs the Chicago Growth Hacker Meetup Former VP Creative Director at EducationDynamics Help companies like Groupon, Sittercity, Follett, etc. build and grow new digital businesses. Product strategy, UI/UX, web and mobile development, traction www.digintent.com THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 3. “Most startups don't fail at building a product. They fail at acquiring customers.” gabriel weinberg http://intly.me/XFf69t THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 4. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 5. “Growth is about taking your product and optimizing it to produce compound interest. There are very few (if any) silver bullets when it comes to growth. But there are many micro optimizations.” andy johns http://intly.me/WNGdDF THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 7. DON’T WORRY ABOUT YOUR FUNNEL YET. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 8. Your first thousand users are an extension of customer development. Focus on learning and getting to product/market fit. hiten shah http://intly.me/W0kpAJ THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 9. Your goal is a simple product that does 1 or 2 things really well in a fundamentally different way that solves a big problem for a large pre-existing market. andrew chen http://intly.me/15kBIDA THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 10. You don’t need more features. Spend 80% of your time on refining existing features, and only 20% on new development. dave mcclure http://intly.me/XWdGcF THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 11. Make a list of all your friends, with their follower count. Send people cookies. Take them to breakfast. Reach them one at a time. Don’t worry if it isn’t scalable yet. noah kagan http://intly.me/Xe6s4q THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 12. Create a landing page using Unbounce or something similar. Use it to test headlines, positioning, calls to action, etc. Drive limited traffic there using AdWords. http://intly.me/W0kpAJ THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 13. Dig your well before your thirsty. Identify bloggers that fit your niche. Sort by number of followers, PR, etc. Establish relationships with them before you need anything from them. Write guest posts. When the time comes, ask them review your service. Give them invite codes or giveaways to share with their audience. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 14. Create YouTube videos targeted to specific individuals and wait for them to Google themselves. http://intly.me/12SKJUB THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 15. If you have the budget, buy targeted display ads driving to your landing page. CrazyEgg collected over 20k emails by targeting CSS gallery sites. neil patel http://intly.me/12SKJUB THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 16. Post an ad on Craigslist asking for market feedback. Ask that they sign up and kick the tires before completing the survey. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 17. Use Twitter search to find people who fit your target audience and reach out to them directly. Do the same with forums targeted to your audience. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 18. Use surveys to home in on product/market fit. When you get 40% of users telling you they’d be very disappointed, it’s likely you’re on to something. sean ellis http://intly.me/ZhXBCZ THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 20. Use a tool like Kissmetrics to get a baseline on how customers move through your funnel. Look for bottlenecks. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 21. Pick a high level goal for your growth rate and try to hit it. Y Combinator companies shoot for 5-7% per week. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 22. Treat growth like development. Work in 2 week sprints. Use points for estimation based on bandwidth. Some tasks will be ongoing (content marketing, pr, etc.) Use remaining points for experiments. aaron ginn http://intly.me/XuvbP6 THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 23. How to do experiments. 1. Identify an area for improvement (homepage to email conversion, etc.) 2. Create a hypothesis (if we simplify the form we’ll improve conversion.) 3. Deploy as an A/B test using Optimizely or Google experiments. 4. If the change improves the metric you’re measuring, roll it out. 5. Rinse and repeat. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 24. “A great deal of perseverance is required. There are a huge number of failed experiments before success. There is a fine line between failure and success.” michael birch http://intly.me/Vw1xin THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 26. CAC < LTV FREE > PAID THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 27. Select channels with high volume, high conversion and low cost. Measure all the way down the funnel to revenue to find the highest converting channels. dave mcclure http://intly.me/XWdGcF THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 28. SEO IN 90 SECONDS Make sure your site is crawlable, has good information architecture and loads quickly. Eliminate duplicate content. Do keyword research and target high volume, low competition, low cost phrases. Create consistent, compelling, evergreen content targeting long tail keywords. Link internally to other relevant content pages. Optimize headlines and meta descriptions for clickthrough. Use video xml and Google authorship to get thumbnails into results. Find out who’s linking to your competitors and try to get links to you as well. Build links through guest posts, product reviews, directory submissions, etc. rand fishkin http://intly.me/YdXAsX THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 29. CONTENT MARKETING IN 90 SECONDS Write about the problem space, not your product. Aim for 20 posts per month. http://intly.me/Ye1Atq Create evergreen content that will still be relevant and searched for in 2 years. People can’t get enough of lists. Use odd numbers. Collect emails and send them new content - http://intly.me/XVagqJ Interview people who would be influential to your customers. They’re likely to spread the word about the interview, and the content will be well received. Google likes longer content. http://intly.me/15jEusz Do lots of guest posting. 1 for you, 2 for them. http://intly.me/W0vxxD People love infographics. Always include something for people to do when they finish reading. Suggest other posts, include a call to action, etc. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 30. PR IN 90 SECONDS Target individual writers, not publications. Do your homework. Start with small blogs and work your way up. Be brief with your pitch. Craft a compelling story. No one cares about product specs. Build relationships before you need them. Send reporters tips. Have 1-3 key points you want to get across during an interview. Hit those hard. Follow up immediately with logos, headshots, product screens, etc. Make their lives easier. sean blanda http://intly.me/Yx3INN THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 31. ADWORDS IN 90 SECONDS You probably shouldn’t do it except for testing, or if your LTV is very high. http://intly.me/Xb233s But if you do... Monitor conversion, not just clickthrough. Use broad match initially to see what people search for, then narrow to increase CTR Use negative keywords to avoid showing up on undesirable SERPs. Create one ad group per keyword to increase quality score. Match ads to highly relevant landing pages. Kill off or rewrite anything with less than 2% CTR Always be running variations. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 32. SOCIAL IN 90 SECONDS Use Followerwonk to research potential users to follow. Engage - retweet, favorite, etc. to get on their radar. Tweets have a half-life of 1 hour, Facebook 1 day. Set a posting schedule accordingly. Use social to warm up leads before sending an email. http://intly.me/XbcDHH Hashtags are usually noise, but can be a great way to reach people at conferences remotely. http://intly.me/VmdmFt Images in Facebook have the highest clickthrough rate. Include link in the copy. Answer highly visible questions on Quora. Post presentations to Slideshare. Submit relevant posts to Reddit, Hacker News, etc. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 33. FACEBOOK ADS IN 90 SECONDS Images are the most important factor. Test 50 images. Test orientation (looking right, looking left.) Test color and shape of borders. Use country targeting when testing conversion. US costs 5-10x other countries. Use Canada, New Zealand, etc. Focus on conversion, not just clickthrough rate. It’s not uncommon to have 40-60% conversion rates if it’s targeted well. andy johns http://intly.me/WNO2ct THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 34. Include static links in embed codes or widgets to acquire lots of inbound links. http://intly.me/YlK3kU THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 35. Leverage a large existing network. Airbnb figured out how to auto-post to Craigslist (even though they had no public API.) http://intly.me/UrpQwn THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 37. LANDING PAGE OPTIMIZATION IN 90 SECONDS Headlines are critical. Test like crazy. http://intly.me/XMU9x6 Include a big image or video. Test like crazy. http://intly.me/WNO2ct Have a big, compelling call to action. Put it above the fold. Test like crazy. 3-7 benefit statements, not a list of features. Include social proof - testimonials, logos/photos/videos of happy clients, etc. Capture emails so you can talk to them again if they aren’t ready to commit. Simplify, simplify, simplify. http://intly.me/Zh4B2N Detect the source of a referring click and send them to the right place - iOS to the app store, web to website, etc. http://intly.me/XfitVw oli gardner http://intly.me/Z4l5aT THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 38. OPTIMIZING SIGNUP IN 90 SECONDS Reinforce the benefits of signing up. Simplify your forms. Don’t ask for unnecessary information. Fewer pricing options. Check for errors or provide suggestions inline without having to submit. Offer social sign-up options and use social proof (faces next to button) Don’t offer a discount, offer more for free. http://intly.me/Xb78bS Explain what happens next. http://intly.me/Ym9HGj Let them start using the product first, then ask for signup to save their work. Implement live chat to capture people who are hesitating. Understand their objections. Track consistent ones. Make your product or copy better to convert these folks in the future. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 39. EMAIL CONVERSION IN 90 SECONDS Provide an offer to get emails (whitepapers, etc.) Identify the window when they’re most likely to convert and focus your energy there. If there’s < 1% chance of conversion after 7 days, focus your energy before 7 days. A/B test every email - focus on the subject line. Add a call to action to every email. Segment your subscribers based on the call to action that caused them to sign up. Create auto-triggered emails using customer.io to follow up with people who bail out of your signup process. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 40. ONBOARDING IN 90 SECONDS Provide a simple walkthrough of your core experience. Have your demo assist the user in the creation of their initial content. Use gamification (LinkedIn’s % complete, etc.) to incentivize users to complete next steps. If connecting with Facebook, consider auto-following friends already on the service. http://intly.me/Uq4xet Auto-follow influential users to get over the cold start problem. Don’t create friction in the user experience with heavy moderation tools, etc. Particularly early on. You can address spam later. http://intly.me/Uq4xet Send a series of email autoresponders over 1 week teaching users how to get the most out of your service. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 42. Bucket and track the retention rate of specific sets of users using cohorts. This allows you to see how product enhancements impact retention for new groups of users vs. old. http://intly.me/Urou4B THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 43. Get users to the Aha moment as fast as possible. For Facebook that’s 10 friends in 7 days. For Twitter it’s following 30 people. chamath palihapitiya http://intly.me/12T1saz THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 44. Your best tool for retention is email. You’ve been outbid (eBay) Year in Review (LinkedIn) You have a new friend/follower (Facebook, Twitter) You’ve been ousted as the mayor (Foursquare) If you’re an app, make heavy use of notifications. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 45. Contact your first 1000 customers personally. Email from the CEO. Ask them to help spread the word, and to give you feedback. Include your actual cell phone number. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 46. Turn content consumers into content creators by painlessly seeding the production into the search flow (Quora, Stack Overflow, etc.) http://intly.me/UIrdnH THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 47. Pinterest auto-follows connections but staggered them, sending an email notification each time a “connection” was made to boost returning users. http://intly.me/Uq4xet THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 48. Make it easy for your users to pressure their friends to come back in. aaron ginn http://intly.me/Z4reUx THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 50. Make heavy use of social artifacts. Ask for automatic notifications during network connection. Identify every meaningful sharable event. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 51. PS: I Love You. Get Your Free Email at Hotmail THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 52. Make it painless for users creating new content to also spread the word via external networks. http://intly.me/VWpJKQ THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 53. Prompt users to “remind” people they’ve asked to connect with. aaron ginn http://intly.me/Z4reUx THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 54. Create custom, personalized landing pages http://intly.me/12PiTEz THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 55. Provide incentives - ideally ones that improve the experience of using the product. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 56. Create a contest and incentivize users to share with others. THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally
  • 57. Let’s build something great together. www.digintent.com THE ULTIMATE GUIDE TO FUNNEL OPTIMIZATION sean johnson @intentionally