Performance AnxietyWhat “Designing for Conversion” Actually Means Hiten Shah • KISSmetrics Warm Gun • Friday • December 2nd, 2011
Data makes you stop debating and start learning
Metrics help youidentify improvement opportunities
Baseline your metrics
Funnels help you focus
Find the leakshttp://kiss.ly/1-2punch
Measure your results (conversions)
It’s not about the tools!
It’s all about the user experience
Designing for results is theprocess of improving theuser experience to meetyour business goals.
You need great ideas...
Don’t just copy what others do“What works for us may not work for you. Please do your own testing. Your conversion rates may suffer if you copy us.”
Test your calls to action
Changing the color of a button won’t move the needle
Discover what works for you
Test success is hard to predict
The more “at bats” you get, the more hits you’ll have
You need tounderstandyour people
Get qualitative data
Remote user researchAsk your visitors to help youimprove your websiteWhat you’ll learn★ What visitors think you do★ What visitors remember
Usability testing Watch videos of people using your website and listen to their problems What you’ll learn ★ Why visitors leave ★ Things that confuse visitorsUse coupon code warmgun2011 for a free test!
On-site task completion survey
Pricing page confusion
Measure your results byaligning your business goalswith your metrics and tests.
Media How do Transactionyou make Subscription money? Social
Media = Content Consumption
Transaction = Purchases
Subscription = Continuous Value
Social = Communication
You need to align your metrics with that... Media = Page views Drive trafﬁc to increase advertising revenueTransaction = Revenue Increase conversion rate and number of transactionsSubscription = Lifetime Value Reduce churn and increase lifetime value Social = Retention Increase % of users who come back regularly