Sean Ellis & Hiten Shah
Growth Hack Your Business
Understand the People Behind the Data
+
Hiten Shah
KISSmetrics


@hnshah
Sean Ellis
Qualaroo


@SeanEllis
Hiten Shah is the co-founder of KISSmetrics. He's
been c...
Join Us On Twitter!
@SeanEllis @hnshah
#KISSwebinar
We have access to more data than ever before.
Data can turn into a distraction.
Easy to forget that real people are under ...
You are problem solvers — need to stop chasing problems.
Identify success first. Work backwards.
Start By Reverse Engineer...
1 Identify ‘must-have’ customer
2 Find their path to success
3 Learn how they discovered you
4 Understand needs prior to y...
WATCH THIS WEBINAR RECORDING NOW
Must-Have Customers
Quantitative
• How are customers using the product?
• How often do they use it?
• Which features do th...
Identify Habitual Users
How Often Do They Use It?
Which Features Do They Use?
Identify Must-Have Customers
Learn What People Love
Successful On-Boarding
Quantitative
• What’s the first feature people used?
• How many times did they visit before signing...
First Feature Discovery
Pre-Signup Activity
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Why Did They Sign Up?
Why Did They Buy?
Why Did They Visit Certain Pages?
Discovery Of Your Product
Quantitative
• What channels brought people to your website?
• What are the most valuable source...
Channels That Brought People
Most Valuable Sources Of Traffic
Where Did They First Hear About It?
Why Did They Decide To Check It Out?
Need / Solution Fit
Quantitative
• What are the top use cases for your product?
• Which features do people want?
Qualitati...
What Are People Searching For?
What Features Do People Want?
What Features Do People Want?
What Problem Are They Trying To Solve?
What Other Solutions Did They Consider?
Start by improving existing opportunities not new traffic.
★ Learn about people who don’t visit key conversion pages.
Fix ...
How To Identify Your Conversion Issues
★ Path analysis in analytics
★ Ask them via exit survey
“Is something preventing yo...
Where Do People Abandon?
Exit Surveys
User Research
h p://usertesting.com
CRO Is Critical For Channel Building
★ Stack odds for marketing success
★ Organic momentum from positive experience
Things...
The Beginner’s Guide to CRO
h p://qualaroo.com/beginners-guide-to-cro/
1 Focus on what works and double down
2 Growth momentum built around a strong core
Power Of Momentum
Understand
and Optimi...
THANK YOU
Sean Ellis and Hiten Shah
@SeanEllis & @hnshah
+
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Growth Hack Your Business by Understanding the People Behind the Data

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Growth Hack Your Business Understand the People Behind the Data Sean Ellis & Hiten Shah
Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout. Hiten Shah is the co-founder of KISSmetrics. He's been creating and growing self-funded and venture backed SaaS analytics businesses since 2005. He is a sought after mentor and advisor to entrepreneurs and their companies.
Join Us On Twitter! @SeanEllis @hnshah #KISSwebinar
The Data Paradox ★ We have access to more data than ever before. ★ Data can turn into a distraction. ★ Easy to forget that real people are under the numbers.
Start By Reverse Engineering Success ★ You are problem solvers — need to stop chasing problems. ★ Identify success first. Work backwards.
How To Reverse Engineer, 1 Identify ‘must-have’ customer, 2 Find their path to success, 3 Learn how they discovered you, 4 Understand needs prior to your solution
Must-Have Customers Quantitative • How are customers using the product? • How often do they use it? • Which features do they use? Qualitative • What do they love about it? • What would they use instead if it weren’t available?
Identify Habitual Users
How Often Do They Use It?
Which Features Do They Use?
Identify Must-Have Customers
Learn What People Love
Successful On-Boarding Quantitative
First Feature Discovery
Pre-Signup Activity
Why Did They Sign Up?
Why Did They Buy?
Why Did They Visit Certain Pages?
Discovery Of Your Product Quantitative • What channels brought people to your website? • What are the most valuable sources of traffic? Qualitative • Where did they first hear about it? • Why did they decide to check it out?
Channels That Brought People
Most Valuable Sources Of Traffic
Where Did They First Hear About It?
Why Did They Decide To Check It Out?
Need / Solution Fit
What Are People Searching For?
What Features Do People Want?
What Problem Are They Trying To Solve?
What Other Solutions Did They Consider?
Fix Conversion Issues First
How To Identify Your 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 Losers only focus on the 2% of conversions they receive from their website. Winners focus on the 98% that didn’t convert. ! — Avinash Kaushik, Author & Digital Marketing Evangelist (Google)
Where Do People Abandon?
Exit Surveys

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Transcript of "Growth Hack Your Business by Understanding the People Behind the Data"

  1. 1. Sean Ellis & Hiten Shah Growth Hack Your Business Understand the People Behind the Data +
  2. 2. Hiten Shah KISSmetrics 
 @hnshah Sean Ellis Qualaroo 
 @SeanEllis Hiten Shah is the co-founder of KISSmetrics. He's been creating and growing self-funded and venture backed SaaS analytics businesses since 2005. He is a sought after mentor and advisor to entrepreneurs and their companies. Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout.
  3. 3. Join Us On Twitter! @SeanEllis @hnshah #KISSwebinar
  4. 4. We have access to more data than ever before. Data can turn into a distraction. Easy to forget that real people are under the numbers. The Data Paradox ★ ★ ★
  5. 5. You are problem solvers — need to stop chasing problems. Identify success first. Work backwards. Start By Reverse Engineering Success ★ ★
  6. 6. 1 Identify ‘must-have’ customer 2 Find their path to success 3 Learn how they discovered you 4 Understand needs prior to your solution How To Reverse Engineer
  7. 7. WATCH THIS WEBINAR RECORDING NOW
  8. 8. Must-Have Customers Quantitative • How are customers using the product? • How often do they use it? • Which features do they use? Qualitative • What do they love about it? • What would they use instead if it weren’t available?
  9. 9. Identify Habitual Users
  10. 10. How Often Do They Use It?
  11. 11. Which Features Do They Use?
  12. 12. Identify Must-Have Customers
  13. 13. Learn What People Love
  14. 14. Successful On-Boarding Quantitative • What’s the first feature people used? • How many times did they visit before signing up? • What pages did they visit before they signed up? Qualitative • Why did they sign up? • Why did they visit certain pages?
  15. 15. First Feature Discovery
  16. 16. Pre-Signup Activity
  17. 17. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  18. 18. Why Did They Sign Up?
  19. 19. Why Did They Buy?
  20. 20. Why Did They Visit Certain Pages?
  21. 21. Discovery Of Your Product Quantitative • What channels brought people to your website? • What are the most valuable sources of traffic? Qualitative • Where did they first hear about it? • Why did they decide to check it out?
  22. 22. Channels That Brought People
  23. 23. Most Valuable Sources Of Traffic
  24. 24. Where Did They First Hear About It?
  25. 25. Why Did They Decide To Check It Out?
  26. 26. Need / Solution Fit Quantitative • What are the top use cases for your product? • Which features do people want? Qualitative • What problem are they trying to solve? • What other solutions did they consider?
  27. 27. What Are People Searching For?
  28. 28. What Features Do People Want?
  29. 29. What Features Do People Want?
  30. 30. What Problem Are They Trying To Solve?
  31. 31. What Other Solutions Did They Consider?
  32. 32. Start by improving existing opportunities not new traffic. ★ Learn about people who don’t visit key conversion pages. Fix Conversion Issues First Find the points where people abandon your website. Test and measure pages, flows and cohorts. ★ ★ ★ Utilize quantitative and qualitative data to learn from your website visitors and existing customers so you can do be er A/B testing to improve your conversions.
  33. 33. How To Identify Your Conversion Issues ★ Path analysis in analytics ★ Ask them via exit survey “Is something preventing you from checking out?” Example: Why we had 97% drop-off at download Where do they abandon? Study that spot Losers only focus on the 2% of conversions they receive from their website. Winners focus on the 98% that didn’t convert.! — Avinash Kaushik, Author & Digital Marketing Evangelist (Google)
  34. 34. Where Do People Abandon?
  35. 35. Exit Surveys
  36. 36. User Research h p://usertesting.com
  37. 37. CRO Is Critical For Channel Building ★ Stack odds for marketing success ★ Organic momentum from positive experience Things that work, work better Things that didn’t work can now become profitable Conversion Rate Optimization (CRO) is the single most effective way to maximize your marketing channels and increase your ROI.
  38. 38. The Beginner’s Guide to CRO h p://qualaroo.com/beginners-guide-to-cro/
  39. 39. 1 Focus on what works and double down 2 Growth momentum built around a strong core Power Of Momentum Understand and Optimize Must Have Experience Test New Channels
  40. 40. THANK YOU Sean Ellis and Hiten Shah @SeanEllis & @hnshah +
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