@seanellis
Optimizing for Growth
Building Optimization Momentum
Sean Ellis
July 29th 2014
CEO of Qualaroo,
GrowthHackers.c...
@seanellis
About Me
• Founder/CEO of Qualaroo & GrowthHackers.com
• Previously VP Marketing for customer zero to
NASDAQ IP...
@seanellis
Typical Optimization Process
Gut-Driven
Test Ideas
Test Small Changes See Mixed
or No Results
@seanellis
Research First for CRO Momentum
• Don’t guess your tests, research…
• Quantitative research
What are/aren’t peo...
@seanellis
Quantitative Research
• Top entry pages
• High bounce rate pages
• Where do users go?
• Top exit pages
@seanellis
Qualitative Research
Why do users exit without converting?
 Not enough desire
 Too much friction
Desire – Fri...
@seanellis
High Friction, but More Desire
Desire – Friction = Conversion Rate
@seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less depend...
@seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less depend...
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ...
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ...
@seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ...
@seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped y...
@seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped y...
@seanellis
Test to Reduce Friction, Enhance Desire
• Address intent first
• Strong authentic promise
(connects to intent)
...
@seanellis
Make Bold Changes Early
* Image by Conversion Rate Experts
@seanellis
Prioritize Testing
P – Potential (How much improvement can be made)
I - Importance (Highest volume of traffic)
...
@seanellis
PIE Worksheet for Objectivity
* PIE framework from WiderFunnel
@seanellis
Continuous Improvement
@seanellis
Where is Optimization Heading?
• Today: Macro optimization helps
“average user”
• Optimize each user segment se...
@seanellis
Questions?
Thank You.
Sean Ellis
CEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis
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Optimizing for Growth - Building Optimization Momentum

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This presentation was given at the Optimizely Experience Seattle by Sean Ellis, CEO of Qualaroo and Founder of Growth Hackers.

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  • Good afternoon, I’m Sean Ellis – founder and CEO of Qualaroo and GrowthHackers.com.  I’ve helped grow some great companies over the years, and for a long time I considered conversion rate optimization my secret weapon for growth.  In my experience, it is the most important growth lever…  Not only does it unlock growth across paid channels (as explained earlier), it is also critical for building a strong word of mouth growth engine. 

    But optimization is no longer a secret.  Everyone knows they should be doing it.  But fact is, most people’s optimization efforts eventually stall.  Today, I’m going to be talking about how to build momentum in your optimization efforts so it can be a big difference maker for your organization.  
  • Good afternoon, I’m Sean Ellis – founder and CEO of Qualaroo and GrowthHackers.com.  I’ve helped grow some great companies over the years, and for a long time I considered conversion rate optimization my secret weapon for growth.  In my experience, it is the most important growth lever…  Not only does it unlock growth across paid channels (as explained earlier), it is also critical for building a strong word of mouth growth engine. 

    But optimization is no longer a secret.  Everyone knows they should be doing it.  But fact is, most people’s optimization efforts eventually stall.  Today, I’m going to be talking about how to build momentum in your optimization efforts so it can be a big difference maker for your organization.  
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  • Transcript of "Optimizing for Growth - Building Optimization Momentum"

    1. 1. @seanellis Optimizing for Growth Building Optimization Momentum Sean Ellis July 29th 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
    2. 2. @seanellis About Me • Founder/CEO of Qualaroo & GrowthHackers.com • Previously VP Marketing for customer zero to NASDAQ IPO filing at LogMeIn and Uproar.com • Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
    3. 3. @seanellis Typical Optimization Process Gut-Driven Test Ideas Test Small Changes See Mixed or No Results
    4. 4. @seanellis Research First for CRO Momentum • Don’t guess your tests, research… • Quantitative research What are/aren’t people doing? • Qualitative research Why are/aren’t they doing it?
    5. 5. @seanellis Quantitative Research • Top entry pages • High bounce rate pages • Where do users go? • Top exit pages
    6. 6. @seanellis Qualitative Research Why do users exit without converting?  Not enough desire  Too much friction Desire – Friction = Conversion Rate
    7. 7. @seanellis High Friction, but More Desire Desire – Friction = Conversion Rate
    8. 8. @seanellis Start by Understanding Intent • Most powerful force available to marketers • Keyword data (becoming less dependable) • Ask visitors what they want Desire – Friction = Conversion Rate
    9. 9. @seanellis Start by Understanding Intent • Most powerful force available to marketers • Keyword data (becoming less dependable) • Ask visitors what they want Desire – Friction = Conversion Rate
    10. 10. @seanellis Then Gauge Desire • Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ? Desire – Friction = Conversion Rate
    11. 11. @seanellis Then Gauge Desire • Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ? Desire – Friction = Conversion Rate
    12. 12. @seanellis Then Gauge Desire • Ask: Why did you decide to sign up? (success page) • Ask: Does this page make you want to… ? Desire – Friction = Conversion Rate
    13. 13. @seanellis Understand Friction • User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points Desire – Friction = Conversion Rate
    14. 14. @seanellis Understand Friction • User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points Desire – Friction = Conversion Rate
    15. 15. @seanellis Test to Reduce Friction, Enhance Desire • Address intent first • Strong authentic promise (connects to intent) • Social proof • Address fears and UX issues Desire – Friction = Conversion Rate
    16. 16. @seanellis Make Bold Changes Early * Image by Conversion Rate Experts
    17. 17. @seanellis Prioritize Testing P – Potential (How much improvement can be made) I - Importance (Highest volume of traffic) E – Ease (Least time/resources for same return) * PIE framework from WiderFunnel Research helps gauge potential improvement
    18. 18. @seanellis PIE Worksheet for Objectivity * PIE framework from WiderFunnel
    19. 19. @seanellis Continuous Improvement
    20. 20. @seanellis Where is Optimization Heading? • Today: Macro optimization helps “average user” • Optimize each user segment separately (Optimizely Audiences now supports) • Provide optimal experience for individual (personalization)
    21. 21. @seanellis Questions? Thank You. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis
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