Conversion Optimization in Practice: BaconBiz 2013

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Patrick McKenzie (patio11) discusses conversion optimization for SaaS companies, using Freckle as a practical example. Includes advice on headlines, SaaS pricing, button calls to action (CTAs), etc

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Conversion Optimization in Practice: BaconBiz 2013

  1. 1. CONVERSION OPTIMIZATION IN PRACTICE Patrick McKenzie
  2. 2. Want To Follow?  Hashtag #BaconBiz or tweet at @patio11
  3. 3. Bingo Cards… Who Knew, Right?
  4. 4. It Beats Running A WoW Guild 0 20000 40000 60000 80000 2005 2006 2007 2008 2009 Profits (While Employed) BCC Day Job
  5. 5. Once More, With(out) Feeling
  6. 6. Products With A Side Of Consulting 0 20000 40000 60000 80000 Profits (Excluding AR) Consulting BCC Day Job
  7. 7. 2012 Was A Very Good Year
  8. 8. Not Important Relative To Last Slide 0 40000 80000 120000 160000 200000 Profits (Through 2012, Excluding AR) Training Consulting BCC Day Job
  9. 9. Three Stages Of Bootstrapping
  10. 10. The Fundamental SaaS Equation
  11. 11. Charge. More. • Killed the $9 plan • Added in $199 plan due to apparent demand
  12. 12. In Which I Take My Own Darn Advice $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 12/2010 1/2011 2/2011 3/2011 4/2011 5/2011 6/2011 7/2011 8/2011 9/2011 10/2011 11/2011 12/2011 1/2012 2/2012 3/2012 4/2012 5/2012 6/2012 7/2012 8/2012 9/2012 10/2012 11/2012 12/2012 1/2013 2/2013 3/2013 Scaled Revenue for Appointment Reminder
  13. 13. Consulting In 30 Minutes
  14. 14. Meet Our New Consulting “Client”
  15. 15. Get Prospects Into Free Trial
  16. 16. Get Trialers Onboarded
  17. 17. Get Trialers Engaged
  18. 18. Turn Trialers Into Customers
  19. 19. … And Keep Them
  20. 20. Why Not Just Dig In Blind?
  21. 21. Pre-signup Funnel For Freckle
  22. 22. Losing HUGE Numbers Early 15% conversion from home page to viewing plans page
  23. 23. All Comparisons Are Rough But… 38% conversion from home page to viewing plans page 20% to 100% more signups (all else equal)
  24. 24. Identify High-Value Targets
  25. 25. What can we fix that with? Hypothesis: Customer doesn’t what Freckle is
  26. 26. Online Time Tracking With Freckle
  27. 27. Frictionless Time Tracking
  28. 28. Time Tracking With 42% Less Suck
  29. 29. What can we fix that with? Hypothesis: Customer doesn’t understand how Freckle benefits their life
  30. 30. Bill more hours in less time
  31. 31. Earn more money freelancing with less pain
  32. 32. Bill 15 more hours next month
  33. 33. What can we fix that with? Hypothesis: Customer doesn’t know if Freckle is right for them, specifically
  34. 34. Too much Free in your freelancing? “Freckle helps you actually bill every hour you actually work.”
  35. 35. Freelancers And Firms Find Freckle Fabulous “Time tracking doesn’t start with an F? Dang, we had a pretty good thing going there.”
  36. 36. Do you bill at least $25 an hour?
  37. 37. Poking Holes In The Funnel
  38. 38. Always Have A Clear Next Step
  39. 39. Nobody Buys “Plans & Pricing”
  40. 40. Buttons Should Look Like Buttons
  41. 41. You’re Trained To Miss This One
  42. 42. Big And Easy To Click Get your pancake
  43. 43. Speaking of Button Copy
  44. 44. Verb + Benefit + (Immediacy?)
  45. 45. Note omission of “account” / “sign up”, which suggest the pain of charges and bureaucracy. Get started now
  46. 46. If your feature/value proposition is sufficiently compelling, it can be a good button. Start tracking your time now
  47. 47. Classics are classics for a reason. Try Freckle For Free
  48. 48. “No, really, this is the time tracking software you will actually use. 45% of people who sign up for our free trial actually start tracking time in their business. Find out why.” Start tracking your time
  49. 49. “Plans And Pricing”
  50. 50. It’s important to you, but fails to provide value to the customer. Also, loses scent versus the previous page. Avoid “Sign Up”
  51. 51. “Don’t worry, you can change at any time.” Start With This Plan
  52. 52. Analysis Paralysis
  53. 53. Less Choices Often Raises Conversions
  54. 54. Too Much Information
  55. 55. Objection: What if I don’t like it?
  56. 56. Objection: Can I trust you?
  57. 57. Objection: Is it worth the cost?
  58. 58. Objection: Will my team use it?
  59. 59. Spend More Time Than You’re Comfortable With On This Page
  60. 60. First Run Experience
  61. 61. Explicitly Ask To Onboard Team
  62. 62. Thanks for Listening  Blog at http://www.kalzumeus.com  Slides will be posted. See @patio11  Send me email. I love chatting about this. patrick@kalzumeus.com

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