WAC2011: Presentatie Neil Patel Web Analytics congres 2011
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WAC2011: Presentatie Neil Patel Web Analytics congres 2011

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Neil Patel was 1 van de keynote sprekers op het 5e web analytics congres in Amsterdam op 17 maart 2011. Dit zijn de slides van zijn presentatie die middag.

Neil Patel was 1 van de keynote sprekers op het 5e web analytics congres in Amsterdam op 17 maart 2011. Dit zijn de slides van zijn presentatie die middag.

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  • Hi, I ’ m Neil Patel, one of the founders of KISSmetrics. Presentation – 2 Tools to increase conversions.
  • I ’ m sure all of you enjoy feeling like a kid again. Improving your conversions can be as fun as being a kid again Especially when you get results that make you smile. Before we get right into funnel testing & optimization, Few definitions we should get out of the way...
  • MCs are “ big things that matter ” in your business. Help you stay focused on measurable success Distractions like CTR and page views are wasting your time. They don ’ t improve MCs Important metric, specific to your business is leads...
  • Here ’ s a 5-step process for optimizing your funnels. Start by baselining your macro conversions
  • Don ’ t limit steps to just your marketing website. Macro conversions include post sign up customer activity. Activation and upgrade can happen after sign up. Baseline helps identify optimization opportunities.
  • Analyze steps people take. Find improvement opportunities Free to paid takes long time so focus on sign up conversion rate only 9.8% Micro conversions happen between steps (ex. form fields, lightboxes, etc...)Useful to dig into micro conversions Helps identify things to test
  • Qualitative data helps identify barriers to conversionWhat is preventing people from converting?On-page KISSinsights surveying identifies page-level issuesLong surveys help with segmentation and identifying CTAs to test (later)Usability tests identify confusing interaction pointsIn-person and remote usability tests let you give people tasks and watch them stumbleIf you aren't doing usability tests, you need to now. Gold.Two links to actual KISSinsights customer responses.In summary, use qual. data to narrow down funnel bottlenecks and get ideas of what to test.
  • Analyze steps people take. Find improvement opportunities Free to paid takes long time so focus on sign up conversion rate only 9.8% Micro conversions happen between steps (ex. form fields, lightboxes, etc...)Useful to dig into micro conversions Helps identify things to test
  • I ’ m sure all of you enjoy feeling like a kid again. Improving your conversions can be as fun as being a kid again Especially when you get results that make you smile. Before we get right into funnel testing & optimization, Few definitions we should get out of the way...
  • Time to create A/B tests!Creativity is important hereModifying steps is criticalGeni.com, Posterous and TripIt examples.Try radical things, you might get surprised.Use qualitative data to guide you. Your customers have the answers, you just have to ask them!
  • Measure all your A/B tests again your baseline.Don't just measure one conversion point. (traditional)Remember, Macro Conversions are what matter.Example of a baseline and 2 test variations.Both variations had higher conversion rate.
  • Segmenting customers is like A/B testing.Another way to slice and dice your customer base to learn more about them.Not just geographic or demographic.Segmenting based on business size, customer type, things specific to your business, your product and your customers.Next are three examples of how SaaS businesses are segmenting customers.
  • First up are the folks at rowfeeder.Segmenting customers upfront, on plans page.Sign up for free or request a demo.Based on how much they are willing to pay.Ex. Combines self service and transactional sales model.
  • Box.net's pricing page emphasizes their "Business" plansThey have a freemium model but still try to segment customers on the pricing page.The call to actions for each customer type are also customized like rowfeeder.Enables customer to go down a specific path based on Box.net's set criteria.
  • Use segmentation to learn how certain types of customers are converting. We tried segmenting by website type upfront. Reason was to help the product experience and to understand customer segments. Here ’ s the data...
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Call to actions are important, right? Of course we all know that especially because everyone always talks about A/B tests. Here are some dos and donts when it comes to testing CTAs.
  • Copying what others have done without testing will lead to suboptimal results. Get inspired by others and than try things for yourself. Based on several posts by 37signals and their successful tests, every web app uses “ See Plans and Pricing ”
  • Instead, you should learn what works best for your customers! If you haven ’ t noticed, that ’ s been the theme of this conversation. Now let ’ s wrap up...
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Helped us identify customer segments that are more likely to pay. People w/ e-commerce and software sites were more likely to upgrade. We learned a lot just by adding a little drop down... Imagine what you can learn by utilizing similar techniques? If you do try something like this, let us know!
  • Questions?

Transcript

  • 1. Tools to Increase Conversions For Your Business Neil Patel KISSmetrics
  • 2. Funnel Testing & Optimization
  • 3. It ’ s important not to get distracted by intermediate metrics like the click-through rate of the button itself...we only care about the customer behaviors that lead to something useful ” Eric Ries, The Lean Startup “ Macro Conversions
  • 4.
    • Baseline your macro conversions
    • Identify optimization opportunities
    • Gather qualitative data
    • Create and implement A/B tests
    • Measure against your baseline, rinse & repeat
    5 Step Process for Funnel Optimization
  • 5. Baseline your macro conversions
  • 6. Identify optimization opportunities
    • Which step has the highest drop off?
  • 7. Gather qualitative data
    • Identify conversion barriers
    • Surveying
    • Survey.io, KISSinsights, Wufoo , SurveyMonkey , etc...
    • Usability Testing
    • In-person, UserTesting.com, FiveSecondTest , etc...
  • 8. Ask questions
    • Don’t be afraid to ask your visitors questions
  • 9. Not all feedback is relevant
  • 10. Create and implement A/B tests
    • Many ways to improve funnels
    • Modify your steps
    • Combine, remove or change the order of steps.
    • Add design elements to guide users
    • Test your designs
    • Headlines, images, buttons, microcopy, etc...
    • Try radical variations
  • 11. Measure against your baseline, rinse & repeat
  • 12. Segmenting Your Customers
  • 13. Account type segmentation http://rowfeeder.com/plans
  • 14. Company size segmentation http://box.net/pricing
  • 15. Custom segmentation
  • 16. Custom segmentation data
  • 17. Testing Your Call to Actions
  • 18. How to Increase Sign-ups by 200% http://kiss.ly/seeplansandpricing Don ’ t copy “ best practices ” blindly
  • 19. Learn what works best for your customers A Beginner ’ s Guide To A/B Testing: Exceptional Web Copy http://blog.kissmetrics.com/ab-testing-web-copy/
  • 20. Get Creative
  • 21. Try video http://www.youtube.com/watch?v=uXmzox9wThs
  • 22. Retarget
  • 23. Did a Google Search
  • 24. Landed on HP.com
  • 25. Retargeted on TechCrunch
  • 26. Don’t Be Afraid to Spy
  • 27. Track Clicks
  • 28. Record Mouse Movements
  • 29. How do I get more leads? What’s the easiest way to increase conversions? How do I setup funnels? Do you have to setup your funnels in advance? Does multivariate testing work or do you recommend using A/B testing? Neil Patel [email_address] • 562.292.3834 You ’ ve got questions... We have the answers! Email me to learn more about [email_address]