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Hiten Shah, KISSmetrics - Warm Gun conference

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Hiten Shah, KISSmetrics - Warm Gun conference

  1. 1. Performance AnxietyWhat “Designing for Conversion” Actually Means Hiten Shah • KISSmetrics Warm Gun • Friday • December 2nd, 2011
  2. 2. Data makes you stop debating and start learning
  3. 3. Metrics help youidentify improvement opportunities
  4. 4. Conversion optimization
  5. 5. Baseline your metrics
  6. 6. Funnels help you focus
  7. 7. Find the leakshttp://kiss.ly/1-2punch
  8. 8. Test
  9. 9. Measure your results (conversions)
  10. 10. It’s not about the tools!
  11. 11. It’s all about the user experience
  12. 12. Designing for results is theprocess of improving theuser experience to meetyour business goals.
  13. 13. You need great ideas...
  14. 14. 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.”
  15. 15. Test your calls to action
  16. 16. Changing the color of a button won’t move the needle
  17. 17. Discover what works for you
  18. 18. Test success is hard to predict
  19. 19. The more “at bats” you get, the more hits you’ll have
  20. 20. You need tounderstandyour people
  21. 21. Get qualitative data
  22. 22. Remote user researchAsk your visitors to help youimprove your websiteWhat you’ll learn★ What visitors think you do★ What visitors remember
  23. 23. 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!
  24. 24. On-site task completion survey
  25. 25. Pricing page confusion
  26. 26. Cancelation Survey
  27. 27. Measure your results byaligning your business goalswith your metrics and tests.
  28. 28. Media How do Transactionyou make Subscription money? Social
  29. 29. Media = Content Consumption
  30. 30. Transaction = Purchases
  31. 31. Subscription = Continuous Value
  32. 32. Social = Communication
  33. 33. 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
  34. 34. Freemium - Macro Conversions of Test Groups
  35. 35. Subscription - Retention of Test Groups
  36. 36. Subscription - Lifetime Value of Test Groups
  37. 37. Questions?hshah@kissmetrics.com

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