Sthlm online marketing & growth #1

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This is my presentation from the firs meetup. Some thoughts and examples on the Conversion side of Growth hacking.

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Sthlm online marketing & growth #1

  1. 1. 1
  2. 2. STHLM Online 
 Marketing & Growth Conversion Growth Hacking 14-02-03
  3. 3. Thanks to Rory Sutherland ”Every Company should have a Director of Details with unlimited influence and almost no budget” 3
  4. 4. 4
  5. 5. Best Practice Autopilot or Old habits never die 5
  6. 6. Thanks to Oral ”In order to learn to drive in Sweden you first have to delearn what you learnt in Turkey” 6
  7. 7. Here’s the question you need to be asking ”At every point in your conversation with a customer/prospect/ someone What do you want 
 them to do next? 8
  8. 8. Conversion Jam confirmation page 9
  9. 9. Conversion Jam confirmation email 10
  10. 10. Here are the tweets 11
  11. 11. ”Are you saying Thank you, when you could be saying Congratulations?!” 12
  12. 12. Where’s your customer at?
  13. 13. Prospect Awareness Scale! Unaware Problem Aware Solution Aware Product Aware Most Aware “Anpassa, medium, budskap, och Call to action, baserat på var på skalan dina prospects befinner sig” *Baserat på: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/ 14
  14. 14. Prospect Awareness Scale! Unaware Budskap ! ! ! ! ! Call to Action ! Medium Problem Aware Solution Aware Product Aware Most Aware Historier & Hemligheter Fördelar och orosmoment Påståenden & Bevis Rabatter & Erbjudanden Produkt 
 & Pris “Visste du att...” “Många väljer att .... för att slippa....” “Vi har 1111 nöjda kunder...” “Just nu:
 30% rabatt” “Uppgradera till senaste versionen” “Prova på “, “Gratis test” “Köp Nu” “Se om du har problem” “Se lösningar” Organisk sök Adwords Nyhetsbrev 15
  15. 15. The first law of conversion Persuasion Increase Motivation ”Conversion happens when your and your visitors’ goals meet” Usability Reduce friction 16
  16. 16. Customer lifecycle model Prospect Lead Customer Churned Acquisition Activation Retention Re-activation What companies are actually doing What companies should be doing 17
  17. 17. Testing!
  18. 18. Some random growth hacks
  19. 19. A/B testing Case Shapeupclub
  20. 20. Original
  21. 21. Lösning
  22. 22. A/B-test #1
  23. 23. Testresultat #1 Engagement + 96 % Conversion Rate + 21 % - 15 % + 111 % + 141 % + 12 % Revenue + 20 %
  24. 24. WTF?! Man ska ju prioritera... Image: goodui.org
  25. 25. A/B-test #2
  26. 26. Testresultat #2 Engagement + 153 % + 96.17% Conversion Rate - 15.12% + 26 % + 21.05% + 32 % + 110.99% + 121 % + 140.77% + 188 % + 12.32% + 51 % Revenue + 67 % + 19.56%
  27. 27. A/B testing Case Namnband
  28. 28. A/B-test #1 Konverteringar Intäkter -6 % -13 %
  29. 29. A/B-test #2 Konverteringar -25 % Intäkter -48 % Konverteringar +16 % Intäkter +15 %
  30. 30. Trust or Relevancy? No uplift with trust logo 6% uplift with tagline
  31. 31. A/B testing Case PC software company
 “Fly-by landing page”
  32. 32. Computer Sweden Clickthroughs + 1070%
  33. 33. What now? Presentationen ! ! Kursen - start 6e mars www.conversionista.se/conversion-manager ! ! Conversion Jam - 16e Oktober ! ! @conversionista Twitter: @conversionista 40

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