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Product Optimization: Conversion,
Engagement, and Happiness
Casey Winters
Online & Interactive Marketing Director, GrubHub...
Product Optimization in Three Phases
• Design/User Experience
• Analytics
• Psychology
That’s One Long Ass Funnel
Ads or Friend Talking About It
Ad Clicks
App Store
App Download
App Open
Search Results

Restau...
The Web Version
Ads or Friend Talking About It
Ad Click
Landing Page
Search Results
Restaurant Page
Sign-up
Payment
Order
...
Conversion Rate Optimization
Ads or Friend Talking About It
Ad Click
Landing Page
Search Results
Restaurant Page
Sign-up
P...
What is Conversion Rate Optimization?
• Conversion Rate Optimization is the process of making
continual changes to a websi...
Back to the funnel…
Landing Page Optimization
• If your funnel is healthy, you probably should
spend most of your time on landing page
optimiz...
Back to the funnel again…
You found yourself a bottleneck
•
•
•
•

Exit rate
Too many steps?
Bounce rates
Tools
The Local Maxima Problem

Data Analysis

Psychology
This is where Behavioral Economics
comes in.
• People are bad at math
• People use irrelevant information as a guide to
ma...
Prospect Theory
1: People do not think about
absolute wealth, but of local
gains and losses
2: Whether something is
consid...
What does this mean?
• It means how you frame
a decision affects what
decision a person makes
• This power can be used
for...
Designing Happiness
• Contrast: Anchoring
• Adaptation: Local gains and losses
• Variable rewards
Cohort Analysis
Hook Model
Stuff You Should Read
•
•
•
•
•

The Goal by Eliyahu Goldratt
Thinking, Fast and Slow by Daniel Kahneman
Nudge by Richard ...
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Product Optimization: Conversion, Engagement, and Happiness

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Product Optimization: Conversion, Engagement, and Happiness

  1. 1. Product Optimization: Conversion, Engagement, and Happiness Casey Winters Online & Interactive Marketing Director, GrubHub @onecaseman
  2. 2. Product Optimization in Three Phases • Design/User Experience • Analytics • Psychology
  3. 3. That’s One Long Ass Funnel Ads or Friend Talking About It Ad Clicks App Store App Download App Open Search Results Restaurant Page Sign-up Payment Order Order Again Create Habit Tell a friend
  4. 4. The Web Version Ads or Friend Talking About It Ad Click Landing Page Search Results Restaurant Page Sign-up Payment Order Order Again Create Habit Tell a friend
  5. 5. Conversion Rate Optimization Ads or Friend Talking About It Ad Click Landing Page Search Results Restaurant Page Sign-up Payment Order
  6. 6. What is Conversion Rate Optimization? • Conversion Rate Optimization is the process of making continual changes to a website/mobile app/landing page with the goal of increasing the amount of visitors who turn into conversions • Every page on a website is an ad for the next page. • If your page did not generate a click to the next page, it failed. • Find the pages that generate the least clicks to the next page and fix them. These can be called bottlenecks.
  7. 7. Back to the funnel…
  8. 8. Landing Page Optimization • If your funnel is healthy, you probably should spend most of your time on landing page optimization • A/B testing • Bounce rates • Find the pages that generate the least clicks to the next page and fix them. These can be called bottlenecks.
  9. 9. Back to the funnel again…
  10. 10. You found yourself a bottleneck • • • • Exit rate Too many steps? Bounce rates Tools
  11. 11. The Local Maxima Problem Data Analysis Psychology
  12. 12. This is where Behavioral Economics comes in. • People are bad at math • People use irrelevant information as a guide to making decisions • People are overconfident • People hate losing something more than they like gaining something
  13. 13. Prospect Theory 1: People do not think about absolute wealth, but of local gains and losses 2: Whether something is considered a gain or a loss is based on a reference point or anchor 3: People are risk averse with gains and risk seeking with losses 2+3: Risk preference depends on reference point 4: People are more sensitive to losses than gains of the same magnitude, called Loss Aversion
  14. 14. What does this mean? • It means how you frame a decision affects what decision a person makes • This power can be used for good or for evil • Choice architecture is the technical term for framing problems in a way that makes people more likely to behave in the way you wish them to
  15. 15. Designing Happiness • Contrast: Anchoring • Adaptation: Local gains and losses • Variable rewards
  16. 16. Cohort Analysis
  17. 17. Hook Model
  18. 18. Stuff You Should Read • • • • • The Goal by Eliyahu Goldratt Thinking, Fast and Slow by Daniel Kahneman Nudge by Richard Thaler and Cass Sunstein Predictably Irrational by Dan Ariely http://www.slideshare.net/nireyal/hookedmodel • http://lsvp.com/2010/07/19/how-toestimate-lifetime-value/

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