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Killer Marketing Bonus
Quantitative and Qualitative Measurement
Hiten Shah, @hnshah
MicroConf 2013, Las Vegas
Get conversions
with your
content...
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Design for conversions
Conversions from content
Opt-in content (reports, ebooks, guides)
Email sign ups
Webinar opt-ins
Sign up for product or service
Quantitative measurement
EMAIL SIGN UP CONVERSION RATE
Quantitative measurement
SHARING CONVERSION RATE
Quantitative measurement
WHICH BLOG POSTS CAUSE REPEAT READERS?
Optimize and improve results
TESTINGBUTTONCOLORSIS
Lazy
Optimize and improve results
“What works for us may not work for you. Please do your own testing.
Your conversion rates may suffer if you copy us.”
Optimize and improve results
Optimize and improve results
TEST YOUR CALL TO ACTIONS
Optimize and improve results
LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS
Optimize and improve results
TIME FROM FIRST BLOG VISIT TO SIGN UP
Optimize and improve results
BLOG VISITORS HAVE A LOT HIGHER CONVERSION RATE
68%HIGHER
SIGNUP CONVERSION RATE
KISSmetrics blog ROI!
$7.35
COST PER SIGN UP
How to calculate ROI
Baseline your conversions1
Tag every channel and link that you can2
Tie your interactions to conversions3
Measure your direct visitors4
Include content and team costs5
Learn about the
people and their
problems...
What is User Experience?Qualitative measurement
Qualitative measurement
WHO IS YOUR AUDIENCE?
Qualitative measurement
WHAT DO YOUR READERS WANT TO READ?
Qualitative measurement
DID READERS GET VALUE FROM YOUR CONTENT?
Qualitative measurement
HOW CAN YOU IMPROVE YOUR CONTENT?
Qualitative measurement
WHO ARE YOUR READERS?
Qualitative measurement
HOW CAN YOU DELIGHT YOUR READERS?
What is User Experience?Qualitative measurement
Surveys
Product / market fit survey
SURVEY.IO
Free trial / free plan survey
Cancellation survey
Cancellation survey email template
Questions you can ask customers
How did you first find out about [Your Product Name]?
What persuaded you to purchase from us?
How would you describe [Your Product Name] to a friend?
What prompted you to start looking for this type of service?
If you could change one thing about this website, what would it be?
What other products or services should we offer?
How would you describe [Your Product Name] to a friend?
Which other options did you consider before choosing our service?
Why did you decide to use [Your Product Name]?
Why do you use [Your Product Name] rather than the alternatives?
What would persuade you to use [Your Product Name] more often?
How would you persuade people like yourself to use [Your Product Name]?
Qualitative best practices
Keep it short
Only ask for answers that you’ll use
Start with open-ended questions
If at first you don’t succeed, try again!
Thank You!
Killer Marketing Bonus
Hiten Shah, @hnshah
MicroConf, 2013

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