The KISSmetrics Optimization Demo

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Using KISSmetrics to Optimize Your Marketing Machine
So how did we raise our homepage conversion rate from 2.85% to 8.71%?
How our homepage evolved, Nov 2013 to Aug 2014
Our conversion rate for Nov 2014
Our conversion rate in July and Aug 2014
This change didn’t happen all at once.
It took consistent, relentless, back-to-back A/B testing.
The 13 homepage tests we’ve done since Nov 2013
Let’s look at the big winners.
Minimalist homepage with Google authentication results A 42.94% winner at 99.99% certainty.
Adding a URL field
URL field results
URL field results A 36.50% winner at 100% certainty.
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
The actual tests don’t ma er, the process does.
Reasons why I use KISSmetrics for our A/B testing 1 Test against actions that ma er 2 All data tied to people, super accurate 3 Less time spent tracking, more time building More tests = higher conversions
The KISSmetrics A/B Testing Workflow
Prep work 1 Install KISSmetrics JavaScript code 2 Identify people when they enter an email 3 Track the steps of your funnel with KISSmetrics events A developer can do all of this in an a ernoon.
The KISSmetrics A/B Testing Workflow 1 Build your test in Optimizely 2 Tell Optimizely to use KISSmetrics 3 Let your test run for 1-2 weeks 4 Use the KISSmetrics A/B Test Report 5 Launch the variant if you hit 99% certainty 6 More tests = higher conversions
1. Build your test in Optimizely
2. Tell Optimizely to use KISSmetrics for tracking
3. Let your test run for 1-2 weeks, get to 2000 people
4. Use the KISSmetrics A/B Test Report This takes 30 seconds and I completely trust the data
5. Launch the variant if you hit 99% certainty
6. More tests = higher conversions
Want to run your A/B tests internally? Also works great if you want to run A/B tests yourself or with other tools. Just set a KISSmetrics property.
The A/B Test Report works great for multivariate tests
Where should we start testing?
The biggest barriers are also your biggest opportunities.
Find the step in your funnel that people struggle with the most.
Track your acquisition steps with KISSmetrics Funnels
Which step has the biggest drop-off?
Here’s an ecommerce example:
When you find a major barrier, focus your testing at that step.
Where to find ready and willing customers?
The KISSmetrics Revenue Report segmented by channel
Look for channels with lots of potential
Keep growing your reliable channels
Reduce resources on weak channels
Identify channels that need more testing
You can also segment your funnels by channel
Other ways to segment your KISSmetrics reports: 1 Referrer 2 Search engines and search terms 3 Campaigns (UTM parameters) 4 Any KISSmetrics property you set up 5 Channel + Origin
To accelerate growth, find great channels and acquisition barriers. Then run lots of tests.

Published in: Marketing

The KISSmetrics Optimization Demo

  1. 1. Using KISSmetrics to Optimize Your Marketing Machine
  2. 2. @larslofgren Hit me up
  3. 3. 1 Using KISSmetrics to raise our own homepage conversion rate from 3% to 8% We’ll cover… 2 The fastest A/B Testing workflow out there 3 Spo ing the biggest barriers to growth #KISSwebinar 4 Tapping into groups of willing and ready customers
  4. 4. So how did we raise our homepage conversion rate from 2.85% to 8.71%?
  5. 5. How our homepage evolved, Nov 2013 to Aug 2014 #KISSwebinar
  6. 6. Our conversion rate for Nov 2014 #KISSwebinar
  7. 7. Our conversion rate in July and Aug 2014 #KISSwebinar
  8. 8. This change didn’t happen all at once.
  9. 9. It took consistent, relentless, back-to-back A/B testing.
  10. 10. The 13 homepage tests we’ve done since Nov 2013 #KISSwebinar
  11. 11. Let’s look at the big winners.
  12. 12. Minimalist homepage with Google authentication #KISSwebinar Control Variation
  13. 13. Minimalist homepage with Google authentication results #KISSwebinar
  14. 14. Minimalist homepage with Google authentication results #KISSwebinar A 42.94% winner at 99.99% certainty.
  15. 15. Adding a URL field #KISSwebinar Control Variation
  16. 16. URL field results #KISSwebinar
  17. 17. URL field results #KISSwebinar A 36.50% winner at 100% certainty.
  18. 18. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  19. 19. The actual tests don’t ma er, the process does.
  20. 20. Reasons why I use KISSmetrics for our A/B testing #KISSwebinar 1 Test against actions that ma er 2 All data tied to people, super accurate 3 Less time spent tracking, more time building More tests = higher conversions
  21. 21. The KISSmetrics A/B Testing Workflow
  22. 22. Prep work #KISSwebinar 1 Install KISSmetrics JavaScript code 2 Identify people when they enter an email 3 Track the steps of your funnel with KISSmetrics events A developer can do all of this in an a ernoon.
  23. 23. The KISSmetrics A/B Testing Workflow 1 Build your test in Optimizely 2 Tell Optimizely to use KISSmetrics 3 Let your test run for 1-2 weeks 4 Use the KISSmetrics A/B Test Report 5 Launch the variant if you hit 99% certainty 6 More tests = higher conversions #KISSwebinar
  24. 24. 1. Build your test in Optimizely #KISSwebinar
  25. 25. 2. Tell Optimizely to use KISSmetrics for tracking #KISSwebinar
  26. 26. 3. Let your test run for 1-2 weeks, get to 2000 people #KISSwebinar
  27. 27. 4. Use the KISSmetrics A/B Test Report #KISSwebinar This takes 30 seconds and I completely trust the data
  28. 28. 5. Launch the variant if you hit 99% certainty #KISSwebinar
  29. 29. 6. More tests = higher conversions #KISSwebinar
  30. 30. Want to run your A/B tests internally? Also works great if you want to run A/B tests yourself or with other tools. Just set a KISSmetrics property. #KISSwebinar
  31. 31. The A/B Test Report works great for multivariate tests #KISSwebinar
  32. 32. Where should we start testing?
  33. 33. The biggest barriers are also your biggest opportunities.
  34. 34. Find the step in your funnel that people struggle with the most.
  35. 35. Track your acquisition steps with KISSmetrics Funnels #KISSwebinar
  36. 36. Which step has the biggest drop-off? #KISSwebinar
  37. 37. Here’s an ecommerce example: #KISSwebinar
  38. 38. When you find a major barrier, focus your testing at that step.
  39. 39. Where to find ready and willing customers?
  40. 40. The KISSmetrics Revenue Report segmented by channel #KISSwebinar
  41. 41. Look for channels with lots of potential #KISSwebinar
  42. 42. Keep growing your reliable channels #KISSwebinar
  43. 43. Reduce resources on weak channels #KISSwebinar
  44. 44. Identify channels that need more testing #KISSwebinar
  45. 45. You can also segment your funnels by channel
  46. 46. Other ways to segment your KISSmetrics reports: 1 Referrer 2 Search engines and search terms 3 Campaigns (UTM parameters) 4 Any KISSmetrics property you set up 5 Channel + Origin
  47. 47. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  48. 48. To accelerate growth, find great channels and acquisition barriers. Then run lots of tests.
  49. 49. Q&A Time!

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