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Bob Ruffalo - How Impact Used ResearchXL to 3X Conversions

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Using ResearchXL to triple conversions from content

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Bob Ruffalo - How Impact Used ResearchXL to 3X Conversions

  1. 1. 3xed Conversions Using the ResearchXL Model How Bob Ruffolo
  2. 2. Background on
  3. 3. Inbound marketing Convert Close Design Leads Customers Promoters Attract Strangers Visitors Typically with content that’s found via search or social. First into email opt-ins, which are then nurtured into sales qualified leads. Warm leads are guided through a consultative, data-driven sales process. Onboarding Value Delivery Feedback Social Proof Affiliate / VAR
  4. 4. Marketing team structure Marketing leader Content manager Web designer
  5. 5. Our aggressive content publishing schedule 10 content pieces/wk = >500 content pieces/year x6 years = ~3,000 content pieces
  6. 6. Then we set a goal to 3x our marketing metrics.
  7. 7. Website visitors/mo. New email opt-ins/mo. Inbound sales qualified leads/mo. New customers from inbound/mo. June ‘15 ~60,000 ~800 ~80 ~2 3x Goal 180,000 2,400 240 6 IMPACT’s analytics
  8. 8. Website visitors
  9. 9. New email opt-ins
  10. 10. Pic: Content was getting stale
  11. 11. Updated marketing plan From 10 to 17 content pieces/wk Entire company contributes 1 piece/mo Improve website look & feel
  12. 12. Website visitors/mo. New contacts/mo. Inbound sales qualified leads/mo. New customers from inbound/mo. June ‘15 62,015 668 64 2 3x Goal 180,00 0 2,400 240 6 Results June ‘16 87,900 1,210 116 3 % increase 42% 81% 81% 50%
  13. 13. Summer of 2016
  14. 14. GROWTH-DRIVEN DESIGN
  15. 15. New workflow Monthly Brainstorms (90 min.) Weekly Backlog Grooming (30 min.) Weekly Planning Meeting (1 hr.) Daily Standups (15 min.) Weekly Review & Retrospective (1 hr.)
  16. 16. Deep dive into how we used the ResearchXL model.
  17. 17. 1. Heuristic Analysis
  18. 18. Example of our Heuristic Analysis Above the Fold is too big… Are people seeing our content? There is no meta description? Why is Ramona the only writer? How are blogs categorized? CLARITY VALUE DISTRACTION FRICTION RELEVANCY
  19. 19. 2. Technical Analysis
  20. 20. Google Analytics: Conduct cross-browser & cross-device testing HubSpot: Speed analysis How to perform a technical analysis Audience Technology Browser / OS Report
  21. 21. 3. Web Analytics Analysis
  22. 22. What we saw in our Analytics
  23. 23. What we saw in our Analytics +2% Submission increase!
  24. 24. 4. Mouse Tracking Analysis
  25. 25. Example of a Mouse Tracking Analysis Limited clicks on blog posts 25% of people never saw blog content or posts
  26. 26. New Blog Current Review 10% increase in click rates More opportunities for growth potential
  27. 27. Session Replay
  28. 28. 5. Qualitative Surveys
  29. 29. Seeing the full view into user behavior Ask “Why” users are not subscribing…
  30. 30. Seeing the full view into user behavior Then ask them why they are subscribing…
  31. 31. Track responses in HubSpot • View Poll responses in your contact timeline. • Build SMART lists to view real time responses. • Create workflows to trigger based off of poll responses.
  32. 32. 6. User testing
  33. 33. Overall Results
  34. 34. Website visitors/mo. New contacts/mo. Inbound sales qualified leads/mo. New customers from inbound/mo. June ‘15 62,015 668 64 2 3x Goal 180,00 0 2,400 240 6 Results June ‘16 87,900 1,210 116 3 % increase 187% 112% 134% 200% % above goal 40% 7% 13% 50% May ‘17 252,71 1 2,571 272 9* forecastin g
  35. 35. Website visitors
  36. 36. New email opt-ins
  37. 37. What else did we do in the last 12 months?
  38. 38. What we’ve tested & launched • Optimized / reimagined popups • New subscriber onboarding campaign • The IMPACT Show • The IMPACT Anthology • IMPACT Live • Live chat
  39. 39. Our most successful test in 2017
  40. 40. Hypothesis: We can improve our search rankings for content ranking 4-50 for popular keywords, thus significantly improving our organic traffic.
  41. 41. Results
  42. 42. Takeaways: 1. What Peep and the team at CXL preaches works… but you already know that. 2. Consider implementing agile principles and a similar workflow to what we’re using to generate great ideas, prioritize, and create breakthrough results.
  43. 43. Bob Ruffolo rruffolo@impactbnd.com linkedin.com/in/bobruffolo Impactbnd.com

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