Tractionconf.io 2017

1. Converting the World
Three Years of Conversion
Experience at Pinterest
Casey Winters
Growth Advisor in Residence

2. Let’s start with an Audience Exercise
Casey Winters | @onecaseman | caseyaccidental.com
1. Please signup to view content
2. Please login
3. Please download the app
4. (I’m that asshole)

3. What is conversion optimization?
• 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.
Casey Winters | @onecaseman | caseyaccidental.com
X

4. The process is changing
• It used to be that you could get people into the
flow, see where the flow had the biggest drop off
and improve it.
• Now, you typically need someone to get to your
service before a transactional need.
• So you focus on making the download and app flow
as seamless as possible
Casey Winters | @onecaseman | caseyaccidental.com

5. Start with a mistake: Let’s redesign our home page!
Casey Winters | @onecaseman | caseyaccidental.com

6. Where are people actually landing on your service?
Casey Winters | @onecaseman | caseyaccidental.com

7. Where are people actually landing on your service?
Casey Winters | @onecaseman | caseyaccidental.com

8. Casey Winters | @onecaseman | caseyaccidental.com
Once you find a winning idea, iterate on
that idea until you can’t anymore.

9. Casey Winters | @onecaseman | caseyaccidental.com
Once you find a winning idea, iterate on
that idea until you can’t anymore.

10. Casey Winters | @onecaseman | caseyaccidental.com
Once you find a winning idea, iterate on
that idea until you can’t anymore.

11. Once you find a winning idea, iterate on
that idea until you can’t anymore.
Casey Winters | @onecaseman | caseyaccidental.com

12. Use what data you have to improve the
experience down the funnel.
Casey Winters | @onecaseman | caseyaccidental.com

13. The Local Maxima Problem
Casey Winters | @onecaseman | caseyaccidental.com

14. The Local Maxima Applied
Casey Winters | @onecaseman | caseyaccidental.com

15. The Local Maxima Applied
Casey Winters | @onecaseman | caseyaccidental.com

16. What about mobile?
Casey Winters | @onecaseman | caseyaccidental.com

17. What about Google now?
Casey Winters | @onecaseman | caseyaccidental.com

18. What about when they return to their browser?
Casey Winters | @onecaseman | caseyaccidental.com

19. What about when they open the app?
Casey Winters | @onecaseman | caseyaccidental.com

20. Optimizing Multi Step Signup
Casey Winters | @onecaseman | caseyaccidental.com

21. Let’s go back to signup.
Casey Winters | @onecaseman | caseyaccidental.com

22. Casey Winters | @onecaseman | caseyaccidental.com
Let’s go back to signup.

23. Some Things You Can Try
• Identify and prioritize your highest traffic opportunities
• Eliminate steps that don’t add value to the user or explain why
(password, email address, name)
• Use any data you have on the user to your advantage
• Prioritize the right metric in experiments (engaged users >
signups)
• Escape the local maxima
• Audit your web to app experience, because it probably sucks
right now
Casey Winters | @onecaseman | caseyaccidental.com

24. cwinters@greylock.com
@onecaseman
caseyaccidental.com
Thank you.