Hiten Shah, KISSmetrics - Warm Gun conference
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This document discusses designing for conversion by optimizing the user experience to meet business goals. It recommends starting with baseline metrics, using funnels to focus tests, finding leaks, testing calls to action and changes qualitatively and quantitatively. Key lessons are to understand your users, align metrics with goals like transactions, subscriptions or social objectives, and get more "at bats" through testing to find what works for your business through its own testing rather than copying others. The overall message is that conversion optimization is about improving the user experience through testing to drive the desired business results.
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Hiten Shah, KISSmetrics - Warm Gun conference
- 1. Performance Anxiety What “Designing for Conversion” Actually Means Hiten Shah • KISSmetrics Warm Gun • Friday • December 2nd, 2011
- 2. Data makes you stop debating and start learning
- 3. Metrics help you identify improvement opportunities
- 6. Funnels help you focus
- 8. Test
- 9. Measure your results (conversions)
- 10. It’s not about the tools!
- 11. It’s all about the user experience
- 12. Designing for results is the process of improving the user experience to meet your business goals.
- 13. You need great ideas...
- 14. Don’t just copy what others do “What works for us may not work for you. Please do your own testing. Your conversion rates may suffer if you copy us.”
- 15. Test your calls to action
- 16. Changing the color of a button won’t move the needle
- 17. Discover what works for you
- 18. Test success is hard to predict
- 19. The more “at bats” you get, the more hits you’ll have
- 20. You need to understand your people
- 22. Remote user research Ask your visitors to help you improve your website What you’ll learn ★ What visitors think you do ★ What visitors remember
- 23. Usability testing Watch videos of people using your website and listen to their problems What you’ll learn ★ Why visitors leave ★ Things that confuse visitors Use coupon code warmgun2011 for a free test!
- 24. On-site task completion survey
- 29. Measure your results by aligning your business goals with your metrics and tests.
- 30. Media How do Transaction you make Subscription money? Social
- 31. Media = Content Consumption
- 32. Transaction = Purchases
- 33. Subscription = Continuous Value
- 34. Social = Communication
- 35. You need to align your metrics with that... Media = Page views Drive traffic to increase advertising revenue Transaction = Revenue Increase conversion rate and number of transactions Subscription = Lifetime Value Reduce churn and increase lifetime value Social = Retention Increase % of users who come back regularly
- 36. Freemium - Macro Conversions of Test Groups
- 37. Subscription - Retention of Test Groups
- 38. Subscription - Lifetime Value of Test Groups
Editor's Notes
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- The idea here is that we should set our businesses up so that we are learning about our customers ALL the time.\n\n
- People get hung up on the tools.\nBut it's not about the tools.\nThese tools just help you get data.\nThey don't tell you what to test.\nThe tools aren't as important and figuring out what to actually test.\n
- The second half this workshop is going to focus on conversion optimization and increasing revenue.\n
- What you can do with these tools is baseline your metrics.\n
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- Don’t guess or make assumptions. Find out which parts of your business are underperforming and why.\n
- You can also run A/B tests with these tools.\n
- And measure the results.\n
- People get hung up on the tools.\nBut it's not about the tools.\nThese tools just help you get data.\nThey don't tell you what to test.\nThe tools aren't as important and figuring out what to actually test.\n
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- But when designing for results what you really trying to do is\nImprove your user experience to meet your business goals.\n
- You need great ideas.\n
- Copying what others have done without testing will lead to suboptimal results.\nGet inspired by others and than try things for yourself.\nBased on several posts by 37signals and their successful tests, every web app uses\n“See Plans and Pricing”\n
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- Many ways to learn, phone interviews, in-person, landing pages, MVPs, etc...\n
- Instead, you should learn what works best for your customers!\n
- its really hard to predict what works and what doesn’t -- don’t even try to guess, just run the tests and collect evidence to support your ideas.\n
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- Why are your visitors not converting?\n
- What are their objections?\n
- Survey question created by Avinash Kaushik\n
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- 4 core types of online businesses\nEach have different reasons people come back and various way to monetize\n\n
- Media, ads historically...\n
- Transaction... sales historically\n
- Subscription, newer model but growing fast...\n
- Social, all kinds of monetization\n
- Media = page views\nTransaction = revenue\nSubscription = lifetime value\nSocial = retention\n
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