This document summarizes a webinar about using KISSmetrics to optimize marketing. It discusses how KISSmetrics was used to increase a homepage conversion rate from 3% to 8% through A/B testing. It outlines KISSmetrics' A/B testing workflow and how to identify the biggest barriers in a funnel to focus testing efforts. It also provides tips on finding new acquisition channels and segments to target through analytics in KISSmetrics.

1. Using KISSmetrics to Optimize
Your Marketing Machine

2. @thuelmadsen #KISSwebinar
Hit me up

3. Your Presenters
#KISSwebinar
Andy Wya
Product Marketer
KISSmetrics
awya @kissmetrics.com
Thue Madsen
Marketing Operations Manager
KISSmetrics
tmadsen@kissmetrics.com

4. 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

5. So how did we raise our
homepage conversion rate
from 2.85% to 8.71%?

6. How our homepage evolved, Nov 2013 to Aug 2014
#KISSwebinar

7. Our conversion rate for Nov 2013
#KISSwebinar

8. Our conversion rate in July and Aug 2014
#KISSwebinar

9. This change didn’t happen
all at once.

10. It took consistent,
relentless, back-to-back
A/B testing.

11. The 13 homepage tests we’ve done since Nov 2013
#KISSwebinar

12. Let’s look at the big
winners.

13. Minimalist homepage with Google authentication
#KISSwebinar
Control Variation

14. Minimalist homepage with Google authentication results
#KISSwebinar

15. Minimalist homepage with Google authentication results
#KISSwebinar
A 42.94% winner at 99.99% certainty.

16. Adding a URL field
#KISSwebinar
Control Variation

17. URL field results
#KISSwebinar

18. URL field results
#KISSwebinar
A 36.50% winner at 100% certainty.

19. The actual tests don’t
ma er, the process does.

20. The KISSmetrics A/B
Testing Workflow

21. 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

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. 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. 1. Build your test in Optimizely
#KISSwebinar

25. 2. Tell Optimizely to use KISSmetrics for tracking
#KISSwebinar

26. 3. Let your test run for 1-2 weeks, get to 2000 people
#KISSwebinar

27. 4. Use the KISSmetrics A/B Test Report
#KISSwebinar
This takes 30 seconds and I
completely trust the data

28. 5. Launch the variant if you hit 99% certainty
#KISSwebinar

29. Why not just use the Optimizely reports?
#KISSwebinar
1 Based on visitors, not people
2 We run A/B tests with multiple tools
3 Can slice and dice into all other data

30. 6. More tests = higher conversions
#KISSwebinar

31. 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

32. The A/B Test Report works great for multivariate tests
#KISSwebinar

33. Where should we start
testing?

34. The biggest barriers are
also your biggest
opportunities.

35. Find the step in your
funnel that people
struggle with the most.

36. Track your acquisition steps with KISSmetrics Funnels
#KISSwebinar

37. Which step has the biggest drop-off?
#KISSwebinar

38. Here’s an ecommerce example:
#KISSwebinar

39. When you find a major
barrier, focus your testing
at that step.

40. Where to find ready and
willing customers?

41. The KISSmetrics Revenue Report segmented by channel
#KISSwebinar

42. Look for channels with lots of potential
#KISSwebinar

43. Keep growing your reliable channels
#KISSwebinar

44. Check ROI on weaker channels, drop if needed
#KISSwebinar

45. Identify channels that need more testing
#KISSwebinar

46. You can also segment your funnels by channel

47. 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

48. To accelerate growth, find
great channels and
acquisition barriers. Then
run lots of tests.

49. 2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo

50. Questions?
Andy Wya
Product Marketer
KISSmetrics
awya @kissmetrics.com
Thue Madsen
Marketing Operations Manager
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com