SlideShare a Scribd company logo
How do you unlock growth for your business?
By starting with a deep understanding of your current users.
How Most People Think About Growth

• Get more people to my website
• Low conversion rate so send even more people

Twitter @SeanEllis
But Some Getting Smarter
• A/B test to improve conversions
Test 10 things and 1 will be better than other 9

• Random testing is time consuming and
rarely makes meaningful improvements

Twitter @SeanEllis
Better Approach:
Start With Two Questions
What do visitors want?
What’s stopping them
from getting it?

Twitter @SeanEllis
Figuring Out
What Visitors Want

• Referring keyword data (getting harder)
• Path analysis (what links are they actually clicking?)
• Ask them…

Twitter @SeanEllis
Asking Visitors
What They Want
During visit via site survey
After visit via follow up conversation
or survey
• Can only ask those who actually
convert
• Ask “What were you originally
looking for?” and “why?”
• Worth having lots of conversations
about this

Twitter @SeanEllis
What’s Stopping Conversions?
• You don’t have what they want
• Bad job communicating that you have what they want
• Something about your solution is scary
• Something about the website is confusing
• Something on the website is broken

Twitter @SeanEllis
How to Identify Conversion Issues
• Path analysis in analytics
Where do they abandon?
Study that spot

• Ask them via exit survey
“Is something preventing you
from checking out?”
Example: Why we had 97% drop off
at download

Twitter @SeanEllis
Conversion Issues Through
Usability Tests

When are people confused, nervous, skeptical, frustrated?
Example of frustration (video motivated developers)

Twitter @SeanEllis
Might Lack Need/Solution Fit
• Unqualified visitors
Best if “must have” solution for critical need

• May completely lack product/market fit

Twitter @SeanEllis
If Need/Solution Fit, Then…
Build Desire, Reduce Friction

Desire – Friction = Conversion Rate

Twitter @SeanEllis
How Do You Build Desire?

A/B test landing pages
Highlight product benefit in context to
what visitor wants.

Twitter @SeanEllis
Be Sure to Maintain Desire
• Attention spans are short, front load AHA
moments until key benefit delivered
• How do you identify AHA moments?
Think out loud testing

Twitter @SeanEllis
Plan Your Initial Tests
• Recommend starting with 10 tests
4 messaging tests to optimize need/solution match
4 tests to address points of
confusion, fear, breakage, etc.
2 tests that front load AHA moments

Twitter @SeanEllis
Double Down
• Focus early testing in the area that yielded
biggest improvements in actual sales.
Helps drive organizational support for process
Quickly reduces wasted bounces

Twitter @SeanEllis
Continuous Process
Accelerates Growth
• Optimization is a never-ending process.
• Every improvement makes marketing easier.

Understand
Visitors

Twitter @SeanEllis

Prioritize
Tests

Test &
Analyze
UserTesting Enterprise
Accelerated learning + deep insights + your target audience

db@usertesting.com

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The Biggest Growth Opportunity is Right Under Your Nose

  • 1. How do you unlock growth for your business? By starting with a deep understanding of your current users.
  • 2. How Most People Think About Growth • Get more people to my website • Low conversion rate so send even more people Twitter @SeanEllis
  • 3. But Some Getting Smarter • A/B test to improve conversions Test 10 things and 1 will be better than other 9 • Random testing is time consuming and rarely makes meaningful improvements Twitter @SeanEllis
  • 4. Better Approach: Start With Two Questions What do visitors want? What’s stopping them from getting it? Twitter @SeanEllis
  • 5. Figuring Out What Visitors Want • Referring keyword data (getting harder) • Path analysis (what links are they actually clicking?) • Ask them… Twitter @SeanEllis
  • 6. Asking Visitors What They Want During visit via site survey After visit via follow up conversation or survey • Can only ask those who actually convert • Ask “What were you originally looking for?” and “why?” • Worth having lots of conversations about this Twitter @SeanEllis
  • 7. What’s Stopping Conversions? • You don’t have what they want • Bad job communicating that you have what they want • Something about your solution is scary • Something about the website is confusing • Something on the website is broken Twitter @SeanEllis
  • 8. How to Identify Conversion Issues • Path analysis in analytics Where do they abandon? Study that spot • Ask them via exit survey “Is something preventing you from checking out?” Example: Why we had 97% drop off at download Twitter @SeanEllis
  • 9. Conversion Issues Through Usability Tests When are people confused, nervous, skeptical, frustrated? Example of frustration (video motivated developers) Twitter @SeanEllis
  • 10. Might Lack Need/Solution Fit • Unqualified visitors Best if “must have” solution for critical need • May completely lack product/market fit Twitter @SeanEllis
  • 11. If Need/Solution Fit, Then… Build Desire, Reduce Friction Desire – Friction = Conversion Rate Twitter @SeanEllis
  • 12. How Do You Build Desire? A/B test landing pages Highlight product benefit in context to what visitor wants. Twitter @SeanEllis
  • 13. Be Sure to Maintain Desire • Attention spans are short, front load AHA moments until key benefit delivered • How do you identify AHA moments? Think out loud testing Twitter @SeanEllis
  • 14. Plan Your Initial Tests • Recommend starting with 10 tests 4 messaging tests to optimize need/solution match 4 tests to address points of confusion, fear, breakage, etc. 2 tests that front load AHA moments Twitter @SeanEllis
  • 15. Double Down • Focus early testing in the area that yielded biggest improvements in actual sales. Helps drive organizational support for process Quickly reduces wasted bounces Twitter @SeanEllis
  • 16. Continuous Process Accelerates Growth • Optimization is a never-ending process. • Every improvement makes marketing easier. Understand Visitors Twitter @SeanEllis Prioritize Tests Test & Analyze
  • 17. UserTesting Enterprise Accelerated learning + deep insights + your target audience db@usertesting.com