Startup KPI's, Conversion Rate Optimization and Marketingstack

Making Your Funnel Work
KPI’s
+
Conversion Optimization
+
Marketingstack

Recap
© https://e-commercemanagers.com
Recap
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Customer Journey, Digital Marketing and Product
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
OPTIMIZATION FRAMEWORK
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KPI’s
KPI’s
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KPI’s
 KPI’s in digital marketing
 Lagging and Leading KPI’s
 Branding KPI’s
 Content KPI’s
 SEO KPI’s
 Organic social KPI’s
 Paid search KPI’s
 Paid social KPI’s
 Display KPI’s
 E-mail KPI’s
KPI’s
5

KPI’s in digital marketing
Why are KPI’s so important in online marketing?
 In a glance you know if a channel, campaign or product is working or not
 When you grow you will get more input, data and insights presented to you, KPI’s
guide you through that forest
 You develop a feeling for what is good what is not
For the KPI’s on the next few pages is the following valid:
 Always track the Cost Per Conversion (Lead, Sale, Renewal, etc)
Per channel, per customer fase
KPI’s
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LAGGING AND LEADING KPI’s
Someone you know is overweighted. They want to lose weight.
If they track kg/lbs the measure the result of some efforts; that is a lagging KPI
If they track calorie-intake (food) and minutes of movement (gardening, walking,
sporting) they measure that what causes weightloss; these are leading KPI’s
KPI’s
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BRANDING KPI’s
Digital branding KPI’s
 Branded search
 Direct traffic
 Social media FFF (Friends, Fans and Followers)
KPI’s
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CONTENT KPI’s
Aim: to measure the engagement with your published content on your website
or app
 Bouncerate
 Pages per visit
 Time on site
 Scroll rate
 Click rate
 Viewrate
KPI’s
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SEO KPI’s
 Views
 Clicks
 CTR
 Average position
 Inbound links
 Indexed pages
KPI’s
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ORGANIC SOCIAL KPI’s
 Engagement (shares/ comments/likes)
 Reach (organic)
 CTR
 Facebook Insights
KPI’s
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PAID SEARCH KPI’s
 CPC
 CTR
 eCPM
 Unique users (reach)
 Impression share
 Qualityscore
KPI’s
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PAID SOCIAL KPI’s
 eCPM
 CTR
 Reach (unique users)
KPI’s
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DISPLAY KPI’s
 eCPM
 % viewable
 CTR
 CPC
KPI’s
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E-MAIL KPI’s
 Deliverrate
 Openrate
 Clickrate
KPI’s
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Conversion Optimization
Conversion Rate Optimization
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CONVERSION OPTIMIZATION (CRO)?
 What is CRO?
 Impact on your conversion rates
 Split URL testing
 A/B testing
 Convince and convert
 Cialdini – Principles of Persuasion
 Elements – wireframe
 Elements – colors
 Elements – texts
 Elements – forms
 Elements – offer / pricing
 Statistics
 Often made mistakes
 Tools
 Cases/Inspiration
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WHAT IS CRO?
 CRO (Conversion Rate Optimization)
 Testing what is selling/converting better
 Scientific
 Trustworthy (significant) with enough data (testsubjects)
What can be tested?
 Websites
 Native apps
 Ads (Facebook / Google)
 E-mail (most platforms)
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IMPACT ON CONVERSION RATES
 Big changes can bring big results
 Smaller changes bring smaller results
When to test big changes? (expect first round: 50-400% changes)
 New product, proposition, website or new market
 Low volume in traffic
 Low conversion rates
When to test smaller changes? (expect first round 10-80% changes)
 You are already converting at a respectable rate
 High volume in traffic
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SPLIT URL TESTING
 Two (or more) separate URL’s have
a different design and/or
proposition
 Traffic gets devided (mostly 50/50)
evenly but has always the exact
same source
 You use this variant to test big
changes (wireframe, proposition,
etc)
 Low volume websites/webpages
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Image source: Convert.com

A/B TESTING
 Tested elements are on same URL
 Wireframe stays the same
 Test variations of elements (button
color, button text, image, copy,
headlines, etc)
 Traffic gets evenly divided
 High traffic webpages
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Convince and convert
 Need
 Time (save time)
 Recognization (social)
 Value
 Urgent (deal is only today)
 Trust (expert, icons of respected organizations)
 Ease (to do business with)
 Grant / award / liking
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Cialdini – Principles of Persuasion
 Reciprocity (treat others like you like to be treated)
 Scarcity (only 25 seats available)
 Authority (all our consultants have a university degree)
 Consistency (first ask for a small commitment, then a bigger one)
 Liking (it’s easier to do business with someone you like)
 Consensus (when uncertain people will look at the actions of others)
https://www.influenceatwork.com/
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WIREFRAME TESTING
 Positions elements differently
 Creates totally different design
 Check always mobile screen
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COLORS TESTING
 Image color
 Background color
 Button color
 Textcolor
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Source: Brightvessel.com

TEXT AND COPY TESTING?
 Title / Headers
 Button text: Order now / Place your order here/ Place order
 Copy
Resources:
https://blog.hubspot.com/marketing/persuasive-landing-page-content
https://neilpatel.com/blog/seduce-your-web-visitors/
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FORMS Testing
 Number of fields
 Space and length
 Preformatted
 Error messages
 Context
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+32%

OFFER / PRICING TESTING
Examples
 Offer higher discount (%) for a longer duration
 Add a coupon
 Compare to alternatives (better or cheaper)
 Change the price format ($2,95 to $2,78)
 Add a feature / incentive
 Bundling
 Upsell / Cross sell offerings
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STATISTICS
Why is it important to have a significant test
result?
 Coincidence
 Eliminate major one time event
 https://cxl.com/ab-test-calculator/
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https://vimeo.com/54004040

OFTEN MADE MISTAKES
 Change the test while it is running
 Don’t wait till it’s significant
 Change traffic sources
 Forget about seasonality
 Not running tests for full weeks;
 Doing A/B tests without enough traffic (or conversions);
 Not basing tests on a hypothesis;
 Not sending test data to Google Analytics;
 Giving up after the first test fails;
 Failing to understand false positives;
 Running multiple tests at the same time on overlapping traffic;
 Ignoring small gains;
 Not running tests all the time;
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CRO Tools
Website
 Google Optimize
 Zoho Pagesense
 Omniconvert
 Visual Website Optimizer (also native)
 Optimizely (also native)
Native apps
 Apptimize
 Mixpanel
 Firebase
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CRO Cases / Inspiration / Resources
 https://vwo.com/success-stories/
 https://www.wunderkind.co/uk/resources/?filter=All
 https://wpostats.com/
 https://www.wheelofpersuasion.com/
 https://neilpatel.com/blog/100-conversion-optimization-case-studies/
 https://www.omniconvert.com/case-studies/
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Marketing Stack
Introduction
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Marketingstack
 Elements marketingstack
 Examples of a marketingstack
 Building your marketingstack
 Connectors
 Resources
Marketingstack
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Elements of your marketingstack
 CRM
 CMS
 Webanalytics
 Advertising
 E-mail marketing
 Social media
 Creative creation
 Data platform
Marketingstack
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Marketingstack
36

Marketingstack
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Source: chiefmartec.com

Marketingstack
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Marketingstack
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Building your marketingstack
 Major components you won’t change easily (CRM, webshop, CMS)
 For SME’s most often best is to get as much features in a tool as possible (all in one)
 Focus on what is vital / existential for your business
Marketingstack
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Connectors / Data integrators
 Zapier
 Import2
 Piesync
 Cart2Cart (webshop platform migration)
 WP Fusion (Wordpress Users to CRM, two way sunc)
 OneSaas
 Workato
 Leadsbridge
 Apiant
 Combidesk
 GAconnector
 Xplenty
 Blendr.io
 Automate.io
Marketingstack
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Resources
 https://chiefmartec.com/
 Integrations page of your preffered tools
Marketingstack
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THE END
 Next session Monday, about:
 2a: Content marketing
 Tomorrow content will be uploaded and send to you by e-mail
Marketing bureau Zwolle
Freelance online marketeer
Freelance SEO specialist
Content marketing bureau
Marketingstack
43

Startup KPI's, Conversion Rate Optimization and Marketingstack

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