Converting the World: Lessons from Three Years of Conversion Optimization at Pinterest by Casey Winters, Growth Advisor, Greylock Partners
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Converting the World: Lessons from Three Years of Conversion Optimization at Pinterest by Casey Winters, Growth Advisor, Greylock Partners
- 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