WAC2011: Presentatie Neil Patel Web Analytics congres 2011


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Neil Patel was 1 van de keynote sprekers op het 5e web analytics congres in Amsterdam op 17 maart 2011. Dit zijn de slides van zijn presentatie die middag.

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WAC2011: Presentatie Neil Patel Web Analytics congres 2011

  1. 1. Tools to Increase Conversions For Your Business Neil Patel KISSmetrics
  2. 2. Funnel Testing & Optimization
  3. 3. It ’ s important not to get distracted by intermediate metrics like the click-through rate of the button itself...we only care about the customer behaviors that lead to something useful ” Eric Ries, The Lean Startup “ Macro Conversions
  4. 4. <ul><li>Baseline your macro conversions </li></ul><ul><li>Identify optimization opportunities </li></ul><ul><li>Gather qualitative data </li></ul><ul><li>Create and implement A/B tests </li></ul><ul><li>Measure against your baseline, rinse & repeat </li></ul>5 Step Process for Funnel Optimization
  5. 5. Baseline your macro conversions
  6. 6. Identify optimization opportunities <ul><li>Which step has the highest drop off? </li></ul>
  7. 7. Gather qualitative data <ul><li>Identify conversion barriers </li></ul><ul><li>Surveying </li></ul><ul><li>Survey.io, KISSinsights, Wufoo , SurveyMonkey , etc... </li></ul><ul><li>Usability Testing </li></ul><ul><li>In-person, UserTesting.com, FiveSecondTest , etc... </li></ul>
  8. 8. Ask questions <ul><li>Don’t be afraid to ask your visitors questions </li></ul>
  9. 9. Not all feedback is relevant
  10. 10. Create and implement A/B tests <ul><li>Many ways to improve funnels </li></ul><ul><li>Modify your steps </li></ul><ul><li>Combine, remove or change the order of steps. </li></ul><ul><li>Add design elements to guide users </li></ul><ul><li>Test your designs </li></ul><ul><li>Headlines, images, buttons, microcopy, etc... </li></ul><ul><li>Try radical variations </li></ul>
  11. 11. Measure against your baseline, rinse & repeat
  12. 12. Segmenting Your Customers
  13. 13. Account type segmentation http://rowfeeder.com/plans
  14. 14. Company size segmentation http://box.net/pricing
  15. 15. Custom segmentation
  16. 16. Custom segmentation data
  17. 17. Testing Your Call to Actions
  18. 18. How to Increase Sign-ups by 200% http://kiss.ly/seeplansandpricing Don ’ t copy “ best practices ” blindly
  19. 19. Learn what works best for your customers A Beginner ’ s Guide To A/B Testing: Exceptional Web Copy http://blog.kissmetrics.com/ab-testing-web-copy/
  20. 20. Get Creative
  21. 21. Try video http://www.youtube.com/watch?v=uXmzox9wThs
  22. 22. Retarget
  23. 23. Did a Google Search
  24. 24. Landed on HP.com
  25. 25. Retargeted on TechCrunch
  26. 26. Don’t Be Afraid to Spy
  27. 27. Track Clicks
  28. 28. Record Mouse Movements
  29. 29. How do I get more leads? What’s the easiest way to increase conversions? How do I setup funnels? Do you have to setup your funnels in advance? Does multivariate testing work or do you recommend using A/B testing? Neil Patel [email_address] • 562.292.3834 You ’ ve got questions... We have the answers! Email me to learn more about [email_address]