View
962
Download
2
Category
Preview:
DESCRIPTION
Here are the slides from a talk I did on conversion rate optimization for the Growth Hacking TO meet up group! Learn a little about Google Analytics, why your landing page probably sucks and the value of personas like Tony Darrell! Enjoy! :)
Citation preview
DO YOU NEED A BETTER CONVERSION RATE?TIFFANY DASILVA – Growth Hacking TO
@BELLASTONE
ACHIEVERS
Achievers is..
• Sequoia-backed, Liberty Village SaaS company that helps increase employee engagement through recognition.
• The place that hosts the meetup group Achievers tech – monthly tech talks where we share some of the hot topics that affect us day to day!
• …And we’re an awesome place to work!
@BELLASTONE
WHO ARE YOU?
• Sr. Online Marketing Manager, Achievers
• Loves: • SEO• Hecklers• Videogames
• Dislikes: • People who can’t handle failure
(Seriously.. Get out.)• My 2 Disclaimers
• Public Speaking & BRF
TIFFANY DASILVA@BELLASTONE
@BELLASTONE
GROWTH HACKINGTHROUGH THE EYES OF AN ONLINE MARKETER
DATA
GROWTH HACKING
UX
CREATIVETESTING
CONVERSIONRATE
OPTIMIZATION
@BELLASTONE
MY 1ST GROWTH HACKSHAVEDSTAR.TRIPOD.COM
DATA
GROWTH HACKING
UX
CREATIVETESTING
@BELLASTONE
WHAT YOU WILL SEE…
ANALYTICSGOOGLE ANALYTICS
SCENTLANDING PAGE DIVE
PERSONAS& DECISION MAKING
+
@BELLASTONE
ANALYTICS
@BELLASTONE
WEB ANALYTICS 2.0AVINASH KAUSHIK – kaushik.net
@BELLASTONE
QUESTION #1WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?
@BELLASTONE
ANALYTICSACQUISITION
CAMPAIGNS
ENGAGEMENT
GOALS
• Traffic Sources• Location/Language• Browsers & Devices• Similarities &
Differences
• New vs. Returning• Frequency & Recency • Visit Duration• Page Depth
• Traffic sources > Sources > Campaigns
• Great for external campaigns ie: Display Ads, Emails, Offline, Guest Blogging etc.
• Macro vs. Micro
@BELLASTONE
QUESTION #1WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?
@BELLASTONE
WHAT’S NEXT?ACTION DASHBOARD
ACTION STATUS FOCUS HYPOTHESIS IMPACT
Reduction of moz.com crawl errors by 50%
Completed Acquisition Organic traffic will increase at least 30% in 2 months
Traffic has improved 45%!
Create goal values in Google Analytics
NEW Goals Find at least 3 second level navigation pages that can be improved/removed.
Task Completion test for 2% of users who exit site
In Progress Goals Use customer data to create a list of 4 CRO improvements
@BELLASTONE
QUESTION #2HOW MANY PEOPLE HAVE GOALS SET UP IN GOOGLE ANALYTICS?
WHAT ARE THEY?
@BELLASTONE
GOAL SETTINGVIA AVINASH KAUSHIK – kaushik.net
@BELLASTONE
GOAL SETTINGTAKING IT ONE STEP FURTHER…
GOAL TYPE GV
Request a Demo MACRO $15
Sign up for Newsletter MICRO $3
Engaged:>3 pages AND > 3 minutes
MICRO $2
Whitepaper Download MICRO $5
Webinar MICRO $10
Home Products Latest Webinar
TY Webinar – Goal ($10)
EXAMPLE: WEBINAR
WHY DOES THIS MATTER?
• Measuring Influence• Helps you prioritize.
@BELLASTONE
SCENT
@BELLASTONE
PHOTO(329W X 357H)
SCENTWHO ARE YOUR USERS? HOW DO THEY ACT/REACT?
@BELLASTONE
“SCENT”WHO ARE YOUR USERS? HOW DO THEY ACT/REACT?
@BELLASTONE
“SEXY WITCH”EXAMPLE OF SCENT
@BELLASTONE
“THE SEXY WITCH”EXAMPLE OF SCENT
@BELLASTONE
“THE SEXY WITCH”EXAMPLE OF SCENT
@BELLASTONE
“THE SEXY WITCH”EXAMPLE OF SCENT
@BELLASTONE
“THE SEXY WITCH”EXAMPLE OF SCENT
@BELLASTONE
#1 TIP OF THE DAY?GET YOUR SH#$ TOGETHER! (SCENT-WISE)
@BELLASTONE
PERSONAS
@BELLASTONE
QUESTION #4WHAT WAS THE LAST BIG ITEM YOU PURCHASED?
@BELLASTONE
HOW DO YOU MAKE DECISIONS?
@BELLASTONE
COMPETITIVE
PHOTO(329W X 357H)
• Attitude: businesslike, power oriented• Use of time: fast paced & disciplined• Requirements: qualifications & value• Weakness: documented evidence, results• How to present: What can you do for
them?• Problem solving: support their ideas and
conclusions• Facilitate decisions: provide opinions,
probabilities & challenges.
GOMEZ ADDAMSDAD
@BELLASTONE
SPONTANEOUS
PHOTO(329W X 357H)
FESTER ADDAMSUNCLE
• Attitude: personal & activity oriented• Use of time: fast paced &
undisciplined• Requirements: evidence that you are
trustworthy & friendly• Weakness: show personal attention &
interest• How to present: why you are the
best solution• Problem solving: support their
feelings, interests & excitement• Facilitate decisions: provide
guarantees & opinions.. Not options!
@BELLASTONE
HUMANISTIC
PHOTO(329W X 357H)
• Attitude: personal & relationship oriented
• Use of time: slow paced & undisciplined
• Requirements: who you are, what you think and who you know
• Weakness: give recognition & approval
• How to present: who have you provided solutions to?
• Problem solving: support their ideas, intuitions, your relationship
• Facilitate decisions: offer testimony & incentives
WEDNESDAY ADDAMSDAUGHTER
@BELLASTONE
METHODICAL
PHOTO(329W X 357H)
• Attitude: businesslike, detail oriented• Use of time: slow paced & disciplined• Requirements: evidence of
experience & knowledge• Weakness: documented evidence &
preperation• How to present: How do you
provide a solution?• Problem solving: support their
principles & rational approach• Facilitate decisions: provide
evidence & service
LURCHBUTLER
@BELLASTONE
PERSONA EXERCISEPERSONA QUESTION MAPPING
PERSONA QUESTION FORMAT OF QUESTION
What experience do you have?- We’ve worked with 20
Fortune 50 companies- We’ve been in
business for 10 years
- About us - Testimonials / company logos
Why are you the best solution?
- Google endorses us- We have a 30 day
money back guarantee
- Google endorsement badge on front page
- 30 day money back guarantee on every page
@BELLASTONE
TOP 5 CRO TIPS
@BELLASTONE
5. PRIORITIZE
• Does the website work?• Can everyone access it?• Is it user friendly?• Does it feel natural or does it make me
think?• Do people really want what I’m selling?
CRO HIERARCHYPersuasive
Intuitive
Usable
Accessible
Functional
@BELLASTONE
4. MAKE PERSONAS REAL!
PHOTO(329W X 357H)
• Born in Nashville Tennessee• Southern Bapist• Age: 20 Years old• Loves: acting, singing, tattoos and
twerking• Dislikes: authority & spiders• Persona: Spontaneous
MANDY CYRIUSWIDGET BUYER
@BELLASTONE
4.5 MEET TONY DARRELL
@BELLASTONE
3. CUSTOMERS > HIPPO! (4Q)
PHOTO(329W X 357H)
WHERE DO YOU START?TASK COMPLETION TEST – 4Q
http://www.4q.iperceptions.com/
@BELLASTONE
REPEAT.ANALYZE TESTHYPOTHESIS
2. FAIL.. OVER & OVER & OVER
& OVER & OVER & OVER
AGAIN
@BELLASTONE
LOGO LOGO
LOGOLOGOLOGO
1. KEEP LEARNING!BOOKS, WEBSITES & MORE!
@BELLASTONE
THANK YOU.ANY QUESTIONS?
@BELLASTONETIFFANYDASILVA.COM
Recommended