DO YOU NEED A BETTER CONVERSION RATE?TIFFANY DASILVA – Growth Hacking TO

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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!

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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

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MY 1ST GROWTH HACKSHAVEDSTAR.TRIPOD.COM

DATA

GROWTH HACKING

UX

CREATIVETESTING

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WHAT YOU WILL SEE…

ANALYTICSGOOGLE ANALYTICS

SCENTLANDING PAGE DIVE

PERSONAS& DECISION MAKING

+

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ANALYTICS

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WEB ANALYTICS 2.0AVINASH KAUSHIK – kaushik.net

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QUESTION #1WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?

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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

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QUESTION #1WHEN YOU OPEN ANALYTICS WHAT DO YOU LOOK AT?

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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

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QUESTION #2HOW MANY PEOPLE HAVE GOALS SET UP IN GOOGLE ANALYTICS?

WHAT ARE THEY?

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GOAL SETTINGVIA AVINASH KAUSHIK – kaushik.net

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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.

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SCENT

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SCENTWHO ARE YOUR USERS? HOW DO THEY ACT/REACT?

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“SCENT”WHO ARE YOUR USERS? HOW DO THEY ACT/REACT?

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“SEXY WITCH”EXAMPLE OF SCENT

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“THE SEXY WITCH”EXAMPLE OF SCENT

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“THE SEXY WITCH”EXAMPLE OF SCENT

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“THE SEXY WITCH”EXAMPLE OF SCENT

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“THE SEXY WITCH”EXAMPLE OF SCENT

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#1 TIP OF THE DAY?GET YOUR SH#$ TOGETHER! (SCENT-WISE)

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PERSONAS

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QUESTION #4WHAT WAS THE LAST BIG ITEM YOU PURCHASED?

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HOW DO YOU MAKE DECISIONS?

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COMPETITIVE

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• 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

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SPONTANEOUS

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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!

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HUMANISTIC

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• 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

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METHODICAL

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• 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

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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

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TOP 5 CRO TIPS

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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

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4. MAKE PERSONAS REAL!

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• Born in Nashville Tennessee• Southern Bapist• Age: 20 Years old• Loves: acting, singing, tattoos and

twerking• Dislikes: authority & spiders• Persona: Spontaneous

MANDY CYRIUSWIDGET BUYER

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4.5 MEET TONY DARRELL

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3. CUSTOMERS > HIPPO! (4Q)

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WHERE DO YOU START?TASK COMPLETION TEST – 4Q

http://www.4q.iperceptions.com/

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REPEAT.ANALYZE TESTHYPOTHESIS

2. FAIL.. OVER & OVER & OVER

& OVER & OVER & OVER

AGAIN

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LOGO LOGO

LOGOLOGOLOGO

1. KEEP LEARNING!BOOKS, WEBSITES & MORE!

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THANK YOU.ANY QUESTIONS?

@BELLASTONETIFFANYDASILVA.COM