A Peek Inside the Kissmetrics Growth Toolbox

ANDY WYATT AND THUE MADSEN

Thue Madsen Marketing Operations

Kissmetrics

@thuelmadsen

Andy Wyatt Product Marketer Kissmetrics

@Kissmetrics

@thuelmadsen

@NEILPATEL@Kissmetrics

#KissWebinar

1 The CRO Toolbox for Growth

Our CRO Stack

Highlights of winners

Kissmetrics growth benefits across departments

2 The Kissmetrics Growth Framework

3 CRO Best Practices

TABLE OF CONTENTS

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What’s in the CRO Toolbox

AND ITS IMPORTANCE

MANY TOOLS, ONE PURPOSE

• Analytics and Business Intelligence

• Internal data sources

• Customer feedback

• Prospect feedback

• Research

• Quantitative

• Qualitative

• Optimization

• A/B or Multivariate Testing

• Engage

Source: http://kiss.ly/1U4Biup

MANY TOOLS, ONE PURPOSE

Most of our growth has come from relentless A/B testing, however

• Do not rely on one tool or method

• Each tool has a purpose, and each tool has a downside

• Find a solid combination for your business

PART SCIENCE, PART ART

• It’s like brewing beer

• You need to have a recipe

• You need the tools (equipment)

• You need to understand flavors

• You need to know who is drinking it

Growth Framework HOW TO KEEP GROWING QUICKLY

THE KISSMETRICS FRAMEWORK

• Find the biggest opportunities and greatest barriers

• Form a hypothesis

• Test against actions that matter

• Verify your results against your funnel

• Document and keep track

• Determine your tests value ahead of time

• Stay focused!

FINDING SAAS OPPORTUNITIES

FINDING ECOMMERCE OPPORTUNITIES

GOAL/HYPOTHESIS

• Know why you are doing something

• Goals or hypotheses should be used to validate your test, or show why your test failed

• Doing something just to do something rarely leads to growth

• Don’t change your goal half way through the test - stick with it

• Let the numbers do the talking

BUILD

• Simplify your builds - use as few tools as possible

• It helps to have dedicated resources, but they are not required

• Know what it will take to build your tests ahead of time, as this should be factored into what tests you run and when you run them

MEASURE AND LEARN

• Test and Measure your result

• Validate the results

• Surface important insights and share with relevant stakeholders

• Use insights for future hypothesis

DOCUMENT

BUILD-MEASURE-LEARN

• Iterate-iterate-iterate

• Always know what you are going to test next

• Even if tests fail, that should help you inform the next build

• You can learn something from every test - take the time to do post-mortems

Our CRO Stack

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Our Biggest Winners at Kissmetrics

OPTIMIZATION

OPTIMIZATION

OPTIMIZATION

OPTIMIZATION

OPTIMIZATION

Control Variation

OPTIMIZATION

ENGAGE

ENGAGE

ENGAGE

Engage

Engage

+21% increase in subscribers

Surveys

Surveys

SURVEYS

Doubled monthly new customer number from January 2014 to June 2014

KISSMETRICS APP

KISSMETRICS APP

Benefits Across Departments

GROWTH HAS MANY DEFINITIONS

• Marketing - More signups, more leads, more opportunities

• Sales - Higher win rates, higher average MRR, more customers

• Customer success - Lower churn, more upsells, higher satisfaction

• Product - Higher adoption, higher engagement, more love of product

• Company - Solving big problems

ITS A COMPANY WIDE EFFORT

• Get buy in from all stakeholders

• Easier to run tests, move fast

• Easier to explain results

• Everyone can benefit individually but the company as a whole should see a lift

• If test goals are aligned with the company goals, everyone wins

Best Practices

BEST PRACTICES

• Know when and where to use each tool

• Have a system for validity

• Only test when you are ready

• Align testing goals with company goals

• Done is better than perfect

• Communication and documentation

How to Optimize Your Growth with

KissmetricsKissmetrics Demo

kiss.ly/demokiss.ly/growth

Thue Madsen Marketing Operations

Kissmetrics

@thuelmadsen

Andy Wyatt Product Marketer Kissmetrics

@Kissmetrics

Questions? We will take as many as we can