Conversion)Optimization) - Heavybit · * Hopefully)I)don’t)need)to)convince)you)that)you)...
Transcript of Conversion)Optimization) - Heavybit · * Hopefully)I)don’t)need)to)convince)you)that)you)...
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Conversion Optimization Soso Sazesh
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* Founder of Growth Pilots paid acquisition agency * I’ve helped 100+ companies with growth over the past 5 years
Quick Intro
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* Hopefully I don’t need to convince you that you should be optimizing * Higher conversion rates = more customers * Be cognizant of diminishing returns (i.e. don’t over optimize)
Why Optimize?
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Focus on two things: How people find you What they experience once they find you
What To Optimize
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Successful product experience (Conversion)
The Conversion Funnel
Channels
Landing Page
On-‐boarding
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* Are you telling a believable and consistent story? * Back out your story from your product value to keep it consistent from the start of the funnel to the end
Your Conversion Funnel Is A Story
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Successful product experience
Start With Your Product Experience
Channels
Landing Page
On-‐boarding
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Does your product’s perception (brand) across channels accurately reflect the rest of the funnel? * SEO * Content * Email * Paid acquisition * PR * Word of mouth
Channels
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* Strong headline that communicates product value * Credibility and third party validation * Product preview to set expectations for the rest of the funnel * Strong call to action
Landing Pages
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* Steps should align with product expectation * Minimize friction * Fewer steps is typically better * Provide guidance along the way
On-‐boarding Flow
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* It’s not always clear what to optimize for * Common metrics * Sign up * Key action (i.e. invited user, started first project, etc.) * Paying customer * High value customer
Choosing An Optimization Metric
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Feedback/Signal Tradeoff
Metric Feedback Loop Signal Quality
Sign up Instant Low
Key action Fast Decent
Paying customer Slow Good
High value customer
Very slow Best
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* Measure what happened (event) * Where the traffic came from (channel) * The goal is to understand why an event happened and adjust to improve it
Measurement Framework
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* Lightweight * Google Analytics, KISSmetrics, Mixpanel
* Robust * Mode Analytics, Periscope, Keen IO
Measurement Tools
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* UTMs allow you to actually track where your traffic is coming from * Common UTMs * utm_source * utm_campaign * utm_medium * utm_content * utm_term
UTM Parameters Are Your Friends
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* Attribution is how you credit conversions back to the channels they “touched” * Attribution is messy * Different attribution models/philosophies * Cross-‐device issues * Cookie deletion
Keep it simple and don’t overthink it until later!
The Art of Attribution
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* SEM can be a very meaningful and scalable channel * Doesn’t work for all companies * Requires strong unit economics
SEM Overview
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* Testing messaging * Driving targeted traffic for experiments * Estimating customer acquisition costs * Hijacking competitors’ traffic * Retargeting existing visitors via search
SEM Tactics for Developers