Tools to Increase ConversionsFor Your Business

Neil PatelKISSmetrics

Funnel Testing & Optimization

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

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Macro Conversions

1. Baseline your macro conversions2. Identify optimization opportunities3. Gather qualitative data4. Create and implement A/B tests5. Measure against your baseline, rinse & repeat

5 Step Process for Funnel Optimization

Baseline your macro conversions

Identify optimization opportunities

• Which step has the highest drop off?

Gather qualitative data

• Identify conversion barriers• Surveying• Survey.io, KISSinsights, Wufoo, SurveyMonkey, etc...• Usability Testing• In-person, UserTesting.com, FiveSecondTest, etc...

Ask questions

•Don’t be afraid to ask your visitors questions

Not all feedback is relevant

Create and implement A/B tests

• Many ways to improve funnels• Modify your steps• Combine, remove or change the order of steps.• Add design elements to guide users• Test your designs• Headlines, images, buttons, microcopy, etc...• Try radical variations

Measure against your baseline, rinse & repeat

Segmenting Your Customers

Account type segmentation

http://rowfeeder.com/plans

Company size segmentation

http://box.net/pricing

Custom segmentation

Custom segmentation data

Testing Your Call to Actions

How to Increase Sign-ups by 200%http://kiss.ly/seeplansandpricing

Don’t copy “best practices” blindly

Learn what works best for your customers

A Beginner’s Guide To A/B Testing: Exceptional Web Copyhttp://blog.kissmetrics.com/ab-testing-web-copy/

Get Creative

Try video

http://www.youtube.com/watch?v=uXmzox9wThs

Retarget

Did a Google Search

Landed on HP.com

Retargeted on TechCrunch

Don’t Be Afraid to Spy

Track Clicks

Record Mouse Movements

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 Patelnpatel@kissmetrics.com • 562.292.3834

You’ve got questions...

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npatel@kissmetrics.com