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 [email protected] • 562.292.3834
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