![Page 1: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/1.jpg)
Sean Ellis, CEO of Qualaroo & founder of GrowthHackers.com
Unlock Your Company’s Growth Engine !With Conversion Rate Optimization
![Page 2: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/2.jpg)
@ThueLMadsen #KISSwebinar
Join the conversation
![Page 3: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/3.jpg)
Sean Ellis - Qualaroo & GrowthHackers.com - @seanellis !Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout.
Your presenter
![Page 4: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/4.jpg)
@SeanEllis #KISSwebinar
Hit me up on Twi!er
![Page 5: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/5.jpg)
1 Growth has Changed
2 How CRO Drives Growth
3 Gain Traction with Conversion Efforts
Today’s agenda
4 Using User Intent to Drive Growth
5 Growth & Optimization Process
6 Tying CRO to Growth Levers
![Page 6: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/6.jpg)
WATCH WEBINAR RECORDING NOW
![Page 7: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/7.jpg)
Section One
1
http://i.imgur.com/FmRlA.jpg
Growth Has Changed
![Page 8: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/8.jpg)
US Online Ad Spend Per User 2000 – 2012
$0
$20
$40
$60
$80
$100
$120
$140
$160
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
3.5x
![Page 9: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/9.jpg)
Rapidly Evolving Customer Acquisition Channels
0
20
40
60
80
100
120
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
WOM Email
MySpace
Craigslist
iOS Android
James Currier
![Page 10: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/10.jpg)
Li!le or no traditional marketing…
Yet Some Massive Startup Successes
![Page 11: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/11.jpg)
Section One
1
Engineered Growth Momentum
![Page 12: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/12.jpg)
Example: LinkedIn User-Get-User
![Page 13: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/13.jpg)
Used a Growth Hacking Playbook
• Experiment with all available growth levers
• Understand what’s driving growth, test to improve it
• Heavy focus on product and optimization
![Page 14: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/14.jpg)
Growth Without CRO is Very Difficult
![Page 15: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/15.jpg)
Not All CRO = Growth
![Page 16: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/16.jpg)
Which Makes it Very Frustrating
Gut-Driven Test Ideas
Test SmallChanges
No Growth
![Page 17: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/17.jpg)
Section One
1
How Do You Get Traction with Your CRO Efforts?
![Page 18: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/18.jpg)
Place Your Bets Wisely
• Don’t guess, research…
• Quantitative Research What people are/aren’t doing? !
• Qualitative Research Why are/aren’t they doing it?
![Page 19: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/19.jpg)
Quantitative: Visitor Behavior
![Page 20: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/20.jpg)
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
![Page 21: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/21.jpg)
Quantitative: Discover Your Magic Number
![Page 22: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/22.jpg)
Quantitative: Twi!er’s Follow 30 People
• Twi!er wanted to know what made someone become a core user !
• The number of people you follow determines activation rate !
• "Once a user follows 30 people, they're more or less active forever.” – Josh Elman, Greylock
![Page 23: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/23.jpg)
Qualitative: Understand Why
• Discover the why can lead to breakthroughs in growth
• HotelTonight found poor data connections drove conversion rates UP. !
• WHY?
![Page 24: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/24.jpg)
Section One
1
Understand Intent Understand Growth
![Page 25: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/25.jpg)
Key Conversion Levers
Why do users exit without converting? !
Not enough desire Too much friction
Desire – Friction = Conversion Rate
![Page 26: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/26.jpg)
Qualitative: Understand Why
• Address intent first !
• Strong authentic promise(connects to intent)
• Social proof
• Address fears and UX issues
![Page 27: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/27.jpg)
Growth is a Process – Not a Bunch of Tactics
1. Ideas
2.Prioritize
3.Test 4.Analyze
5.Optimize Looks a lot like a CRO process.
![Page 28: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/28.jpg)
Growth is a Process – Not a Bunch of Tactics
If product is hard to market, try complementary product and cross promote.
![Page 29: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/29.jpg)
Section One
1
Double Down to Build Momentum
![Page 30: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/30.jpg)
Qualitative: Understand Why
• Airbnb discovered that listings with high-quality photos received 2-3x bookings !
• Airbnb invested in professional photography !
• Booking activity explodes as desire increases
![Page 31: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/31.jpg)
Section One
1
Growth = Increased Units of Gratification
![Page 32: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/32.jpg)
Growth Hacking Toolkit
• Analytics — Identify drop-off points and under-performing pages (e.g. Google Analytics, KISSMetrics)
• Qualitative Insights — Uncover the why behind the numbers (e.g. Qualaroo, SurveyMonkey)
• A/B Testing — Find be!er performing combinations to drive conversion rate (e.g. Optimizely, Unbounce)
![Page 33: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/33.jpg)
Continuous Optimization of Growth
1. Ideas
2.Prioritize
3.Test 4.Analyze
5.Optimize
![Page 34: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/34.jpg)
Key Takeaways
• Marketing challenges require rethinking growth
• Effective CRO essential for growth
• Continuous experimentation critical for finding new growth levers
![Page 35: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/35.jpg)
Questions?
Thue Madsen Marketing Associate
KISSmetrics @thuelmadsen
Sean Ellis CEO of Qualaroo
Founder of GrowthHackers.com @seanellis
![Page 36: How to Use Conversion Optimization to Drive Growth](https://reader034.vdocuments.site/reader034/viewer/2022051414/55a571ed1a28ab20518b4717/html5/thumbnails/36.jpg)
THANK YOU
Sean Ellis @seanellis