the biggest growth opportunity is right under your nose webinar with sean ellis of qualaroo
DESCRIPTION
How do you unlock growth for your business? By starting with a deep understanding of your current users. In this webinar, hosted by UserTesting, Sean Ellis, CEO of Qualaroo and Founder of GrowthHackers.com, will show you how to uncover new growth opportunities from the goldmine that is your existing user base. Learn from Sean’s experience at Lookout, LogMeIn, Dropbox, and Eventbrite to go beyond analytics, and find actionable insights that lead to sustainable growth.TRANSCRIPT
How do you unlock growth for your business? By starting with a deep understanding of your current users.
Twitter @SeanEllis
How Most People Think About Growth
• Get more people to my website
• Low conversion rate so send even more people
Twitter @SeanEllis
But Some Getting Smarter
• A/B test to improve conversions
Test 10 things and 1 will be better than other 9
• Random testing is time consuming and rarely makes meaningful improvements
Twitter @SeanEllis
Better Approach:Start With Two Questions
What do visitors want?
What’s stopping them from getting it?
Figuring Out What Visitors Want
• Referring keyword data (getting harder)
• Path analysis (what links are they actually clicking?)
• Ask them…
Twitter @SeanEllis
Asking Visitors What They Want
During visit via site survey
After visit via follow up conversation or survey
• Can only ask those who actually convert
• Ask “What were you originally looking for?” and “why?”
• Worth having lots of conversations about this
Twitter @SeanEllis
• You don’t have what they want
• Bad job communicating that you have what they want
• Something about your solution is scary
• Something about the website is confusing
• Something on the website is broken
What’s Stopping Conversions?
Twitter @SeanEllis
How to Identify Conversion Issues
• Path analysis in analytics
Where do they abandon?
Study that spot
• Ask them via exit survey
“Is something preventing you from checking out?”
Example: Why we had 97% drop off at download
Twitter @SeanEllis
Conversion Issues Through Usability Tests
When are people confused, nervous, skeptical, frustrated?
Example of frustration (video motivated developers)
Twitter @SeanEllis
Might Lack Need/Solution Fit
• Unqualified visitors
Best if “must have” solution for critical need
• May completely lack product/market fit
Twitter @SeanEllis
If Need/Solution Fit, Then…
Build Desire, Reduce Friction
Desire – Friction = Conversion Rate
Twitter @SeanEllis
How Do You Build Desire?
A/B test landing pages
Highlight product benefit in context to what visitor wants.
Twitter @SeanEllis
Twitter @SeanEllis
Be Sure to Maintain Desire
• Attention spans are short, front load AHA moments until key benefit delivered
• How do you identify AHA moments?
Think out loud testing
Plan Your Initial Tests
• Recommend starting with 10 tests
4 messaging tests to optimize need/solution match
4 tests to address points of confusion, fear, breakage, etc.
2 tests that front load AHA moments
Twitter @SeanEllis
Twitter @SeanEllis
Double Down
• Focus early testing in the area that yielded biggest improvements in actual sales.
Helps drive organizational support for process
Quickly reduces wasted bounces
Continuous Process Accelerates Growth
• Optimization is a never-ending process.• Every improvement makes marketing easier.
Twitter @SeanEllis
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