There’s a lot of talk these days about conversion rate optimization (CRO). Often it sounds like complex marketing jargon made to intimidate the non-technical marketers. Trust us, it’s not as complicated as it seems. CRO is all about using tools, feedback, and metrics to create the best possible messaging and experience. In other words, how can you help more of your visitors experience the “aha-moment” that converts them into new customers or users. We’ll start with the basics and dig all the way into tactical strategies for turning your website and company messaging into a valuable experience for every visitor. CRO 101 How to Kickstart Your Growth 2. #beamazing @effinamazing Dan McGaw - Moderator Founder @ Effin Amazing Dan, one of the original growth-hackers, has lead the teams at Code School and KISSmetrics to create massive growth. He previously founded the companies Fuelzee, Starter Studio and Bootstrap Academy to name a few. Daniel Sosa - Presenter Director of Marketing @ Effin Amazing An avid entrepreneur, Dan has co-founded a venture-backed software company, partnered in a consumer hardware company that has sold over 50k units, and most recently launched a subscription-based e-commerce company. 3. CRO 101: How to Kickstart Your Growth Daniel Sosa Director of Marketing @EffinAmazing 4. WHERE DO YOU START? 5. Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive? 6. 1. THE CRO MINDSET 7. Not hitting goals? 8. Do more with less. 9. Failing is part of the game 10. Follow the Data 11. Let it Go 12. 2. START WITH A PLAN 13. Don’t Just Test to Test 14. Create a Backlog 15. 3. COLLECTING DATA 16. LOTS OF OPTIONS 17. The Standard 18. My preference 19. They are directly integrated into most AB testing tools 20. First we need to build our funnel 21. SaaS Funnel Activation = Value 22. KISSmetrics makes this dead simple 23. Experiments show in funnel reports automagically 27. 4. QUALITATIVE DATA 28. Qualitative is Important 29. Collect Qualitative Data 30. On-page Survey Tools 31. How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing? Ask questions at funnel drop off points 32. UX and Usability Testing Tools 33. Heat Maps 34. Heat Maps 35. Use these insights to improve backlog 36. 5. START TESTING 37. What is an A/B Test? 38. A/B Testing Tools 39. Add Javascript to site

1. #beamazing @effinamazing
CRO 101
How to Kickstart Your Growth

2. #beamazing @effinamazing
Dan McGaw - Moderator
Founder @ Effin Amazing
Dan, one of the original growth-hackers, has lead the teams at
Code School and KISSmetrics to create massive growth. He
previously founded the companies Fuelzee, Starter Studio and
Bootstrap Academy to name a few.
Daniel Sosa - Presenter
Director of Marketing @ Effin Amazing
An avid entrepreneur, Dan has co-founded a venture-backed
software company, partnered in a consumer hardware company
that has sold over 50k units, and most recently launched a
subscription-based e-commerce company.

3. CRO 101:
How to
Kickstart Your
Growth
Daniel Sosa
Director of Marketing
@EffinAmazing

4. WHERE DO YOU START?
#beamazing @effinamazing

5. Where to begin?
How do I track the data?
How do I setup an A/B test?
When do I know if the test
is conclusive?
#beamazing @effinamazing

6. #beamazing @effinamazing
1. THE CRO MINDSET

7. #beamazing @effinamazing
Not hitting goals?

8. #beamazing @effinamazing
Do more with less.

9. Failing is part of the game
#beamazing @effinamazing

10. Follow the Data
#beamazing @effinamazing

11. #beamazing @effinamazing
Let it Go

12. #beamazing @effinamazing
2. START WITH A PLAN

13. #beamazing @effinamazing
Don’t Just Test to Test
#beamazing @effinamazing

14. Create a Backlog
#beamazing @effinamazing

15. #beamazing @effinamazing
3. COLLECTING DATA

16. #beamazing @effinamazing
LOTS OF OPTIONS

17. The Standard
#beamazing @effinamazing

18. My preference
#beamazing @effinamazing

19. They are directly integrated
into most AB testing tools
#beamazing @effinamazing

20. First we need to build our funnel
#beamazing @effinamazing

21. #beamazing @effinamazing
SaaS Funnel
Activation = Value

22. KISSmetrics makes this dead simple
#beamazing @effinamazing

23. Experiments show in
funnel reports automagically
#beamazing @effinamazing

24. Experiments show in
funnel reports automagically
#beamazing @effinamazing

25. Experiments show in
funnel reports automagically
#beamazing @effinamazing

26. #beamazing @effinamazing
Experiments show in
funnel reports automagically

27. #beamazing @effinamazing
4. QUALITATIVE DATA

28. #beamazing @effinamazing
Qualitative is Important

29. #beamazing @effinamazing
Collect Qualitative Data

30. #beamazing @effinamazing
On-page Survey Tools

31. #beamazing @effinamazing
How can we help?
Are you looking for something
we don't have?
Do you need assistance?
How can we improve?
What is preventing you from
purchasing?
Ask questions at funnel drop off points

32. #beamazing @effinamazing
UX and Usability Testing Tools

33. #beamazing @effinamazing
Heat Maps

34. #beamazing @effinamazing
Heat Maps

35. #beamazing @effinamazing
Use these insights to improve backlog

36. #beamazing @effinamazing
5. START TESTING

37. #beamazing @effinamazing
What is an A/B Test?

38. #beamazing @effinamazing
A/B Testing Tools

39. #beamazing @effinamazing
Add Javascript to site
<script src="//cdn.optimizely.com/
js/1488356457.js"></script>

40. #convcon @danielmcgaw
Use there WYSIWYG editor

41. Use there WYSIWYG editor

42. Use there WYSIWYG editor
Control (A) Variant (B)

43. Use there WYSIWYG editor
Control (A) Variant (B)
21%

44. #beamazing @effinamazing
WHAT DO YOU TEST FIRST?

45. #beamazing @effinamazing
Find Highest Traffic Pages

46. #beamazing @effinamazing
Find Highest Traffic Pages

47. #beamazing @effinamazing
Test Buttons
Test A Test B
vs

48. #beamazing @effinamazing
Test Images

49. #beamazing @effinamazing
19%

50. #beamazing @effinamazing
Test Layouts

51. #beamazing @effinamazing
Find The Money Pages…

52. #beamazing @effinamazing
Find The Money Pages…
and Think Outside of the box!

53. #beamazing @effinamazing
Find The Money Pages…
and Test the Shit Out of Them!
49%

54. #beamazing @effinamazing
DONT SCREW UP!

55. #beamazing @effinamazing
Stay Focused
Only change one element at a time

56. #beamazing @effinamazing
Stick to A/B, not A/B/C tests
Low Traffic?

57. #beamazing @effinamazing
Stick to A/B, not A/B/C tests
Low Traffic?

58. #beamazing @effinamazing
Multi-Variant Testing
(lots of changes)
You need lots of traffic, like lots!

59. #beamazing @effinamazing
Calling tests too early

60. #beamazing @effinamazing
ACTION ITEMS
1. Get Started!
2. Define a Simple Funnel
3. Create Your First A/B Test
4. Reach Statistical Significance

61. #beamazing @effinamazing
QUESTIONS?
Dan McGaw - Moderator
Founder @ Effin Amazing
Daniel Sosa - Presenter
Director of Marketing @ Effin Amazing
sosa@amazingcorps.com

62. #beamazing @effinamazing
THANK YOU
Dan McGaw - Moderator
Founder @ Effin Amazing
Daniel Sosa - Presenter
Director of Marketing @ Effin Amazing