The Biggest Growth Opportunity Is Right Under Your Nose Webinar with Sean Ellis of Qualaroo

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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.

Marketing Technologie Business

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?

Twitter @SeanEllis

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

What’s Stopping Conversions?
• 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

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

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

Twitter @SeanEllis

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

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

Twitter @SeanEllis

Continuous Process
Accelerates Growth
• Optimization is a never-ending process.
• Every improvement makes marketing easier.

Understand
Visitors

Twitter @SeanEllis

Prioritize
Tests

Test &
Analyze

UserTesting Enterprise
Accelerated learning + deep insights + your target audience

db@usertesting.com

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The Biggest Growth Opportunity Is Right Under Your Nose Webinar with Sean Ellis of Qualaroo

1. How do you unlock growth for your business? By starting with a deep understanding of your current users.

2. How Most People Think About Growth • Get more people to my website • Low conversion rate so send even more people Twitter @SeanEllis

3. 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

4. Better Approach: Start With Two Questions What do visitors want? What’s stopping them from getting it? Twitter @SeanEllis

5. Figuring Out What Visitors Want • Referring keyword data (getting harder) • Path analysis (what links are they actually clicking?) • Ask them… Twitter @SeanEllis

6. 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

7. What’s Stopping Conversions? • 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 Twitter @SeanEllis

8. 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

9. Conversion Issues Through Usability Tests When are people confused, nervous, skeptical, frustrated? Example of frustration (video motivated developers) Twitter @SeanEllis

10. Might Lack Need/Solution Fit • Unqualified visitors Best if “must have” solution for critical need • May completely lack product/market fit Twitter @SeanEllis

11. If Need/Solution Fit, Then… Build Desire, Reduce Friction Desire – Friction = Conversion Rate Twitter @SeanEllis

12. How Do You Build Desire? A/B test landing pages Highlight product benefit in context to what visitor wants. Twitter @SeanEllis

13. 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 Twitter @SeanEllis

14. 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

15. 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 Twitter @SeanEllis

16. Continuous Process Accelerates Growth • Optimization is a never-ending process. • Every improvement makes marketing easier. Understand Visitors Twitter @SeanEllis Prioritize Tests Test & Analyze

17. UserTesting Enterprise Accelerated learning + deep insights + your target audience db@usertesting.com

The Biggest Growth Opportunity Is Right Under Your Nose Webinar with Sean Ellis of Qualaroo

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