*What is CRO? *CRO gains *When to do it? *CRO stack / tools *Case study Learn how to make your website visitors and mobile app users do what you want them to do using Conversion Rate Optimization (CRO), or growth hacking..

1. CRO
FOR STARTUPS

2. Hello!
I am Espen Grimstad
Serial Entrepreneur, Product
Manager & Conversion Optimisation
advisor / Experiments AS
linkedin.com/in/espengrimstad
@espengrimstad
espen@experiments.no

3. What is your Conversion rate?

4. 2.2%
Avg. U/A conversion rate on e-commerce sites 2014
#smartinsights

5. build optimize drive traffic
Optimization before marketing

6. Figure out what
works, do more of
that
Chris Neumann

7. Marketing Product
CRO
Chris Neumann

8. Don’t assume,
use science

9. Conversion Optimization for Startups Agenda
■ What is CRO?
■ Gains
■ Method
■ Tools
■ Case study

10. CRO Gains
Why do we do CRO?

11. Improves any
metric on your
website

12. Super high ROI,
super
measurable

13. Increases new
customers,
registrations,
downloads

14. Creates the must-
have user
experience

15. Builds long-term
business value

16. CRO Method
How to apply CRO to your startup website or app?

17. “
“a method of using science and tools to
continuously improve the performance of
your website or app”

18. Conversion Rate Optimisation Method
Plan
Investigate
Ideate
Experiment
Collate

19. STEP 0:
PLAN
Define Scope. Create Focus and Directions

20. Figure out what
doesn’t work

21. Dave McClure’s Pirate Metrics

22. Dave McClure’s Pirate Metrics AARRR

23. Example AARRR metrics
Dave McClure

24. Estimating conversion value
http://www.entrepreneur.com/calculators/conversionrate.html

26. Select the investigation scope
Dave McClure

27. STEP 1:
INVESTIGATE
Understand User Behaviour

28. Figure out why
it doesn’t work

29. Quantitative tools

32. Qualitative tools
Insights
User behavior
UX research

33. STEP 2: IDEATE
Create your hypothesis

34. Come up with ideas
on how to fix it

35. Everything is an ASSUMPTION
Change Page Layout
New Header copy
Remove functionality
Add new CTA
Insert Video on page
Add trust badge in footer

36. Your Hypothesis
Change you want to make will lift conversion rates for Signups / Product sale

37. Ideation tools

38. STEP 3:
EXPERIMENT
Setup Your A/B Test (or A/B/C/D Test)

39. Test your ideas

40. Basic A/B testing

41. Variants

42. Experimentation tools

43. STEP 4: COLLATE
What have we learnt? Analyze and implement

44. Summarize results and
add to roadmap

45. Collation tools

46. THE STACK
What, Why, How and When

47. Quantitative Tools
Qualitative Tools
Experimentation Tools
Ideation Tools
The What
The Why
The How
& When
Collation Tools
The
Learning
The
Creative
The CRO Stack options

48. TRANSFERCAR CASE
Optimizing their request funnel
Increasing annual revenue with est. 2.5M NOK

49. The Rental Car Industry
Business Problem
Rental car companies are
spending large amounts of
money on transferring cars
between their branches in
order to position their fleet
for new hires.
Most companies are hiring
trucks or trains to transfer
their cars, and the average
cost is over $600 per car.
How can the rental car
companies save money on
car transfers?

50. rental cars
that need to be transferred
with travelers
willing to drive them for free
Transfercar matches
The Solution
Rental companies gets a low cost transfer,
Travelers gets free one-way rental cars,
Transfercar gets paid by the rental car companies
- it’s a win-win-win!

51. Drivers get free service and free rental cars

52. 80,000
registered drivers
35,000
transfers
140
companies
3
countries

53. The planning
Transfercar case

54. Users (U) RO’s (O)
Inventory (I)
New requests
(R)
New
listings (L)
New bookings
(B)
Completed
Relocations (C)
New
Cancellations (X)
Request
funnel
Plan: optimize Transfercar request funnel

55. Request confirmed (R)
Content pages
incl. Blog and
Help
Home
page
Search page
Details pages
Authentication wall
Confirmation page
Users (U)
Request funnel details view

56. Project plan
(Scope: US website transfercarusa.com)
1. Investigate funnel with Usertesting.com and Mixpanel
– Collect test results in Sheets, break down problems per page
– Report in Slides
2. Ideate. Convert findings to ideas.
– Add ideas to Prodpad
– Vote on ideas
3. Experiment with Optimizely in voting order
– Collect results
– Update Prodpad ideas on Impact
4. Prioritize ideas on Impact vs Effort (most low-hanging fruit) in Prodpad
– Decide product roadmap in Prodpad
– Implement

57. The Transfercar project CRO stack
Investigation Tools
• Quantitative
• Qualitative
Experimentation Tools
Ideation Tools
The What
The Why
The How
& When
Collation Tools
The
Learning
The
Creative

58. The investigation
Transfercar case

59. Conversion rates (before) - Mixpanel

60. Usertesting.com test script (extract)
1. Tell us about the first impression the site gives you. What is offered? Is it relevant to
you? Would you feel it's worth spending more time here?
2. Feel free to click around. What do you feel like doing next? Go ahead and do what
comes natural. Tell us what you're thinking, what you're looking for, and what you find
good or annoying. Proceed to the next question once you're ready for a new task.
3. Now tell us about your second impression. What is offered?
4. Would you personally be interested in using this service (why/why not)? Do you feel
like you can trust the company and the product/service offered?
5. At this point, would you feel comfortable booking a car through Transfercar? Do you
have any questions you'd want answered before you would proceed? If so, go ahead
and see if you can find these answers. Please talk about what you're thinking and
looking for along the way.

61. Usertesting.com investigations
● 20 trial user test:
● 10 computers
● 5 smartphones
● 5 tablets
● Additional 40 user test:
● 20 computers
● 10 smartphones
● 10 tablets
60 tests in total

62. Result: Over 180 issues collected
Request confirmed (R)
Content pages
incl. Blog and
Help
Home
page
Search page
Details pages
Authentication wall
Confirmation page
Users (U)
15 4
30
35
20
44
...and many more. View all issues collected.

63. Details page top issues
Desktop and tablet Mobile
Not clear that days have to be selected in the calendar picker
(13)
Difficult to see the details on a phone (1)
Pricing is confusing. Does not understand the pricing at all, does
not understand that some day are free and additional days cost
extra (4)
Phone - picking dates on the calendar is difficult (1)
"or similar" is a negative. Want to know the exact vehicle type (2)
Branches - what does the big circle mean? Would it be better
with a pin? (2)
Importance: High Importance: Medium
View 14 video highlights from listing details page test

64. Auth wall top issues
Desktop Mobile and tablet
Long wait for confirmation email, or not received during the
test at all (**often with Yahoo!**) /went to spam (10)
On tablets: Email not recognized as an email address at first
entry. Maybe because of "space" after .com? (4)
Believes if registering, it takes the user to the front page and
have to start all over again (does not understand that he can
enter the code directly) (3)
Suggest "log in with Facebook/G+/Amazon" or other known
service (2)
Importance: Medium Importance: Low
View 9 video highlights from auth wall test

65. The ideation
Transfercar case

68. The experimentation
Transfercar case

69. Experiments
● Conducted 19 Optimizely experiments based on Prodpad
votes (high impact/low effort)
● A/B and multivariate testing

70. Details page original

71. Details page variant
Bold and rephrased
label in a color separating
from calendar picker
bigger button and font
size

72. Details page results

73. Auth wall variant
new copy

74. Auth wall results

75. Experimentation results
● 9 weeks
● 5 experiments negative
● 14 experiments positive
● Request funnel conversion rates increased
from 2.02% to 2.68%

76. Conversion rates (after)

77. The collation
Transfercar case

78. Impact and effort aids roadmap decisions

79. The aftermath
Transfercar case

80. Search page: New search engine
● Replaced the existing search page with a new (Solr) search engine, with faster results and faceted
search
● Not possible to analyse with Optimizely due to complexity
● Mixpanel data shows Search page to Details page conversion rate increased 1.65%

81. Details page redesign
Old New

82. Auth page redesign
Old New

83. Conversion rate after redesign

84. Project results
● 5 months
● 5 experiments negative
● 14 experiments positive
● Total cost 34K NZD (175k NOK)
● Request funnel conversion rates increased from 2% to 3.3%
$490k NZD (2.5M NOK) est. annual revenue increase

85. Thanks!
Any questions?
You can find me at:
@espengrimstad
espen@experiments.no