A: Form with 9 fields B: Form with 6 fields 14.23% drop in leads Type ZIP and city ✓ 4 full weeks of data ✓ 512 conversions ✓ 95% confidence level
Lowest interaction Type ZIP and city
Highest drop-off
Moved to top
Tweaked label copy Tweaked label copy Type ZIP and city
671 conversions ✓ 96% confidence level 19.21% increase in leads Type ZIP and city
14.23% drop in leads 19.21% increase in leads Treatment A Treatment B Type ZIP and city
14.23% drop in leads 19.21% increase in leads Treatment A Treatment B
IT IS DIFFICULT TO SOLVE A PROBLEM YOU DON’T UNDERSTAND
Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
Expert Marketer’s Magic Crystal Ball
SPLIT TESTING IS NOT AN EXCUSE TO SKIP YOUR HOMEWORK!!!
DON’T THINK OF SPLIT TESTING AS A RESEARCH TOOL
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
Aagaard’s Custom LPO Report Goal 1 (Completions) Goal 1 (Conversion Rate) http://bit.ly/1QEX2gm
Goal 1 (Completions) Goal 1 (Conversion Rate) /landing-page/1 /landing-page/2 /landing-page/3 /landing-page/4 /landing-page/5 - Look at Goal Completions & Goal Conversion Rate - Be careful with low sample sizes (<100> 250 = good, > 500 = great) - Bounce Rate is good for comparing pages & performance
What is the device mix? - Compare Conversion Rate across devices
Landing Page Performance Across Devices Performance Across Channels Performance Based on User Type Bounce Rates Traffic Composition Conversion Rates Sample Sizes Goal Completions
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
Type URL structure Write down number of users http://bit.ly/1KdiQdM Basic Users / Page Report
Landing Page Sign-up Page Confirmation Landing Page Sign-up Page Conf. Page -24% -92%
Second Page: Where do users go after they hit your landing page?
Ad SERP Banner Email Landing Page Conf. Page PPC Organic Display Email Social Desktop - Mobile - Tablet Interaction Step
No, here's why: Yes, I looked at: Not yet, but I'm going to look at: Yes, I looked at:No, here’s why: Not yet, but I’m going to look at: 70% 17% 13%
Other Research Tools / Methods
SEE THROUGH THE EYES OF YOUR USERS
DATA-DRIVEN EMPATHY - Andy Crestodina
Ad Landing Page Conf. Page PPC Brand Campaign Desktop Sign-Up ProcessX X
A: Control B: Variation ✓ 4 full weeks of data ✓ 577 conversions ✓ 99% confidence level 157.67% increase in CTR 52.23% increase in sign-ups
Is there anything holding you from doing conversion research? 1. Time 2. Client/Company Buy-In 3. Budget 4. Don’t know where to start
Experts Marketer’s Magic Crystal Ball
DO YOUR HOMEWORK
LIKE A BOSS
Thanks for listening - YOU ROCK!!!
3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Michael Aagaard has spent the last 7 years in the
trenches helping businesses all over the world make
more money online. Today he oversees CRO at
Unbounce in Vancouver.
MICHAEL AAGAARD
Senior Conversion Optimizer, Unbounce
@ContentVerve
10. A: Form with 9 fields
B: Form with 6 fields
@ContentVerve
11. A: Form with 9 fields
B: Form with 6 fields
@ContentVerve
Type ZIP and city
12. A: Form with 9 fields
B: Form with 6 fields
@ContentVerve
Type ZIP and city
✓ 4 full weeks of data
✓ 512 conversions
✓ 95% confidence level
13. A: Form with 9 fields
B: Form with 6 fields
14.23% drop in leads
@ContentVerve
Type ZIP and city
✓ 4 full weeks of data
✓ 512 conversions
✓ 95% confidence level
20. A: Control (9 fields)
B: Variation (9 fields w/ tweaked labels)
@ContentVerve
Type ZIP and city
21. A: Control (9 fields)
B: Variation (9 fields w/ tweaked labels)
@ContentVerve
Type ZIP and city
22. A: Control (9 fields)
B: Variation (9 fields w/ tweaked labels)
✓ 4 full weeks of data
✓ 671 conversions
✓ 96% confidence level
@ContentVerve
Type ZIP and city
23. A: Control (9 fields)
B: Variation (9 fields w/ tweaked labels)
✓ 4 full weeks of data
✓ 671 conversions
✓ 96% confidence level
@ContentVerve
19.21% increase in leads
Type ZIP and city
24. 14.23% drop in leads
@ContentVerve
19.21% increase in leads
Treatment A Treatment B
Type ZIP and city
25. 14.23% drop in leads
@ContentVerve
19.21% increase in leads
Treatment A Treatment B
59. 1. What are the top 3 questions from potential
2. What do you answer when you get
3. Are there any particular aspects of X that people don’t
understand?
4. What aspects of X do people like the most/least?
5. Did I miss anything important? Got something to add?
Questions For Customer Success
@ContentVerve
60.
61.
62.
63.
64. 0
20
40
60
80
No, here's why: Yes, I looked at: Not yet, but I'm going to look at:
Yes, I looked at:No, here’s why:
Not yet, but I’m
going to look at:
70%
17% 13%
87. A: Control
B: Variation
✓ 4 full weeks of data
✓ 577 conversions
✓ 99% confidence level
@ContentVerve
88. A: Control
B: Variation
✓ 4 full weeks of data
✓ 577 conversions
✓ 99% confidence level
@ContentVerve
157.67% increase in CTR
89. A: Control
B: Variation
✓ 4 full weeks of data
✓ 577 conversions
✓ 99% confidence level
@ContentVerve
157.67% increase in CTR
52.23% increase in sign-ups
90. Is there anything holding you from
doing conversion research?
1. Time
2. Client/Company Buy-In
3. Budget
4. Don’t know where to start