This is my presentation from the firs meetup. Some thoughts and examples on the Conversion side of Growth hacking.

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2. STHLM Online
Marketing & Growth
Conversion
Growth Hacking
14-02-03

3. Thanks to Rory Sutherland
”Every Company should have a
Director of Details with unlimited
influence and almost no budget”
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4. 4

5. Best Practice
Autopilot
or
Old habits never die
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6. Thanks to Oral
”In order to learn to drive in Sweden you first
have to delearn what you learnt in Turkey”
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8. Here’s the question you need to be asking
”At every point in your
conversation with a
customer/prospect/
someone
What do you want
them to do next?
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9. Conversion Jam confirmation page
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10. Conversion Jam confirmation email
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11. Here are the tweets
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12. ”Are you saying
Thank you,
when you could be
saying
Congratulations?!”
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13. Where’s your customer at?

14. Prospect Awareness Scale!
Unaware
Problem Aware
Solution Aware
Product Aware
Most Aware
“Anpassa, medium, budskap, och
Call to action, baserat på var på
skalan dina prospects befinner sig”
*Baserat på: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996
http://www.copyblogger.com/blog-selling/
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15. Prospect Awareness Scale!
Unaware
Budskap
!
!
!
!
!
Call to Action
!
Medium
Problem Aware
Solution Aware
Product Aware
Most Aware
Historier &
Hemligheter
Fördelar och
orosmoment
Påståenden &
Bevis
Rabatter &
Erbjudanden
Produkt
& Pris
“Visste du att...”
“Många väljer
att .... för att
slippa....”
“Vi har 1111 nöjda
kunder...”
“Just nu:
30% rabatt”
“Uppgradera till
senaste
versionen”
“Prova på “,
“Gratis test”
“Köp Nu”
“Se om du har
problem”
“Se lösningar”
Organisk sök
Adwords
Nyhetsbrev
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16. The first law of conversion
Persuasion
Increase
Motivation
”Conversion
happens when
your and your
visitors’ goals
meet”
Usability
Reduce friction
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17. Customer lifecycle model
Prospect
Lead
Customer
Churned
Acquisition
Activation
Retention
Re-activation
What companies are actually doing
What companies should be doing
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18. Testing!

19. Some random growth hacks

23. A/B testing Case
Shapeupclub

24. Original

25. Lösning

26. A/B-test #1

27. Testresultat #1
Engagement
+ 96 %
Conversion Rate
+ 21 %
- 15 %
+ 111 %
+ 141 %
+ 12 %
Revenue
+ 20 %

28. WTF?!
Man ska ju prioritera...
Image: goodui.org

29. A/B-test #2

30. Testresultat #2
Engagement
+ 153 %
+ 96.17%
Conversion Rate
- 15.12%
+ 26 %
+ 21.05%
+ 32 %
+ 110.99%
+ 121 %
+ 140.77%
+ 188 %
+ 12.32%
+ 51 %
Revenue
+ 67 %
+ 19.56%

31. A/B testing Case
Namnband

33. A/B-test #1
Konverteringar
Intäkter
-6 %
-13 %

34. A/B-test #2
Konverteringar -25 %
Intäkter
-48 %
Konverteringar +16 %
Intäkter
+15 %

35. Trust or Relevancy?
No uplift with trust logo
6% uplift with tagline

36. A/B testing Case
PC software company
“Fly-by landing page”

39. Computer Sweden
Clickthroughs
+ 1070%

40. What now?
Presentationen
!
!
Kursen - start 6e mars
www.conversionista.se/conversion-manager
!
!
Conversion Jam - 16e Oktober
!
!
@conversionista
Twitter: @conversionista
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