Growth Section Has One Changed 1 http://i.imgur.com/FmRlA.jpg US Online Ad Spend Per User 2000 – 2012 $160 $140 $120 $100 $80 $60 $40 $20 $0 3.5x 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Rapidly Evolving Customer Acquisition Channels Yet Some Massive Startup Successes Little or no traditional marketing… Section One 1 Engineered Growth Momentum Example: LinkedIn User-Get-User Used a Growth Hacking Playbook • Experiment with all available growth levers • Understand what’s driving growth, test to improve it • Heavy focus on product and optimization Growth Without CRO is Very Difficult Not All CRO = Growth Which Makes it Very Frustrating Gut-Driven Test Ideas Test Small Changes No Growth Section One 1 How Do You Get Traction with Your CRO Efforts? Place Your Bets Wisely • Don’t guess, research… • Quantitative Research What people are/aren’t doing? ! • Qualitative Research Why are/aren’t they doing it? Quantitative: Visitor Behavior Quantitative: Discover Your Magic Number Quantitative: Twitter’s Follow 30 People Qualitative: Understand Why • Discover the why can lead to breakthroughs in growth • HotelTonight found poor data connections drove conversion rates UP. ! • WHY? Section One 1 Understand Intent Understand Growth Key Conversion Levers Why do users exit without converting? ! Not enough desire Too much friction Desire – Friction = Conversion Rate Qualitative: Understand Why • Address intent first ! • Strong authentic promise (connects to intent) • Social proof • Address fears and UX issues Growth is a Process – Not a Bunch of Tactics 1. Ideas Looks a lot like 5.Optimize 2.Prioritize 4.Analyze 3.Test a CRO process. Growth is a Process – Not a Bunch of Tactics If product is hard to market, try complementary product and cross promote. Section One 1 Double Down to Build Momentum Qualitative: Understand Why • Airbnb discovered that listings with high-quality photos received 2-3x bookings ! • Airbnb invested in professional photography ! • Booking activity explodes as desire increases Section One 1 Growth = Increased Units of Gratification Growth Hacking Toolkit • Analytics — Identify drop-off points and under-performing pages (e.g. Google Analytics, KISSMetrics) • Qualitative Insights — Uncover the why behind the numbers (e.g. Qualaroo, SurveyMonkey) • A/B Testing — Find better performing combinations to drive conversion rate (e.g. Optimizely, Unbounce) Continuous Optimization of Growth 1. Ideas 2.Prioritize 5.Optimize 4.Analyze 3.Test Key Takeaways •Marketing challenges require rethinking growth •Effective CRO essential for growth •Continuous experimentation critical for finding new growth levers

1. Unlock Your Company’s
Growth Engine !
With Conversion Rate Optimization
Sean Ellis, CEO of Qualaroo & founder of GrowthHackers.com

2. Join the conversation
@ThueLMadsen #KISSwebinar

3. Sean Ellis - Qualaroo & GrowthHackers.com - @seanellis
!
Sean Ellis is the CEO of Qualaroo and founder of
GrowthHackers.com. Prior to Qualaroo, Sean held marketing
leadership roles with breakout companies including
Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and
Lookout.
Your presenter

4. Hit me up on Twi!er
@SeanEllis #KISSwebinar

5. Today’s agenda
1 Growth has Changed
2 How CRO Drives Growth
3 Gain Traction with Conversion Efforts
4 Using User Intent to Drive Growth
5 Growth & Optimization Process
6 Tying CRO to Growth Levers

6. WATCH WEBINAR RECORDING NOW

7. Growth Section Has One
Changed
1
http://i.imgur.com/FmRlA.jpg

8. US Online Ad Spend Per User
2000 – 2012
$160
$140
$120
$100
$80
$60
$40
$20
$0
3.5x
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

9. Rapidly Evolving Customer Acquisition Channels
120
100
80
60
40
20
0
WOM Email
MySpace
Facebook
Twitter
Craigslist
iOS
Android
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
James Currier

10. Yet Some Massive Startup Successes
Li!le or no traditional marketing…

11. Section One
1
Engineered Growth
Momentum

12. Example: LinkedIn User-Get-User

13. Used a Growth Hacking Playbook
• Experiment with all
available growth levers
• Understand what’s
driving growth, test to
improve it
• Heavy focus on product
and optimization

14. Growth Without CRO is Very Difficult

15. Not All CRO = Growth

16. Which Makes it Very Frustrating
Gut-Driven
Test Ideas
Test Small
Changes
No Growth

17. Section One
1
How Do You Get
Traction with
Your CRO Efforts?

18. Place Your Bets Wisely
• Don’t guess, research…
• Quantitative Research
What people are/aren’t doing?
!
• Qualitative Research
Why are/aren’t they doing it?

19. Quantitative: Visitor Behavior

20. Start Your Free KISSmetrics Trial
LOG IN WITH GOOGLE

21. Quantitative: Discover Your Magic Number

22. Quantitative: Twi!er’s Follow 30 People
• Twi!er wanted to know
what made someone
become a core user
!
• The number of people you
follow determines
activation rate
!
• "Once a user follows 30
people, they're more or less
active forever.” – Josh
Elman, Greylock

23. Qualitative: Understand Why
• Discover the why can lead
to breakthroughs in growth
• HotelTonight found poor
data connections drove
conversion rates UP.
!
• WHY?

24. Section One
1
Understand Intent
Understand Growth

25. Key Conversion Levers
Why do users exit without converting?
!
Not enough desire
Too much friction
Desire – Friction = Conversion Rate

26. Qualitative: Understand Why
• Address intent first
!
• Strong authentic promise
(connects to intent)
• Social proof
• Address fears and UX issues

27. Growth is a Process – Not a Bunch of Tactics
1. Ideas
Looks a lot like
5.Optimize 2.Prioritize
4.Analyze 3.Test
a CRO process.

28. Growth is a Process – Not a Bunch of Tactics
If product is hard to market, try
complementary product and cross promote.

29. Section One
1
Double Down to
Build Momentum

30. Qualitative: Understand Why
• Airbnb discovered that
listings with high-quality
photos received 2-3x
bookings
!
• Airbnb invested in
professional photography
!
• Booking activity explodes
as desire increases

31. Section One
1
Growth =
Increased Units
of Gratification

32. Growth Hacking Toolkit
• Analytics — Identify drop-off points and under-performing pages (e.g.
Google Analytics, KISSMetrics)
• Qualitative Insights — Uncover the why behind the numbers (e.g.
Qualaroo, SurveyMonkey)
• A/B Testing — Find be!er performing combinations to drive conversion
rate (e.g. Optimizely, Unbounce)

33. Continuous Optimization of Growth
1. Ideas
2.Prioritize
5.Optimize
4.Analyze 3.Test

34. Key Takeaways
•Marketing challenges require rethinking growth
•Effective CRO essential for growth
•Continuous experimentation critical for finding new
growth levers

35. Questions?
Thue Madsen
Marketing Associate
KISSmetrics
@thuelmadsen
Sean Ellis
CEO of Qualaroo
Founder of GrowthHackers.com
@seanellis

36. THANK YOU
Sean Ellis
@seanellis