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KISSmetrics Optimization Demo

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KISSmetrics Optimization Demo

  1. 1. Using KISSmetrics to Optimize Your Marketing Machine
  2. 2. @thuelmadsen #KISSwebinar Hit me up
  3. 3. Your Presenters #KISSwebinar Andy Wya Product Marketer KISSmetrics awya @kissmetrics.com Thue Madsen Marketing Operations Manager KISSmetrics tmadsen@kissmetrics.com
  4. 4. 1 Using KISSmetrics to raise our own homepage conversion rate from 3% to 8% We’ll cover… 2 The fastest A/B Testing workflow out there 3 Spo ing the biggest barriers to growth #KISSwebinar 4 Tapping into groups of willing and ready customers
  5. 5. So how did we raise our homepage conversion rate from 2.85% to 8.71%?
  6. 6. How our homepage evolved, Nov 2013 to Aug 2014 #KISSwebinar
  7. 7. Our conversion rate for Nov 2013 #KISSwebinar
  8. 8. Our conversion rate in July and Aug 2014 #KISSwebinar
  9. 9. This change didn’t happen all at once.
  10. 10. It took consistent, relentless, back-to-back A/B testing.
  11. 11. The 13 homepage tests we’ve done since Nov 2013 #KISSwebinar
  12. 12. Let’s look at the big winners.
  13. 13. Minimalist homepage with Google authentication #KISSwebinar Control Variation
  14. 14. Minimalist homepage with Google authentication results #KISSwebinar
  15. 15. Minimalist homepage with Google authentication results #KISSwebinar A 42.94% winner at 99.99% certainty.
  16. 16. Adding a URL field #KISSwebinar Control Variation
  17. 17. URL field results #KISSwebinar
  18. 18. URL field results #KISSwebinar A 36.50% winner at 100% certainty.
  19. 19. The actual tests don’t ma er, the process does.
  20. 20. The KISSmetrics A/B Testing Workflow
  21. 21. Reasons why I use KISSmetrics for our A/B testing #KISSwebinar 1 Test against actions that ma er 2 All data tied to people, super accurate 3 Less time spent tracking, more time building More tests = higher conversions
  22. 22. Prep work #KISSwebinar 1 Install KISSmetrics JavaScript code 2 Identify people when they enter an email 3 Track the steps of your funnel with KISSmetrics events A developer can do all of this in an a ernoon.
  23. 23. The KISSmetrics A/B Testing Workflow 1 Build your test in Optimizely 2 Tell Optimizely to use KISSmetrics 3 Let your test run for 1-2 weeks 4 Use the KISSmetrics A/B Test Report 5 Launch the variant if you hit 99% certainty 6 More tests = higher conversions #KISSwebinar
  24. 24. 1. Build your test in Optimizely #KISSwebinar
  25. 25. 2. Tell Optimizely to use KISSmetrics for tracking #KISSwebinar
  26. 26. 3. Let your test run for 1-2 weeks, get to 2000 people #KISSwebinar
  27. 27. 4. Use the KISSmetrics A/B Test Report #KISSwebinar This takes 30 seconds and I completely trust the data
  28. 28. 5. Launch the variant if you hit 99% certainty #KISSwebinar
  29. 29. Why not just use the Optimizely reports? #KISSwebinar 1 Based on visitors, not people 2 We run A/B tests with multiple tools 3 Can slice and dice into all other data
  30. 30. 6. More tests = higher conversions #KISSwebinar
  31. 31. Want to run your A/B tests internally? Also works great if you want to run A/B tests yourself or with other tools. Just set a KISSmetrics property. #KISSwebinar
  32. 32. The A/B Test Report works great for multivariate tests #KISSwebinar
  33. 33. Where should we start testing?
  34. 34. The biggest barriers are also your biggest opportunities.
  35. 35. Find the step in your funnel that people struggle with the most.
  36. 36. Track your acquisition steps with KISSmetrics Funnels #KISSwebinar
  37. 37. Which step has the biggest drop-off? #KISSwebinar
  38. 38. Here’s an ecommerce example: #KISSwebinar
  39. 39. When you find a major barrier, focus your testing at that step.
  40. 40. Where to find ready and willing customers?
  41. 41. The KISSmetrics Revenue Report segmented by channel #KISSwebinar
  42. 42. Look for channels with lots of potential #KISSwebinar
  43. 43. Keep growing your reliable channels #KISSwebinar
  44. 44. Check ROI on weaker channels, drop if needed #KISSwebinar
  45. 45. Identify channels that need more testing #KISSwebinar
  46. 46. You can also segment your funnels by channel
  47. 47. Other ways to segment your KISSmetrics reports: 1 Referrer 2 Search engines and search terms 3 Campaigns (UTM parameters) 4 Any KISSmetrics property you set up 5 Channel + Origin
  48. 48. To accelerate growth, find great channels and acquisition barriers. Then run lots of tests.
  49. 49. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  50. 50. Questions? Andy Wya Product Marketer KISSmetrics awya @kissmetrics.com Thue Madsen Marketing Operations Manager KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com

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