This presentation was given by Sean Ellis at the Optimizely Experience in Silicon Valley.

1. Optimizing for Growth!
Building Optimization Momentum
Sean Ellis
September 8, 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis

2. ABOUT ME
• Founder/CEO of Qualaroo &
GrowthHackers.com
• Previously VP Marketing for customer
zero to NASDAQ IPO filing at
LogMeIn and Uproar.com
• Then interim marketing exec roles at
Dropbox, Lookout and Eventbrite
@seanellis

3. TYPICAL OPTIMIZATION PROCESS
@seanellis
Gut-Driven
Test Ideas
Test Small Changes See Mixed
or No Results

4. RESEARCH FIRST FOR CRO MOMENTUM
@seanellis

5. RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…
@seanellis

6. RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…
@seanellis
• Quantitative research
What are/aren’t people doing?

7. RESEARCH FIRST FOR CRO MOMENTUM
• Don’t guess your tests, research…
@seanellis
• Quantitative research
What are/aren’t people doing?
• Qualitative research
Why are/aren’t they doing it?

8. QUANTITATIVE RESEARCH
@seanellis

9. QUANTITATIVE RESEARCH
@seanellis
• Top entry pages

10. QUANTITATIVE RESEARCH
@seanellis
• Top entry pages
• High bounce rate pages

11. QUANTITATIVE RESEARCH
@seanellis
• Top entry pages
• High bounce rate pages
• Where do users go?

12. QUANTITATIVE RESEARCH
@seanellis
• Top entry pages
• High bounce rate pages
• Where do users go?
• Top exit pages

13. QUALITATIVE RESEARCH
@seanellis

14. QUALITATIVE RESEARCH
Why do users exit without converting?
✓ Not enough desire
✓ Too much friction
@seanellis

15. QUALITATIVE RESEARCH
Why do users exit without converting?
✓ Not enough desire
✓ Too much friction
Desire – Friction = Conversion Rate
@seanellis

16. HIGH FRICTION, BUT MORE DESIRE
Desire – Friction = Conversion Rate
@seanellis

17. START BY UNDERSTANDING INTENT
Desire – Friction = Conversion Rate
@seanellis

18. START BY UNDERSTANDING INTENT
Desire – Friction = Conversion Rate
• Most powerful force available to marketers
@seanellis

19. START BY UNDERSTANDING INTENT
Desire – Friction = Conversion Rate
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
@seanellis

20. START BY UNDERSTANDING INTENT
Desire – Friction = Conversion Rate
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
@seanellis
• Ask visitors what they want

21. START BY UNDERSTANDING INTENT
Desire – Friction = Conversion Rate
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
@seanellis
• Ask visitors what they want

22. THEN GAUGE DESIRE
Desire – Friction = Conversion Rate
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
@seanellis

23. THEN GAUGE DESIRE
Desire – Friction = Conversion Rate
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
@seanellis

24. THEN GAUGE DESIRE
Desire – Friction = Conversion Rate
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
@seanellis

25. UNDERSTAND FRICTION
Desire – Friction = Conversion Rate
@seanellis

26. UNDERSTAND FRICTION
Desire – Friction = Conversion Rate
• User testing – talk out loud task attempt
@seanellis

27. UNDERSTAND FRICTION
Desire – Friction = Conversion Rate
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
@seanellis

28. UNDERSTAND FRICTION
Desire – Friction = Conversion Rate
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
@seanellis

29. UNDERSTAND FRICTION
Desire – Friction = Conversion Rate
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
@seanellis

30. TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis

31. TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
• Address intent first

32. TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
• Address intent first
• Strong authentic promise
(connects to intent)

33. TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
• Address intent first
• Strong authentic promise
(connects to intent)
• Social proof

34. TEST TO REDUCE FRICTION, ENHANCE DESIRE
Desire – Friction = Conversion Rate
@seanellis
• Address intent first
• Strong authentic promise
(connects to intent)
• Social proof
• Address fears and UX issues

35. MAKE BOLD CHANGES EARLY
* Image by Conversion Rate Experts
@seanellis

36. PRIORITIZE TESTING
P – Potential (How much improvement can be made)
I - Importance (Highest volume of traffic)
E – Ease (Least time/resources for same return)
Research helps gauge
potential improvement
* PIE framework from WiderFunnel
@seanellis

37. PIE WORKSHEET FOR OBJECTIVITY
* PIE framework from WiderFunnel
@seanellis

38. CONTINUOUS IMPROVEMENT
@seanellis

39. WHERE IS OPTIMIZATION HEADING?
@seanellis

40. WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”
@seanellis

41. WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”
• Optimize each user segment separately (Optimizely Audiences now
supports)
@seanellis

42. WHERE IS OPTIMIZATION HEADING?
• Today: Macro optimization helps “average user”
• Optimize each user segment separately (Optimizely Audiences now
supports)
• Provide optimal experience for individual (personalization)
@seanellis

43. QUESTIONS?
Thank You.
Sean Ellis
CEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis
@seanellis