Using ResearchXL to triple conversions from content

1. 3xed Conversions
Using the ResearchXL Model
How
Bob Ruffolo

2. Background on

3. Inbound marketing
Convert Close Design
Leads Customers Promoters
Attract
Strangers Visitors
Typically
with content
that’s found
via search
or social.
First into email
opt-ins, which
are then
nurtured into
sales qualified
leads.
Warm leads
are guided
through a
consultative,
data-driven
sales process.
Onboarding
Value Delivery
Feedback
Social Proof
Affiliate / VAR

4. Marketing team structure
Marketing
leader
Content
manager
Web designer

5. Our aggressive content
publishing schedule
10 content pieces/wk
= >500 content pieces/year
x6 years = ~3,000 content
pieces

6. Then we set a goal to 3x
our marketing metrics.

7. Website visitors/mo.
New email opt-ins/mo.
Inbound sales qualified leads/mo.
New customers from inbound/mo.
June ‘15
~60,000
~800
~80
~2
3x Goal
180,000
2,400
240
6
IMPACT’s analytics

8. Website visitors

9. New email opt-ins

10. Pic: Content was getting
stale

16. Updated marketing plan
From 10 to 17 content pieces/wk
Entire company contributes 1
piece/mo
Improve website look & feel

17. Website visitors/mo.
New contacts/mo.
Inbound sales
qualified leads/mo.
New customers
from inbound/mo.
June ‘15
62,015
668
64
2
3x
Goal
180,00
0
2,400
240
6
Results June ‘16
87,900
1,210
116
3
%
increase
42%
81%
81%
50%

18. Summer of 2016

20. GROWTH-DRIVEN DESIGN

23. New workflow
Monthly Brainstorms (90 min.)
Weekly Backlog Grooming (30 min.)
Weekly Planning Meeting (1 hr.)
Daily Standups (15 min.)
Weekly Review & Retrospective (1 hr.)

24. Deep dive into how we used
the ResearchXL model.

25. 1. Heuristic Analysis

26. Example of our Heuristic Analysis
Above the Fold is too big…
Are people seeing our content?
There is no meta description?
Why is Ramona the only writer?
How are blogs categorized?
CLARITY
VALUE
DISTRACTION
FRICTION
RELEVANCY

27. 2. Technical Analysis

28. Google Analytics:
Conduct cross-browser & cross-device testing
HubSpot: Speed analysis
How to perform a technical analysis
Audience Technology Browser / OS Report

29. 3. Web Analytics Analysis

30. What we saw in our Analytics

31. What we saw in our Analytics
+2% Submission
increase!

32. 4. Mouse Tracking Analysis

33. Example of a Mouse Tracking Analysis
Limited clicks
on blog posts
25% of people
never saw blog
content or posts

34. New Blog Current Review
10% increase
in click rates
More
opportunities
for growth
potential

35. Session Replay

36. 5. Qualitative Surveys

37. Seeing the full view into user behavior
Ask “Why”
users are not
subscribing…

38. Seeing the full view into user behavior
Then ask them why
they are
subscribing…

39. Track responses in HubSpot
• View Poll responses in your
contact timeline.
• Build SMART lists to view
real time responses.
• Create workflows to trigger
based off of poll responses.

40. 6. User testing

41. Overall Results

42. Website visitors/mo.
New contacts/mo.
Inbound sales
qualified leads/mo.
New customers
from inbound/mo.
June ‘15
62,015
668
64
2
3x
Goal
180,00
0
2,400
240
6
Results June ‘16
87,900
1,210
116
3
%
increase
187%
112%
134%
200%
% above
goal
40%
7%
13%
50%
May
‘17
252,71
1
2,571
272
9*
forecastin
g

43. Website visitors

44. New email opt-ins

45. What else did we do in the
last 12 months?

46. What we’ve tested & launched
• Optimized / reimagined popups
• New subscriber onboarding campaign
• The IMPACT Show
• The IMPACT Anthology
• IMPACT Live
• Live chat

47. Our most successful test
in 2017

48. Hypothesis:
We can improve our search rankings for
content ranking 4-50 for popular keywords,
thus significantly improving our organic
traffic.

51. Results

52. Takeaways:
1. What Peep and the team at CXL
preaches works… but you already know
that.
2. Consider implementing agile principles
and a similar workflow to what we’re
using to generate great ideas, prioritize,
and create breakthrough results.

53. Bob Ruffolo
rruffolo@impactbnd.com
linkedin.com/in/bobruffolo
Impactbnd.com