Conversion rate optimization (CRO) means measuring and improving your product a little bit every day. It’s a commitment to leave the status quo behind and seek new and better ways to get, keep, and grow your customer metrics.

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www.productschool.com
Let's Talk Conversion Rate
Optimization

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Training
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Management skills

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CONVERSION RATE
OPTIMIZATION

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Hello!
I’m Brian Sage
12 Years in e-commerce, SaaS, and social media optimization.
Twitter, LinkedIn: briansage
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CEO: “Make money faster
than we can spend it!”
Head Designer: “We need to
stay on brand!”
Head Developer: … ...
CTO: “🔥 AAAAGGGGGGHHH!!”

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The CRO Playbook:
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DOWNLOAD ME!
https://docs.google.com/presentation/d/15azrHXj6AX
POb0HcopCKSb1_sDOOoHdZEZUfN2XDG7A
Org Mindset
(Change Management)
Identifying
CRO
Opportunity
Practice:
Build.
Measure.
Learn.

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Playbook Part 1.
The Organizational
Mindset
Create and manage change in an organization
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Goal: Protect the brand
This one owns things!
Good! 🏆 Recruit their
passion to make change.
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CEO: “Make money faster
than we can spend it!”
Head Designer: “We need to
stay on brand!”
Head Developer: … ...
CTO: “🔥 AAAAGGGGGGHHH!!”
Goal: Profitability
Make a plan to target one
measurable thing, change
it toward profitability.
Goal: Predictability
Observe from where
projects originate, make a
plan together for
predictable execution.
Goal: Tech Sustainability
Make a plan together for
building and doing CRO
tests sustainably.

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⊸ Create measurable goals together
⊸ Build measurable solutions
⊸ Measure KPIs of what you’ve built
⊸ Learn and refine with the team
KPIs EVERYWHERE!
Repeat the process: Build. Measure. Learn.
Mindfulness for the
Organization
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Get organizational buy-in before
you begin.
PEOPLE DON’T
LIKE TO BE TOLD
TO CHANGE
THEIR MIND.
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Playbook Part 2.
Identifying CRO
Opportunities
Big things are made of smaller things.
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Funnels
⊸ Any series of decisions
that lead to an outcome.
⊸ Each decision will have its
own conversion rate.
⊸ Apply this thought pattern
everywhere.
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Destroy the ring?

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🛑
20% conversion rate!
briansage
🛑 🛑 🛑 ✅

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⊸ SaaS
▫ Signup ➡ Use ➡ Upgrade
⊸ Shopping
▫ Product ➡ Cart ➡ Checkout
▫ Retarget, Accessorize, LTV
⊸ App
▫ Download ➡ Usage tiers ➡ IAP
⊸ Social media
▫ View ➡ Engagement
Where We See Funnels in
Digital Products
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{some_marketing_channel}
SaaS Example Optimization
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Blog Article Reader
Free Trial User
Paying Customer
Daily Average user

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{some_marketing_channel}
SaaS Example Optimization
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Blog Article Reader
Free Trial User
Paying Customer
Daily Average user
Add links in forum answers
Add link in first paragraph to
“Create Account”
Greatest number of users;
perfect for A/B testing
Eliminate barriers to next steps and
daily average use
Most valuable group;
survey, take out to coffee

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⊸ A/B Test
⊸ Reduce step complexity
⊸ Reduce steps
⊸ Just ask, “what do you wish for
most?”
A 5% bump at any step is a bump to
the entire funnel.
Analyze and improve by:
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Playbook Part 3.
Build. Measure. Learn.
Putting it into practice.
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⊸ Identifying KPIs & statistical
significance as a core leadership
competency
⊸ Building Measurable features as a core
development competency
⊸ Willingness to be wrong as a core
organizational competency
The Tools
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Sample size calculator
https://www.optimizely.com/sample-size-calculator/
Core Leadership Competency:
Statistical Significance
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“...the counties in which
the incidence of kidney
cancer is highest… mostly
rural, sparsely populated,
and located in traditionally
Republican states in the
Midwest, the South, and
the West.”
“...the counties in which
the incidence of kidney
cancer is lowest… mostly
rural, sparsely populated,
and located in traditionally
Republican states in the
Midwest, the South, and
the West”
Source: Thinking Fast & Slow, Kahneman

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Core Leadership Competency:
Key Performance Indicators
⊸ KPIs as a feature (not just
function)
⊸ Analytics as a software feature
Aim for KPIs as an expected
software feature.
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⊸ Math
⊸ Significant Number of Users
⊸ Split User Environments
⊸ Easy-to-read Analytics
When all ingredients are present,
you’re ready to begin.
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Core Org Competency:
Willingness to be wrong

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Learning doesn’t prove you dumb; it
makes you smart.
DON’T PRETEND
TO KNOW.
TEST.
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Thanks!
@briansage
hello@briansage.info
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www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training