‘Always be Optimising’ was a meetup for digital marketers and product people keen on getting more from their existing traffic. The slide deck holds all presentations from the meetup.

1. Always Be Optimizing
Zarget CRO Meetup, Bangalore
February 17, 2017
#CROmeetup

2. Thank you for joining us!
We’ll be starting in just a few minutes.
Tweet your experience with #CROmeetup
Follow us at @ZargetHQ | fb.com/ZargetHQ
#CROmeetup
Zarget CRO Meetup

3. Arvind Parthiban
CEO & Co-founder, Zarget
arvind@zarget.com
@ArvindParthiban
#CROmeetup
Zarget CRO Meetup

4. #CROmeetup
Zarget CRO Meetup
CRO Meetup at
cromeetup.slack.com

5. “For every $100 spent on driving traffic to
websites, companies spend only $1 converting
that traffic into business.” - Forrester Research
Zarget CRO Meetup
#CROmeetup

6. Deepak Kanakaraju
Founder at DigitalDeepak.com
mail@digitaldeepak.com
@DigitalDpak
#CROmeetup
“The Art & Science of CRO”
Zarget CRO Meetup

7. The Art and Science
of Optimization

8. Who is Deepak Kanakaraju?
• Graduated in 2008. Started
“BikeAdvice.in” in 2008 and sold it
in 2012. Had 1 Lakh+ Subscribers
and 1M page views per month.
• Worked as Digital Marketing
Manager at Exotel, Practo,
Instamojo and Razorpay.
• Blogging at DigitalDeepak.com
about digital marketing.

9. Understanding Your Target Market
• Imagine a B2B company doing sales. How do
they acquire the first 100 customers?
• Near 100% Targeting, Near 100% Conversion.
• Spillovers happen with expansion.
• Develop customer avatars, understand target
market, convert with the right messages.

10. Why Optimize for Conversions?
• Does it ring a bell with your target audience?
• Ideal State: 100 views -> 100 Clicks -> 100
Leads -> 100 Sales.
• Think about the worst case scenario. Wrong
targeting: Showing a women’s shoe ad to a men.
• Where are you in the targeting spectrum?

11. “Half the money I spend on advertising is
wasted; the trouble is I don't know which
half.”
~ John Wanamaker (1838-1922)

12. Where did split testing originate?
• “The book is cited as being the original
description of the process of split testing and
of coupon based customer tracking and loyalty
schemes.” - Wikipedia
• “Hopkins outlines an advertising approach
based on testing and measuring. In this way
losses from unsuccessful ads are kept to a safe
level while gains from profitable ads are
multiplied. “

13. Why A/B Testing?
• Start with hypothesis, confirm with experiments.
• Things like: Blue Button Vs. Green Button can be
discovered only using experiments. To deep to
understand by talking to customers.
• Minimum points - 1000. (1000 impressions to
clicks, 1000 visits to leads). - Maintain same
target audience.

14. The Law of Large Numbers
• Numbers stabilize over
time.
• Ex: Throwing a dice 6 times
vs. 60, 600, 6M and so on.
• Predicting Random Events
(Clicks, Conversions are
random events)

15. Murder Rate in New York?

18. Thank You!

19. “Companies with a structured approach to
improving conversions were twice as likely to
see a “large increase” - eConsultancy.com
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20. Ranjit Radhakrishnan
Chief Product Officer, BYJU’S
ranjit@byjus.com
@RanjitR
#CROmeetup
“Gaming to eCommerce”
Zarget CRO Meetup

21. Optimizing Conversions
RANJIT RADHAKRISHNAN | @ranjitr

22. A quick dive
The experimentation and optimization Karmic cycle
Templating the culture
Experiments and Impact Estimates
Yin and Yang: Human centred design and Analytics

23. A quick dive
The experimentation and optimization Karmic cycle
Templating the culture
Experiments and Impact Estimates
Yin and Yang: Human centred design and Analytics

24. Karmic Cycle

25. Karmic Cycle
UNDERSTAND
METRICS, INSIGHTS
& BASELINE
BUILDING A
HYPOTHESIS
DESIGN
EXPERIMENTS
PRIORITIZE
RUN THE
EXPERIMENT
POSTMORTEM
ANALYSIS
Business Goals
Product objectives
Learning objectives
Insights
Control & Variants
Duration, Effort, Complexity
Expected Outcomes
Take-aways
Iterate
Share & document

26. A quick dive
The experimentation and optimization Karmic cycle
Templating the culture
Experiments and Impact Estimates
Yin and Yang: Human centred design and Analytics

27. Templating the Culture

28. Analytics Cultural Maturity
I: Capture
Events
Guessing
• Transactional
systems
II: “What
Happened?”
Awareness
• Reporting,
Dashboards, and
Alerts
III: “Why Did it
Happen?”
Understanding
• Analysis,
Experiments, and
Mining
IV: Create
Advantage
Action
• Analytics Driven
Execution and
Innovation

29. Postmortem Analysis
Every feature or initiative should be reported with
1. Summary overview – Objectives – Hypothesis
2. Experiment Design
3. Expectations vs. Outcomes funnel
4. Support
5. Takeaways/ Next Steps

30. Feature Read: Executive Summary
Overview:
• Describing high level hypothesis/ goals design
Experiment design:
• Describing high level hypothesis/ goals design
Expectations
• +xx BPS D30 retention
• +yy% Task completion rate
• Neutral for revenue
Actual Outcomes
• +xx BPS D30 retention
• +yy% Task completion rate
• - zz% Revenue
Insights & Recommendations:
• Concrete takeaways for other teams
• Point of contact

31. Support data, Conclusions and Next Steps
Takeaways:
• Takeaway 1
• Takeaway 2
• Takeaway3
Next Steps
• Next Step 1
• Next Step 2
• Next Step 3
New Buyer conversion
• Rev hit mainly due to lower than expected new buyer conversion
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
D1 D2 D3 D4 D5 D6 D7 D8 D9 D10
New Buyer conversion
Variant1- Control
Variant 2
Variant 3

32. Create competitive advantage
by
providing everyone
with
fast and easy access
to the
insight that’s needed
Analytics Vision
Compete on Analytics

33. A quick dive
The experimentation and optimization Karmic cycle
Templating the culture
Experiments and Impact Estimates
Yin and Yang: Human centred design and Analytics

34. What is an Impact Estimate ?The dark art

35. What is an Impact Estimate ?The dark art
A quantitative prediction of how new content or
features will impact user behavior and thus high-
level metrics.
Example impact estimate for a new social feature involving gorillas:
50% of DAU will send gorillas to each others’ campsites every day, causing:
a) Increased retention for people who have been clamoring for gorillas and otherwise might have quit the game
b) Catchy gorilla virals will bring in new installs.
c) An extra 20% DAU one month after launch, all things considered

36. What is an Impact Estimate ?The dark art
• Improves designs & increases ROI of features
• Help us diagnose poor performance after feature launch
• Help us set experiment sizes
• Aid in prioritization of feature backlog
• Turns us into product ninjas

37. 1. Estimates make for better designs
• Good estimates demand thorough evaluation of every facet of your
design.
• They often expose opportunities to increase return on investment
(ROI) of the feature by cutting scope

38. 2. They help us refresh features quickly post-launch
• Estimates help you quickly identify bottlenecks and drop-offs in
your feature after it launches (the funnel)
• Fast reaction reduces time for the refresh, and revenue that
otherwise might be lost
Example of rapid identification of a busted flow:
“A Valentine’s Day event saw a significant decay in clicks on a cupid statue, which was the beginning of
the user funnel. Because we had predicted high clicks on the statue and implemented a counter, we
immediately saw that it was underperforming against our expectations and reacted quickly by adding a
persistent sparkle effect. This significantly increased daily feature participation.”

39. 3. We need estimates to set experiment sizes
If you want to prove a small bump in a metric, we need a large group
of people in the experiment to prove it confidently
• Small experiment groups may not be random enough to capture enough behavior or represent the
diversity of players on platform. This is especially true with ARPU features.
Small sample sizes = skewed results

40. 4. Estimates help us prioritize the product backlog
Avatar shoes
Revenue impact: $300 per day
Dev cost: Low
Jelly missiles
Revenue impact: $1,500 per day
Dev cost: Low

41. 5. Estimates make you a product ninja over time
• You’ll become more objective and scientific in your approach to
product
• You’ll recall results when designing future systems and content
• You’ll make better products, faster

42. What is a SWAG?
XKCD

43. SWAG: A Sophisticated Wild-Ass Guess
Use SWAGs early in the feature design process to help focus on and refine the right bets
A SWAG is composed of three parts:
1. Low-level impact on user behavior
The sustained, long-term impact to one or several low-
level metrics for user behavior that you intend to
improve
2. High-level impact on DAU, revs, etc.
The sustained, long-term overall impact to the target
high-level metric (installs, retention, engagement, DAU,
revenue.)
3. Supporting evidence
…for why you assume increasing these low-level
metrics will correlate to the predicted increase to the
high-level metric
• It’s OK for this to be based on product instinct
• It’s better for it to be based on past results, research, a
previous experience or evidence, even if qualitative.
I worked in a coal mine previously
and have little or no basis for
SWAG’ing. How do I catch up?

44. Creating a thorough estimate
XKCD

45. Process drives Impact
• Most of the value of impact assessments comes from the *process*,
not the final estimate
• Help drive that evolution by questioning your and others’
assessments and continuing to innovate
• Build an internal body of knowledge within the company. Make it a
knowledge economy not a people economy.

46. A quick dive
The experimentation and optimization Karmic cycle
Templating the culture
Experiments and Impact Estimates
Yin and Yang: Human centred design and Analytics

47. Human Centred design & Gaming

48. Using Gamification to drive conversions

49. It is not about mechanics or game elements!
Mechanics do no trump Core
human motivations

50. Design optimization and experiments with
core human motivations in mind

51. Ying and Yang:
Human focused design & Analytics
Use data to understand
product metrics and
experiment results
Use understanding of human
behaviour and motivations to
structure optimization and
innovations

52. Don’t be this!

53. Optimizing Conversions
RANJIT RADHAKRISHNAN | @ranjitr

54. “Companies with over 40 landing pages generate
an average of 12 times more leads than those with
5 or fewer pages.” - HubSpot
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55. Pratik Kumar
Co-founder, Green Giraffes
pratik@greengiraffes.com
@pratikks
#CROmeetup
“Product to Marketing and Beyond”
Zarget CRO Meetup

56. Product to Marketing
and Beyond
The road to funnel optimization

57. Are you tracking
Conversion?

58. Conversion as a
metric is Overrated
& Misleading.

59. The funnel
Your
Product
Cart
Audience Customer

60. Funnel Optimization
“Marketing Weds Product

61. Top-down vs Bottom Up
Bottom of the funnel customers are the most engaged
Lose them and in effect you lose 50-100x of your top of funnel cost
Scale of business does not matter (Rooter/TVF)
The Zivame story

62. Fixing the funnel
Cart Success
Acquisition
Retention

63. Cart success
Cart Success, dɛfɪˈnɪʃ(ə)n/
Total # of Transactions
-------------------------------------
Unique # of add to cartsWhat is the optimal number??
Desktop vs mobile, web vs app, horizontal vs
vertical/niche, fashion vs necessity, video vs gaming

64. Cart success
Marketing
Shipping Costs
Offline conversions
PGs
Product
Avoid one page checkouts
Guest Checkout ??
Friendly Error messages
Analytics based
compatibility testing
(device/browser etc.)
Marketing & Product
Cart abandonment mailers
Cart offers

65. Acquisition
Marketing
Interest based targeting
(LookAlikes etc.)
The Marketing funnel -
Prospecting to re-targeting
Marketing & Product
Ads optimization automation
(Adwyze)
Carousel/ dynamic product
ads and product innovation
Banner links
Product
Email capture
Wishlists

66. Retention
Marketing
Promotional e-mailers
(Ayr, text)
Product
Recommendations
Marketing & Product
Drip Campaign (Nykaa e.g)
Loyalty points

67. Thanks
@pratikks
pratik@greengiraffes.com
9900092110

68. “For every $92 dollars spent acquiring customers,
only $1 is spent converting them.” – eConsultancy
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69. Leslie Joseph
Sr. Director Marketing, [24]7 INC
leslie.joseph@247-inc.com
@LeslieJoseph
#CROmeetup
“Gaming to eCommerce”
Zarget CRO Meetup

70. @lesliejoseph
Promises and Pitfalls
Predictive Marketing
Senior Director Product Marketing
[24]7
Leslie Joseph

71. @lesliejoseph
Who am I?

72. @lesliejoseph
Who am I?
A complex combination of:
• Demographics
• Behaviors and behavioural patterns
• Device usage patterns
• Preferences and attitudes
• Intents
• Signals and data
I am unique. Just like everybody else!

73. @lesliejoseph
On today’s digital battleground… moments matter
4
REVENUE
MOMENTS
BRAND
EXPERIENCE
MOMENTS
SERVICE
RESOLUTION
MOMENTS
Initiate
service
Pre-
purchase
research
Offer
premium
service
Make
purchase
Cross-
sell
Give
feedback
Set-up
profile
On-time
delivery
Inquiry Greeting
Billing
error
Product
stopped
working
Where is
my
order?
Wrong
item
shipped
Credit
card
expired

74. © 2017 24/7 CUSTOMER, INC. 5
Marketing in the age of Intent

75. @lesliejoseph
Data, data everywhere, but not a drop to drink?

76. @lesliejoseph
Yet
• 99.76% of online ads are ignored
• 60% shoppers abandoned a purchase due to a poor service experience
• 61% CMO’s said they struggled to access or integrate the data they needed last
year.
7
Source: Google, 2016

77. @lesliejoseph
The big
picture
8
• From touchpoints to journeys
• From channel-centric to intent-
centric
• From analytics to insight
• From reactive to predictive

78. @lesliejoseph
Intent infuses the entire consumer journey
Organic
Search
9
Web/ mobile
Social
Paid Media What are these people doing on your website?
• Who are they?
• What are they trying to do?
• How likely are they to purchase?
• Do they need help? An offer? A chat?

79. @lesliejoseph
Data + Math = Prediction
10
• Predictive models
• Real-time targeting
• Artificial intelligence
• Machine Learning

80. @lesliejoseph
Deriving intent from interactions
11

81. @lesliejoseph
Intent infuses the entire consumer journey
Organic
Search
12
Web/ mobile
Social
Paid Media
Personalisation
Retargeting
Engagement CONVERSION
Who to target
When to engage
What to present

82. @lesliejoseph
Leveraging intent-driven prediction in real time
Identifying
segments
13
1
Multi-intent
modeling
Predicting Intents
and characteristics1
Dynamic
Personalization1
Interested in Phone
Cart Abandoner
New Customer
Deal Seeker
Switcher
Custom home pages
Personalized banners
Targeted offers
Chat engagement
3x
Conversion:
+ Search signals
7x
+ Predictive chat

83. @lesliejoseph
Takeaways
• Make predictive marketing a part of your strategy
• Integrate predictive with mktg. automation and programmatic
• It’s the journey, stupid!
• Focus on consumer intents for key consumer journeys
• Identify opportunities to leverage interaction data to hone prediction
• Experiment!
14

84. © 2017 24/7 CUSTOMER, INC. 15
Prediction in the B2B world

85. @lesliejoseph
Account based marketing
16
versus
Account based marketing
High ACV/ Low volume
Traditional demand gen
Low ACV/ High volume
• Coordinated strategy between marketing and sales
• Understanding and marketing from the prospect’s perspective
• Measured on engagement/ account success, NOT MQL’s and leads

86. @lesliejoseph
Finding and classifying prospects by ABM account tiers
Machine
learning
Account
scoring
Target
Market
Assumptions
Technographics
Firmographics
Behavior/ Intent
Growth Signals
Buyer Personas

87. @lesliejoseph
The ABM personalized content spectrum
100%
personalized
Generic

88. @lesliejoseph
Next up
19
Programmatic Account
Based Marketing?

89. 20
Questions?
https://www.linkedin.com/in/leslie/
@lesliejoseph

90. “Using videos on landing pages can increase
conversions by 86%.” – EyeView
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91. Bharath Ganesh
Head - Product Solutions, Zarget
bharath@zarget.com
@bedotgee
#CROmeetup
“Zarget and It’s Role in CRO”
Zarget CRO Meetup

92. And it’s role in Conversion Rate Optimization

93. Questions to ask your website
Where to Optimize?
Funnel Analysis
What to Optimize?
Heatmaps + For m Analytics + Polls
How to Optimize?
A/B Testing + Split URL Testing

94. Where to Optimize?

95. Funnel Analysis
Helps you identify high drop-off pages which should be optimized
on priority
Identify bottlenecks in your conversion funnel
21%
65%
14%
Homepage
Signup
Buy

96. Identify drop offs in
each page
Identify the holes in your funnel and fix it
with integrated A / B Testing & Heatmaps
Screenshot

97. What to Optimize?

98. Heatmaps now
EVOLVED
No more heatmaps of your website on a snapshot
Track visitor behaviour on dynamic elements
Get accurate, live reports that nobody else in the industry can offer
with Dynamic Pages Support

99. Screenshot

100. Form Analytics
Optimize your forms, increase form fills rate, find out which ones are
ambiguous and which ones cause hesitations etc
Helps you identify high drop-off fields which should be optimized on
priority
Sign Up
Login
73%
filled
often
edited
45%
hesitated
24%
dropped
56%
skipped

101. Screenshot

102. Screenshot

103. Polls & Feedback
Get instant feedback from your customer
Understand if your website, product etc. meets users’ expectations by
asking them directly
FEEDBACK
Good

104. Screenshot

105. Screenshot

106. How to Optimize?

107. A/B Testing
Compare two or more versions of the same webpage against
each other to determine the best performing version
Test out hypothesis and get the best converting design

108. Industry’s first Chrome Plugin to create and manage A/B tests
No more importing or loading the pages in an iframe
Optimize gated pages beyond the login screen
Only tool to test internal non-product sites

109. Screenshot
What you see, what you get editor.
Optimize effortlessly for all kinds of users
Optimize instantly!

110. The One Stop Solution

111. Optimize Your Website Effortlessly
HeatmapsA/B Testing
Session Recording
Funnel Analysis
Polls &
Feedback
Form
AnalyticsA/B Testing & Heatmap Software

112. www.zarget.com

113. All-in-one Conversion Rate Optimization Tool
A/B Testing + Heatmaps + Session Recording + Funnel Analysis + Form Analytics + Polls & Feedback
SOME OF THE WORLD'S MOST RESPECTED COMPANIES TRUST ZARGET

114. “The average ROI on CRO tools is 223%” - Venture Beat
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#CROmeetup

115. Thank You & Happy Optimizing!
#CROmeetup