A Peek Inside the Kissmetrics Growth Toolbox
A Peek Inside the Kissmetrics Growth Toolbox Thue Madsen Marketing Operations Kissmetrics @thuelmadsen Andy Wyatt Product Marketer Kissmetrics @Kissmetrics @thuelmadsen What’s in the CRO Toolbox AND ITS IMPORTANCE MANY TOOLS, ONE PURPOSE Analytics and Business Intelligence Internal data sources Customer feedback Prospect feedback Research Quantitative Qualitative Optimization A/B or Multivariate Testing Engage Source: http://kiss.ly/1U4Biup MANY TOOLS, ONE PURPOSE Most of our growth has come from relentless A/B testing, however Do not rely on one tool or method Each tool has a purpose, and each tool has a downside Find a solid combination for your business PART SCIENCE, PART ART It’s like brewing beer You need to have a recipe You need the tools (equipment) You need to understand flavors You need to know who is drinking it Growth Framework HOW TO KEEP GROWING QUICKLY THE KISSMETRICS FRAMEWORK FINDING SAAS OPPORTUNITIES FINDING ECOMMERCE OPPORTUNITIES GOAL/HYPOTHESIS Know why you are doing something Goals or hypotheses should be used to validate your test, or show why your test failed Doing something just to do something rarely leads to growth Don’t change your goal half way through the test - stick with it Let the numbers do the talking BUILD Simplify your builds - use as few tools as possible It helps to have dedicated resources, but they are not required Know what it will take to build your tests ahead of time, as this should be factored into what tests you run and when you run them MEASURE AND LEARN Surface important insights and share with relevant stakeholders Use insights for future hypothesis DOCUMENT BUILD-MEASURE-LEARN Iterate-iterate-iterate Always know what you are going to test next Even if tests fail, that should help you inform the next build You can learn something from every test - take the time to do post-mortems Our CRO Stack Our Biggest Winners at Kissmetrics OPTIMIZATION Control Variation Engage +21% increase in subscribers Surveys SURVEYS Doubled monthly new customer number from January 2014 to June 2014 KISSMETRICS APP Benefits Across Departments GROWTH HAS MANY DEFINITIONS Marketing - More signups, more leads, more opportunities Sales - Higher win rates, higher average MRR, more customers Customer success - Lower churn, more upsells, higher satisfaction Product - Higher adoption, higher engagement, more love of product Company - Solving big problems ITS A COMPANY WIDE EFFORT Get buy in from all stakeholders Easier to run tests, move fast Easier to explain results Everyone can benefit individually but the company as a whole should see a lift If test goals are aligned with the company goals, everyone wins Best Practices BEST PRACTICES Know when and where to use each tool Have a system for validity Only test when you are ready Align testing goals with company goals Done is better than perfect Communication and documentation
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A Peek Inside the Kissmetrics Growth Toolbox
- 1. A Peek Inside the Kissmetrics Growth Toolbox ANDY WYATT AND THUE MADSEN
- 2. Thue Madsen Marketing Operations Kissmetrics @thuelmadsen Andy Wyatt Product Marketer Kissmetrics @Kissmetrics
- 4. 1 The CRO Toolbox for Growth Our CRO Stack Highlights of winners Kissmetrics growth benefits across departments 2 The Kissmetrics Growth Framework 3 CRO Best Practices TABLE OF CONTENTS
- 5. WATCH WEBINAR RECORDING NOW
- 6. What’s in the CRO Toolbox AND ITS IMPORTANCE
- 7. MANY TOOLS, ONE PURPOSE • Analytics and Business Intelligence • Internal data sources • Customer feedback • Prospect feedback • Research • Quantitative • Qualitative • Optimization • A/B or Multivariate Testing • Engage Source: http://kiss.ly/1U4Biup
- 8. MANY TOOLS, ONE PURPOSE Most of our growth has come from relentless A/B testing, however • Do not rely on one tool or method • Each tool has a purpose, and each tool has a downside • Find a solid combination for your business
- 9. PART SCIENCE, PART ART • It’s like brewing beer • You need to have a recipe • You need the tools (equipment) • You need to understand flavors • You need to know who is drinking it
- 10. Growth Framework HOW TO KEEP GROWING QUICKLY
- 11. THE KISSMETRICS FRAMEWORK • Find the biggest opportunities and greatest barriers • Form a hypothesis • Test against actions that matter • Verify your results against your funnel • Document and keep track • Determine your tests value ahead of time • Stay focused!
- 14. GOAL/HYPOTHESIS • Know why you are doing something • Goals or hypotheses should be used to validate your test, or show why your test failed • Doing something just to do something rarely leads to growth • Don’t change your goal half way through the test - stick with it • Let the numbers do the talking
- 15. BUILD • Simplify your builds - use as few tools as possible • It helps to have dedicated resources, but they are not required • Know what it will take to build your tests ahead of time, as this should be factored into what tests you run and when you run them
- 16. MEASURE AND LEARN • Test and Measure your result • Validate the results • Surface important insights and share with relevant stakeholders • Use insights for future hypothesis
- 17. DOCUMENT
- 18. BUILD-MEASURE-LEARN • Iterate-iterate-iterate • Always know what you are going to test next • Even if tests fail, that should help you inform the next build • You can learn something from every test - take the time to do post-mortems
- 19. Our CRO Stack
- 21. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
- 22. Our Biggest Winners at Kissmetrics
- 23. OPTIMIZATION
- 24. OPTIMIZATION
- 25. OPTIMIZATION
- 26. OPTIMIZATION
- 28. OPTIMIZATION
- 29. ENGAGE
- 30. ENGAGE
- 31. ENGAGE
- 32. Engage
- 33. Engage +21% increase in subscribers
- 34. Surveys
- 35. Surveys
- 36. SURVEYS Doubled monthly new customer number from January 2014 to June 2014
- 37. KISSMETRICS APP
- 38. KISSMETRICS APP
- 40. GROWTH HAS MANY DEFINITIONS • Marketing - More signups, more leads, more opportunities • Sales - Higher win rates, higher average MRR, more customers • Customer success - Lower churn, more upsells, higher satisfaction • Product - Higher adoption, higher engagement, more love of product • Company - Solving big problems
- 41. ITS A COMPANY WIDE EFFORT • Get buy in from all stakeholders • Easier to run tests, move fast • Easier to explain results • Everyone can benefit individually but the company as a whole should see a lift • If test goals are aligned with the company goals, everyone wins
- 42. Best Practices
- 43. BEST PRACTICES • Know when and where to use each tool • Have a system for validity • Only test when you are ready • Align testing goals with company goals • Done is better than perfect • Communication and documentation
- 44. How to Optimize Your Growth with Kissmetrics Kissmetrics Demo kiss.ly/demokiss.ly/growth
- 45. Thue Madsen Marketing Operations Kissmetrics @thuelmadsen Andy Wyatt Product Marketer Kissmetrics @Kissmetrics Questions? We will take as many as we can