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Don’t Drive Blind: How to
Avoid Crashing &
Blowing Up Your Online
Business Into a Fiery
Wreck
SEAN WORK
Thue is the man. He keeps this ship sailing.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Editor of ...
@NEILPATEL
#KissWebinar @Kissmetrics
#KissWebinar
@seanvwork
FIERY WRECK
FIRST - WHAT IS KISSMETRICS?
Kissmetrics is a marketing optimization suite.
But really it’s a growth hacking, CRO, busines...
What’s the closest thing to a growth silver bullet
that you’d recommend to other growth hackers?
https://growthhackers.com...
SEAN ELLIS
Qualaroo
“ Launch 3+ tests per week.
A/B Test Report
THE TRUTH TELLER
A/B TESTING IS LIKE….
FIRST THING…
The Kissmetrics A/B Test Report is not a stand
alone A/B testing tool.
It’s a Kissmetrics report that integra...
THE A/B TEST REPORT INTEGRATES WITH…
• Optimizely
• Visual Website Optimizer
• AB Tasty
• Convert
• Unbounce
LET’S LOOK AT AN A/B TEST REPORT…
BUT IS IT REALLY HELPING?
BUT IS IT REALLY HELPING?
SO AGAIN, THIS CAN HAPPEN…
50/50 at home page
Variation B
is the “Winner”
A
B
A A
B B
Variation A has
best customer retent...
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Live
THE CLOSEST THING TO BRINGING ONLINE TO LIFE
I THINK WE FORGET HOW EASY OFFLINE
OPTIMIZATION IS…
IRONIC SLIDE OF THE DAY: LIVE IN STATIC ACTION
WHY LIVE?
Sometimes watching live data roll in will bring you
faster insights that digging through data and
creating repor...
WHY LIVE?
And what a better way to NOT drive blind.
BUT DO YOUR ANALYSIS!
Reports show hard numbers. So confirm your
suspicions / hypotheses with other Kissmetrics
reports.
LIVE SALES TEAM?
What if you had sales people on Live watching
customers interact with your website?
https://blog.kissmetr...
AND THERE ARE MORE THINGS LIVE CAN DO!
• Debugging newly created events & properties
• Great for watching how people use n...
Funnel Report
SEEMS SIMPLE, BUT IT’S A SUPER POWERFUL TOOL
FUNNELS? SO WHAT.
1ST: STOP THINKING LINEARLY.
IN REALITY…
HOW TO USE THE FUNNEL REPORT: BASICS
Where’s the bottleneck?
LEARN WHY THERE IS A BOTTLENECK
We need to find out why our free trial users don’t
convert to paying customers.
SINCE WE’RE USING KISSMETRICS WE CAN SEE WHO
THOSE PEOPLE ARE!
Just click and find out!
NOW WE KNOW WHO TO ASK!
AND FOR A LITTLE ICING ON THE CAKE…
Path Report
THE POWER OF KNOWING OF WHERE THEY’RE GOING
HOW ARE YOUR CUSTOMERS GETTING TO YOUR
GOAL?
REVERSE FUNNEL?
You can think of the Path Report as a reverse
funnel report.
WHAT PATH DID PEOPLE TAKE THAT LEAD TO THE
MOST CONVERSIONS?
HOW DO USERS DISCOVER FEATURES?
HOW DO USERS DISCOVER FEATURES?
WANT TO KNOW MORE ABOUT THE PATH REPORT?
https://blog.kissmetrics.com/kissmetrics-path-report/
Engage
THE NEWEST KISSMETRICS CREATION
A SHOUT OUT TO ALL THE TREKKERS OUT THERE
WHAT IS ENGAGE?
Engage is an event based pop-up / lightbox
system.
CHOOSE YOUR ENGAGEMENT STYLE…
CHOOSE YOUR TRIGGER…
BUT IT’S EVENT BASED
It’s tied to the power of Kissmetrics!
ENGAGE EXAMPLES
Magically move people down your funnel…
ENGAGE EXAMPLES
Promote Content That Converts…
ENGAGE EXAMPLES
Offer Promotions & Coupons…
ENGAGE EXAMPLES
A clever way to help visitors select which product
to purchase…
ENGAGE EXAMPLES
Get visitors to call in…
ENGAGE EXAMPLES
Growth Hack Your Brain!
SO WHY KISSMETRICS?
…because there is no other optimization /
analytics tool out there that does what
Kissmetrics does!
There is a place on the
Internet that is the growth
hacker’s dream…
https://blog.kissmetrics.com/topics/academy/
How to Optimize
Your Growth with
Kissmetrics
Kissmetrics Demo
kiss.ly/demokiss.ly/growth
SEAN WORK
Director of Propaganda, Kissmetrics
@seanvwork
seanvwork.com
THUE MADSEN
Marketing Operations Manager, Kissmetri...
IMAGE ATTRIBUTION
Children with toy guns - Gui Diaz: https://commons.wikimedia.org/wiki/File:Playtime_In_he_streets_of_Man...
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Don’t Drive Blind: How to Avoid Crashing & Blowing Up Your Online Business Into a Fiery Wreck

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There are two levers you can pull to improve your SaaS or eCommerce revenues: the traffic lever or the conversion lever. Increase either of those two metrics and chances are you’ll see some beneficial change.

But we know that improving conversions is usually the smarter approach because it can increase revenues a lot faster than trying to obtain more traffic. Plus, getting more traffic usually requires a TON of work or a LOT of money.

In this webinar, we’re going to show you five must-have Kissmetrics tools that will help you see where you’re going and let you dial in the conversion levers to reach that next level.

Publicado en: Marketing
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Don’t Drive Blind: How to Avoid Crashing & Blowing Up Your Online Business Into a Fiery Wreck

  1. 1. Don’t Drive Blind: How to Avoid Crashing & Blowing Up Your Online Business Into a Fiery Wreck SEAN WORK
  2. 2. Thue is the man. He keeps this ship sailing. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Editor of the Kissmetrics blog. Shuttles, space stations and websites are my bag baby. SEAN WORK Propagandist, Kissmetrics @seanvwork
  3. 3. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @seanvwork
  4. 4. FIERY WRECK
  5. 5. FIRST - WHAT IS KISSMETRICS? Kissmetrics is a marketing optimization suite. But really it’s a growth hacking, CRO, business intelligence super-hero tool kit.
  6. 6. What’s the closest thing to a growth silver bullet that you’d recommend to other growth hackers? https://growthhackers.com/questions/ask-gh-whats-the-closest-thing-to-a-growth-silver-bullet-that-youd-recommend-to-other-growth-hackers/ SILVER BULLET
  7. 7. SEAN ELLIS Qualaroo “ Launch 3+ tests per week.
  8. 8. A/B Test Report THE TRUTH TELLER
  9. 9. A/B TESTING IS LIKE….
  10. 10. FIRST THING… The Kissmetrics A/B Test Report is not a stand alone A/B testing tool. It’s a Kissmetrics report that integrates with your current A/B testing tool.
  11. 11. THE A/B TEST REPORT INTEGRATES WITH… • Optimizely • Visual Website Optimizer • AB Tasty • Convert • Unbounce
  12. 12. LET’S LOOK AT AN A/B TEST REPORT…
  13. 13. BUT IS IT REALLY HELPING?
  14. 14. BUT IS IT REALLY HELPING?
  15. 15. SO AGAIN, THIS CAN HAPPEN… 50/50 at home page Variation B is the “Winner” A B A A B B Variation A has best customer retention! (X months later)
  16. 16. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  17. 17. Live THE CLOSEST THING TO BRINGING ONLINE TO LIFE
  18. 18. I THINK WE FORGET HOW EASY OFFLINE OPTIMIZATION IS…
  19. 19. IRONIC SLIDE OF THE DAY: LIVE IN STATIC ACTION
  20. 20. WHY LIVE? Sometimes watching live data roll in will bring you faster insights that digging through data and creating reports.
  21. 21. WHY LIVE? And what a better way to NOT drive blind.
  22. 22. BUT DO YOUR ANALYSIS! Reports show hard numbers. So confirm your suspicions / hypotheses with other Kissmetrics reports.
  23. 23. LIVE SALES TEAM? What if you had sales people on Live watching customers interact with your website? https://blog.kissmetrics.com/effective-sales-process/
  24. 24. AND THERE ARE MORE THINGS LIVE CAN DO! • Debugging newly created events & properties • Great for watching how people use new products and features • Q/A
  25. 25. Funnel Report SEEMS SIMPLE, BUT IT’S A SUPER POWERFUL TOOL
  26. 26. FUNNELS? SO WHAT.
  27. 27. 1ST: STOP THINKING LINEARLY.
  28. 28. IN REALITY…
  29. 29. HOW TO USE THE FUNNEL REPORT: BASICS Where’s the bottleneck?
  30. 30. LEARN WHY THERE IS A BOTTLENECK We need to find out why our free trial users don’t convert to paying customers.
  31. 31. SINCE WE’RE USING KISSMETRICS WE CAN SEE WHO THOSE PEOPLE ARE! Just click and find out!
  32. 32. NOW WE KNOW WHO TO ASK!
  33. 33. AND FOR A LITTLE ICING ON THE CAKE…
  34. 34. Path Report THE POWER OF KNOWING OF WHERE THEY’RE GOING
  35. 35. HOW ARE YOUR CUSTOMERS GETTING TO YOUR GOAL?
  36. 36. REVERSE FUNNEL? You can think of the Path Report as a reverse funnel report.
  37. 37. WHAT PATH DID PEOPLE TAKE THAT LEAD TO THE MOST CONVERSIONS?
  38. 38. HOW DO USERS DISCOVER FEATURES?
  39. 39. HOW DO USERS DISCOVER FEATURES?
  40. 40. WANT TO KNOW MORE ABOUT THE PATH REPORT? https://blog.kissmetrics.com/kissmetrics-path-report/
  41. 41. Engage THE NEWEST KISSMETRICS CREATION
  42. 42. A SHOUT OUT TO ALL THE TREKKERS OUT THERE
  43. 43. WHAT IS ENGAGE? Engage is an event based pop-up / lightbox system.
  44. 44. CHOOSE YOUR ENGAGEMENT STYLE…
  45. 45. CHOOSE YOUR TRIGGER…
  46. 46. BUT IT’S EVENT BASED It’s tied to the power of Kissmetrics!
  47. 47. ENGAGE EXAMPLES Magically move people down your funnel…
  48. 48. ENGAGE EXAMPLES Promote Content That Converts…
  49. 49. ENGAGE EXAMPLES Offer Promotions & Coupons…
  50. 50. ENGAGE EXAMPLES A clever way to help visitors select which product to purchase…
  51. 51. ENGAGE EXAMPLES Get visitors to call in…
  52. 52. ENGAGE EXAMPLES Growth Hack Your Brain!
  53. 53. SO WHY KISSMETRICS? …because there is no other optimization / analytics tool out there that does what Kissmetrics does!
  54. 54. There is a place on the Internet that is the growth hacker’s dream… https://blog.kissmetrics.com/topics/academy/
  55. 55. How to Optimize Your Growth with Kissmetrics Kissmetrics Demo kiss.ly/demokiss.ly/growth
  56. 56. SEAN WORK Director of Propaganda, Kissmetrics @seanvwork seanvwork.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
  57. 57. IMAGE ATTRIBUTION Children with toy guns - Gui Diaz: https://commons.wikimedia.org/wiki/File:Playtime_In_he_streets_of_Manila_%287504221152%29.jpg Captain Picard - Photo Courtesy of U.S. Army: https://commons.wikimedia.org/wiki/File:Enterprise-D_crew_quarters_with_captain_Jean-Luc_Picard.jpg Hedge Maze: https://commons.wikimedia.org/wiki/File:Jubilee_Maze,_Symonds_Yat.jpg

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