2. @seanellis
About Me
• Founder/CEO of Qualaroo & GrowthHackers.com
• Previously VP Marketing for customer zero to
NASDAQ IPO filing at LogMeIn and Uproar.com
• Then interim marketing exec roles at Dropbox,
Lookout and Eventbrite
4. @seanellis
Research First for CRO Momentum
• Don’t guess your tests, research…
• Quantitative research
What are/aren’t people doing?
• Qualitative research
Why are/aren’t they doing it?
8. @seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
• Ask visitors what they want
Desire – Friction = Conversion Rate
9. @seanellis
Start by Understanding Intent
• Most powerful force available to marketers
• Keyword data (becoming less dependable)
• Ask visitors what they want
Desire – Friction = Conversion Rate
10. @seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
11. @seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
12. @seanellis
Then Gauge Desire
• Ask: Why did you decide to sign up? (success page)
• Ask: Does this page make you want to… ?
Desire – Friction = Conversion Rate
13. @seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
14. @seanellis
Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
Desire – Friction = Conversion Rate
15. @seanellis
Test to Reduce Friction, Enhance Desire
• Address intent first
• Strong authentic promise
(connects to intent)
• Social proof
• Address fears and UX issues
Desire – Friction = Conversion Rate
17. @seanellis
Prioritize Testing
P – Potential (How much improvement can be made)
I - Importance (Highest volume of traffic)
E – Ease (Least time/resources for same return)
* PIE framework from WiderFunnel
Research helps gauge
potential improvement
20. @seanellis
Where is Optimization Heading?
• Today: Macro optimization helps
“average user”
• Optimize each user segment separately
(Optimizely Audiences now supports)
• Provide optimal experience for individual
(personalization)
Good afternoon, I’m Sean Ellis – founder and CEO of Qualaroo and GrowthHackers.com. I’ve helped grow some great companies over the years, and for a long time I considered conversion rate optimization my secret weapon for growth. In my experience, it is the most important growth lever… Not only does it unlock growth across paid channels (as explained earlier), it is also critical for building a strong word of mouth growth engine.
But optimization is no longer a secret. Everyone knows they should be doing it. But fact is, most people’s optimization efforts eventually stall. Today, I’m going to be talking about how to build momentum in your optimization efforts so it can be a big difference maker for your organization.
Good afternoon, I’m Sean Ellis – founder and CEO of Qualaroo and GrowthHackers.com. I’ve helped grow some great companies over the years, and for a long time I considered conversion rate optimization my secret weapon for growth. In my experience, it is the most important growth lever… Not only does it unlock growth across paid channels (as explained earlier), it is also critical for building a strong word of mouth growth engine.
But optimization is no longer a secret. Everyone knows they should be doing it. But fact is, most people’s optimization efforts eventually stall. Today, I’m going to be talking about how to build momentum in your optimization efforts so it can be a big difference maker for your organization.