The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The real problem
One month Winner! Two months Three months Four months Five months Six months Seven months Eight months Nine months
1 winner per year
QUOTE FROM ELON MUSK BIOGRAPHY “ He would place this urgency that he expected the revenue in ten years to be ten million dollars a day and that every day we were slower to achieve our goals was a day of missing out on that money.
We’re missing out on this
But…why?
TOO MANY IDEAS!
170 ideas in 3 minutes
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
Er.
We need a process
Find out what’s stopping folks from converting…
…fix it.
Thanks
I’ll be here all night
Step 1: Take these ideas…
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price
…and throw them away.
Step 2: Listen to your customers and prospects
Try new CTA Try new CTA location Test multiple CTAs Test different button colors Add an “About” section Try a different headline Add an image to the homepage Shorten my form Auto play the video Try modals for forms Test a free trial Try annual billing Try a high anchor price These ideas are good. They just might not be for you.
Gut Your gut is good. It just knows too much.
Curse of knowledge
USER TESTING
Send 3 users through your funnel
Send 3 users to your competition
Send 3 users to a HUGE company in your space
PEEK
QUALAROO
CHAT TRANSCRIPTS
SALES PEOPLE AND SUPPORT
Step 3: Use a framework to make decisions
Test summary Test objective Hypothesis Opportunity size Time to test Likely scenarios Next steps What worked? What didn’t work? HTTP://BIT.LY/ABTEST-FRAMEWORK
The problem
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
The problem opportunity
Not so much Winner! Not so much Not so much Not so much Not so much Not so much Not so much Not so much Not so much
Not so much Winner! Not so much Not so much Not so much Winner! Not so much Not so much Not so much Not so much
Not so much Not so much Not so much Winner! Not so much Not so much Winner! Not so much Not so much Winner!
3. Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Phil leads the UserTesting marketing team in helping
companies discover the importance of user
experience and usability testing.
PHIL SHARP
VP of Marketing, UserTesting
@iamphilsharp
12. QUOTE FROM ELON MUSK BIOGRAPHY
“ He would place this urgency that he
expected the revenue in ten years to
be ten million dollars a day and that
every day we were slower to achieve
our goals was a day of missing out on
that money.
28. Try new CTA
Try new CTA location
Test multiple CTAs
Test different button colors
Add an “About” section
Try a different headline
Add an image to the homepage
Shorten my form
Auto play the video
Try modals for forms
Test a free trial
Try annual billing
Try a high anchor price
29. Try new CTA
Try new CTA location
Test multiple CTAs
Test different button colors
Add an “About” section
Try a different headline
Add an image to the homepage
Shorten my form
Auto play the video
Try modals for forms
Test a free trial
Try annual billing
Try a high anchor price
30. Try new CTA
Try new CTA location
Test multiple CTAs
Test different button colors
Add an “About” section
Try a different headline
Add an image to the homepage
Shorten my form
Auto play the video
Try modals for forms
Test a free trial
Try annual billing
Try a high anchor price
43. Try new CTA
Try new CTA location
Test multiple CTAs
Test different button colors
Add an “About” section
Try a different headline
Add an image to the homepage
Shorten my form
Auto play the video
Try modals for forms
Test a free trial
Try annual billing
Try a high anchor price
49. Try new CTA
Try new CTA location
Test multiple CTAs
Test different button colors
Add an “About” section
Try a different headline
Add an image to the homepage
Shorten my form
Auto play the video
Try modals for forms
Test a free trial
Try annual billing
Try a high anchor price
These
ideas are
good. They
just might
not be for
you.