kissmetrics optimization demo
TRANSCRIPT
Using KISSmetrics to Optimize Your Marketing Machine
@thuelmadsen #KISSwebinar
Hit me up
Your Presenters
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Andy Wya! Product Marketer
KISSmetrics [email protected]
Thue Madsen Marketing Operations Manager
KISSmetrics [email protected]
1 Using KISSmetrics to raise our own homepage conversion rate from 3% to 8%
We’ll cover…
2 The fastest A/B Testing workflow out there
3 Spo!ing the biggest barriers to growth
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4 Tapping into groups of willing and ready customers
So how did we raise our homepage conversion rate
from 2.85% to 8.71%?
How our homepage evolved, Nov 2013 to Aug 2014
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Our conversion rate for Nov 2013
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Our conversion rate in July and Aug 2014
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This change didn’t happen all at once.
It took consistent, relentless, back-to-back
A/B testing.
The 13 homepage tests we’ve done since Nov 2013
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Let’s look at the big winners.
Minimalist homepage with Google authentication
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Control Variation
Minimalist homepage with Google authentication results
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Minimalist homepage with Google authentication results
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A 42.94% winner at 99.99% certainty.
Adding a URL field
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Control Variation
URL field results
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URL field results
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A 36.50% winner at 100% certainty.
The actual tests don’t ma!er, the process does.
The KISSmetrics A/B Testing Workflow
Reasons why I use KISSmetrics for our A/B testing
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1 Test against actions that ma!er
2 All data tied to people, super accurate
3 Less time spent tracking, more time building
More tests = higher conversions
Prep work
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1 Install KISSmetrics JavaScript code
2 Identify people when they enter an email
3 Track the steps of your funnel with KISSmetrics events
A developer can do all of this in an a"ernoon.
The KISSmetrics A/B Testing Workflow
1 Build your test in Optimizely
2 Tell Optimizely to use KISSmetrics
3 Let your test run for 1-2 weeks
4 Use the KISSmetrics A/B Test Report
5 Launch the variant if you hit 99% certainty
6 More tests = higher conversions #KISSwebinar
1. Build your test in Optimizely
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2. Tell Optimizely to use KISSmetrics for tracking
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3. Let your test run for 1-2 weeks, get to 2000 people
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4. Use the KISSmetrics A/B Test Report
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This takes 30 seconds and I completely trust the data
5. Launch the variant if you hit 99% certainty
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Why not just use the Optimizely reports?
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1 Based on visitors, not people
2 We run A/B tests with multiple tools
3 Can slice and dice into all other data
6. More tests = higher conversions
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Want to run your A/B tests internally?
Also works great if you want to run A/B tests yourself or with other
tools. Just set a KISSmetrics property.
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The A/B Test Report works great for multivariate tests
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Where should we start testing?
The biggest barriers are also your biggest
opportunities.
Find the step in your funnel that people
struggle with the most.
Track your acquisition steps with KISSmetrics Funnels
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Which step has the biggest drop-off?
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Here’s an ecommerce example:
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When you find a major barrier, focus your testing
at that step.
Where to find ready and willing customers?
The KISSmetrics Revenue Report segmented by channel
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Look for channels with lots of potential
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Keep growing your reliable channels
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Check ROI on weaker channels, drop if needed
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Identify channels that need more testing
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You can also segment your funnels by channel
Other ways to segment your KISSmetrics reports:
1 Referrer
2 Search engines and search terms
3 Campaigns (UTM parameters)
4 Any KISSmetrics property you set up
5 Channel + Origin
To accelerate growth, find great channels and
acquisition barriers. Then run lots of tests.
2015 KISSmetrics Guide KISSmetrics Demo
h!p://kiss.ly/growth h!p://kiss.ly/demo
Questions?
Andy Wya! Product Marketer
KISSmetrics [email protected]
Thue Madsen Marketing Operations Manager
KISSmetrics @ThueLMadsen