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14-02-03

Conversion Growth Hacking

STHLM Online Marketing & Growth

Thanks to Rory Sutherland

”Every Company should have a Director of Details with unlimited influence and almost no budget”

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Autopilot or

Old habits never die

Best Practice

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Thanks to Oral

”In order to learn to drive in Sweden you first have to delearn what you learnt in Turkey”

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Here’s the question you need to be asking

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”At every point in your conversation with a customer/prospect/

someone -

What do you want them to do next?

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Conversion Jam confirmation page

Conversion Jam confirmation email

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Here are the tweets

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”Are you saying Thank you,

when you could be saying

Congratulations?!”

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Where’s your customer at?

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Unaware Problem Aware Solution Aware Product Aware Most Aware

*Baserat på: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/

“Anpassa, medium, budskap, och Call to action, baserat på var på

skalan dina prospects befinner sig”

Prospect Awareness Scale!

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Unaware Problem Aware Solution Aware Product Aware Most Aware

Budskap

!!!!!

Call to Action

!Medium

Historier & Hemligheter

Fördelar och orosmoment

Påståenden & Bevis

Rabatter & Erbjudanden

Produkt & Pris

“Visste du att...”

“Prova på “, “Gratis test”

“Vi har 1111 nöjda kunder...”

“Just nu:30% rabatt”

“Uppgradera till senaste

versionen”

“Många väljer att .... för att

slippa....”

Organisk sök

AdwordsNyhetsbrev

“Köp Nu”“Se lösningar”“Se om du har problem”

Prospect Awareness Scale!

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”Conversion happens when your and your visitors’ goals

meet”

UsabilityPersuasion

The first law of conversion

Increase Motivation

Reduce friction

Customer lifecycle model

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Acquisition Activation Retention Re-activation

CustomerLeadProspect

What companies are actually doing

What companies should be doing

Churned

Testing!

Some random growth hacks

A/B testing Case Shapeupclub

Original

Lösning

A/B-test #1

+ 96 %

+ 21 %- 15 %+ 111 %+ 141 %

Engagement

Conversion Rate

Testresultat #1

Revenue+ 20 %

+ 12 %

WTF?!Man ska ju prioritera...

Image: goodui.org

A/B-test #2

+ 153 % + 96.17%

+ 26 % - 15.12%

+ 21.05%+ 32 %+ 121 % + 110.99%

+ 188 % + 140.77%

Engagement

Conversion Rate

Testresultat #2

Revenue+ 67 % + 19.56%

+ 51 % + 12.32%

A/B testing Case Namnband

Konverteringar Intäkter

-6 % -13 %

A/B-test #1

Konverteringar Intäkter

-25 % -48 %

A/B-test #2

Konverteringar Intäkter

+16 % +15 %

Trust or Relevancy?

No uplift with trust logo 6% uplift with tagline

A/B testing Case PC software company

“Fly-by landing page”

Computer Sweden

+ 1070%

Clickthroughs

Twitter: @conversionista 40

What now?

Presentationen

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Kursen - start 6e mars www.conversionista.se/conversion-manager

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Conversion Jam - 16e Oktober

!

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@conversionista