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How To Optimize Conversions Throughout Your Funnel
by Ewa Wysocka & Samuel P.N. Cook
1. STRATEGY fundamentals
2. FUNNEL psychology and mapping
3. EXECUTION process
4. Defining your NUMBERS (KPI’s)
5. CONTENT integration
6. PAID TRAFFIC integration
7. OPTIMISATION
8. CUSTOMER SERVICE process set up
Our 8-Step Digital Marketing Formula
Let’s imagine for a moment that….
You Set Your Fundamentals of Online Marketing STRATEGY:
⭑ Your PERSONA
⭑ Market AWARENESS
⭑ Market SOPHISTICATION
⭑ Your Unique Selling Proposition (USP)
⭑ Your BRANDING Kit
Your mapped out your online FUNNEL
Frank Kern
Brendon Burchard
1. COPYWRITING
2. UI/UX Design
3. GRAPHIC Design
4. FRONT END Development
5. WEBSITE ECOMMERCE
Development
6. Marketing AUTOMATION Setup
7. CRM Setup
8. ANALYTICS Setup
You executed your Funnel according to the process:
You know your LTV (Lifetime Value) and planned your CAC (Customer
Acquisition Cost)
You integrated some of the most powerful content
pieces into your Funnel:
⭑ VIDEO
⭑ WEBINAR
⭑ Graphic (Infographic)
⭑ Blog Post
⭑ Social Media Post
NEIL PATEL
SETH GODIN
1. Start with a Funnel.2. Find a Cold Traffic
Source.3. Remarketing Roadmap.4. Write your ads.5. Set Your Budget.
You followed the rules of Paid Traffic:
And….
LTV > 3 x CAC
SCENARIO #1:
LTV <= CAC
1. Do you have a
Product/Market Fit?
a. Were you able to sell this
to anyone before? (offline)
2. Can you increase your LTV?
a. Improve your Customer
Experience (next Meetup!)
b. Increase price.
c. Add upsells and
downsells.
SCENARIO #1:
LTV <= CAC
3. Use QUALITATIVE RESEARCH
(surveys and customer
interviews) to evaluate your
assumptions on Strategy
Fundamentals:
a. Did you pick the right
Persona?
b. Is your Unique Selling
Proposition compelling?
c. Are you competitive in the
Market You Chose?
SCENARIO #1:
LTV <= CAC
SCENARIO #2:
CAC < LTV < 2 x CAC
1. Can you increase your LTV?! (This will never hurt!):
a. Improve your Customer Experience (next Meetup!)
b. Increase price.
c. Add upsells and downsells.
2. Adjust the Funnel Elements (Radical Testing):
SCENARIO #2:
CAC < LTV < 2 x CAC
Use video instead of articles
Change Webinar for online
Assessment!Add extra step for Purchase!
How To Do RADICAL TESTS
SCENARIO #3:
2 x CAC < LTV < 3 x CAC
1. Can you increase your LTV? (it
never hurts!)
a. Improve your Customer
Experience (next Meetup!)
b. Increase price.
c. Add upsells and downsells.
2. Conversion Rate Optimization
(CRO)
a. A/B Testing
b. Multivariate rate testing (MVT)
SCENARIO #3:
2 x CAC < LTV < 3 x CAC
Customer Acquisition Cost (CAC) = $1
1. Ad CTR - Increases 10%
2. Optin Page - Increases 10%
3. Email Sequence - Increases 10%
4. Sales Page Page - Increases 10%
Funnel Conversion Rate Increase - 46%
Customer Acquisition Cost (CAC) - $.68
CRO Math 101SCENARIO #3:
1. Funnel Analysis (Heuristic)
2. Technical Analysis
3. Quantitative Research
4. Qualitative Research
5. Create Hypotheses
6. Test your Hypotheses
7. Learn from Your Tests
Conversion Rate Optimization Framework
SCENARIO #3:
Peep Laja, Conversion xl
Brendon Burchard
1. Your opinion doesn’t matter.
2. You don’t know what will
work.
3. There are no magic templates
for conversion.
How to be a good OPTIMIZER
Clay collins, leadpages
1. Cross Browser Testing
2. Cross Device Testing
3. Conversion Rate per
Device/Browser
4. Speed Analysis - GTMetrix.com
a. Code Quality
b. Server Configuration
c. CDN Network
Technical Analysis
Brendon Burchard
1. Web Analytics Analysis
a. Analytics Health Check
b. KPI Measurement
2. Mouse Tracking Analysis
a. Heatmaps & Clickmaps
b. Scroll maps
c. User web recordings
d. Form Analysis
Quantitative Analysis
Brendon Burchard
1. Surveys
a. Customer Surveys
b. Web Traffic Surveys
c. Chat Logs
d. Interviews
e. Sales Calls
2. User Testing
a. In-person
b. Screen Recording w/
Client
c. User Testing Sites
Qualitative Analysis
Brendon Burchard
1. 5 Main Buckets of Discoveries
a. Test.
b. Instrument.
c. Hypothesize.
d. Fix it.
e. Investigate.
2. Make Hypotheses
3. Prioritize Hypotheses
a. Front of Funnel
b. Back of Funnel
c. Bottleneck of Funnel
Create Hypotheses
Brendon Burchard
1. Make priorities
2. How easy is it to implement?
a. Copy Changes
b. Design Changes
c. Functionality Changes
d. Video Changes
3. How long will the test take?
4. How does this test effect other
tests?
5. The Art vs. Science
Testing Hypotheses
Brendon Burchard
1. Focus on First things First
a. Above the Fold
b. Optin/Offer Box
c. Footer
d. Everything Else
2. Copy Matters (A Lot)
3. Video Works (unless it doesn’t).
4. 2 pages vs. 3 pages
5. Short vs. Long Page layout
6. Short vs. Long Forms
Testing Priorities
Brendon Burchard
1. The Secret Weapon of
Optimizers (Statisticians)
2. How it Works
a. 3 Elements
b. 2 Variations per element
c. 8 unique combinations
3. You usually get a Winner (much
better percentage than A/B
Testing)
4. Interactions of Elements creates
unique testing
NOTE: Large amount of traffic
Required
MVT vs. A/B Testing
1. ⅔ of A/B Tests will fail
2. Losing tests COSTs you money
3. What did you learn from the
test?
4. When you WIN, you lock in the
gains.
Learning from Tests
Bobby mcgee, olympic run coach
How to (NOT) break your funnel
3 Ways Of Increasing Your Customer Lifetime Value
June 15th, 7pm, Google Campus Warsaw
SAM! IT’S THE LAST ONE!!!!
YES... BUT IT’S NOT THE END...
Video production & Photography by projecton