KISSmetrics Optimization Demo
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This document summarizes a webinar about using KISSmetrics to optimize marketing. It discusses how KISSmetrics was used to increase a homepage conversion rate from 3% to 8% through A/B testing. It outlines KISSmetrics' A/B testing workflow and how to identify the biggest barriers in a funnel to focus testing efforts. It also provides tips on finding new acquisition channels and segments to target through analytics in KISSmetrics.
KISSmetrics Optimization Demo
- 1. Using KISSmetrics to Optimize Your Marketing Machine
- 3. Your Presenters #KISSwebinar Andy Wya Product Marketer KISSmetrics awya @kissmetrics.com Thue Madsen Marketing Operations Manager KISSmetrics tmadsen@kissmetrics.com
- 4. 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 #KISSwebinar 4 Tapping into groups of willing and ready customers
- 5. So how did we raise our homepage conversion rate from 2.85% to 8.71%?
- 6. How our homepage evolved, Nov 2013 to Aug 2014 #KISSwebinar
- 7. Our conversion rate for Nov 2013 #KISSwebinar
- 8. Our conversion rate in July and Aug 2014 #KISSwebinar
- 9. This change didn’t happen all at once.
- 10. It took consistent, relentless, back-to-back A/B testing.
- 11. The 13 homepage tests we’ve done since Nov 2013 #KISSwebinar
- 12. Let’s look at the big winners.
- 13. Minimalist homepage with Google authentication #KISSwebinar Control Variation
- 14. Minimalist homepage with Google authentication results #KISSwebinar
- 15. Minimalist homepage with Google authentication results #KISSwebinar A 42.94% winner at 99.99% certainty.
- 16. Adding a URL field #KISSwebinar Control Variation
- 18. URL field results #KISSwebinar A 36.50% winner at 100% certainty.
- 19. The actual tests don’t ma er, the process does.
- 20. The KISSmetrics A/B Testing Workflow
- 21. Reasons why I use KISSmetrics for our A/B testing #KISSwebinar 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
- 22. Prep work #KISSwebinar 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.
- 23. 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
- 24. 1. Build your test in Optimizely #KISSwebinar
- 25. 2. Tell Optimizely to use KISSmetrics for tracking #KISSwebinar
- 26. 3. Let your test run for 1-2 weeks, get to 2000 people #KISSwebinar
- 27. 4. Use the KISSmetrics A/B Test Report #KISSwebinar This takes 30 seconds and I completely trust the data
- 28. 5. Launch the variant if you hit 99% certainty #KISSwebinar
- 29. Why not just use the Optimizely reports? #KISSwebinar 1 Based on visitors, not people 2 We run A/B tests with multiple tools 3 Can slice and dice into all other data
- 30. 6. More tests = higher conversions #KISSwebinar
- 31. 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. #KISSwebinar
- 32. The A/B Test Report works great for multivariate tests #KISSwebinar
- 33. Where should we start testing?
- 34. The biggest barriers are also your biggest opportunities.
- 35. Find the step in your funnel that people struggle with the most.
- 36. Track your acquisition steps with KISSmetrics Funnels #KISSwebinar
- 37. Which step has the biggest drop-off? #KISSwebinar
- 38. Here’s an ecommerce example: #KISSwebinar
- 39. When you find a major barrier, focus your testing at that step.
- 40. Where to find ready and willing customers?
- 41. The KISSmetrics Revenue Report segmented by channel #KISSwebinar
- 42. Look for channels with lots of potential #KISSwebinar
- 43. Keep growing your reliable channels #KISSwebinar
- 44. Check ROI on weaker channels, drop if needed #KISSwebinar
- 45. Identify channels that need more testing #KISSwebinar
- 46. You can also segment your funnels by channel
- 47. 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
- 48. To accelerate growth, find great channels and acquisition barriers. Then run lots of tests.
- 49. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
- 50. Questions? Andy Wya Product Marketer KISSmetrics awya @kissmetrics.com Thue Madsen Marketing Operations Manager KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com