How To Setup Growth Experiments

Download How To Setup Growth Experiments

Post on 02-Jul-2015

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  • 1. How To Setup Growth Experiments Improve & Reach Your Target Metrics Chris Rodriguez | http://chrisrodriguez.co | @Chris_Excel

2. 1. WHAT do I need to get started? 2. WHERE should I start? 3. HOW should I run my experiments? 4. WHAT are my experiment variables? 5. Q&A 3. Why send emails? Understand Your Current Situation 1. How do I get started? Traffic: Where does it come from today? Where has it come from in the past? Customers & Users: Where are you getting paying customers & users from today? Marketing Campaigns: How have your marketing campaigns performed? Which channels? Referrals: Does your product have an invite/referral system? How has it performed? 4. Why send emails? Understand Industry Benchmarks 1. How do I get started? Email Marketing: Mailchimps Email Marketing Benchmarks (by industry, by company size) http://mailchimp.com/resources/research/email-marketing-benchmarks/ Conversion Rates: Hubspots 2013 State of Inbound Marketing http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf Social Media Traffic: Shareaholics 2014 Social Media Traffic Report https://blog.shareaholic.com/social-media-traffic-trends-01-2014/ Social Media Ads: Business Insiders 2013 Best Guide To Social Media Ads http://www.businessinsider.com/facebook-ads-still-lag-paid-search-ctr-2013-6 Twitter Clicks: http://mashable.com/2009/07/07/twitter-clickthrough-rate/ 5. Why send emails?Know Your Tools 1. How do I get started? 6. Why send emails?Know Your Tools 1. How do I get started? Optimizely WYSIWYG / simple HTML create variations easily change: color copy placement 7. 1. WHAT do I need to get started? 2. WHERE should I start? 3. HOW should I run my experiments? 4. WHAT are my experiment variables? 5. Q&A 8. 2. Where should I start? Low-Hanging Fruit What can get done quickly? Opens Subject Lines: Email, LinkedIn Clicks Copy: Email, LinkedIn, Facebook, Twitter Hyperlinks: Your domain vs. Bit.ly / shorteners Calls-To-Action: Buttons vs. Links Color, Copy, Placement 9. 2. Where should I start? Biggest Impact What can help growth most? Marketing High-Performing Channels Viral Growth User Referrals On-Screen Conversions Product SEO Reduce Churn User Onboarding Email Drip Campaign 10. 2. Where should I start? User Referrals: Dropbox 11. 2. Where should I start? Product SEO: Quora 12. 1. WHAT do I need to get started? 2. WHERE should I start? 3. HOW should I run my experiments? 4. WHAT are my experiment variables? 5. Q&A 13. 3. How should I run my experiments? Good Old Scientific Method 14. 3. How should I run my experiments? Good Old Scientific Method Question: What do you want to find out? Here is where you write a full-sentence, testable question. Hypothesis: What is your scientific prediction? Format = If X, then Y, because Z. Variables: What is the independent variable (the one you change)? The dependent variable (the one that responds)? The controlled variable (the constant)? Procedure / Materials / Setup: What did you do? What did you use? Be brief but detailed. 15. 3. How should I run my experiments? Good Old Scientific Method Data: What did you measure during your experiment? Observations / Conclusion: What did you notice during your experiment? What did you learn? Next Testable Question: What related experiment would you like to try next? 16. 1. WHAT do I need to get started? 2. WHERE should I start? 3. HOW should I run my experiments? 4. WHAT are my experiment variables? 5. Q&A 17. 4. What are my expected variables? Sender NameData Subscriber NameData Thurs, Jan 9, 2014 at 7:12PM Subject line you wrote serveryouuse.com E-MAIL MARKETING 18. 4. What are my expected variables? Personal E-MAIL MARKETING Urgency Intrigue Brand Personal 19. 4. What are my expected variables? Images FACEBOOK POSTS Copy 20. 4. What are my expected variables? Copy ON-SCREEN Color Placement 21. 1. WHAT do I need to get started? 2. WHERE should I start? 3. HOW should I run my experiments? 4. WHAT are my experiment variables? 5. Q&A