Laura Moisei

“I’m the Marketing & PR Manager of 123ContactForm, here to show you how to use the power of data for your business success.”

Key Performance Indicators - what and how to measure

Laura Moisei

→ Marketing & PR Manager of 123ContactForm, world’s top user-friendly web form and survey builder

→ in a complicated relationship with work

→ occasionally a public speaker

- Web form and survey builder, interaction and data management tool - On the market since 2008 - Cloud-based, hosted by Amazon Web Services - Partners of Unbounce, Salesforce.com, ExactTarget, HootSuite and NationBuilder- Natively integrated with 40+ business apps, payment gateways and CMS- Trusted by 600K+ businesses worldwide

Valentin Radu

→ Dad of 2, husband for 1 ;)

→ Entrepreneur since 2001, first exit in 2004

→ Co-founder of rca-ieftin.ro (leader in online insurance in .ro)

→ founder and CEO at Marketizator (the first integrated CRO platform in

Romania)

- The first integrated CRO platform- A/B testing, personalization and surveys under the same roof- 29 types of segments in our own engine - Amazon Web Services technology - Dedicated presence in 5 countries (Germany, Poland, Austria, Serbia, Bulgary, Turkey,

Romania)- >2000 websites test with Marketizator

“It’s hard to achieve performance in marketing”

Whether you think you can or you can’t, you’re right in both cases.

Guide to sales funnel design

Alert: low conversion rate on your website

Easy culprit: website design

Real trouble: sales funnel missing

Casualties: 5/5

1. Top of the funnel

Prospects are not yet aware your solution exists

→ you have low traffic on your website

→ build brand awareness

→ search engine referrals, social media, viral campaigns, word of mouth

2. Middle of the funnel

Prospects know about your existence, but are not aware you can help

→ your average bounce rate is above 50%

→ educate the audience about your solutions, help people identify their problem and give an answer to it

→ optimize your Features / Products page, create a series of on-

page interactions. Best and simplest of all are pop-up surveys.

3. Bottom of the funnel

Prospects are aware, but haven’t yet converted because they still don’t trust you

→ your conversion rate goes below 1%

→ earn your prospects’ trust

→ showcase success stories, shorten the path to conversion by

strategically placing lead gen forms on your landing pages

via evolvecreativegroup.com

Sales funnel can be like this:

Searches for a specific keyword → Visits company website → Reads a generic blog post about your solutions → Downloads a whitepaper → Goes to the Features/Services page, where a survey asks him about his problem → Sees a personalized ad on Facebook that reminds of your service → Finds case study with a similar client → Fills out quote request form → Becomes a lead.

Or, simplified:

Searches for his topic of interest → Visits your website → Gets retargeted via AdWords > Reads a customer testimonial > Returns on your website > Buys.

http://pages.marketizator.com/asap/

A whole free ebook about funnel optimization:

1. What does differentiation mean?

2. Growth-hacking

3. Web personalization

What does differentiation mean?1

Research Product Technology Customer serviceAdvertise

Brand

Uniqueness of

products

Functionalities

Quality/price

ratio

Packaging

Web Analytics

Customer insights

The team

The gathered data

The addressed

markets

Look & feel of website

Design

Copywriting

User experience

Page speed

Personalization

Development speed

Technological

innovation

Tools used

Delivery speed

Language

Over-delivery

Post-sale services

Working time

Budget

Channels used

Branding

Positioning

Exposure

Viral growth

https://www.lush.com/

1. Small number of products

2. Focus is on clients with high income

3. Priority is the revenue, not the amount of sales

4. Creating demand which leads to reinforcement of the word-

of-mouth

Homework:

What are my points of differentiation?

What is it that makes me stand out (of the crowd)?

What is my differentiation strategy in terms of product, people,

communication, technology, client service?

Growth hacking 2

We don’t want to sell products. We want to change habits.

Do you have (too much) spare time?

Going on vacation?

Are you in a bad mood?

Source: Nir Eyal

P.S.: I love you. Get your free e‐mail at Hotmail’ at the bottom.”

> +12 milion new email accounts

Bonobos recommendation program

Growth from1.6M USD revenueto 4M USD in a year.

NPS Bonobos: 78

NPS Apple: 77

1. Spread/dissemination through recommendation

2. Going viral with content (video, text, etc)

3. Planting habits on the clients that you already have

4. Using leverage

http://www.marketizator.ro/12-key-performance-indicators

The other 6 indicators widely explained:

Personalization3

How do customers see web personalization?

“73% of the customers in the USA claim that they like to buy from brands

and companies that use data to personalize messages and offers, because

they are more relevant for them.”

Source: eConsultancy

Personalization can be done according to:

- Type of device (desktop, tablet, etc)- Resolution- Geographical location - Weather (sunny, cloudy, raining, snowing) - Previous behaviour (last purchase was over $400)- Calendar (it is Saint Patrick’s Day)- Hour (there are 43 minutes left until the product arrives )- Keyword- Traffic source- Visitor history (came over 4 times and didn’t buy anything / bought an item i.e. electric

cooking stove)- The accessed page (products >$350)

Personalization according to the hour

Personalization according to the weather

Personalization

according to

the city

Personalization according to behavior

Personalization according to user history

| | |

Because you’ve been awesome,

we have a gift for you!

3 months FREE subscription For the $105/month account (30k visits to test)

Use code: 30APR

LIMITED TIME OFFER - AVAILABLE ONLY TODAY - APRIL 30, 2015

Conclusion?

Action leads to results.

And results lead to performance!

Questions?

Best of luck!