growth hacking & optimizarea ratei de conversie
TRANSCRIPT
GROWTH HACKING & OPTIMIZAREA RATEI DE CONVERSIE
> Antreprenor, 37 ani, Bucuresti> Fondator la 4 companii (1 exit, 1 esec, 2 functionale)> Bucuros ca sot si tata a 2 copii> Rasfatat de ajutorul a 37 de colegi
Valentin RaduCEO & fondator la Omniconvert
>4 years >21k websites >4 BN requests / month
1. Cum creste un eCommerce2. De ce optimizare rata de conversie?3. Cum se face optimizarea ratei de conversie?4. Analiza LIVE 5. Intrebari & raspunsuri
Cum creste un eCommerce
1
https://goo.gl/8Ttyv9
Monitor the right KPI’s
1
23
4
5Set strategicgoals
StrategicInitiatives
Prioritise
Execute & repeat
Strategic initiative
OS 1: increase
NPS to 75
OS 2: Increase AOV to
$120
OS 3: Increase
LTV to $3400
OS 4: Increase
conversion rate to 1.4%
OS 5: Increase retention
rate to 65%
OS 6: Increase traffic to
500k/ month
Total impact score
Personalized thank-you letter after the first order 5 1 3 0 3 0 9
PPC Hacking 0 0 0 0 0 4 4
Build / hire a growth team 3 2 2 3 3 3 16
Conversion rate optimization audit 1 1 2 3 3 0 10
Activate a new payment method 0 0 0 2 2 0 4
Find out the conversion killers with on site surveys 1 0 1 3 3 0 8
https://goo.gl/8Ttyv9
Amazon’s Blue Ocean Strategy
Advertising Diversity Reviews Support Fun/Delight Fulfilment
Better = Bad
Different = Good
De ce si cand sa optimizezi rata de conversie
2
TRAFIC RATA DE CONVERSIE LIFETIME VALUE VENITURI
Practic, daca iti dublezi rata de conversie, iti dublezi veniturile
X X =
TRAFIC RATA DE CONVERSIE
LIFETIME VALUE VENITURI
VENITURI COST PROFIT
Daca asta se dubleaza
Atunci se dubleaza si asta
Dar atunci si asta se dubleaza
Astfel incat, asta se va dubla din nou (adica de 4x)
Iar cand acestea se maresc de 4x
… atunci costul va creste relativ putin...
… astfel incat asta poate creste de peste
10 ori!
+ + + + =
1 2 3 4 5
+ + + + =
1 2 3 4 5
http://pages.omniconvert.com/cro-calculator/
Tehnici de optimizare CRO
3
Get relevant traffic
Define your buyer persona
Remarketing
Convert!
Micro conversions
Pain data(heatmaps, surveys, etc)
GA deep diving
A/B testing for each relevant segment / page
Segmentation
Personalization
Advanced CRO methodology
Wasted traffic
SegmentsBehaviourGeolocationTraffic sourceWeather conditionsData layer attributesCompany size
WHEN WHO
WHAT WHERE
TriggersOn-loadAt exit-intentOn scroll On clickAfter ___ sec
Pages in your funnelTOFUMOFUBOFU
ElementsLead capturing formeBooks / Reports / GuidesIncentivesObjection treatment surveyOffers
The objective is:
Go to product page
Newsletter
Add products to basket
No cart abandoning
Returns & buys
Promote us
We measure:
CTR to search, category, product
Subscription rate
Add to cart rate
Abandonment rate, CoCA
LTV, Retention Rate, RFM
NPS
https://goo.gl/ujYg6F
LIVE CRO AUDIT
4
Intrebati-ma orice!
5
