How To Setup Growth Experiments

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Information about How To Setup Growth Experiments
Marketing

Published on March 20, 2014

Author: ChrisExcel1

Source: slideshare.net

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Looking to improve your website's conversion rate? Looking for the best digital marketing channel?

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

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

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?

Why send emails? Understand Industry Benchmarks 1. How do I get started? Email Marketing: Mailchimp’s Email Marketing Benchmarks (by industry, by company size) http://mailchimp.com/resources/research/email-marketing-benchmarks/ Conversion Rates: Hubspot’s 2013 State of Inbound Marketing http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf Social Media Traffic: Shareaholic’s 2014 Social Media Traffic Report https://blog.shareaholic.com/social-media-traffic-trends-01-2014/ Social Media Ads: Business Insider’s 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/

Why send emails?Know Your Tools 1. How do I get started?

Why send emails?Know Your Tools 1. How do I get started? Optimizely WYSIWYG / simple HTML create variations easily change: color copy placement

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

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”

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

2. Where should I start? User Referrals: Dropbox

2. Where should I start? Product SEO: Quora

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. How should I run my experiments? Good Old “Scientific Method”

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.

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?

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

4. What are my expected variables? Sender NameData <sender@email.com> Subscriber NameData <subscriber@email. com> Thurs, Jan 9, 2014 at 7:12PM Subject line you wrote serveryouuse.com E-MAIL MARKETING

4. What are my expected variables? Personal E-MAIL MARKETING Urgency Intrigue Brand Personal

4. What are my expected variables? Images FACEBOOK POSTS Copy

4. What are my expected variables? Copy ON-SCREEN Color Placement

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

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