Grow with CRO

7 Ways CRO is a Growth Driver for Your Business

Sean Ellis – CEO of Qualaroo

@seanellis

About Me

@seanellis

• Founder/CEO of Qualaroo & GrowthHackers.com

• Previously VP Marketing for customer zero to NASDAQ IPO filing at LogMeIn and Uproar.com

• Then interim marketing exec roles at Dropbox, Lookout and Eventbrite

Elements of Sustainable Growth

• “Must have” product

• Appeal to large market

• Cost effective acquisition

@seanellis

Without elements of sustainable growth, CRO is low impact

Growth is Units of Gratification

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Simple CRO Formula

@seanellis

Conversion Rate = Desire – Friction

1. Harvests/Enhances Desire (Intent)

• Increase conversion momentum

• Most powerful marketing force

• Takes slack out of market

• Recommended intent questions

Does this page make you want to [sign up for] [this product]?

What are you hoping [this product] can do for you?

@seanellis

1. Harvests/Enhances Desire (Intent)

• Increase conversion momentum

• Most powerful marketing force

• Takes slack out of market

• Recommended intent questions

Does this page make you want to [sign up for] [this product]?

What are you hoping [this product] can do for you?

@seanellis

2. Reduces Frustration (Friction)

• Scaling frustration is dangerous

• Rarely 2nd chance with frustrated

• Recommended friction questions

Any questions before [conversion action]?

Is anything preventing you from [conversion action]?

@seanellis

3. Adds Business Momentum

• Early CRO wins build momentum

• Data driven improvements infectious

• Attracts more growth capital

• Prioritize tests for early wins

@seanellis

4. Increases # Viable Campaigns

• Conversion improvement increase successful campaign tests

• 10X improvement in conversions ≈ 100X increase in growth

• Repeat ad tests after CRO wins

@seanellis

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5. Helps Customer Retention

• If visitor reaches MHX* - very high retention rate

• CRO is about maximizing % that reach MHX

• Understand your MHX to create accurate promise (expectations)

@seanellis

*MHX = Must have experience

6. Improves Word of Mouth

• WOM powerful growth driver

• More MHX = more WOM

• Some products lead to better WOM that others

• Optimize referral program flows

@seanellis

7. Doubles Down on Success

• CRO and growth are about doubling down on success

• When you can improve, good chance you can do it again

• When you can’t improve, move on to something else

• Double down on best pages, sources, user segments...

@seanellis

Review All Seven Ways

1. Harvests/enhances desire (intent)

2. Reduces frustration (friction)

3. Adds business momentum

4. Increases # viable campaigns

5. Helps customer retention

6. Improves word of mouth

7. Doubles down on success

@seanellis

Grow with CRO

Continuous Improvement Process

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Quantitative Research

Qualitative Research

Conversion Testing

Questions?

@seanellis

Thank You.

Sean Ellis CEO of Qualaroo

Twitter: @seanellis