SLCHUG Feb 25 2016

#SLCHUGGood morning Wi-fi- lhm-open L: SLCHUG P: xZGNGdtc

#SLCHUG

Agenda• Welcome • Introductions & House Keeping w/ Doc • Mobile & CRO w/ Bryant• Growth-Driven Design w/ Luke• Q&A & Wrap-up

#SLCHUG

READY?

#SLCHUG

Cool Stuff• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged

#SLCHUG

BRANDONCARTER@bscarter

Marcom ManagerAccess Development

Co-Leader of SLCHUG

#SLCHUG

DARINBERNTSON@iGoByDoc

Founder Bernco Media Gold Certified HubSpotPartner Agency

Co-Leader SLCHUG

#SLCHUG

Roll Call• First Event? • HubSpot Users?• HubSpot Partner Agencies?• Awesome Guests?

#SLCHUG

Our Goals For SLCHUG• Education – Inbound in general– Some HubSpot specific

• Who is this for? – HubSpot Customers, Partners & Prospects– Anyone who wants to sharpen Inbound skills

#SLCHUG

Our Goals For SLCHUG• Frequency

–Minimum 4 times a year– Is there a demand for more?

• These events are for you –We are not here to sell anyone– This is a learning environment– Let’s be “inbound” and be helpful to each other

#SLCHUG

Volunteers Encouraged• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged

#SLCHUG

#SLCHUG

Our Next Big EventDANTYRE@DanTyreDirector

May 26, 2016 - New Digs

The Inbound Organization in 2016

#SLCHUG



Food Will Be AWESOME!

#SLCHUG

READY?

#SLCHUG

NEXT UP

Bryant Garvin

#SLCHUG

BRYANTGARVIN@BryantGarvin

Founder BryantGarvin.com

Past: Choice Hotels & Purch

Mobile and CRO

Path To Awesomeness!

#SLCHUG @BryantGarvin

• 18+ Years Sales and Marketing

• 9+ years SEM Specific • Started at Lycos…

yeah that Lycos • Family is everything

to me

#SLCSEM @BryantGarvin#DMC2015#SLCHUG @BryantGarvin


#SMX #32C @BryantGarvin#SLCSEM @BryantGarvin#DMC2015#SLCHUG @BryantGarvin


#SMX #32C @BryantGarvin

“You Must Unlearn What You Have Learned” -Yoda



“CRO is the process of making it more desirable & less painful for people to

do what you want them to do!”



CRO is Simply

Good. Fracking. Marketing!




Mobile CRO




#SMX #32C @BryantGarvinSource: State of Online Testing Survey 2015, WhichTestWon & Marketo. 2015 N=689

Who Is Conducting Online Tests? Consumer vs. B2B Marketers

OnlineSalesMarketers LeadGenMarketers Engagement&BrandAwarenessMarketers

74%78%

58% 59%58%

31%27%

45%

11%

2013 2014 2015B2B B2C

0%

10%

20%

30%

40%

50%

60%

70%

80%

46%

52%56%

69%

75%73%

2013 2014 2015

Business-to-Business(B2B) Business-to-Consumer(B2C)

0%

10%

20%

30%

40%

50%

60%

70%

80%

46%

52%56%

69%

75%73%

2013 2014 2015




#SMX #32C @BryantGarvinSource: State of Online Testing Survey 2015, WhichTestWon & Marketo. 2015 N=411 to 689

Site/LandingPages Email MobileSites MobileApps

0%

10%

20%

30%

40%

50%

60%

70%65%66%

59% 57%60%

57%

46%

39%

30%

13%11%7%

2013 2014 2015


0%

10%

20%

30%

40%

50%

60%

70%65%66%

59% 57%60%

57%

46%

39%

30%

13%11%7%

2013 2014 2015


0%

10%

20%

30%

40%

50%

60%

70%65%66%

59% 57%60%

57%

46%

39%

30%

13%11%7%

2013 2014 2015


Source: State of Online Testing Survey 2015, WhichTestWon & Marketo. 2015 N=236 © 2015, WhichTestWon. All rights reserved.

WePlanToTest;It'sJustNotImplemented

Yet

NotEnoughStaffTime

NotEnoughTraffic

NoBudgetForTesting

Don'tKnowHowToRun

Tests

ManagementDoesn'tSupport

Testing

0%

10%

20%

30% 28%

33%

14%

23%19%

17%

11%13%

9%10%8%

5%

2014 2015

WePlanToTest,It'sJustNotImplemented

Yet

NotEnoughStaffTime

NotEnoughTraffic

NoBudgetForTesting

Don'tKnowHowToRun

Tests


Testing

0%

10%

20%

30% 28%

33%

14%

23%19%

17%

11%13%

9%10%8%

5%

2014 2015

WePlanToTest;It'sJustNotImplemented

Yet

NotEnoughStaffTime

NotEnoughTraffic

NoBudgetForTesting

Don'tKnowHowToRun

Tests


Testing

0%

10%

20%

30% 28%

33%

14%

23%19%

17%

11%13%

9%10%8%

5%

2014 2015


How many of you have mobile bid modifiers set between:


-50% to -100%?



Why don’t you cry about it?

It doesn’t convert?


OR?



CRO Jedi Master, You Become hmmm?



Source: http://techcrunch.com/2015/04/12/are-the-fortune-500-ready-for-mobile-search/



Even CRO companies get mobile wrong


YOU want to

help ME with

MOBILE???


Remember…People are lazy!


Keep It StupidSimple


Don’t make users think!


Limit options


Allowed us to change ad copy

Almost Doubled CTR

#SMX #22b @BryantGarvin#SLCSEM @BryantGarvin#DMC2015#SLCHUG @BryantGarvin

The results?



Doubled Our KPIs!#SLCSEM @BryantGarvin#DMC2015#SLCHUG @BryantGarvin

Why Didn’t My Revenue Double?


The Next Step Didn’t Work Well!


Fix It!


The old mobile experience


September 2014


The new mobile experience


The results?


February 2015


924% Increase in Mobile Conversions

AND

27% reduction in CPA



Inconceivable!



A “Responsive” Site Isn’t enough!


I HATE (most) mobile forms




People are lazy!#SLCSEM @BryantGarvin#DMC2015#SLCHUG @BryantGarvin

Input types:


Input types:


For telephone # fields & general # form fields

USE: <input type=“tel”>


Input types:


For credit card # fields

ALWAYS USE: <input type=“tel”>


Input types:


Email

USE: <input type=“email”>


Conversion rate before - .6%

Conversion rate after – 1.7%


283% Better Conversion Rate!



What’s Easier Than An

Optimized Form?


Letting users CALL YOU!!!


Wrap up


So Should You Care About CRO?


Can We Put That Question to Rest?


I’m really hard to find


@BryantGarvin www.bryantgarvin.com [email protected]

Thank you!


#SLCHUG#SLCHUG

Questions?

#SLCHUG

NEXT UP

Luke Summerfield

#SLCHUG

LUKESUMMERFIELD@SavvyLuke

Program Manager

RETHINKING WEB DESIGNCreating a peak performing website with less waste and in half the time

#GrowthDrivenDesign @SavvyLuke







Website Redesign



SMB websites typically cost

$15,000 - $80,000


and takes around

Three Months





TRADITIONALWEB DESIGN

Upfront Costs

Resources & Time

(out of scope, over budget, late)


RISK


How do you launch the best possible

performing website?


Traditional Web DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site


Your website is your

#1 Marketing Asset #1 Sales Person


Traditional Web Design

1.5 - 2 YearsH

3 Month Redesign

Launch new site

WTF?


RISK


Upfront Costs

Resources & Time

Based onAssumptions

Static for2 Years



RESULTS

The traditional web design model is totally broken.

Whether you’re an agency or a business, it leaves you extremely vulnerable to project failure and

often does not produce optimal results.

Gabe WahhabDirector, Interactive Services

“ ”


flickr.com/photos/lst1984/2430338903#GrowthDrivenDesign @SavvyLuke

Growth Driven Design

Create an elevator pitch for this method here.

flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ#GrowthDrivenDesign @SavvyLuke

Minimize The Risk [long timeframe, cost, over-budget/late]

Better Results [by learning & continuous improvement]

Inform Other Parts of the Business

flickr.com/photos/samueljohn/5348462863/in/photolist-jVoiAQ-3rKpVZ

GROWTH-DRIVEN DESIGN



GDD WEBSITE HIERARCHY




Goal - Discover (and validate) what “machine” to build.

FOUNDATION: • [empathic] Strategy



STRATEGY

• Fundamental Assumptions

• Personas, Questions & Goals

• User Research

• Journey Mapping

• Global Strategy

• Brainstorm Wishlist


Growth-Driven Design


• Launch Pad Website



LAUNCH PADWEBSITE

• Filter & prioritize Wishlist

• Build the Launch Pad

• Test along the way

• Launch quick

PHASE ONE - 30 - 45 Days


STRATEGY

Traditional Web Design

designer dictates action


user dictates action

VIDEO VIDEO SIMPLE

DISTRACTING!

GOAL OF A LAUNCH PAD Get out of the bubble. Get people using it so

we can make smarter decisions… not guesses.

GDD = User / Data Focused Process


• Launch Pad Website

• Unique Visitor Flow

• Strategy Fit



Goal - Build a optimized andpredictable “machine”



VALUE: • Usefulness - Utility

• Ease of Use - UX

• Funnel Flow - CRO

• Stickiness - Return Visits

• Personalization - Tailor top

4 for each persona



Goal - Drive as many unique, qualified people into the “machine” as possible.



(but this doesn’t end)

GROWTH: • Virality

• Marketing Assets

• Doubling Down… etc ….



Plan

Transfer

Learn

Develop



Plan


• Hierarchy -> Metric to Move


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5

…

ACTION ITEM 1


GDDHierarchy

Metric to Move

Research

Brainstorm


ACTION ITEM 2

ACTION ITEM 3

ACTION ITEM 4

ACTION ITEM 5…

ACTION ITEM 1


HIGH IMPACT

MEDIUM IMPACT

LOW IMPACT

For [Marketing Mary] visiting the [Pricing Page], we believe changing

[Enterprise Pricing] into a [“Request a Quote”] will

[boost MQL conversion from this page by 10%]

Expected Impact + Effort Required + Experiment Design

HIGH IMPACT - ACTION ITEM 1

We believe this to be true because [research or previously validated assumption]

Hypothesis Statement



ACTION ITEM 2

ACTION ITEM 1

HIGH IMPACT

Transfer

Learn

Develop

Plan

GDDHierarchy

Metric to Move

(continue this until you hit threshold and move on)

Plan

• Hierarchy -> Metric to Move

• Research

• Brainstorm & prioritize wishlist

• Design experiment

• Run though cycle sprint

Deep Dive Training at GrowthDrivenDesign.com


http://GrowthDrivenDesign.com

Develop

• “Get Shit Done”

• All team hands on deck

• Setup experiments

• Marketing campaign




Learn• Run experiment

• Review results

• What did we learn?

• Publish findings




Transfer• Create recommendations

• Collaborate between functions

• Ask questions and learn




STRATEGY LAUNCH PADWEBSITE

Plan

Develop

Transfer

Learn

PHASE ONE - 30-45 Days PHASE TWO - MONTHLY CYCLE - FOR 11 MONTHS


Traditional Web DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site


Traditional Web Design vs. Growth-Driven DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site



pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site



pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site

MARKETING & SALES


Traditional Web Design vs. Growth Driven DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site


MARKETING & SALES

Traditional Web Design vs. Growth Driven DesignIm

pact

Time

1.5 - 2 Years

1.5 - 2 Years

H

H

1

2

3 Month Redesign

Site

Launch new site

3 Month Redesign

Launch new site


MARKETING & SALES




GROWTH- DRIVEN DESIGN

Data BasedDecisions

Continuous Improvement

Spread Over Time

Launch Quick & Improve

(agile, on time & on budget)


Upfront Costs

Resources & Time

Based onAssumptions


RISK RESULTS

Static for2 Years

Growth-Driven Design is the new gold standard for delivering successful website redesigns that bring

measurable business value.

It is a smarter, agile and data guided approach that minimizes the pitfalls of traditional web design and

produces high performing websites.

Gabe WahhabDirector, Interactive Services

“ ”





flickr.com/photos/unitopia/3089010125

“ I will come again and conquer you, because as amountain you can not grow, but as a human, I can.”

- Sir Edmund Hillary


GrowthDrivenDesign.comYour Next Steps…

(slides and presentation recording available in the courses)


#SLCHUG#SLCHUG

Questions?

#SLCHUG148

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

#SLCHUG#SLCHUG

Coming Soon

Webinars, Blog, Podcast, Interviews, and/or Blab

Diving deeper into HubSpot tools and Inbound Methodology

Watch for eMail from Doc

#SLCHUG

Our Next Big EventDANTYRE@DanTyreDirector

