{"action":"created","issue":{"url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/2","labels_url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/2/labels{/name}","comments_url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/2/comments","events_url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/2/events","html_url":"https://github.com/Particular/Metric-Improvements/issues/2","id":59390499,"number":2,"title":"Continuous website conversion optimization","user":{"login":"particularbot","id":6763890,"avatar_url":"https://avatars.githubusercontent.com/u/6763890?v=3","gravatar_id":"","url":"https://api.github.com/users/particularbot","html_url":"https://github.com/particularbot","followers_url":"https://api.github.com/users/particularbot/followers","following_url":"https://api.github.com/users/particularbot/following{/other_user}","gists_url":"https://api.github.com/users/particularbot/gists{/gist_id}","starred_url":"https://api.github.com/users/particularbot/starred{/owner}{/repo}","subscriptions_url":"https://api.github.com/users/particularbot/subscriptions","organizations_url":"https://api.github.com/users/particularbot/orgs","repos_url":"https://api.github.com/users/particularbot/repos","events_url":"https://api.github.com/users/particularbot/events{/privacy}","received_events_url":"https://api.github.com/users/particularbot/received_events","type":"User","site_admin":false},"labels":[],"state":"open","locked":false,"assignee":null,"milestone":null,"comments":1,"created_at":"2015-03-01T10:06:13Z","updated_at":"2015-03-01T10:55:00Z","closed_at":null,"body":"<a href=\"https://github.com/alxrz\"><img src=\"https://avatars.githubusercontent.com/u/5639948?v=3\" align=\"left\" width=\"96\" height=\"96\" hspace=\"10\"></img></a> **Issue by [alxrz](https://github.com/alxrz)**\r\n_2/17/2015 3:53:13 PM +00:00_\r\n\r\n_Originally opened as https://github.com/Particular/Innovation/issues/37_\r\n\r\n----\r\n\r\n### 1. Defining long-term goals and defining how to measure success.\r\n\r\n#### Objectives\r\n\r\nImprove new user experience and double current conversion in X months\r\nImprove understanding of customers and non-customers, discover untapped opportunities and know why non-customers are not converting\r\n\r\n#### Metrics\r\n\r\nTrial extensions to new users in conversion funnel\r\nNew software license opportunities to new users\r\n\r\nMirco conversions (as defined in the future to measure experiments)\r\n\r\n#### Methodology\r\n\r\nImprove conversion funnel by running smaller experiments and improving conversions between steps along the conversion funnel\r\nImprove conversion by improving current experience of a user, generating and organizing missing content and showing in the right moments\r\n\r\n### 2. Understanding (not guessing) visitor behavior and objections.\r\n\r\n#### Conversion funnel:\r\n\r\n- [X] Define conversion funnel (available in [google docs](https://docs.google.com/spreadsheets/d/13GkHFWpAuV6ykJHYqbUGA8r4e2i82SoFxNeesdqVVtY/edit?usp=sharing))\r\n- [ ] --- what users are doing in between of each step \r\n- [ ] --- how much time it takes to move between steps\r\n\r\n*Examples of days between*:\r\nNew User ==> 14-day trial: [report] (https://eu1.salesforce.com/00OD0000006FRHw) is available in pardot showing days between first activity to first license opportunity\r\nInstalled ==> 14-day trial: available here https://github.com/Particular/Tasks/issues/119\r\n\r\n- [ ] --- discover what is blocking on each stage of conversion funnel\r\n- [ ] --- understand (not guess) why users are not converting and what users are missing\r\n- [ ] --- map conversion funnel with existing content and user intentions and personas. \r\n\r\n#### External website performance:\r\n- [ ] Define how existing traffic sources are converting and how traffic sources can be improved\r\n- [X] Define performance of natural search: branded vs non-branded keywords (Absence of non-branded search)\r\n- [ ] Define performance of social media, in what way users are engaging\r\n\r\n#### Internal website performance:\r\n- [ ] Find out on which pages users come, from where and how they navigate, find patterns\r\n- [ ] Compare new visitors vs. repeat visitors\r\n- [ ] Identify top exit / entry pages\r\n- [ ] From \"mapping conversion funnel with existing content\" find most valuable assets and turn to lead magnets\r\n\r\n\r\n#### Perpetual processes:\r\n- [ ] Continuously gather feedback from customers. Get continuously information from different division (process organization)\r\n- [ ] Gather feedback from not converting users. Find and understand untapped market. (using different surveys on website like Qualaroo we used before, responses are [here]( https://docs.google.com/a/gravitygears.com/spreadsheets/d/1Sidp_qPgIkKlM_xFZr0DhQt7ngJhm7dUoRH3jtqSE7o/edit?usp=sharing))\r\n- [ ] Understand user behavior on each page. Use heatmap, clickmap and session playback tools. (https://github.com/Particular/Tasks/issues/102)\r\n- [ ] Understand current processes and know what is working and why\r\n\r\nOne-time processes:\r\n- [ ] Conduct website user testing.\r\n- [ ] Understand what did work in the past and why. Review previous marketing efforts.\r\n\r\n### 3. Learning more about marketplace\r\n\r\n- [ ] Learn more what people are saying on social media, forums and developer portals. \r\n- [ ] Monitor information on a regular basis.\r\n- [ ] Study competition (including vertical) and monitor their marketing / optimization efforts\r\n\r\n### 4. Generating and brainstorming ideas and actions\r\n\r\n*Examples of improving conversion funnel:*\r\n\r\n**New user ==> download:**\r\nMaking path more straightforward and narrowed. Commercial part of website is utilized to push user to a download.\r\nMaking home page more transparent and used more as navigation board which is optimized for different intentions\r\n\r\n**Installed ==> 14-day trial: Completed**\r\nProviding users with incentive to register and then optimize email drip program.\r\n\r\n### 5. Crafting experimental strategy and organizing / prioritizing ideas and hypothesizes\r\nPrioritize areas of business that will have the biggest impact on goals and shortest time to carry out experiments. Start implementing ideas from top to bottom.\r\n\r\n*Spreadsheet created for this purpose is [here](https://docs.google.com/spreadsheets/d/1UiUxRbpOIpG3D5NYnK-EaZiEtZqPfFTQ7aI1pPtecn0/edit?usp=sharing)*\r\n### 6. Designing experimental web pages and mapping with ideas and prioritizing experiments\r\n\r\n* Create web pages based on ideas\r\n* Create wireframes and pass them through\r\n* Create implementation guidance\r\n\r\n### 7. Carrying out experiments in Visual Website Optimizer (for web pages) and Pardot (for email campaigns)\r\n### 8. Transfer winning campaigns into other media\r\n### 9. Repeat the process and reveal new opportunities\r\n\r\n@brittking @YifatS what are your thoughts?"},"comment":{"url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/comments/76591892","html_url":"https://github.com/Particular/Metric-Improvements/issues/2#issuecomment-76591892","issue_url":"https://api.github.com/repos/Particular/Metric-Improvements/issues/2","id":76591892,"user":{"login":"udidahan","id":475886,"avatar_url":"https://avatars.githubusercontent.com/u/475886?v=3","gravatar_id":"","url":"https://api.github.com/users/udidahan","html_url":"https://github.com/udidahan","followers_url":"https://api.github.com/users/udidahan/followers","following_url":"https://api.github.com/users/udidahan/following{/other_user}","gists_url":"https://api.github.com/users/udidahan/gists{/gist_id}","starred_url":"https://api.github.com/users/udidahan/starred{/owner}{/repo}","subscriptions_url":"https://api.github.com/users/udidahan/subscriptions","organizations_url":"https://api.github.com/users/udidahan/orgs","repos_url":"https://api.github.com/users/udidahan/repos","events_url":"https://api.github.com/users/udidahan/events{/privacy}","received_events_url":"https://api.github.com/users/udidahan/received_events","type":"User","site_admin":false},"created_at":"2015-03-01T10:55:00Z","updated_at":"2015-03-01T10:55:00Z","body":"At best, each of these should appear as its own metric improvement. Also, keep in mind the \"fail small, learn big\" principle."}}