400,000 VISITORS/MO AND GROWING: HOW TO CREATE A COMPANY BLOG THAT DOESN’T SUCK!

Neil PatelKISSmetrics

Wednesday, August 21, 13

@neilpatel #KISSmetrics

Wednesday, August 21, 13

DOING BUSINESS ON THE WEB FOR

10 YEARS

AND PLENTY OF FAILURES ALONG THE WAY

Wednesday, August 21, 13

Start engaging your peopleThe lifeblood of your business is people. They interact with you and even pay you… they are your users... your customers. Start getting to know them as fast as possible.

- Who are your customers?- Where do they hang out?- How should you engage?- How can you make them convert?

“There is no black magic to successfully attracting customers via the web.”

Rand Fishkin

Wednesday, August 21, 13

WHO ARE YOURCustomers?

Wednesday, August 21, 13

WHERE DO THEYHang out?

Wednesday, August 21, 13

HOW SHOULD YOUEngage?

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HOW CAN YOU MAKE THEMConvert?

Wednesday, August 21, 13

What is User Experience?

Wednesday, August 21, 13

Who are your customers?

ONLINE MARKETERS WITHWebsites

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Where do they hang out?

#measureON TWITTER

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How should you engage?

Wednesday, August 21, 13

How should you engage?

109,000FOLLOWERS

$0BUDGET

16,000TWEETS

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Publish awesome contentContent is king. Great content gets people excited, it educates them, it helps them be successful and even makes them want more!

- Start a blog- Create content- Be consistently awesome

“No matter what, the very first piece of social media real estate I'd start with is

a blog.”Chris Brogan

Wednesday, August 21, 13

Start a blog

SELF-HOSTED

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Start a blog

DRIP EMAIL MARKETING

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Create content

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Create content that teaches

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Be consistently awesome

Wednesday, August 21, 13

What is User Experience?

Wednesday, August 21, 13

Start a blog

$7.35COST PER SIGN UP

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Create content

505POSTS

20,000COMMENTS

51INFOGRAPHICS

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WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSWednesday, August 21, 13

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSWednesday, August 21, 13

5KTweets

6KLikes

1Radio Show

CASE STUDY

HOW DO COLORS AFFECT PURCHASES?

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2kTweets

600Likes

300LinkedIn Shares

CASE STUDY

BOUNCE RATE DEMYSTIFIEDWednesday, August 21, 13

2kTweets

1kLikes

366LinkedIn Shares

CASE STUDY

WHAT MAKES SOMEONE LEAVE A WEBSITE?

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Be consistently awesome

Wednesday, August 21, 13

Measure and optimize your contentFocus on actionable metrics for your content. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals.

- Design for conversions- Qualitative measurement- Quantitative measurement- Optimize & improve results

“Be metrics driven and test a lot."

Mark Suster

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

Design for conversions

Wednesday, August 21, 13

What is User Experience?Design for conversions

VANITY METRICS

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What is User Experience?Design for conversions

VANITY METRICS WILLKill Your ROI

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What is User Experience?Qualitative measurement

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Qualitative measurement

WHAT DO YOUR READERS WANT TO READ?

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Qualitative measurement

DID READERS GET VALUE FROM YOUR CONTENT?

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Qualitative measurement

HOW CAN YOU IMPROVE YOUR CONTENT?

Wednesday, August 21, 13

Qualitative measurement

WHO ARE YOUR READERS?

Wednesday, August 21, 13

Qualitative measurement

HOW CAN YOU DELIGHT YOUR READERS?

Wednesday, August 21, 13

Quantitative measurement

Wednesday, August 21, 13

Quantitative measurement

EMAIL SIGN UP CONVERSION RATE

Wednesday, August 21, 13

Quantitative measurement

SHARING CONVERSION RATE

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Quantitative measurement

WHICH BLOG POSTS CAUSE REPEAT READERS?

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Optimize and improve results

TESTING BUTTON COLORS ISLazy

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Optimize and improve results

“What works for us may not work for you. Please do your own testing.Your conversion rates may suffer if you copy us.”

Wednesday, August 21, 13

Optimize and improve results

Wednesday, August 21, 13

Optimize and improve results

TEST YOUR CALL TO ACTIONS

Wednesday, August 21, 13

Optimize and improve results

LEARN WHICH VARIATION LEADS TO MORE REPEAT READERS

Wednesday, August 21, 13

Optimize and improve results

ReviewOpportunities

IdentifyOpportunities

Start GoldenMotion

Build

MeasureLearn

Share Learnings

from GoldenMotion

Use Feedbackto Improve

Process/Team

Vote Whereto Focus

Split intoTeams

GOLDEN MOTION PROCESS

ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams

Data Informed - Continuous Improvement

THE LEAN STARTUP

Wednesday, August 21, 13

ROI!

$7.35COST PER SIGN UP

Wednesday, August 21, 13

THANK YOU!

Neil Patelquicksprout.com

npatel@kissmetrics.com

Wednesday, August 21, 13