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Process

Funnel analysis & conversion rate optimization cycles

Questions to answer at each stage:
Experiment
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
Analyze
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
Prioritize
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?

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Experiment
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
Analyze
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
Prioritize
  • What KPIs and levers do you want to move?
  • Which audience segments do you want to reach and which behaviors do you want to target?
  • Have you run an A/A test to generate initial baselines?
  • Do you have tracking in place to measure results?
  • Do you have a repeatable experiment process?
  • Do you have what you need to execute?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?
  • What are your measurable hypotheses?

1.) IDENTIFY YOUR CUSTOMER JOURNEYS

Identify inflection points where you can nurture users to their next step in their experience with your product.

Examples: Activation, At-Risk, Winback

2.) GATHER QUANTITATIVE & QUALITATIVE DATA

Dig into your user data and know what journeys to target that will have the most impact on your KPIs. Then, conduct user interviews to understand why your customers are not taking the next step in their experience.

3.) MAP THE EXISTING EXPERIENCE

Once you’ve chosen your target journey, physically draw out what that experience looks today. Include all communication touchpoints... both in-product and outside the product. This includes pop-ups, emails, shipping notifications, push notifs, etc.

4.) DETERMINE BEHAVIORAL SEGMENTS

Decide which buckets of customers you want to target and identify behaviors that are good to trigger relevant messages.

Example: For customers who added item to cart 3 days ago & haven’t yet purchased, send an email about low inventory.

5.) STATE WHAT SUCCESS LOOKS LIKE AND DEFINE KEY METRICS TO MONITOR

Once you’ve chosen your target journey, physically draw out what that experience looks today. Include all communication touchpoints... both in-product and outside the product. This includes pop-ups, emails, shipping notifications, push notifs, etc.

6.) CHOOSE CHANNELS

There are many ways to communicate, but only use the channels that will have the highest engagement for this journey. Decide if you’ll be sending messages in-product or through email, push, Facebook Messenger or SMS.

7.) BUILD THE JOURNEY

Build the journey in your marketing automation tool.

Automation Examples: Autopilot, Hubspot

8.) WRITE ’DA COMMUNICATION

In a document, create the copy you want for your messages. Include all elements such as graphics, subject lines, CTAs, etc.

9.) ACTIVATE THE JOURNEY

Once you’ve nailed the messaging, move the content into your journey and Q/A the flow. When it’s good to go, set the flow live.

10.) MEASURE & OPTIMIZE

Continuously monitor your campaign and when enough users have gone through the journey for you to measure its effectiveness - revisit, document your learnings, and find opportunities to improve it.