17. A Leaky Checkout Funnel
100%
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20%
-10%
-50%
-33%
-25%
== ???
18. What That Means to You
100 Buyers
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-20 Buyers
-8 Buyers
-36 Buyers
-12 Buyers
-6 Buyers
== 18 Buyers
29. Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
30. Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
31. Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Qual
32. Problem Possibilities
Create Account
Select Plan
Payment Info
Address
Confirm
Thanks & Up Sell
-36 People
• Didn’t have payment info
handy
• Confused by specific
question
• Looked for promo code
33. Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
34. Step 1: Identify the Biggest Problem
Use Funnel Metrics
Step 2: Understand Why
Observational Usability
Step 3: Propose Solutions
Create Solution Hypotheses
51. Step 1: Identify the Biggest Problem
Interview Current Users
Step 2: Understand What
Study Relevant Metrics
Step 3: Propose Solutions
Create Solution Hypotheses
52. Step 1: Identify the Biggest Problem
Look at Your Sales Pipeline
Step 2: Understand Why
Interview People Who Said No
Step 3: Propose Solutions
Create Solution Hypotheses
53. Step 4: Learn & Iterate*
*The last step is always learn & iterate!
57. The Velocity Conference
Santa Clara, May 27-29
Join us for 3 days of keynotes, sessions and
training and learn to optimize your business
end-to-end with speakers like Jez Humble, Gary
Gruver, Charity Majors & more.
Use discount code LKLEAN20 during
registration for 20% off All-access, 3-day &
2-day passes
http://velocityconf.com/
velocity2015
Bringing a team? Contact
velocityreg@oreilly.com for up to 30% off.