[500distro] do you speak growth? examining the language behind what users want
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Sean Ellis, Founder & CEO, QualarooTRANSCRIPT
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@seanellis
Feedback for GrowthYour Customers Hold the Keys to
Unlocking Growth
Sean Ellis July 29th 2014CEO of Qualaroo, GrowthHackers.comTwitter @seanellis
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@seanellis
Lookin’ for Love…
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@seanellis
Beware: “I’d Love You If You Were Only….”
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@seanellis
Right Feedback is Stage Dependent
Scale Growth Growth
Transition
Product/Market Fit
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@seanellis
Product/Market Fit Feedback
Scale Growth Growth
Transition
Product/Market Fit
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@seanellis
What is Product/Market Fit?
Large group wants/needs your product – “must have”
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@seanellis
Product/Market Fit is Single Most Important Factor for Sustainable Growth
@seanellis
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@seanellis
Early Feedback Drives PM Fit
• Validate problem is worth solving
• Understand current solution
• Partner on building solution
• Talk to prospective customers every day
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@seanellis
Validating P/M Fit Growth Threshold
How would you feel if you could no longer use this product?
a) Very disappointed (40%+)
b) Somewhat disappointed
c) Not disappointed
d) N/A – I no longer use your product
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@seanellis
Iterate on “Must Have” feedback
• How are they using the product?
• What is the key benefit?
• Why did they seek your solution?
• What alternatives did they consider?
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@seanellis
Case Study: Weak to Strong PMF in 2 Weeks
• Surveyed 100s of early users: 7% “very disappointed” without…
• Updated messaging and onboarding to highlight “must have” benefit and use case.
• Two weeks later 40% would be “very disappointed” without.
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@seanellis
Product/Market Fit is Single Most Important Factor for Sustainable Growth
@seanellis
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@seanellis
Feedback to Transition to Growth
Scale Growth Growth
Transition
Product/Market Fit
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@seanellis
Create Value Delivery Machine
@seanellis
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Feedback for Describing/Positioning
• When recommending, how would you describe it?
• What is the primary benefit that you receive?
• Why is that benefit important to you?
• Focus on answers from “must have” users
@seanellis
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@seanellis
Feedback About Initial Intent
• Most powerful force available to marketers
• Feedback: Ask visitors what they want
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@seanellis
Feedback About Initial Intent
• Most powerful force available to marketers
• Feedback: Ask visitors what they want
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@seanellis
Understand Friction
• User testing – talk out loud task attempt• Survey on success page: What almost stopped
you… ?• Exit intent surveys at key drop off points
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@seanellis
Understand Friction
• User testing – talk out loud task attempt• Survey on success page: What almost stopped
you… ?• Exit intent surveys at key drop off points
![Page 20: [500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want](https://reader033.vdocuments.pub/reader033/viewer/2022061102/53f8b3018d7f7253318b47f7/html5/thumbnails/20.jpg)
@seanellis
Tune Value Delivery Machine
• Address intent first• Clear description• Strong authentic promise
(connects to intent) • Address fears and UX issues
Effective Onboarding (Iterate)
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@seanellis
Case Study: Value Delivery Machine
• SEM stalled at $10K/month
• Realized weak value delivery engine
• Obsessively iterated onboarding for value delivery
• Same SEM words scaled to $1M/month - 3 month ROI
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@seanellis
Feedback to Scale Growth
Scale Growth Growth
Transition
Product/Market Fit
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@seanellis
Acquire the Right People, In the Right Way
@seanellis
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@seanellis
Feedback for Prospect Outreach
• How did you discover _____ ? (double down)
• How do you generally discover (insert category)?
Any active seekers? (search)
Example: Twitter for growth marketing news
• Why is the key benefit important to you?
Context for when problem is worst (most receptive)
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@seanellis
Word of Mouth Should Dominate
• Every PM fit improvement accelerates word of mouth
The key learning from our book: “Startup Growth Engines”
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@seanellis
Questions?
Thank You.Sean Ellis
CEO of Qualaroo & GrowthHackers.com
Twitter: @seanellis