[500distro] do you speak growth? examining the language behind what users want

Download [500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want

Post on 23-Aug-2014

1.403 views

Category:

Internet

2 download

Embed Size (px)

DESCRIPTION

Sean Ellis, Founder & CEO, Qualaroo

TRANSCRIPT

  • Feedback for Growth Your Customers Hold the Keys to Unlocking Growth @seanellis Sean Ellis July 29th 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
  • Lookin for Love @seanellis
  • Beware: Id Love You If You Were Only. @seanellis
  • Right Feedback is Stage Dependent @seanellis Scale Growth Growth Transition Product/Market Fit
  • Product/Market Fit Feedback @seanellis Scale Growth Growth Transition Product/Market Fit
  • What is Product/Market Fit? @seanellis Large group wants/needs your product must have
  • @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
  • Early Feedback Drives PM Fit Validate problem is worth solving Understand current solution Partner on building solution Talk to prospective customers every day @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 @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? @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. @seanellis
  • @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
  • Feedback to Transition to Growth @seanellis Scale Growth Growth Transition Product/Market Fit
  • @seanellis Create Value Delivery Machine @seanellis
  • 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
  • Feedback About Initial Intent Most powerful force available to marketers Feedback: Ask visitors what they want @seanellis
  • Feedback About Initial Intent Most powerful force available to marketers Feedback: Ask visitors what they want @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 @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 @seanellis
  • Tune Value Delivery Machine Address intent first Clear description Strong authentic promise (connects to intent) Address fears and UX issues @seanellis Effective Onboarding (Iterate)
  • 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 @seanellis
  • Feedback to Scale Growth @seanellis Scale Growth Growth Transition Product/Market Fit
  • @seanellis Acquire the Right People, In the Right Way @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) @seanellis
  • Word of Mouth Should Dominate Every PM fit improvement accelerates word of mouth @seanellis The key learning from our book: Startup Growth Engines
  • Questions? @seanellis Thank You. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis