@seanellis

Feedback for GrowthYour Customers Hold the Keys to

Unlocking Growth

Sean Ellis July 29th 2014CEO of Qualaroo, GrowthHackers.comTwitter @seanellis

 

@seanellis

Lookin’ for Love…

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Beware: “I’d Love You If You Were Only….”

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Right Feedback is Stage Dependent

Scale       Growth       Growth 

Transition

Product/Market Fit

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Product/Market Fit Feedback

Scale       Growth       Growth 

Transition

Product/Market Fit

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What is Product/Market Fit?

Large group wants/needs your product – “must have”

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Product/Market Fit is Single Most Important Factor for Sustainable Growth

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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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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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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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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

Product/Market Fit is Single Most Important Factor for Sustainable Growth

@seanellis

@seanellis

Feedback to Transition to Growth

Scale       Growth       Growth 

Transition

Product/Market Fit

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Create Value Delivery Machine

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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

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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

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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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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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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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Feedback to Scale Growth

Scale       Growth       Growth 

Transition

Product/Market Fit

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Acquire the Right People, In the Right Way

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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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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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Questions?

Thank You.Sean Ellis

CEO of Qualaroo & GrowthHackers.com

Twitter: @seanellis