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

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Feedback for GrowthYour Customers Hold the Keys to Unlocking Growth

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

Good morning, I'm Sean Ellis, founder and CEO of Qualaroo and GrowthHackers.com... Most of you know that being responsive to customer needs is the key to building a successful, fast growing company. But not all feedback is created equally when it comes to driving sustainable growth. Today I will guide you through the critical customer feedback that you should focus on at each stage of your business and the best ways to collect this feedback.

I will be referencing examples from how we applied customer feedback to accelerate growth at companies like Dropbox, LogMeIn, and Eventbrite. And how we ultimately used this feedback to accelerate growth in all channels and build a strong word of mouth driven growth engine.

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Lookin for [email protected]

Really easy to chase problems Really want to understand the people who love you. Reverse engineer these people to truly understand everything about them2

Beware: Id Love You If You Were [email protected]

Right Feedback is Stage [email protected]

Product/Market Fit [email protected]

What is Product/Market [email protected] group wants/needs your product must have

@seanellisProduct/Market Fit is Single Most Important Factor for Sustainable Growth

@seanellis

Early Feedback Drives PM FitValidate problem is worth solvingUnderstand current solutionPartner on building solutionTalk to prospective customers every day

@seanellis

Validating P/M Fit Growth ThresholdHow would you feel if you could no longer use this product?Very disappointed (40%+)Somewhat disappointed Not disappointedN/A I no longer use your [email protected]

Iterate on Must Have feedbackHow 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 WeeksSurveyed 100s of early users: 7% very disappointed withoutUpdated messaging and onboarding to highlight must have benefit and use case.Two weeks later 40% would be very disappointed [email protected]

@seanellisProduct/Market Fit is Single Most Important Factor for Sustainable Growth

@seanellis

Feedback to Transition to [email protected]

@seanellisCreate Value Delivery Machine

@seanellis

Feedback for Describing/PositioningWhen 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 IntentMost powerful force available to marketersFeedback: Ask visitors what they [email protected]

Feedback About Initial IntentMost powerful force available to marketersFeedback: Ask visitors what they [email protected]

Understand FrictionUser testing talk out loud task attemptSurvey on success page: What almost stopped you ?Exit intent surveys at key drop off [email protected]

Understand FrictionUser testing talk out loud task attemptSurvey on success page: What almost stopped you ?Exit intent surveys at key drop off [email protected]

Tune Value Delivery MachineAddress intent firstClear descriptionStrong authentic promise(connects to intent) Address fears and UX issues

@seanellisEffective Onboarding (Iterate)

Case Study: Value Delivery MachineSEM stalled at $10K/monthRealized weak value delivery engineObsessively iterated onboarding for value deliverySame SEM words scaled to $1M/month - 3 month ROI

@seanellis

Feedback to Scale [email protected]

@seanellisAcquire the Right People, In the Right Way

@seanellis

Feedback for Prospect OutreachHow did you discover _____ ? (double down)How do you generally discover (insert category)?Any active seekers? (search)Example: Twitter for growth marketing newsWhy is the key benefit important to you?Context for when problem is worst (most receptive)@seanellis

Word of Mouth Should DominateEvery PM fit improvement accelerates word of [email protected]

The key learning from our book: Startup Growth Engines

[email protected] You.Sean EllisCEO of Qualaroo & GrowthHackers.comTwitter: @seanellis

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