mvp testing and product marketing (case study)
DESCRIPTION
This presentation explores ways to effectively market MVP. It explores various Marketing Mix concepts applied across traditional and digital marketing channels. Significant 2. Testing Your MVP 3. Design of Experiments 4. Marketing Your MVP 5. PPC Funnel 6. Usability Testing 7. Usability StudyTRANSCRIPT
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SERGEY SUNDUKOVSKIY PH.D.
Product Marketing1
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Introduction2
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Background3
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Agenda
PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
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Product Marketing
Lie vs. Marketing
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Marketing Mix
Do You Have a Right Marketing Mix? Right Product (start with small number of features) Right Price (start with one price point) Right Place (start concentrated) Right Promotion (do not make it too nuanced)
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Types of Media8
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Media Mix
Not All Media Created Equal Paid (start with one type) Earned (start building fan base) Owned (maximize the opportunity)
Think of Overall Cost ReductionThink of Small Steps
Tracer Bullets Before Cannonballs
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Owned Media
It Is Kind of Free. Do Not Ignore It.
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Marketing Channels
Digital vs. Traditional Marketing
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Channel Mix
Traditional Marketing TV Radio Print
Digital Marketing Email Search Display Social
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Consumer Funnel13
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Marketing Terms14
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PPC Funnel
Offer Velocity Offer ConsistencyOffer Redemption
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Offer Psychology
It's an exercise in psychology, so to speak.
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Offer Velocity
CTR Depends on Offer “Energy”
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Offer Velocity18
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Offer Velocity (cont.)19
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Offer Velocity (cont.)20
ValuableQualitative
QuantitativeQuant./Qual.
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Offer Velocity (cont.)21
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Offer Consistency
She Looked Different on Match.com
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Offer Consistency (cont.)23
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Offer Consistency (cont.)24
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Offer Consistency (cont.)25
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Offer Redemption
Clear Path to Action
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Offer Redemption (cont.)27
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Offer Redemption (cont.)28
Problem 1: Multi-column layout
Problem 2: No headline synchronization
Problem 3: Unclear call to action
Problem 4: Convoluted eye path
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Offer Redemption (cont.)29
Solution 1: Single column flow
Solution 2: Headline synchronization
Solution 3: Distinctive call to action
Solution 4: Clear eye path
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Offer Redemption (cont.)30
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Putting It Together31
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Putting It Together (cont.)32
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Putting It Together (cont.)33
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Putting It Together (cont.)34
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Putting It Together (cont.)35
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Putting It Together (cont.)36
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Putting It Together (cont.)37
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Key Takeaways
Specific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow
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Early Testing
It Can Get Complicated
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Alpha (Are You Interested)
Happy Path
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Alpha Testing
What Do We Want to Know? Can You Complete a Happy Paths? Are You Confused? Are You Excited? Are You Bored?
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Private Beta (What Will You Do)
We Are Watching You
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Private Beta
We Are Watching You Hover Areas Attention Areas Click Areas Used Featured
We Are Measuring You Visit Duration Hover Time Return Frequency
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Beta vs. MVP44
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Public Beta (Charge Them Phase)
Free Trial What Is It For?
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Public Beta
What Kind of Customer Are You Going To Be? Active Passive Hibernating Advanced Intermediate Novice
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Product Testing47
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Product Testing
Inflection Points Sign Ups Sign Ins Feature Usability Hibernation Churn
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Decision Making
HIPPO/Highest Paid Person’s Opinion
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Experimentation Testing
ABT – Always Be Testing
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Testing History
Aliens Did Not Build Pyramids
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Testing Testing Tested
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A/B Multifactorial Split Testing
Very Different
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A/B Singlevariate Split Testing
Slightly Different
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Multivariate Testing
That’s a Lot of Combinations
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Design of Experiements55
Google Website Optimizer
Omniture Test & Target
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Reduction Algorithms
Level and Factors
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Problem of Choice
Choose Your Poison
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Experiment Chaining58
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Usability Testing
What vs. Why
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Hotspotting60
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Usability Testing
Eye Tracking
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What Are They Measuring?
AttentionEmotion Task Completion TimeHoveringClicksHotspottingPath
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Crowdsourcing
Rise of the Crowds
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Mechanical Turk
Microtasking Crowdsourcing Platform
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Usability Study Setup65
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Usability Study Setup (cont.)66
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Usability Study Targeting68
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Usability Study Micro-Tasking69
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Usability Study Results70
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Was not sure what to do
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Usability Study Results72
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Feedback
It Is All About Uncensored Feedback
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Usability Study Feedback74
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Usability Study Setup75
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Usability Study Setup (cont.)76
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Usability Study User Targeting77
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Usability Study Micro-Tasking78
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Usability Study Recording79
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Usability Study Survey80
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Usability Testing Tools81