[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

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

  • 2,307 views
Uploaded on

Sean Ellis, Founder & CEO, Qualaroo

Sean Ellis, Founder & CEO, Qualaroo

More in: Internet
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,307
On Slideshare
2,205
From Embeds
102
Number of Embeds
1

Actions

Shares
Downloads
64
Comments
0
Likes
8

Embeds 102

https://twitter.com 102

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Really easy to chase problems… Really want to understand the people who love you. Reverse engineer these people to truly understand everything about them…

Transcript

  • 1. Feedback for Growth Your Customers Hold the Keys to Unlocking Growth @seanellis Sean Ellis July 29th 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
  • 2. Lookin’ for Love… @seanellis
  • 3. Beware: “I’d Love You If You Were Only….” @seanellis
  • 4. Right Feedback is Stage Dependent @seanellis Scale Growth Growth Transition Product/Market Fit
  • 5. Product/Market Fit Feedback @seanellis Scale Growth Growth Transition Product/Market Fit
  • 6. What is Product/Market Fit? @seanellis Large group wants/needs your product – “must have”
  • 7. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
  • 8. Early Feedback Drives PM Fit • Validate problem is worth solving • Understand current solution • Partner on building solution • Talk to prospective customers every day @seanellis
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
  • 13. Feedback to Transition to Growth @seanellis Scale Growth Growth Transition Product/Market Fit
  • 14. @seanellis Create Value Delivery Machine @seanellis
  • 15. 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
  • 16. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
  • 17. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
  • 18. 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
  • 19. 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
  • 20. Tune Value Delivery Machine • Address intent first • Clear description • Strong authentic promise (connects to intent) • Address fears and UX issues @seanellis Effective Onboarding (Iterate)
  • 21. 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
  • 22. Feedback to Scale Growth @seanellis Scale Growth Growth Transition Product/Market Fit
  • 23. @seanellis Acquire the Right People, In the Right Way @seanellis
  • 24. 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
  • 25. Word of Mouth Should Dominate • Every PM fit improvement accelerates word of mouth @seanellis The key learning from our book: “Startup Growth Engines”
  • 26. Questions? @seanellis Thank You. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis