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Better Insights for Faster Growth     Sean Ellis     August 22nd, 2012     Blog: Startup-Marketing.com     Twitter: @SeanE...
Startup Growth Pyramid                                        Scale                                       Growth    Object...
Use Insights to Achieve Objectives                     Objective                   1. Have a clear objective              ...
Objective: Product/Market Fit                                     Scale                                    Growth         ...
Gather Product/Market Fit Insights                                       Pre-MVP feedback (interviews)                    ...
Apply P/M Fit InsightsIf weak problem validation: rethink businessApply must-have results (Survey.io)“How would you feel i...
Objective: Growth Preparation                                        Scale                                       Growth   ...
Growth Prep Sub-Objectives       • Develop effective promise & hook       • Indentify conversion issues       • Identify k...
Gather Promise & Hook InsightsQuestions for developing promise (email survey)       • What is the primary benefit that you...
Identify Conversion IssuesExample questions to ID conversion issues       • Why did you register and decide not to downloa...
Identify Aha MomentsUser testing (live or online)Survey with activity filters (or query by action)       • How would you f...
Apply Insights to Testing 1st UX                         Experiment                             • Combos of hooks & promis...
Objective: Scaling Growth                     Objective         Scale                                      Growth         ...
Gather Growth InsightsExample questions (Survey/Interviews 2-5)       1.     How did you discover [ProductName]? (realtime...
Apply Insights: Breakthrough• Best context to reach people?• Greenfield or switchers?• Keep engaging/experimenting        ...
Summary     •       Start with the objectives     •       Uncover relevant insights     •       Apply insights to testing ...
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Better Insights for Faster Growth by Sean Ellis

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Sean Ellis was the first marketer at several notable startups, including Dropbox, LogMeIn, Lookout, Xobni and Uproar. At LogMeIn and Uproar he led marketing through the NASDAQ IPO filings. Sean is now founder and CEO of Qualaroo, a startup launched in 2011 and backed by several leading VCs.

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  • Fast growing, delighted customer base? Most focus externally (hyper competitive) to drive growth Engaging your active users is your monopoly (ideally while they are thinking about your product) They can give you all the insights you need to drive sustainable growth Today I’ll share approach we used to uncover insights critical to our success at DB, LMI, EB
  • Creating sustainably fast growing startup requires achieving several objectivesProduct love by usersEfficient conversion processEffective customer acquisition channels
  • Move at lean startup speed through this loop
  • Transcript of "Better Insights for Faster Growth by Sean Ellis"

    1. 1. Better Insights for Faster Growth Sean Ellis August 22nd, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 1
    2. 2. Startup Growth Pyramid Scale Growth Objectives Growth Preparation Product/Market FitTwitter @SeanEllis Startup-Marketing.com 2
    3. 3. Use Insights to Achieve Objectives Objective 1. Have a clear objective 2. Best insights to achieve it 3. Apply insights toexperiments Experiment InsightsTwitter @SeanEllis Startup-Marketing.com 3
    4. 4. Objective: Product/Market Fit Scale Growth Growth Preparation Objective Product/Market FitTwitter @SeanEllis Startup-Marketing.com 4
    5. 5. Gather Product/Market Fit Insights Pre-MVP feedback (interviews) • Verify problem exists • Understand importance • Any current solutions? Post-MVP feedback (surveys) • What % “must have”? • Why a “must have”? • Who loves it? (filters)Twitter @SeanEllis Startup-Marketing.com 5
    6. 6. Apply P/M Fit InsightsIf weak problem validation: rethink businessApply must-have results (Survey.io)“How would you feel if you could no longer use [product]?” “Very Disappointed” Actions More than 40% Focus on retention cohorts, start transitioning Less than 40% Keep iterating product, positioning, and targetingTwitter @SeanEllis Startup-Marketing.com 6
    7. 7. Objective: Growth Preparation Scale Growth Objective Growth Preparaton Product/Market FitTwitter @SeanEllis Startup-Marketing.com 7
    8. 8. Growth Prep Sub-Objectives • Develop effective promise & hook • Indentify conversion issues • Identify key “aha” momentsTwitter @SeanEllis Startup-Marketing.com 8
    9. 9. Gather Promise & Hook InsightsQuestions for developing promise (email survey) • What is the primary benefit that you have received? (multiple choice survey) • Why was the benefit important? (open ended survey)Questions for developing hooks • Why did you originally sign up? (email survey) • What did you come to this site to do today? (realtime survey)Twitter @SeanEllis Startup-Marketing.com 9
    10. 10. Identify Conversion IssuesExample questions to ID conversion issues • Why did you register and decide not to download? (email survey) • Is there anything preventing you from [Action] today? (realtime survey) • Did you find what you were looking for on this page? (realtime survey) • Is there anything preventing you from making a purchase today? (realtime survey)Twitter @SeanEllis Startup-Marketing.com 10
    11. 11. Identify Aha MomentsUser testing (live or online)Survey with activity filters (or query by action) • How would you feel if you could no longer use this product? (filter by actions taken) • Which of the following have you done (select all the apply)?Twitter @SeanEllis Startup-Marketing.com 11
    12. 12. Apply Insights to Testing 1st UX Experiment • Combos of hooks & promise • Address conversion issues • Front load aha moments Goals • Smooth path to must-have UX • Max % that reach experienceTwitter @SeanEllis Startup-Marketing.com 12
    13. 13. Objective: Scaling Growth Objective Scale Growth Growth Preparation Product/Market FitTwitter @SeanEllis Startup-Marketing.com 13
    14. 14. Gather Growth InsightsExample questions (Survey/Interviews 2-5) 1. How did you discover [ProductName]? (realtime survey) 2. Why did you originally decide to try [ProductName]? 3. What did you use prior to [ProductName]? 4. If [ProductName] weren’t available, what would you use instead? 5. How does [ProductName] fit into your workflow?Twitter @SeanEllis Startup-Marketing.com 14
    15. 15. Apply Insights: Breakthrough• Best context to reach people?• Greenfield or switchers?• Keep engaging/experimenting Breakthrough ideas after engagingTwitter @SeanEllis Startup-Marketing.com 15
    16. 16. Summary • Start with the objectives • Uncover relevant insights • Apply insights to testing Sean Ellis Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 16
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