AtlasCamp 2014: Know Your Funnel

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To make informed decisions about your business, you need a clear understanding of your end-to-end customer experience. How do they find out about your product? How can you make sure to keep your …

To make informed decisions about your business, you need a clear understanding of your end-to-end customer experience. How do they find out about your product? How can you make sure to keep your customers year after year? And what about every step in between? In this session we will walk through each step of the customer funnel, examine the available data, and identify the best opportunities for improvement.

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  • 1. June 3-5, 2014 | Berlin, Germany
  • 2. Dave Meyer, Ecosystem PMM, Atlassian Know Your Funnel
  • 3. • Find customers • Win them over • Keep them forever
  • 4. We should all be like Bonobos.
  • 5. ” “Know thy customers.
  • 6. assumptions = hypotheses
  • 7. Take a second look at your funnel. Discovery Conversion Retention
  • 8. Discovery
  • 9. DISCOVERY Where do my visitors come from? What do they see on my page? Where do they go next?
  • 10. DISCOVERY
  • 11. DISCOVERY
  • 12. DISCOVERY
  • 13. 48%
  • 14. DISCOVERY
  • 15. DISCOVERY
  • 16. DISCOVERY 7% 10%
  • 17. ADVANCED TOPICSDISCOVERY Advanced topics Focus on keywords Tagline and highlights should be clear Screenshots and video you can be proud of
  • 18. • How are visitors reaching my site? • Which makes them convert? • Are they ready to take the next step? Know the top of your funnel
  • 19. Conversion (winning)
  • 20. In an ideal world, you would contact every evaluator directly. TRIALS
  • 21. Three questions to ask every customer TRIALS What are you trying to accomplish? How did you find out about my product? How does my product help you? How does it get in the way?
  • 22. TRIALS
  • 23. Learn + Scale TRIALS Emails to evaluators FAQs and documentation Getting started content in your product
  • 24. TRIALS Installed and ready to go?
  • 25. TRIALS Getting started content in your product 50%
  • 26. TRIALS
  • 27. TRIALS
  • 28. Atlassian is big and has a lot of developers and designers to run tests so they can optimize these experiences. I don’t have that kind of time! TRIALS Atlassian tests .
  • 29. TRIALS Atlassian tests.
  • 30. TRIALS
  • 31. Retention
  • 32. Benchmarks 0% 20% 40% 60% 80% 2012 Q4 2013 Q2 2013 Q4 2014 Q1
  • 33. RETENTION Great support Atlassian Verified: 12% more likely to renew
  • 34. RETENTION Stay up to date
  • 35. RETENTION Stay up to date new feature!
  • 36. RETENTION Stay up to date
  • 37. RETENTION Engage
  • 38. Do I feel comfortable with 500 or 5000 users depending on my add-on? RETENTION With (other) Experts Is an Expert willing to take on the risk to sell my add-on? Do Experts have the materials necessary to sell it? Do Experts have the materials necessary to renew it?
  • 39. RETENTION Learn
  • 40. Vielen Dank!