Kick Ass Conversions & Traffic<br />Dmitry Dragilev<br />zurb.com<br />
What does ZURB do?<br />We help people build better products and services online through consulting, our products, educati...
What is this class about?<br />Position – What the hell is this thing?Promote – Getting trafficPrice – It’s all about conv...
Position It<br />
Position it. Get together at a coffee shop to<br />figure out:<br />What your product is.<br />Why people will use it.<br ...
What is your product?<br />
What is Verify? Examples:<br />Click Test<br />Click Test Report<br />Preference Test<br />Label Test<br />
Positioning: What is your product?<br />What Is Verify?Verify is not:A way to monitor user behavior and see where they cli...
Positioning: What is your product?<br />What Is Verify?Verify is the fastest way to collect and analyze user feedback on s...
Why would people use your product?<br />
Positioning: Why would people use it?<br />Why would people use Verify?So why use it? The results of using Verify:Improve...
Who would use your product?<br />
Positioning: Who would use your product?<br />Who would use Verify?So who would use it? Target Audience:Product managers ...
How would people use your product?<br />
Positioning: How would people use your product?<br />How?So how would they use it? Ready - upload a screenshoot and ask a...
Positioning: Ask Friends and Business Contacts<br />
Promote It<br />
Promote: Lessons #1 Building Relationship with Reporters<br />It’s just like datingNot Adult Friend Finder type of datin...
Promote: Lessons #2 The Actual Pitch<br />Connects with current trends (Verizon iPhone, Starbuck Logo, Usability)Communi...
Promote: Lessons #3 Building Traffic to Your Site<br />Mini Free version of your tool. (example) Publish Case Studies. (...
Price It<br />
Pricing: It’s all about conversion<br />Ask people what they would pay and give it a try. How?Make sure to have clear co...
Place It<br />
Placing/Distribution: Build virality into the tool – How? <br />Virality of Sharing TestsVirality of Taking Tests<br />
Write a What? Why? Who? How?<br />Research a popular a blogger, send them an email about a story they wrote<br />Think abo...
Keep in touch!<br />zurb.comzurb.com/blogzurbplayground.comzurbsoapbox.comtwitter.com/zurb<br />
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Dmitry Dragilev on Positioning, and Boosting Traffic and Conversions

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Here are the slides used in Dmitry Dragilev's talk on Action Class. The class video can be found at http://www.appsumo.com/action_class .

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Dmitry Dragilev on Positioning, and Boosting Traffic and Conversions

  1. 1. Kick Ass Conversions & Traffic<br />Dmitry Dragilev<br />zurb.com<br />
  2. 2. What does ZURB do?<br />We help people build better products and services online through consulting, our products, education materials, training andevents.<br />
  3. 3. What is this class about?<br />Position – What the hell is this thing?Promote – Getting trafficPrice – It’s all about conversionPlace – Making it viral<br />
  4. 4. Position It<br />
  5. 5. Position it. Get together at a coffee shop to<br />figure out:<br />What your product is.<br />Why people will use it.<br />Who will use it.<br />How they will use it.<br />If you don’t do this….<br />
  6. 6. What is your product?<br />
  7. 7. What is Verify? Examples:<br />Click Test<br />Click Test Report<br />Preference Test<br />Label Test<br />
  8. 8. Positioning: What is your product?<br />What Is Verify?Verify is not:A way to monitor user behavior and see where they clicked/if the site worked or not. (Usability testing)A way to ask users about what they would do in a certain scenario. (Focus Groups)Verify is:In the middle of focus groups and usability. It’s concept testing. Upload a screenshot and ask your customers a question<br />
  9. 9. Positioning: What is your product?<br />What Is Verify?Verify is the fastest way to collect and analyze user feedback on screens or mockups. See where people click, what they remember, or how they feel.Proof Points:Turn loose feedback into structured data you can act onQuickly verify specific ideas before implementing themRun simple tests on screensGather valuable feedback from your customersCollect information that's halfway between a survey and usability test<br />
  10. 10. Why would people use your product?<br />
  11. 11. Positioning: Why would people use it?<br />Why would people use Verify?So why use it? The results of using Verify:Improved webpage comprehension and usabilityImproved landing page performanceFind simple problems that hit you over the headFaster product decision making<br />
  12. 12. Who would use your product?<br />
  13. 13. Positioning: Who would use your product?<br />Who would use Verify?So who would use it? Target Audience:Product managers who are testing ideas and conceptsBrand managers who want feedback on their branding activitiesDesign teams that want to collect feedback from their team/customersMarketers that want to test the effectiveness of their website initiatives<br />
  14. 14. How would people use your product?<br />
  15. 15. Positioning: How would people use your product?<br />How?So how would they use it? Ready - upload a screenshoot and ask a question. Customizable tests allow teams to target specific product goals.Run - Share the URL over Twitter, Facebook, LinkedIn, etc. Lowers the barrier for product teams to quickly collect user feedback.Report - Get data to verify your concept and move forward. Actionable reporting makes testing more useful and easier to share (report)<br />
  16. 16. Positioning: Ask Friends and Business Contacts<br />
  17. 17. Promote It<br />
  18. 18. Promote: Lessons #1 Building Relationship with Reporters<br />It’s just like datingNot Adult Friend Finder type of datingGenuine RelationshipReporter wrote at least three articles you connect withYou helped them out more than they helped you<br />
  19. 19. Promote: Lessons #2 The Actual Pitch<br />Connects with current trends (Verizon iPhone, Starbuck Logo, Usability)Communicates dead simple uses casesYour grandmother should understand itVerify helps you see if ads are getting in the way or content isn't getting read Verify can help you test landing page performance- it's a guerrilla marketing tool. <br />
  20. 20. Promote: Lessons #3 Building Traffic to Your Site<br />Mini Free version of your tool. (example) Publish Case Studies. (example)  Publish Lessons Learned. (example) Publish Resources for people to use. (example) Publish Opinions about current events. (example) Get influencers to speak/contribute. (example) <br />
  21. 21. Price It<br />
  22. 22. Pricing: It’s all about conversion<br />Ask people what they would pay and give it a try. How?Make sure to have clear conversion triggers in place. How?Use chat on the site to boost conversionsExperiment with promotions and sales<br />
  23. 23. Place It<br />
  24. 24. Placing/Distribution: Build virality into the tool – How? <br />Virality of Sharing TestsVirality of Taking Tests<br />
  25. 25. Write a What? Why? Who? How?<br />Research a popular a blogger, send them an email about a story they wrote<br />Think about the triggers/pain points in your tool<br />Think about how to make your product viral<br />Your Homework!<br />
  26. 26. Keep in touch!<br />zurb.comzurb.com/blogzurbplayground.comzurbsoapbox.comtwitter.com/zurb<br />

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