Growth Hack Your Business Understand the People Behind the Data Sean Ellis & Hiten Shah
Sean Ellis is the CEO of Qualaroo and founder of GrowthHackers.com. Prior to Qualaroo, Sean held marketing leadership roles with breakout companies including Dropbox, LogMeIn (IPO), Uproar (IPO), Eventbrite and Lookout. Hiten Shah is the co-founder of KISSmetrics. He's been creating and growing self-funded and venture backed SaaS analytics businesses since 2005. He is a sought after mentor and advisor to entrepreneurs and their companies.
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The Data Paradox ★ We have access to more data than ever before. ★ Data can turn into a distraction. ★ Easy to forget that real people are under the numbers.
Start By Reverse Engineering Success ★ You are problem solvers — need to stop chasing problems. ★ Identify success first. Work backwards.
How To Reverse Engineer, 1 Identify ‘must-have’ customer, 2 Find their path to success, 3 Learn how they discovered you, 4 Understand needs prior to your solution
Must-Have Customers Quantitative • How are customers using the product? • How often do they use it? • Which features do they use? Qualitative • What do they love about it? • What would they use instead if it weren’t available?
Identify Habitual Users
How Often Do They Use It?
Which Features Do They Use?
Identify Must-Have Customers
Learn What People Love
Successful On-Boarding Quantitative
First Feature Discovery
Why Did They Sign Up?
Why Did They Buy?
Why Did They Visit Certain Pages?
Discovery Of Your Product Quantitative • What channels brought people to your website? • What are the most valuable sources of traffic? Qualitative • Where did they first hear about it? • Why did they decide to check it out?
Channels That Brought People
Most Valuable Sources Of Traffic
Where Did They First Hear About It?
Why Did They Decide To Check It Out?
Need / Solution Fit
What Are People Searching For?
What Features Do People Want?
What Problem Are They Trying To Solve?
What Other Solutions Did They Consider?
Fix Conversion Issues First
How To Identify Your Conversion Issues ★ Path analysis in analytics Where do they abandon? Study that spot ★ Ask them via exit survey “Is something preventing you from checking out?” Example: Why we had 97% drop-off at download Losers only focus on the 2% of conversions they receive from their website. Winners focus on the 98% that didn’t convert. ! — Avinash Kaushik, Author & Digital Marketing Evangelist (Google)
Where Do People Abandon?