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MVP Testing and Product Marketing (case study)

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This presentation explores ways to effectively market MVP. …

This presentation explores ways to effectively market MVP.
It explores various Marketing Mix concepts applied across traditional and digital marketing channels. Significant
2. Testing Your MVP
3. Design of Experiments
4. Marketing Your MVP
5. PPC Funnel
6. Usability Testing
7. Usability Study

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Transcript

  • 1. S E R G E Y S U N D U K O V S K I Y P H . D . Product Marketing 1
  • 2. Introduction 2
  • 3. Background 3
  • 4. Agenda  PPC Funnel  A/B Testing  Types of Tests  Test Chaining  Usability Testing  Usability Tools  Case Study 4
  • 5. Product Marketing Lie vs. Marketing 5
  • 6. Marketing Mix  Do You Have a Right Marketing Mix?  Right Product (start with small number of features)  Right Price (start with one price point)  Right Place (start concentrated)  Right Promotion (do not make it too nuanced) 7
  • 7. Types of Media 8
  • 8. Media Mix  Not All Media Created Equal  Paid (start with one type)  Earned (start building fan base)  Owned (maximize the opportunity)  Think of Overall Cost Reduction  Think of Small Steps  Tracer Bullets Before Cannonballs 9
  • 9. Owned Media It Is Kind of Free. Do Not Ignore It. 10
  • 10. Marketing Channels Digital vs. Traditional Marketing 11
  • 11. Channel Mix  Traditional Marketing  TV  Radio  Print  Digital Marketing  Email  Search  Display  Social 12
  • 12. Consumer Funnel 13
  • 13. Marketing Terms 14
  • 14. PPC Funnel  Offer Velocity  Offer Consistency  Offer Redemption 15
  • 15. Offer Psychology It's an exercise in psychology, so to speak. 16
  • 16. Offer Velocity CTR Depends on Offer “Energy” 17
  • 17. Offer Velocity 18
  • 18. Offer Velocity (cont.) 19
  • 19. Offer Velocity (cont.) 20 ValuableQualitative QuantitativeQuant./Qual.
  • 20. Offer Velocity (cont.) 21
  • 21. Offer Consistency She Looked Different on Match.com 22
  • 22. Offer Consistency (cont.) 23
  • 23. Offer Consistency (cont.) 24
  • 24. Offer Consistency (cont.) 25
  • 25. Offer Redemption Clear Path to Action 26
  • 26. Offer Redemption (cont.) 27
  • 27. Offer Redemption (cont.) 28 Problem 1: Multi-column layout Problem 2: No headline synchronization Problem 3: Unclear call to action Problem 4: Convoluted eye path
  • 28. Offer Redemption (cont.) 29 Solution 1: Single column flow Solution 2: Headline synchronization Solution 3: Distinctive call to action Solution 4: Clear eye path
  • 29. Offer Redemption (cont.) 30
  • 30. Putting It Together 31
  • 31. Putting It Together (cont.) 32
  • 32. Putting It Together (cont.) 33
  • 33. Putting It Together (cont.) 34
  • 34. Putting It Together (cont.) 35
  • 35. Putting It Together (cont.) 36
  • 36. Putting It Together (cont.) 37
  • 37. Key Takeaways  Specific and focused ad claims  Qualitative language and quantitative claims  Action centric, value expressive offer  Offer energy carry over  Landing pages offer continuity and consistency  Headline visit purpose reflection  Eye path leading to distinctive call to action  Single column flow 38
  • 38. Early Testing It Can Get Complicated 39
  • 39. Alpha (Are You Interested) Happy Path 40
  • 40. Alpha Testing  What Do We Want to Know?  Can You Complete a Happy Paths?  Are You Confused?  Are You Excited?  Are You Bored? 41
  • 41. Private Beta (What Will You Do) We Are Watching You 42
  • 42. Private Beta  We Are Watching You  Hover Areas  Attention Areas  Click Areas  Used Featured  We Are Measuring You  Visit Duration  Hover Time  Return Frequency 43
  • 43. Beta vs. MVP 44
  • 44. Public Beta (Charge Them Phase) Free Trial What Is It For? 45
  • 45. Public Beta  What Kind of Customer Are You Going To Be?  Active  Passive  Hibernating  Advanced  Intermediate  Novice 46
  • 46. Product Testing 47
  • 47. Product Testing  Inflection Points  Sign Ups  Sign Ins  Feature Usability  Hibernation  Churn 48
  • 48. Decision Making HIPPO/Highest Paid Person’s Opinion 49
  • 49. Experimentation Testing ABT – Always Be Testing 50
  • 50. Testing History Aliens Did Not Build Pyramids 51 Testing Testing Tested
  • 51. A/B Multifactorial Split Testing Very Different 52
  • 52. A/B Singlevariate Split Testing Slightly Different 53
  • 53. Multivariate Testing That’s a Lot of Combinations 54
  • 54. Design of Experiements 55 Google Website Optimizer Omniture Test & Target
  • 55. Reduction Algorithms Level and Factors 56
  • 56. Problem of Choice Choose Your Poison 57
  • 57. Experiment Chaining 58
  • 58. Usability Testing What vs. Why 59
  • 59. Hotspotting 60
  • 60. Usability Testing Eye Tracking 61
  • 61. What Are They Measuring?  Attention  Emotion  Task Completion Time  Hovering  Clicks  Hotspotting  Path 62
  • 62. Crowdsourcing Rise of the Crowds 63
  • 63. Mechanical Turk Microtasking Crowdsourcing Platform 64
  • 64. Usability Study Setup 65
  • 65. Usability Study Setup (cont.) 66
  • 66. Usability Study Targeting 68
  • 67. Usability Study Micro-Tasking 69
  • 68. Usability Study Results 70
  • 69. Was not sure what to do
  • 70. Usability Study Results 72
  • 71. Feedback It Is All About Uncensored Feedback 73
  • 72. Usability Study Feedback 74
  • 73. Usability Study Setup 75
  • 74. Usability Study Setup (cont.) 76
  • 75. Usability Study User Targeting 77
  • 76. Usability Study Micro-Tasking 78
  • 77. Usability Study Recording 79
  • 78. Usability Study Survey 80
  • 79. Usability Testing Tools 81

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