MVP Testing and Product Marketing (case study)

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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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MVP Testing and Product Marketing (case study)

  1. 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. 2. Introduction 2
  3. 3. Background 3
  4. 4. Agenda  PPC Funnel  A/B Testing  Types of Tests  Test Chaining  Usability Testing  Usability Tools  Case Study 4
  5. 5. Product Marketing Lie vs. Marketing 5
  6. 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. 7. Types of Media 8
  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. 9. Owned Media It Is Kind of Free. Do Not Ignore It. 10
  10. 10. Marketing Channels Digital vs. Traditional Marketing 11
  11. 11. Channel Mix  Traditional Marketing  TV  Radio  Print  Digital Marketing  Email  Search  Display  Social 12
  12. 12. Consumer Funnel 13
  13. 13. Marketing Terms 14
  14. 14. PPC Funnel  Offer Velocity  Offer Consistency  Offer Redemption 15
  15. 15. Offer Psychology It's an exercise in psychology, so to speak. 16
  16. 16. Offer Velocity CTR Depends on Offer “Energy” 17
  17. 17. Offer Velocity 18
  18. 18. Offer Velocity (cont.) 19
  19. 19. Offer Velocity (cont.) 20 ValuableQualitative QuantitativeQuant./Qual.
  20. 20. Offer Velocity (cont.) 21
  21. 21. Offer Consistency She Looked Different on Match.com 22
  22. 22. Offer Consistency (cont.) 23
  23. 23. Offer Consistency (cont.) 24
  24. 24. Offer Consistency (cont.) 25
  25. 25. Offer Redemption Clear Path to Action 26
  26. 26. Offer Redemption (cont.) 27
  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. 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. 29. Offer Redemption (cont.) 30
  30. 30. Putting It Together 31
  31. 31. Putting It Together (cont.) 32
  32. 32. Putting It Together (cont.) 33
  33. 33. Putting It Together (cont.) 34
  34. 34. Putting It Together (cont.) 35
  35. 35. Putting It Together (cont.) 36
  36. 36. Putting It Together (cont.) 37
  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. 38. Early Testing It Can Get Complicated 39
  39. 39. Alpha (Are You Interested) Happy Path 40
  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. 41. Private Beta (What Will You Do) We Are Watching You 42
  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. 43. Beta vs. MVP 44
  44. 44. Public Beta (Charge Them Phase) Free Trial What Is It For? 45
  45. 45. Public Beta  What Kind of Customer Are You Going To Be?  Active  Passive  Hibernating  Advanced  Intermediate  Novice 46
  46. 46. Product Testing 47
  47. 47. Product Testing  Inflection Points  Sign Ups  Sign Ins  Feature Usability  Hibernation  Churn 48
  48. 48. Decision Making HIPPO/Highest Paid Person’s Opinion 49
  49. 49. Experimentation Testing ABT – Always Be Testing 50
  50. 50. Testing History Aliens Did Not Build Pyramids 51 Testing Testing Tested
  51. 51. A/B Multifactorial Split Testing Very Different 52
  52. 52. A/B Singlevariate Split Testing Slightly Different 53
  53. 53. Multivariate Testing That’s a Lot of Combinations 54
  54. 54. Design of Experiements 55 Google Website Optimizer Omniture Test & Target
  55. 55. Reduction Algorithms Level and Factors 56
  56. 56. Problem of Choice Choose Your Poison 57
  57. 57. Experiment Chaining 58
  58. 58. Usability Testing What vs. Why 59
  59. 59. Hotspotting 60
  60. 60. Usability Testing Eye Tracking 61
  61. 61. What Are They Measuring?  Attention  Emotion  Task Completion Time  Hovering  Clicks  Hotspotting  Path 62
  62. 62. Crowdsourcing Rise of the Crowds 63
  63. 63. Mechanical Turk Microtasking Crowdsourcing Platform 64
  64. 64. Usability Study Setup 65
  65. 65. Usability Study Setup (cont.) 66
  66. 66. Usability Study Targeting 68
  67. 67. Usability Study Micro-Tasking 69
  68. 68. Usability Study Results 70
  69. 69. Was not sure what to do
  70. 70. Usability Study Results 72
  71. 71. Feedback It Is All About Uncensored Feedback 73
  72. 72. Usability Study Feedback 74
  73. 73. Usability Study Setup 75
  74. 74. Usability Study Setup (cont.) 76
  75. 75. Usability Study User Targeting 77
  76. 76. Usability Study Micro-Tasking 78
  77. 77. Usability Study Recording 79
  78. 78. Usability Study Survey 80
  79. 79. Usability Testing Tools 81
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