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Startupfest 2012 - Breakthrough Customer Feedback
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Startupfest 2012 - Breakthrough Customer Feedback

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Understanding customer feedback and motivation is a powerful way to drive breakthrough ideas for improving product, customer acquisition, conversion and retention rates. This session will teach you to …

Understanding customer feedback and motivation is a powerful way to drive breakthrough ideas for improving product, customer acquisition, conversion and retention rates. This session will teach you to ask the right questions to generate insights for driving success in your startup.

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  • Fast growing, delighted customer base? Fail to effectively uncover insights for breakthrough results Today I’ll show how to unlock them Understand who, why, how get & issues Types of insights critical to our success at DB, LMI, EB
  • Method – survey, user tests, realtime surveys, email surveys…
  • Transcript

    • 1. Breakthrough Customer Feedback Sean Ellis July 11th, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 1
    • 2. Typical Mistakes • Executing without understanding • Research bias over action • Wrong insights/wrong timeTwitter @SeanEllis Startup-Marketing.com 2
    • 3. Always Start with the Objective 1. Key objective right now? 2. Right insights to achieve it Which questions to ask? Which method to use? 3. Apply insights to testsTwitter @SeanEllis Startup-Marketing.com 3
    • 4. Startup Growth Pyramid Scale Growth Objectives Growth Preparation Product/Market FitTwitter @SeanEllis Startup-Marketing.com 4
    • 5. Objective: Product/Market Fit Scale Growth Growth Preparation Objective Product/Market FitTwitter @SeanEllis Startup-Marketing.com 5
    • 6. Gather Product/Market Fit Insights Pre-MVP feedback (interviews) • Verify problem exists • Understand importance • Any current solutions? Post-MVP feedback (surveys) • What % “must have”? • Why a “must have”? • Who loves it? (filters)Twitter @SeanEllis Startup-Marketing.com 6
    • 7. Apply P/M Fit InsightsIf weak problem validation: rethink businessApply must-have results (Survey.io)“How would you feel if you could no longer use [product]?” “Very Disappointed” Actions More than 40% Focus on retention cohorts, start transitioning Less than 40% Keep iterating product, positioning, and targetingTwitter @SeanEllis Startup-Marketing.com 7
    • 8. Objective: Growth Preparation Scale Growth Objective Growth Preparaton Product/Market FitTwitter @SeanEllis Startup-Marketing.com 8
    • 9. Growth Prep Sub-Objectives • Develop effective promise & hook • Indentify conversion issues • Identify key “aha” momentsTwitter @SeanEllis Startup-Marketing.com 9
    • 10. Gather Promise & Hook InsightsQuestions for developing promise (email survey) • What is the primary benefit that you have received? (multiple choice survey) • Why was the benefit important? (open ended survey)Questions for developing hooks • Why did you originally sign up? (email survey) • What did you come to this site to do today? (realtime survey)Twitter @SeanEllis Startup-Marketing.com 10
    • 11. Identify Conversion IssuesExample questions to ID conversion issues • Why did you register and decide not to download? (email survey) • Is there anything preventing you from [Action] today? (realtime survey) • Did you find what you were looking for on this page? (realtime survey) • Is there anything preventing you from making a purchase today? (realtime survey)Twitter @SeanEllis Startup-Marketing.com 11
    • 12. Identify Aha MomentsUser testing (live or online)Survey with activity filters (or query by action) • How would you feel if you could no longer use this product? (filter by actions taken) • Which of the following have you done (select all the apply)?Twitter @SeanEllis Startup-Marketing.com 12
    • 13. Apply Insights to Testing 1st UX Experiment • Combos of hooks & promise • Address conversion issues • Front load aha moments Goals • Smooth path to must-have UX • Max % that reach experienceTwitter @SeanEllis Startup-Marketing.com 13
    • 14. Objective: Scaling Growth Objective Scale Growth Growth Preparation Product/Market FitTwitter @SeanEllis Startup-Marketing.com 14
    • 15. Gather Growth InsightsExample questions (Survey/Interviews 2-5) 1. How did you discover [ProductName]? (realtime survey) 2. Why did you originally decide to try [ProductName]? 3. What did you use prior to [ProductName]? 4. If [ProductName] weren’t available, what would you use instead? 5. How does [ProductName] fit into your workflow?Twitter @SeanEllis Startup-Marketing.com 15
    • 16. Apply Insights: Breakthrough• Best context to reach people?• Greenfield or switchers?• Keep engaging/experimenting Breakthrough ideas after engagingTwitter @SeanEllis Startup-Marketing.com 16
    • 17. Summary • Start with the objectives • Uncover relevant insights • Apply insights to testing Sean Ellis Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 17

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