[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want

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This document discusses how customer feedback is essential for business growth at different stages. It argues that achieving product-market fit through early customer validation is the most important factor for sustainable growth. The document provides advice on gathering feedback to validate problems, understand user needs, iterate the product, and improve messaging and onboarding. It also discusses how feedback can help transition businesses to a growth phase by refining how they deliver value to customers and address friction points. Feedback is also important for scaling growth through optimizing user acquisition, onboarding, and word-of-mouth promotion.

Internet

Feedback for Growth
Your Customers Hold the Keys to
Unlocking Growth
@seanellis
Sean Ellis
July 29th 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis

Beware: “I’d Love You If You Were Only….”
@seanellis

Right Feedback is Stage Dependent
@seanellis
Scale
Growth
Growth
Transition
Product/Market Fit

Product/Market Fit Feedback
@seanellis
Scale
Growth
Growth
Transition
Product/Market Fit

What is Product/Market Fit?
@seanellis
Large group wants/needs your product – “must have”

@seanellis
Product/Market Fit is Single Most Important
Factor for Sustainable Growth
@seanellis

Early Feedback Drives PM Fit
• Validate problem is worth solving
• Understand current solution
• Partner on building solution
• Talk to prospective customers every day
@seanellis

Validating P/M Fit Growth Threshold
How would you feel if you could no longer use
this product?
a) Very disappointed (40%+)
b) Somewhat disappointed
c) Not disappointed
d) N/A – I no longer use your product
@seanellis

Iterate on “Must Have” feedback
• How are they using the product?
• What is the key benefit?
• Why did they seek your solution?
• What alternatives did they consider?
@seanellis

Case Study: Weak to Strong PMF in 2 Weeks
• Surveyed 100s of early users: 7% “very
disappointed” without…
• Updated messaging and onboarding to highlight
“must have” benefit and use case.
• Two weeks later 40% would be “very
disappointed” without.
@seanellis

Feedback to Transition to Growth
@seanellis
Scale
Growth
Growth
Transition
Product/Market Fit

@seanellis
Create Value Delivery Machine
@seanellis

Feedback for Describing/Positioning
• When recommending, how would you describe it?
• What is the primary benefit that you receive?
• Why is that benefit important to you?
• Focus on answers from “must have” users
@seanellis

Feedback About Initial Intent
• Most powerful force available to marketers
• Feedback: Ask visitors what they want
@seanellis

Understand Friction
• User testing – talk out loud task attempt
• Survey on success page: What almost stopped you… ?
• Exit intent surveys at key drop off points
@seanellis

Tune Value Delivery Machine
• Address intent first
• Clear description
• Strong authentic promise
(connects to intent)
• Address fears and UX issues
@seanellis
Effective Onboarding (Iterate)

Case Study: Value Delivery Machine
• SEM stalled at $10K/month
• Realized weak value delivery engine
• Obsessively iterated onboarding for value delivery
• Same SEM words scaled to $1M/month - 3 month ROI
@seanellis

Feedback to Scale Growth
@seanellis
Scale
Growth
Growth
Transition
Product/Market Fit

@seanellis
Acquire the Right People,
In the Right Way
@seanellis

Feedback for Prospect Outreach
• How did you discover _____ ? (double down)
• How do you generally discover (insert category)?
Any active seekers? (search)
Example: Twitter for growth marketing news
• Why is the key benefit important to you?
Context for when problem is worst (most receptive)
@seanellis

Word of Mouth Should Dominate
• Every PM fit improvement accelerates word of mouth
@seanellis
The key learning from our book: “Startup Growth Engines”

Questions?
@seanellis
Thank You.
Sean Ellis
CEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis

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Sean Ellis discusses growth hacking and how startups can take their business to the next level. He explains that growth hacking is not magic, but rather a rigorous process of experimentation involving generating ideas, prioritizing tests, running experiments, analyzing results, and optimizing what works best. Ellis provides examples of how companies like Dropbox, LinkedIn, and Airbnb grew through innovative experiments and by reverse engineering the growth strategies of successful startups. He emphasizes that growth requires testing many ideas, focusing on increasing user gratification, and relentlessly executing the growth hacking process.

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2. Lookin’ for Love… @seanellis

3. Beware: “I’d Love You If You Were Only….” @seanellis

4. Right Feedback is Stage Dependent @seanellis Scale Growth Growth Transition Product/Market Fit

5. Product/Market Fit Feedback @seanellis Scale Growth Growth Transition Product/Market Fit

6. What is Product/Market Fit? @seanellis Large group wants/needs your product – “must have”

7. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis

8. Early Feedback Drives PM Fit • Validate problem is worth solving • Understand current solution • Partner on building solution • Talk to prospective customers every day @seanellis

9. Validating P/M Fit Growth Threshold How would you feel if you could no longer use this product? a) Very disappointed (40%+) b) Somewhat disappointed c) Not disappointed d) N/A – I no longer use your product @seanellis

10. Iterate on “Must Have” feedback • How are they using the product? • What is the key benefit? • Why did they seek your solution? • What alternatives did they consider? @seanellis

11. Case Study: Weak to Strong PMF in 2 Weeks • Surveyed 100s of early users: 7% “very disappointed” without… • Updated messaging and onboarding to highlight “must have” benefit and use case. • Two weeks later 40% would be “very disappointed” without. @seanellis

12. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis

13. Feedback to Transition to Growth @seanellis Scale Growth Growth Transition Product/Market Fit

14. @seanellis Create Value Delivery Machine @seanellis

15. Feedback for Describing/Positioning • When recommending, how would you describe it? • What is the primary benefit that you receive? • Why is that benefit important to you? • Focus on answers from “must have” users @seanellis

16. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis

17. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis

18. Understand Friction • User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points @seanellis

19. Understand Friction • User testing – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points @seanellis

20. Tune Value Delivery Machine • Address intent first • Clear description • Strong authentic promise (connects to intent) • Address fears and UX issues @seanellis Effective Onboarding (Iterate)

21. Case Study: Value Delivery Machine • SEM stalled at $10K/month • Realized weak value delivery engine • Obsessively iterated onboarding for value delivery • Same SEM words scaled to $1M/month - 3 month ROI @seanellis

22. Feedback to Scale Growth @seanellis Scale Growth Growth Transition Product/Market Fit

23. @seanellis Acquire the Right People, In the Right Way @seanellis

24. Feedback for Prospect Outreach • How did you discover _____ ? (double down) • How do you generally discover (insert category)? Any active seekers? (search) Example: Twitter for growth marketing news • Why is the key benefit important to you? Context for when problem is worst (most receptive) @seanellis

25. Word of Mouth Should Dominate • Every PM fit improvement accelerates word of mouth @seanellis The key learning from our book: “Startup Growth Engines”

26. Questions? @seanellis Thank You. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis

Editor's Notes

Really easy to chase problems… Really want to understand the people who love you. Reverse engineer these people to truly understand everything about them…

[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want

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[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want

Editor's Notes