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

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Sean Ellis, Founder & CEO, Qualaroo

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  • 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

    1. 1. Feedback for Growth Your Customers Hold the Keys to Unlocking Growth @seanellis Sean Ellis July 29th 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
    2. 2. Lookin’ for Love… @seanellis
    3. 3. Beware: “I’d Love You If You Were Only….” @seanellis
    4. 4. Right Feedback is Stage Dependent @seanellis Scale Growth Growth Transition Product/Market Fit
    5. 5. Product/Market Fit Feedback @seanellis Scale Growth Growth Transition Product/Market Fit
    6. 6. What is Product/Market Fit? @seanellis Large group wants/needs your product – “must have”
    7. 7. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
    8. 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. 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. 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. 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. 12. @seanellis Product/Market Fit is Single Most Important Factor for Sustainable Growth @seanellis
    13. 13. Feedback to Transition to Growth @seanellis Scale Growth Growth Transition Product/Market Fit
    14. 14. @seanellis Create Value Delivery Machine @seanellis
    15. 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. 16. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
    17. 17. Feedback About Initial Intent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
    18. 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. 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. 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. 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. 22. Feedback to Scale Growth @seanellis Scale Growth Growth Transition Product/Market Fit
    23. 23. @seanellis Acquire the Right People, In the Right Way @seanellis
    24. 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. 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. 26. Questions? @seanellis Thank You. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis

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