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Better Insights for Faster Growth by Sean Ellis


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Sean Ellis was the first marketer at several notable startups, including Dropbox, LogMeIn, Lookout, Xobni and Uproar. At LogMeIn and Uproar he led marketing through the NASDAQ IPO filings. Sean is now founder and CEO of Qualaroo, a startup launched in 2011 and backed by several leading VCs.

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Better Insights for Faster Growth by Sean Ellis

  1. 1. Better Insights for Faster Growth Sean Ellis August 22nd, 2012 Blog: Twitter: @SeanEllisTwitter @SeanEllis 1
  2. 2. Startup Growth Pyramid Scale Growth Objectives Growth Preparation Product/Market FitTwitter @SeanEllis 2
  3. 3. Use Insights to Achieve Objectives Objective 1. Have a clear objective 2. Best insights to achieve it 3. Apply insights toexperiments Experiment InsightsTwitter @SeanEllis 3
  4. 4. Objective: Product/Market Fit Scale Growth Growth Preparation Objective Product/Market FitTwitter @SeanEllis 4
  5. 5. 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 5
  6. 6. Apply P/M Fit InsightsIf weak problem validation: rethink businessApply must-have results (“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 6
  7. 7. Objective: Growth Preparation Scale Growth Objective Growth Preparaton Product/Market FitTwitter @SeanEllis 7
  8. 8. Growth Prep Sub-Objectives • Develop effective promise & hook • Indentify conversion issues • Identify key “aha” momentsTwitter @SeanEllis 8
  9. 9. 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 9
  10. 10. 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 10
  11. 11. 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 11
  12. 12. 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 12
  13. 13. Objective: Scaling Growth Objective Scale Growth Growth Preparation Product/Market FitTwitter @SeanEllis 13
  14. 14. 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 14
  15. 15. Apply Insights: Breakthrough• Best context to reach people?• Greenfield or switchers?• Keep engaging/experimenting Breakthrough ideas after engagingTwitter @SeanEllis 15
  16. 16. Summary • Start with the objectives • Uncover relevant insights • Apply insights to testing Sean Ellis Blog: Twitter: @SeanEllisTwitter @SeanEllis 16