June 3-5, 2014 | Berlin, Germany
Dave Meyer, Ecosystem PMM, Atlassian
Know Your Funnel
• Find customers
• Win them over
• Keep them forever
We should all be like Bonobos.
”
“Know thy customers.
assumptions = hypotheses
Take a second look at your funnel.
Discovery
Conversion
Retention
Discovery
DISCOVERY
Where do my
visitors come
from?
What do they
see on my
page?
Where do
they go next?
DISCOVERY
DISCOVERY
DISCOVERY
48%
DISCOVERY
DISCOVERY
DISCOVERY
7%
10%
ADVANCED TOPICSDISCOVERY
Advanced topics
Focus on keywords
Tagline and highlights should be clear
Screenshots and video yo...
• How are visitors
reaching my site?
• Which makes them
convert?
• Are they ready to take
the next step?
Know the top of y...
Conversion
(winning)
In an ideal world, you would contact
every evaluator directly.
TRIALS
Three questions to ask every customer
TRIALS
What are you trying to accomplish?
How did you find out about my product?
How ...
TRIALS
Learn + Scale
TRIALS
Emails to evaluators
FAQs and documentation
Getting started content in your product
TRIALS
Installed and ready to go?
TRIALS
Getting started content in your product
50%
TRIALS
TRIALS
Atlassian is big and has a lot of
developers and designers to run tests so
they can optimize these experiences. I
don’t ha...
TRIALS
Atlassian tests.
TRIALS
Retention
Benchmarks
0%
20%
40%
60%
80%
2012 Q4 2013 Q2 2013 Q4 2014 Q1
RETENTION
Great support
Atlassian Verified: 12% more likely to renew
RETENTION
Stay up to date
RETENTION
Stay up to date
new feature!
RETENTION
Stay up to date
RETENTION
Engage
Do I feel comfortable with 500 or 5000 users depending on my add-on?
RETENTION
With (other) Experts
Is an Expert willing t...
RETENTION
Learn
Vielen Dank!
AtlasCamp 2014: Know Your Funnel
AtlasCamp 2014: Know Your Funnel
AtlasCamp 2014: Know Your Funnel
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AtlasCamp 2014: Know Your Funnel

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To make informed decisions about your business, you need a clear understanding of your end-to-end customer experience. How do they find out about your product? How can you make sure to keep your customers year after year? And what about every step in between? In this session we will walk through each step of the customer funnel, examine the available data, and identify the best opportunities for improvement.

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AtlasCamp 2014: Know Your Funnel

  1. 1. June 3-5, 2014 | Berlin, Germany
  2. 2. Dave Meyer, Ecosystem PMM, Atlassian Know Your Funnel
  3. 3. • Find customers • Win them over • Keep them forever
  4. 4. We should all be like Bonobos.
  5. 5. ” “Know thy customers.
  6. 6. assumptions = hypotheses
  7. 7. Take a second look at your funnel. Discovery Conversion Retention
  8. 8. Discovery
  9. 9. DISCOVERY Where do my visitors come from? What do they see on my page? Where do they go next?
  10. 10. DISCOVERY
  11. 11. DISCOVERY
  12. 12. DISCOVERY
  13. 13. 48%
  14. 14. DISCOVERY
  15. 15. DISCOVERY
  16. 16. DISCOVERY 7% 10%
  17. 17. ADVANCED TOPICSDISCOVERY Advanced topics Focus on keywords Tagline and highlights should be clear Screenshots and video you can be proud of
  18. 18. • How are visitors reaching my site? • Which makes them convert? • Are they ready to take the next step? Know the top of your funnel
  19. 19. Conversion (winning)
  20. 20. In an ideal world, you would contact every evaluator directly. TRIALS
  21. 21. Three questions to ask every customer TRIALS What are you trying to accomplish? How did you find out about my product? How does my product help you? How does it get in the way?
  22. 22. TRIALS
  23. 23. Learn + Scale TRIALS Emails to evaluators FAQs and documentation Getting started content in your product
  24. 24. TRIALS Installed and ready to go?
  25. 25. TRIALS Getting started content in your product 50%
  26. 26. TRIALS
  27. 27. TRIALS
  28. 28. Atlassian is big and has a lot of developers and designers to run tests so they can optimize these experiences. I don’t have that kind of time! TRIALS Atlassian tests .
  29. 29. TRIALS Atlassian tests.
  30. 30. TRIALS
  31. 31. Retention
  32. 32. Benchmarks 0% 20% 40% 60% 80% 2012 Q4 2013 Q2 2013 Q4 2014 Q1
  33. 33. RETENTION Great support Atlassian Verified: 12% more likely to renew
  34. 34. RETENTION Stay up to date
  35. 35. RETENTION Stay up to date new feature!
  36. 36. RETENTION Stay up to date
  37. 37. RETENTION Engage
  38. 38. Do I feel comfortable with 500 or 5000 users depending on my add-on? RETENTION With (other) Experts Is an Expert willing to take on the risk to sell my add-on? Do Experts have the materials necessary to sell it? Do Experts have the materials necessary to renew it?
  39. 39. RETENTION Learn
  40. 40. Vielen Dank!

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