In this presentation, Elena Verna VP Growth at SurveyMonkey, talks about Product Experience Usability to Improve Growth Watch the full video at: www.Growthhackers.com

2. Product Experience
Usability to Improve
Growth
Elena Verna
VP, Growth and Analytics
SurveyMonkey

3. Define what
GROWTH
means for
YOU

4. Acquisition RetentionEngagement
Monetization
Companies try to grow/optimize

5. Let’s dig into Monetization
Everyone wants more paying
customers

6. Before even touching Product,
Understand what
Monetization
means for your
company

7. What are your
monetization KPI’s?

8. No,
Revenue
doesn’t count

9. KPI = Key Performance Indicator
but what it really means
Key Data Points That Predict The
Future

10. Let’s pick on SM
(freemium business model)

12. Questions you
should ask about
your conversion
funnel

13. Conversion based on entry point
● Do all pricing entry points convert
equally?
● If not (and they will not), why not?

15. Types of users that enter pricing
● 1st entry vs. nth entry?

16. Types of users that enter pricing
● 1st entry vs. nth entry?
0 Number of times user enters pricing -> n
Order
Rate

17. User State
● Time since account creation?
○ Churned previously?
● Currently Paid?

18. Types of users that enter pricing
● Time since account creation
0 Time since account creation -> t
Order
Rate

19. Conversion based on user
category/locale
● What use cases are price
insensitive
● What countries perform better

21. And Other...
● High intent vs. low intent
acquisition channels?
● Mobile vs. Desktop visitors

22. Now you know WHO,
Time To Optimize

23. Time To AB Test

24. Users don’t like
pricing pages that
change on them...

25. Anytime we AB test we break up
pricing page visits by user type:
● Churned Users
● Existing Free Users
● Brand New Users
● Currently Paid Users

26. Optimizing for Use Case

28. Customer Satisfaction Use Case
● Logo
● Themes
● URL customization
● Survey re-direct
So focus on relevant features on
pricing!

29. Some wins that we’ve had to get
better mix shift
● Price display
$300 per year vs. $25/month, billed $300 annually
● Showcasing package we want
customer to choose
● Position your popular package in
the middle of the pricing page
Not as most expensive option

30. What didn’t work
● Skipping pricing for previously
paid users
● Auto-suggesting package

31. Like The Slides?
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