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[GrowthHacker Conference '16] Elena Verna VP Growth at SurveyMonkey: Product Experience Usability to Improve Growth

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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

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[GrowthHacker Conference '16] Elena Verna VP Growth at SurveyMonkey: Product Experience Usability to Improve Growth

  1. 1. Product Experience Usability to Improve Growth Elena Verna VP, Growth and Analytics SurveyMonkey
  2. 2. Define what GROWTH means for YOU
  3. 3. Acquisition RetentionEngagement Monetization Companies try to grow/optimize
  4. 4. Let’s dig into Monetization Everyone wants more paying customers
  5. 5. Before even touching Product, Understand what Monetization means for your company
  6. 6. What are your monetization KPI’s?
  7. 7. No, Revenue doesn’t count
  8. 8. KPI = Key Performance Indicator but what it really means Key Data Points That Predict The Future
  9. 9. Let’s pick on SM (freemium business model)
  10. 10. Questions you should ask about your conversion funnel
  11. 11. Conversion based on entry point ● Do all pricing entry points convert equally? ● If not (and they will not), why not?
  12. 12. Types of users that enter pricing ● 1st entry vs. nth entry?
  13. 13. Types of users that enter pricing ● 1st entry vs. nth entry? 0 Number of times user enters pricing -> n Order Rate
  14. 14. User State ● Time since account creation? ○ Churned previously? ● Currently Paid?
  15. 15. Types of users that enter pricing ● Time since account creation 0 Time since account creation -> t Order Rate
  16. 16. Conversion based on user category/locale ● What use cases are price insensitive ● What countries perform better
  17. 17. And Other... ● High intent vs. low intent acquisition channels? ● Mobile vs. Desktop visitors
  18. 18. Now you know WHO, Time To Optimize
  19. 19. Time To AB Test
  20. 20. Users don’t like pricing pages that change on them...
  21. 21. Anytime we AB test we break up pricing page visits by user type: ● Churned Users ● Existing Free Users ● Brand New Users ● Currently Paid Users
  22. 22. Optimizing for Use Case
  23. 23. Customer Satisfaction Use Case ● Logo ● Themes ● URL customization ● Survey re-direct So focus on relevant features on pricing!
  24. 24. 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
  25. 25. What didn’t work ● Skipping pricing for previously paid users ● Auto-suggesting package
  26. 26. Like The Slides? Registered GrowthHackers Members Get Exclusive Access To Conference Videos

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