Disruptive Product Positioning with A/B Testing

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Claire Hunsaker, VP of Marketing, Stormpath

Building a new market with an innovative and deeply technical product: it's a tall order for a small company. With few resources, extremely limited time, and well-funded incumbent competition - how do you describe a new product few people have heard of, much less thought of?

Stormpath has used Optimizely (along with other analytics tools) to carve out a new market in a deeply technical - and skeptical - audience. More importantly, the small team has been able to nimbly test into great positioning that larger competitors can't touch, without spending money on expensive agencies, or burdening the team. Through a series of A/B tests, they discovered:

- How users identified our product as a great solution.
- How to set themselves apart from the confusingly-adjacent competition.
- How to describe functionality in terms customers understand.

In this presentation, Claire Hunsaker, VP of Marketing at Stormpath, covers actionable lessons from positioning tests, tips on how to structure A/B tests for new product positioning, and how to interpret results.

Published in: Marketing, Technology, Business
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Disruptive Product Positioning with A/B Testing

  1. 1. Disrup've  Product  Posi'oning   With  A/B  Tes'ng   Claire  Hunsaker   Head  of  Marke'ng,   Stormpath   @chunsaker    
  2. 2. Claire  Hunsaker     •  VP  Marke'ng  At  Stormpath   •  7  Years  in  [Customer/Product  Role]  at  [Startup]   •  Former  Consultant   •  @chunsaker  
  3. 3. •  User  Management  API  for  Developers   –  User  Registra'on,  Profiles  and  Data   –  Authen'ca'on  (Login)   –  Authoriza'on  (What  they  can  do)   –  Facebook/Google  Login   –  LDAP  /  Ac've  Directory  Plugin   •  3  Years  Old.  VC-­‐Funded.   •  @goStormpath    
  4. 4. Startup  Posi2oning   Product         Market         FIT!  
  5. 5. …  Not  Easy  
  6. 6. Iterate  to  Success  
  7. 7. Pre-­‐Launch  
  8. 8. Hypothesis:  Security  +  Iden2ty   Iden'ty         SoXware   Devs               Security  
  9. 9. The  Problem   Iden'ty         SoXware   Devs               Security  
  10. 10. The  Problem(s)   Iden'ty         SoXware   Devs               Security  
  11. 11. The  Problem(s)   Iden'ty         SoXware   Devs               Security  
  12. 12. Private  Beta  
  13. 13. Public  Beta  &   General  Availability  
  14. 14. Unleash  the  Kraken!  
  15. 15. First  Baseline  Format  
  16. 16. But  What  IS  It?   User   Management       SoXware   Devs               API   ???  
  17. 17. Stormpath…   …is  a  lot  more  than  an  API  
  18. 18. Itera2on  1:  What  *IS*  Stormpath?  
  19. 19. Can  We  Use  New  Words?  
  20. 20. …  And  Do  We  Need  to  Be  Obvious?  
  21. 21. Simple  is  Best...  
  22. 22. Itera2on  2:  Get  Literal  
  23. 23. Itera2on  2:  …And  Check  Assump2ons  
  24. 24. Literal  Works!  
  25. 25. Iden2ty  Does  Too…  
  26. 26. Iden2ty  Does  Too…  
  27. 27. Itera2on  3:  Do  People  “Get”  APIs?  
  28. 28. Itera2on  3:  …Does  “API”  Ma[er?  
  29. 29. Yes!  “API”  Required  
  30. 30. It  Ain’t  What  You  Do…   …  It’s  the  Way  That  You  Do  It   What  We  Learned  
  31. 31. Start  Simple     (And  Cheap)  
  32. 32. Test  *ALL*  Your  Assump2ons  
  33. 33. A  Tie  is  a  GREAT  Outcome  
  34. 34. Tag  Your  Whole  Funnel  =  Goals  
  35. 35. Thanks!   @chunsaker  
  36. 36. Disrup've  Product  Posi'oning   With  A/B  Tes'ng   Claire  Hunsaker   Head  of  Marke'ng,   Stormpath   @chunsaker    

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