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[ ]FUNNEL DESIGN
GET INSIDE YOUR BUYER’S HEAD
Studying Funnel Blockage Points
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
The Source of most Problems
Vendor
Centric
NOT MOTIVATED TO DO
THAT THEY ARE
CUSTOMERS WILL DO
SOMETHING
YOU ARE HOPING YOUR
A better way to approach to Funnel Design
Buyer
Centric
Buyer-Centric
FRICTION CONCERNS
Why blockage points occur
MOTIVATIONS
FRICTION CONCERNS
Re-design, or try to use what motivates them
Freemium, Free Trials, Open Source
The Product is
your salesperson
WHAT IS YOUR TIME TO
WOW! ?
Thanks to Gail Goodman of Constant Contact
DEFINING WOW!
Thanks to Gail Goodman of Constant Contact
A moment where your buyer sees
something cool and exciting
• Motivates them to continue exploring
The moment when your buyer
gets excited enough to want to buy
Mini Wow!
Full Wow!
TIME TO WOW!
• How many steps?
• How much time does it take?
• How much FRICTION is involved
REMOVE STEPS
& REMOVE FRICTION
EXAMPLE
Salsify: Product Experience Management for Brands
• Buyer searches for products on Amazon, Google, Walmart, Target, etc.
• Make sure your product shows up at the top of those searches
• Make sure your product detail page converts at the highest rate
Photos
Feature Summary
Recommended Accessories
Rich description
Video
Reviews
Detailed Specifications
Key to Success: Rich Product Content
Salsify – Product Content Supply Chain Automation
Brands
Photos
Videos
Text
Specs
Etc.
Retailer
Portal
Retailer
Portal
Retailer
Portal
Retailer
Portal
Salsify’s Original Trial Experience
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Landing Page
Lots of Fields
Next,
Wait for Email…
Sign In… Now What?
• Lots of work still required
Get Inside your Buyers Head and Analyze for Problems
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Redesign Trial Steps for Problems (Friction, Concerns,
& Motivations)
Sign up
Wait for
email with
Account
Open the
App
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Delay causing
major drop off
First Step in the Redesign
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Sign up
Learn the
UI
New Landing Page: JUST YOUR
EMAIL
Motivation: “If these guys are
using it, it must be pretty good…”
Still leaves a problem:
• Locate & Export Content
• Then import to Salsify to have
something to play with
Then:
Land directly in App
Major Friction + Other people involved = Long Delays
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Sign up
Learn the
UI
Offer a chance to
start with Sample
Data
Sign up
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
They now have the
MOTIVATION to
import their own data
Play with
Sample
Data
Mini Wow!
Learn the
UI
Eliminate the risk that they won’t find the path to Wow!
Learn the
UI
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
• High friction
• Too much risk they
won’t find the path
to Wow!
Sign up
Guided Navigation
Human Help available
0 10 20 30 40 50 60 70 80 90 100
Before After
Trial Request ->
Logged into App
Trial Request ->
Product Page
Trial Request ->
Taking action 3x Overall Improvement
Uplift - % Conversion, Before and After
Next Problem Area…
Sign up
Import
Content
Locate &
Export
Content
Export to
new
Retailer
Sign up
with new
Retailer
Play with
Sample
Data
• High Friction
• Long Delay
Google Shopping
Problem Solved – Export to Google Manufacturer
Center
Sign up
Import
Content
Locate &
Export
Content
Play with
Sample
Data
Export to
Google
Last Remaining Problem Area…
Sign up
Import
Content
Locate &
Export
Content
Play with
Sample
Data
Export to
Google
• Huge Friction & Delay
• Other People involved
Scrape publicly available data from existing retailer’s
pages
Sign up
Play with
Sample
Data
Export to
Google
No import
needed
Scrape
Content
for them
• They have my content in here already
• They’re showing me all the issues
Mini Wow!
Eliminates Need for Sample Data
Sign up
Play with
Sample
Data
Export to
Google
See their
own Data
Scrape
Content
for them
Final Redesigned Process • Fast Time to Wow!
• High conversion rates
Sign up
Export to
Google
See and solve
problems with
their own Data
Scrape
Content
for them
USING CHROME EXTENSIONS
CLEARBIT LEADS + DATA ENRICHMENT
New Leads
Enrich Existing
Leads
CLEARBIT
• Data Quality
• Highly skeptical
• Seen lots of products like this before
• Enrichment data wasn’t good
• Data Coverage
• Skeptical
• What % of our leads would be covered in this database?
Buyer’s Key Concerns
I have to go through IT to
get Salesforce connected
FREE TRIAL BLOCKAGE POINT
Connect to
Salesforce
SOLUTION: CHROME EXTENSION
Browser
connection to
Salesforce
See enriched
data in
Salesforce UI
Judge quality
of data
Report shows
data coverage
%
Chrome
Extension
CHROME EXTENSION
• Easy to install
• Low buyer concern
• Re-write the page’s HTML
CLEARBIT CHROME EXTENSION - ENLARGED
ELIMINATE STEPS THAT
HAVE DEPENDENCIES
ON OTHER PEOPLE
APPLYING THIS APPROACH TO
THE REST OF THE FUNNEL
Initial Guess at Growth Process
Website Free Trial
Map Buyers Process to Your Steps
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website Free Trial
BUYER
VENDOR
ROI &
Justification
GET INSIDE YOUR BUYERS HEAD
How are they
reacting as they
go through our
funnel steps?
What are they
thinking as they
go through their
process?
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website Free Trial
BUYER
VENDOR
ROI &
Justification
Optimize Your Steps to Fit
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website
BUYER
VENDOR
ROI &
Justification
Free Trial
ROI
Calculator
Competitive
Features
Matrix
Optimize Your growth process to Fit
Research
Shortlist
Vendors
Check
Review Sites
Evaluation
Website
BUYER
VENDOR
ROI &
Justification
Free Trial
ROI
Calculator
Competitive
Features
Matrix
Incent
customers to
do reviews
ADDRESS ALL DECISION CRITERIA
Address
Security Concerns
3rd Party
Security Audit &
Whitepaper
BUYER
Is this a safe vendor
to choose?
• Customer Stories
• Safe Channel
Partners
Funnel Optimization Meeting
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
Suspects Suspects
Suspects
Suspects
Suspects
Suspects
Funnel Whack-a-Mole
• Solve for blockage points
• As you fix one, the problem will move elsewhere
SILOED THINKING
MARKETING SALES
CUSTOMER
SUCCESS PRODUCT
THE NEW GROWTH TEAM
MARKETING
SALES
CUSTOMER
SUCCESS
PRODUCT
USE FUNNEL FLOW CHARTS
Website Free Trial
Handle
other
questions
Proposal
High Level Overview
xx xx xxx xx xx xxx
MicroFunnels where needed
Treat your Buyer like a Bank Account
Make a
deposit
before you
try to make a
withdrawal
Selling can be the worst way to sell
Build
Trust
Consult
SellFirst Contact
First Contact
Build
Relationship
Design a funnel that
Delights
Entices and
Motivates
Time to Wow! and Buyer-centric Funnel Design

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Time to Wow! and Buyer-centric Funnel Design

  • 1. [ ]FUNNEL DESIGN GET INSIDE YOUR BUYER’S HEAD
  • 2. Studying Funnel Blockage Points Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects
  • 3. The Source of most Problems Vendor Centric
  • 4. NOT MOTIVATED TO DO THAT THEY ARE CUSTOMERS WILL DO SOMETHING YOU ARE HOPING YOUR
  • 5. A better way to approach to Funnel Design Buyer Centric Buyer-Centric
  • 7. MOTIVATIONS FRICTION CONCERNS Re-design, or try to use what motivates them
  • 8. Freemium, Free Trials, Open Source The Product is your salesperson
  • 9. WHAT IS YOUR TIME TO WOW! ? Thanks to Gail Goodman of Constant Contact
  • 10. DEFINING WOW! Thanks to Gail Goodman of Constant Contact A moment where your buyer sees something cool and exciting • Motivates them to continue exploring The moment when your buyer gets excited enough to want to buy Mini Wow! Full Wow!
  • 11. TIME TO WOW! • How many steps? • How much time does it take? • How much FRICTION is involved
  • 14. Salsify: Product Experience Management for Brands • Buyer searches for products on Amazon, Google, Walmart, Target, etc. • Make sure your product shows up at the top of those searches • Make sure your product detail page converts at the highest rate
  • 15. Photos Feature Summary Recommended Accessories Rich description Video Reviews Detailed Specifications Key to Success: Rich Product Content
  • 16. Salsify – Product Content Supply Chain Automation Brands Photos Videos Text Specs Etc. Retailer Portal Retailer Portal Retailer Portal Retailer Portal
  • 17. Salsify’s Original Trial Experience Sign up Wait for email with Account Open the App Learn the UI Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer
  • 20. Sign In… Now What? • Lots of work still required
  • 21. Get Inside your Buyers Head and Analyze for Problems Sign up Wait for email with Account Open the App Learn the UI Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer
  • 22. Redesign Trial Steps for Problems (Friction, Concerns, & Motivations) Sign up Wait for email with Account Open the App Learn the UI Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer Delay causing major drop off
  • 23. First Step in the Redesign Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer Sign up Learn the UI
  • 24. New Landing Page: JUST YOUR EMAIL
  • 25. Motivation: “If these guys are using it, it must be pretty good…”
  • 26. Still leaves a problem: • Locate & Export Content • Then import to Salsify to have something to play with Then: Land directly in App
  • 27. Major Friction + Other people involved = Long Delays Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer Sign up Learn the UI
  • 28. Offer a chance to start with Sample Data Sign up Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer They now have the MOTIVATION to import their own data Play with Sample Data Mini Wow! Learn the UI
  • 29.
  • 30. Eliminate the risk that they won’t find the path to Wow! Learn the UI Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer • High friction • Too much risk they won’t find the path to Wow! Sign up
  • 32. 0 10 20 30 40 50 60 70 80 90 100 Before After Trial Request -> Logged into App Trial Request -> Product Page Trial Request -> Taking action 3x Overall Improvement Uplift - % Conversion, Before and After
  • 33. Next Problem Area… Sign up Import Content Locate & Export Content Export to new Retailer Sign up with new Retailer Play with Sample Data • High Friction • Long Delay
  • 34.
  • 36.
  • 37. Problem Solved – Export to Google Manufacturer Center Sign up Import Content Locate & Export Content Play with Sample Data Export to Google
  • 38. Last Remaining Problem Area… Sign up Import Content Locate & Export Content Play with Sample Data Export to Google • Huge Friction & Delay • Other People involved
  • 39. Scrape publicly available data from existing retailer’s pages Sign up Play with Sample Data Export to Google No import needed Scrape Content for them • They have my content in here already • They’re showing me all the issues Mini Wow!
  • 40. Eliminates Need for Sample Data Sign up Play with Sample Data Export to Google See their own Data Scrape Content for them
  • 41. Final Redesigned Process • Fast Time to Wow! • High conversion rates Sign up Export to Google See and solve problems with their own Data Scrape Content for them
  • 43. CLEARBIT LEADS + DATA ENRICHMENT New Leads Enrich Existing Leads
  • 44. CLEARBIT • Data Quality • Highly skeptical • Seen lots of products like this before • Enrichment data wasn’t good • Data Coverage • Skeptical • What % of our leads would be covered in this database? Buyer’s Key Concerns
  • 45. I have to go through IT to get Salesforce connected FREE TRIAL BLOCKAGE POINT Connect to Salesforce
  • 46. SOLUTION: CHROME EXTENSION Browser connection to Salesforce See enriched data in Salesforce UI Judge quality of data Report shows data coverage % Chrome Extension
  • 47. CHROME EXTENSION • Easy to install • Low buyer concern • Re-write the page’s HTML
  • 49. ELIMINATE STEPS THAT HAVE DEPENDENCIES ON OTHER PEOPLE
  • 50. APPLYING THIS APPROACH TO THE REST OF THE FUNNEL
  • 51. Initial Guess at Growth Process Website Free Trial
  • 52. Map Buyers Process to Your Steps Research Shortlist Vendors Check Review Sites Evaluation Website Free Trial BUYER VENDOR ROI & Justification
  • 53. GET INSIDE YOUR BUYERS HEAD How are they reacting as they go through our funnel steps? What are they thinking as they go through their process? Research Shortlist Vendors Check Review Sites Evaluation Website Free Trial BUYER VENDOR ROI & Justification
  • 54. Optimize Your Steps to Fit Research Shortlist Vendors Check Review Sites Evaluation Website BUYER VENDOR ROI & Justification Free Trial ROI Calculator Competitive Features Matrix
  • 55. Optimize Your growth process to Fit Research Shortlist Vendors Check Review Sites Evaluation Website BUYER VENDOR ROI & Justification Free Trial ROI Calculator Competitive Features Matrix Incent customers to do reviews
  • 56. ADDRESS ALL DECISION CRITERIA Address Security Concerns 3rd Party Security Audit & Whitepaper BUYER Is this a safe vendor to choose? • Customer Stories • Safe Channel Partners
  • 57. Funnel Optimization Meeting Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects Suspects
  • 58. Funnel Whack-a-Mole • Solve for blockage points • As you fix one, the problem will move elsewhere
  • 60. THE NEW GROWTH TEAM MARKETING SALES CUSTOMER SUCCESS PRODUCT
  • 61. USE FUNNEL FLOW CHARTS Website Free Trial Handle other questions Proposal High Level Overview xx xx xxx xx xx xxx MicroFunnels where needed
  • 62.
  • 63.
  • 64. Treat your Buyer like a Bank Account Make a deposit before you try to make a withdrawal
  • 65. Selling can be the worst way to sell Build Trust Consult SellFirst Contact First Contact Build Relationship
  • 66. Design a funnel that Delights Entices and Motivates