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Product Marketing Summit-How to Improve your Conversion Funnel

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Yohanes Frezgi
Yohanes Frezgi

How to drive improvements in your conversion funnel by optimizing your organic and paid media traffic for your product and marketing team.

Data & Analytics
1 of 15
How to improve your conversion funnel without changing your product (And why every Product Manger should care about Marketing)
2 Hello! I am Yohanes Frezgi Medium: https://medium.com/@yofrez Twitter:@yofrez
Why should PM care about Marketing? ● Great product shouldn’t need help ● Product Market Fit ● Word of Mouth ● Virality 3
What is going on here ? ● Weekend ? ● Great Venue ? ● Great Event ? ● PR ? 4
What are analytics told us ● Age: Between 17-22 ● Location: West Village ● Email domain: .edu 5 NYU Students
But are marketing focus didn’t reflect our best users Google Keywords ● New York Events ● Things to do in New York Facebook Ad Campaign ● Lives in Manhattan ● Age:18-35 6
How we pivoted are marketing outreach Sponsored FB Post and Self generated content We sponsored post on popular college FB pages and eventually created our on network of social pages which generated millions of followers over time. Influencers Identified the most popular students on campuses and got them to share events with their network ….this was 2014 Referral Program Standard user get users program targeted to college students. 7
How did we do this ? 8 Traffic Attribution Analytics Aggregator Product Traffic Attribution Analytics Aggregator
Defining your Marketing Approach 9 Traffic App Spray and Pray Outreach based on CTR rate cost and keywords.Hard to quanitify the impact of performance marketing. Traffic Channel Optimization Marketing is optimized by channel with lower converting channel being discontinued. Attribution Analytics App Traffic Experience Optimization Optimize Channel, Creative, and Product making a end to end user centric solution. Attribution Analytics App Aggregator Channel Channel Creative Experience
Onboarding 10 Dynamic Onboarding VS. Generic Sign Up
Re-engagement 11 Personalized Web Push Campaign VS. We Miss You Email
Paid Media 12 Dynamic Content Optimization VS. Generic Banner Ad
Want big impact? Use big image. 13 Why Should Product Managers Care About Marketing
Marketing + Product 14 = Better Customer Experiences (And much higher conversion rates)
Thanks! Any questions? You can find me at: ● @yofrez ● https://medium.com/@yofrez 15

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Product Marketing Summit-How to Improve your Conversion Funnel

  • 1. How to improve your conversion funnel without changing your product (And why every Product Manger should care about Marketing)
  • 2. 2 Hello! I am Yohanes Frezgi Medium: https://medium.com/@yofrez Twitter:@yofrez
  • 3. Why should PM care about Marketing? ● Great product shouldn’t need help ● Product Market Fit ● Word of Mouth ● Virality 3
  • 4. What is going on here ? ● Weekend ? ● Great Venue ? ● Great Event ? ● PR ? 4
  • 5. What are analytics told us ● Age: Between 17-22 ● Location: West Village ● Email domain: .edu 5 NYU Students
  • 6. But are marketing focus didn’t reflect our best users Google Keywords ● New York Events ● Things to do in New York Facebook Ad Campaign ● Lives in Manhattan ● Age:18-35 6
  • 7. How we pivoted are marketing outreach Sponsored FB Post and Self generated content We sponsored post on popular college FB pages and eventually created our on network of social pages which generated millions of followers over time. Influencers Identified the most popular students on campuses and got them to share events with their network ….this was 2014 Referral Program Standard user get users program targeted to college students. 7
  • 8. How did we do this ? 8 Traffic Attribution Analytics Aggregator Product Traffic Attribution Analytics Aggregator
  • 9. Defining your Marketing Approach 9 Traffic App Spray and Pray Outreach based on CTR rate cost and keywords.Hard to quanitify the impact of performance marketing. Traffic Channel Optimization Marketing is optimized by channel with lower converting channel being discontinued. Attribution Analytics App Traffic Experience Optimization Optimize Channel, Creative, and Product making a end to end user centric solution. Attribution Analytics App Aggregator Channel Channel Creative Experience
  • 12. Paid Media 12 Dynamic Content Optimization VS. Generic Banner Ad
  • 13. Want big impact? Use big image. 13 Why Should Product Managers Care About Marketing
  • 15. Thanks! Any questions? You can find me at: ● @yofrez ● https://medium.com/@yofrez 15