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[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want
1. Feedback for Growth
Your Customers Hold the Keys to
Unlocking Growth
@seanellis
Sean Ellis
July 29th 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis
8. Early Feedback Drives PM Fit
⢠Validate problem is worth solving
⢠Understand current solution
⢠Partner on building solution
⢠Talk to prospective customers every day
@seanellis
9. Validating P/M Fit Growth Threshold
How would you feel if you could no longer use
this product?
a) Very disappointed (40%+)
b) Somewhat disappointed
c) Not disappointed
d) N/A â I no longer use your product
@seanellis
10. Iterate on âMust Haveâ feedback
⢠How are they using the product?
⢠What is the key benefit?
⢠Why did they seek your solution?
⢠What alternatives did they consider?
@seanellis
11. Case Study: Weak to Strong PMF in 2 Weeks
⢠Surveyed 100s of early users: 7% âvery
disappointedâ withoutâŚ
⢠Updated messaging and onboarding to highlight
âmust haveâ benefit and use case.
⢠Two weeks later 40% would be âvery
disappointedâ without.
@seanellis
15. Feedback for Describing/Positioning
⢠When recommending, how would you describe it?
⢠What is the primary benefit that you receive?
⢠Why is that benefit important to you?
⢠Focus on answers from âmust haveâ users
@seanellis
16. Feedback About Initial Intent
⢠Most powerful force available to marketers
⢠Feedback: Ask visitors what they want
@seanellis
17. Feedback About Initial Intent
⢠Most powerful force available to marketers
⢠Feedback: Ask visitors what they want
@seanellis
18. Understand Friction
⢠User testing â talk out loud task attempt
⢠Survey on success page: What almost stopped you⌠?
⢠Exit intent surveys at key drop off points
@seanellis
19. Understand Friction
⢠User testing â talk out loud task attempt
⢠Survey on success page: What almost stopped you⌠?
⢠Exit intent surveys at key drop off points
@seanellis
20. Tune Value Delivery Machine
⢠Address intent first
⢠Clear description
⢠Strong authentic promise
(connects to intent)
⢠Address fears and UX issues
@seanellis
Effective Onboarding (Iterate)
21. Case Study: Value Delivery Machine
⢠SEM stalled at $10K/month
⢠Realized weak value delivery engine
⢠Obsessively iterated onboarding for value delivery
⢠Same SEM words scaled to $1M/month - 3 month ROI
@seanellis
22. Feedback to Scale Growth
@seanellis
Scale
Growth
Growth
Transition
Product/Market Fit
24. Feedback for Prospect Outreach
⢠How did you discover _____ ? (double down)
⢠How do you generally discover (insert category)?
Any active seekers? (search)
Example: Twitter for growth marketing news
⢠Why is the key benefit important to you?
Context for when problem is worst (most receptive)
@seanellis
25. Word of Mouth Should Dominate
⢠Every PM fit improvement accelerates word of mouth
@seanellis
The key learning from our book: âStartup Growth Enginesâ
Really easy to chase problems⌠Really want to understand the people who love you. Reverse engineer these people to truly understand everything about themâŚ