• 4. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
• 5. “You will get all you want in life if you help enough other people get what they want.”
• 6. You’ll learn how to...
• 7. Start with an audience
• 8. WHO ARE YOURCustomers?
• 9. START WITH A SPECIFICAudience @
• 10. WHERE DO THEYHang out?
• 11. Where do they hang out?
• 14. HOW SHOULD YOUEngage?
• 15. People who are responsible for improving web user experiences have a problem communicating what needs to be improved. Problem Hypothesis
• 16. Who are your customers? PEOPLE WHO DESIGN Websites
• 17. Where do they hang out?
• 18. How should you engage? HELP THEM BE MORE Awesome
• 19. Build an audience early ORIGINAL CRAZYEGG TEASER FROM 2005
• 20. Build an audience early 23,000 PRE-LAUNCH EMAILS 200,000 CUSTOMERS 7 FIGURES REVENUE
• 21. Crazy Egg 100% BOOTSTRAPPED 4 FULL-TIME EMPLOYEES Crazy Egg is PROFITABLE
• 22. What is User Experience?
• 23. Who are your customers?
• 24. Where do they hang out?
• 25. How should you engage?
• 26. Build an audience early
• 27. How to reach your customers...
• 28. BUILD YOUR OWNChannel
• 29. Publish awesome content Content is king.
• 30. Start a blog SELF-HOSTED
• 31. Start a blog DRIP EMAIL MARKETING
• 33. Design for conversions
• 36. Create content that teaches
• 37. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS
• 38. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS
• 39. “Employ two people for the same job, keep one.” Nick Warren
• 40. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED
• 41. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?
• 42. Be consistently awesome
• 44. Start a blog $7.35 COST PER SIGN UP
• 45. YOUR CHANNEL HELPS YOU Grow
• 46. YOUR CHANNEL HELPS YOU Learn
• 47. !“The only way to win is to learn faster than anyone else.” Eric Ries
• 48. MARRY THE PROBLEM NOT THE Solution =
• 49. “Just because you can doesnt mean you should.” Jason Jacobs
• 50. Not the solution 3 YEARS $1,000,000 BURNED INFINITE LOSS
• 51. !“Dont try to do marketing if you have something that people dont want.” Noah Kagan
• 52. FIND THE COREProblem -
• 53. “Better mouse traps are easier to sell.” Seth Lieberman
• 54. ALWAYS BEGIN WITH AHypothesis ?
• 55. Start with a hypothesis
• 56. Customer Development !
• 57. !Our hypothesis is that product manager type people have a problem doing effective customer research. Problem Hypothesis
• 58. LEARN HOW TO ASK THE RIGHT Questions ?
• 59. “You need to hear the feedback... the good and the bad.” Glenn Gaudet
• 60. What we wanted to learn
• 61. “Become a student of your customer.” Caroline Beaulieu
• 62. How we learned 20 phone interviews 3 paper user tests 2 landing pages 1 hacky mvp
• 63. What we learned !
• 64. What we built MICRO SURVEYS -
• 65. What we built POWERED BY KISSINSIGHTS LINK
• 66. How we track it
• 67. How we track it
4. DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY
5. “You will get all you want in life if you help enough other people get what they want.”
Zig Ziglar
HELP ME HELP YOU! EMAIL ME ANYTIME
HSHAH@KISSMETRICS.COM
6. You’ll learn how to...
1 Create an audience
2 Build your own channel
3 Discover core problems
7. Start with an audience
The lifeblood of your business is
people. They interact with you and
even pay you… they are your users...
your customers. Start getting to know
them as fast as possible.
“There is no black magic to
successfully attracting
customers via the web.”
Rand Fishkin
- Who are your customers?
- Where do they hang out?
- How should you engage?
29. Publish awesome
content
Content is king. Great content gets
people excited, it educates them, it
helps them be successful and even
makes them want more!
“No matter what, the very first
piece of social media real
estate I'd start with is a blog.”
Chris Brogan
- Start a blog
- Create content
- Be consistently awesome
59. “You need to hear the feedback... the good and the bad.”
Glenn Gaudet
60. What we wanted to learn
1 What are they doing now?
2 What are other tools missing?
3 Who is involved?
4 How frequent / severe is the pain?
5 What are other customer complaints?
62. How we learned
20 phone interviews
3 paper user tests
2 landing pages
1 hacky mvp
63. What we learned
! People are not doing customer research.
! They want private feedback and targeting.
! It requires developer involvement.
! It is a constant pain.
64. What we built
MICRO SURVEYS - HTTP://KISSINSIGHTS.COM
66. How we track it
http://www.kissinsights.com/?
utm_source=suview&utm_medium=dark&
utm_campaign=google.com
UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD