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Using Data to Hone Your Mobile Product Focus
- 1. #mobileprodu Make Impactful Changes, Every Time Using Data to Hone Your Mobile Product Focus
- 2. #mobileprodu Poll • What’s your most important KPI(s) on mobile right now? A) Downloads B) DAUs/MAUs C) LTV of Users D) Visits E) Ratings F) Other: Type in Question Box
- 3. #mobileprodu Who Are We? • Kendrick Wang • Emily Carrion Product Marketing @ Apptimize Head of Marketing @Apptentive
- 4. #mobileprodu Fast, intelligent mobile iterations, without disrupting the user experience. • Mobile A/B Testing • Instant Update • Feature Flagging • Staged Rollouts Apptimize
- 5. #mobileprodu Apptentive Mobile customer engagement software to help enterprise brands listen to, engage with and retain their mobile customers. • Make your brand accessible • Proactively engage at smart times • Make data driven decisions
- 6. #mobileprodu Agenda • You’ll Learn How To: – Make smart product decisions – Get qualitative and quantitative data before deploying to all your users – Validate their effects – Make the most of limited resources
- 7. #mobileprodu You’re Always Juggling Priorities • Only have so many: – Engineers – Sprints • Not everything can be on the roadmap
- 8. #mobileprodu Everything Has a Cost • There are always opportunity costs • Lots of pressure on product decisions
- 9. #mobileprodu You Have to Learn From All Teams
- 10. #mobileprodu And Everyone Has An Input “I have this idea…” “What if we…” “Our competitors have it...” “Loads of users want to...” “The next big thing...” “It’ll only take a few minutes...”
- 11. #mobileprodu Have you every had an executive tell you to build a feature that you didn’t think your users actually wanted?
- 12. #mobileprodu Customer Feedback Justifies Product Roadmap PROBLEM • Unjustified feature request led to unhappy customers & 1-star ratings SOLUTION • Implemented Apptentive in-app surveys
- 13. #mobileprodu Customer Feedback Justifies Product Roadmap RESULTS • Within a week, collected 10,000 responses • Used customer data to back up product roadmap, and build better app • Rewarded with high volume of 5-star ratings, and reduced churn
- 14. #mobileprodu Question: • What other indicators or KPIs do you use to determine what gets on the product roadmap? (use the question box)
- 15. #mobileprodu The Key Is In Data • How can we be more deliberate about it? – How do we : • Determine the right data to look at? • Prioritize the right data? • Make sure the changes actually work?
- 16. #mobileprodu What Do Most PMs Care About?
- 17. #mobileprodu Bonus: 16 Mobile Metrics that Matter http://bit.ly/AdvMobilePM
- 18. #mobileprodu Understand How Users Behave Qualitative Quantitative Observation User Feedback User Testing Analytics Testing User Testing A/B Testing
- 19. #mobileprodu Conversion Funnels • Where are the drop-off points? • When are users not behaving how you expect/want?
- 21. #mobileprodu User Testing • Hire testers to observe behavior • Identify: – Confusion – Drop off points – Unexpected behaviors • Debrief + follow up
- 22. #mobileprodu What if you could ask your actual customers for feedback directly in-app?
- 23. #mobileprodu Customer Feedback – Your Secret Weapon
- 24. #mobileprodu Use Customer Feedback to Release a New Product
- 25. #mobileprodu Using these techniques helps you narrow your focus
- 26. #mobileprodu But you want to know a change’s effects before you deploy to your entire userbase (There are no take backs in mobile)
- 27. #mobileprodu Why can’t I browse titles before I sign up?
- 28. #mobileprodu
- 29. #mobileprodu So They Created a Hypothesis
- 30. #mobileprodu Determine New User Behavior
- 31. #mobileprodu Netflix Findings • You need to validate your ideas • Back up your claims with data
- 32. #mobileprodu ‘s Q: “What types of things does Netflix A/B Test?” “Short answer – almost everything” –Neil Hunt, Chief Product Officer @ Netflix
- 33. #mobileprodu Deploy Without Disrupting • Push winners out instantly • Roll back changes instantly with feature flagging
- 34. #mobileprodu Most Effective Way to Test • Be like Netflix • Use A/B Testing – Draws direct cause-effect relationship – Gives you hard numbers – Reveals assumptions
- 35. #mobileprodu Understand How Users Behave Qualitative Quantitative Observation User Feedback User Testing Analytics Testing User Testing A/B Testing
- 36. #mobileprodu Summary Customer Feedback + A|B Testing = Better Product
Hinweis der Redaktion
- KW + EC (explain KPIs) ----- Meeting Notes (12/14/15 11:30) ----- Mobile App not mobile
- EC
- EC
- KW
- KW
- EC
- EC
- EC
- KW Because CEO/team/sales wants it Sit in a meeting room and figure out which will have the biggest ROI Comes down to what metrics you track Downloads/shares are a big one Number of registrations
- KW
- Emily, then segue asking about how people can test Downloads -> Onboarding, Sharing/Growth Tactics Active Users -> Creating a habit (Variable rewards) Time in app -> User flow in app, Personalization Ratings -> timing & prompt In app revenue -> Value proposition, steps leading up to it, checkout process
- KW
- KW
- KW Couple of ways to track this: button presses, page tags, forms completed, etc. So you can see that 25% of the users don’t get to the first page where they receive value. Then you can dig into why that is. (Notice that 3% of users don’t make it past the choose your sign in screen) Have to do some additional digging to see how many users made it through the facebook login, and how many through the typing login.
- KW HotelTonight literally finds people off the street or uses craigslist to get testers. Offers them free credits for hotel stays. Slight bias, but it gets the job done ----- Meeting Notes (12/11/15 10:31) ----- brief on usertesting Here are some tools
- EC How can you take user testing to the next level? Ask your ACTUAL CUSTOMERS – IN THE APP
- Image of in-app survey, image message center
- KW Access to feedback helped the team move really fast
- kw
- kw
- kw
- kw So, Netflix decided to A/B test what UI would be best to display content before signups
- kw The original (without browsable content) beat every variation. Showing content before users signed up for the free trial actually decreased conversions
- Kw Customer feedback helps you hone in, testing helps give you data to back up your claims.
- kw “What types of things does Netflix A/B Test? Short answer – almost everything –Neil Hunt
- kw
- Ec ?????????? Cut?
- ec
- Let’s get started! Quick Pitch: Apptentive provides tools that helps app owners improve the customer experience, drive loyalty, and increase retention (through intelligent prompts, in-app feedback and surveys).
- Questions for Apptentive: Should I have conversations with customers? What different ways other than NPS surveys? Managing up? How do you help you executive team see your side of the story? Questions for Apptimize: How is it that we don’t need to re-publish via app store to push the changes – is it a private beta audience? How technical do you need to be? Questions for Both: New product launch?