This presentation explores ways to effectively market MVP. It explores various Marketing Mix concepts applied across traditional and digital marketing channels. Significant 2. Testing Your MVP 3. Design of Experiments 4. Marketing Your MVP 5. PPC Funnel 6. Usability Testing 7. Usability Study

1. S E R G E Y S U N D U K O V S K I Y P H . D .
Product Marketing
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2. Introduction
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3. Background
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4. Agenda
 PPC Funnel
 A/B Testing
 Types of Tests
 Test Chaining
 Usability Testing
 Usability Tools
 Case Study
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5. Product Marketing
Lie vs. Marketing
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7. Marketing Mix
 Do You Have a Right Marketing Mix?
 Right Product (start with small number of features)
 Right Price (start with one price point)
 Right Place (start concentrated)
 Right Promotion (do not make it too nuanced)
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8. Types of Media
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9. Media Mix
 Not All Media Created Equal
 Paid (start with one type)
 Earned (start building fan base)
 Owned (maximize the opportunity)
 Think of Overall Cost Reduction
 Think of Small Steps
 Tracer Bullets Before Cannonballs
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10. Owned Media
It Is Kind of Free. Do Not Ignore It.
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11. Marketing Channels
Digital vs. Traditional Marketing
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12. Channel Mix
 Traditional Marketing
 TV
 Radio
 Print
 Digital Marketing
 Email
 Search
 Display
 Social
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13. Consumer Funnel
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14. Marketing Terms
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15. PPC Funnel
 Offer Velocity
 Offer Consistency
 Offer Redemption
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16. Offer Psychology
It's an exercise in psychology, so to speak.
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17. Offer Velocity
CTR Depends on Offer “Energy”
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18. Offer Velocity
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19. Offer Velocity (cont.)
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20. Offer Velocity (cont.)
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ValuableQualitative
QuantitativeQuant./Qual.

21. Offer Velocity (cont.)
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22. Offer Consistency
She Looked Different on Match.com
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23. Offer Consistency (cont.)
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24. Offer Consistency (cont.)
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25. Offer Consistency (cont.)
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26. Offer Redemption
Clear Path to Action
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27. Offer Redemption (cont.)
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28. Offer Redemption (cont.)
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Problem 1: Multi-column layout
Problem 2: No headline synchronization
Problem 3: Unclear call to action
Problem 4: Convoluted eye path

29. Offer Redemption (cont.)
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Solution 1: Single column flow
Solution 2: Headline synchronization
Solution 3: Distinctive call to action
Solution 4: Clear eye path

30. Offer Redemption (cont.)
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31. Putting It Together
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32. Putting It Together (cont.)
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33. Putting It Together (cont.)
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34. Putting It Together (cont.)
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35. Putting It Together (cont.)
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36. Putting It Together (cont.)
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37. Putting It Together (cont.)
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38. Key Takeaways
 Specific and focused ad claims
 Qualitative language and quantitative claims
 Action centric, value expressive offer
 Offer energy carry over
 Landing pages offer continuity and consistency
 Headline visit purpose reflection
 Eye path leading to distinctive call to action
 Single column flow
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39. Early Testing
It Can Get Complicated
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40. Alpha (Are You Interested)
Happy Path
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41. Alpha Testing
 What Do We Want to Know?
 Can You Complete a Happy Paths?
 Are You Confused?
 Are You Excited?
 Are You Bored?
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42. Private Beta (What Will You Do)
We Are Watching You
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43. Private Beta
 We Are Watching You
 Hover Areas
 Attention Areas
 Click Areas
 Used Featured
 We Are Measuring You
 Visit Duration
 Hover Time
 Return Frequency
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44. Beta vs. MVP
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45. Public Beta (Charge Them Phase)
Free Trial What Is It For?
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46. Public Beta
 What Kind of Customer Are You Going To Be?
 Active
 Passive
 Hibernating
 Advanced
 Intermediate
 Novice
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47. Product Testing
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48. Product Testing
 Inflection Points
 Sign Ups
 Sign Ins
 Feature Usability
 Hibernation
 Churn
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49. Decision Making
HIPPO/Highest Paid Person’s Opinion
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50. Experimentation Testing
ABT – Always Be Testing
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51. Testing History
Aliens Did Not Build Pyramids
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Testing Testing Tested

52. A/B Multifactorial Split Testing
Very Different
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53. A/B Singlevariate Split Testing
Slightly Different
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54. Multivariate Testing
That’s a Lot of Combinations
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55. Design of Experiements
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Google Website
Optimizer
Omniture Test & Target

56. Reduction Algorithms
Level and Factors
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57. Problem of Choice
Choose Your Poison
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58. Experiment Chaining
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59. Usability Testing
What vs. Why
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60. Hotspotting
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61. Usability Testing
Eye Tracking
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62. What Are They Measuring?
 Attention
 Emotion
 Task Completion Time
 Hovering
 Clicks
 Hotspotting
 Path
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63. Crowdsourcing
Rise of the Crowds
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64. Mechanical Turk
Microtasking Crowdsourcing Platform
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65. Usability Study Setup
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66. Usability Study Setup (cont.)
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68. Usability Study Targeting
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69. Usability Study Micro-Tasking
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70. Usability Study Results
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71. Was not sure
what to do

72. Usability Study Results
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73. Feedback
It Is All About Uncensored Feedback
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74. Usability Study Feedback
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75. Usability Study Setup
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76. Usability Study Setup (cont.)
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77. Usability Study User Targeting
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78. Usability Study Micro-Tasking
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79. Usability Study Recording
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80. Usability Study Survey
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81. Usability Testing Tools
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