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Better Insights for Faster Growth

Sean EllisAugust 22nd, 2012Blog: Startup-Marketing.comTwitter: @SeanEllis

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Startup Growth Pyramid

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Objectives

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Use Insights to Achieve Objectives

1. Have a clear objective

2. Best insights to achieve it

3. Apply insights to experiments

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Objective: Product/Market Fit

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Objective

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Gather Product/Market Fit Insights

Pre-MVP feedback (interviews)• Verify problem exists• Understand importance• Any current solutions?

Post-MVP feedback (surveys)• What % “must have”?• Why a “must have”?• Who loves it? (filters)

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Apply P/M Fit Insights

If weak problem validation: rethink business

Apply must-have results (Survey.io)“How would you feel if you could no longer use [product]?”

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“Very Disappointed” ActionsMore than 40% Focus on retention cohorts, start transitioning

Less than 40% Keep iterating product, positioning, and targeting

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Objective: Growth Preparation

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Objective

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Growth Prep Sub-Objectives

• Develop effective promise & hook

• Indentify conversion issues

• Identify key “aha” moments

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Gather Promise & Hook Insights

Questions for developing promise (email survey)• What is the primary benefit that you have received?

(multiple choice survey)• Why was the benefit important? (open ended survey)

Questions for developing hooks• Why did you originally sign up? (email survey)• What did you come to this site to do today? (realtime

survey)

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Identify Conversion Issues

Example questions to ID conversion issues• Why did you register and decide not to download?

(email survey) • Is there anything preventing you from [Action] today?

(realtime survey)• Did you find what you were looking for on this page?

(realtime survey)• Is there anything preventing you from making a purchase

today? (realtime survey)

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Identify Aha Moments

User testing (live or online)

Survey with activity filters (or query by action)• How would you feel if you could no longer use this

product? (filter by actions taken)• Which of the following have you done (select all the

apply)?

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Apply Insights to Testing 1st UX

Experiment • Combos of hooks & promise• Address conversion issues• Front load aha moments

Goals • Smooth path to must-have UX • Max % that reach experience

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Objective: Scaling Growth

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Objective

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Gather Growth Insights

Example questions (Survey/Interviews 2-5)1. How did you discover [ProductName]? (realtime survey)2. Why did you originally decide to try [ProductName]?3. What did you use prior to [ProductName]?4. If [ProductName] weren’t available, what would you use instead?5. How does [ProductName] fit into your workflow?

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Apply Insights: Breakthrough

• Best context to reach people?• Greenfield or switchers?• Keep engaging/experimenting

Breakthrough ideas after engaging

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Summary

• Start with the objectives

• Uncover relevant insights

• Apply insights to testing

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Sean EllisBlog: Startup-Marketing.comTwitter: @SeanEllis