growth experiments: a journey, not a destination - karen cross
DESCRIPTION
Great products are only great if they get used. On the Atlassian growth team, we investigate what our users engage with as a focal point for improving their experience across the board. We'll show how to design successful experiments to help users get more out of their products, and share several major findings. From cross-sells to tweaking elements, this talk will teach you how to tell a compelling story to delight your customers.TRANSCRIPT
#atlassian
KAREN CROSS • DESIGN MANAGER • ATLASSIAN • @KARENMCROSS
Growth ExperimentsA journey, not a destination
EXPLORE TRY USE
EXPLORE TRY USE
54% users get this far >
Only 2% users >
Original Product Page
< 54% users got this far
< 46% got to the bottom
New Narrative-style Page
54% users get this far >
Only 2% users >
Original Product Page
Increase in engagement
46%woah.
EXPLORE TRY USE
Power of the Narrative
Stories over screenshots
Engagement FTW
Continuity of thread
EXPLORE TRY USE
EXPLORE TRY USE
Before: Service Desk installation
7.5%before
After: Service Desk installation
after
10%
Before: JIRA Agile installation
39%before
after
44%After: in JIRA Agile installation
EXPLORE TRY USE
Choose when ready
Customize, don’t upsell
Describe context of use
Clear relevant choices
EXPLORE TRY USE
EXPLORE TRY USE
usage
+14%Removing the story points
EXPLORE TRY USE
The right amount of help
Onboarding helps users
Too little and they’re lost
Too much; they’re done
EXPLORE TRY USE
Power of the Narrative Choose when ready The right amount of help
Onboarding helps users
Too little and they’re lost
Too much; they’re done
Customize, don’t upsell
Describe context of use
Keep it clear
Stories over screenshots
Engagement FTW
Continuity of thread
Thank you!
KAREN CROSS • DESIGN MANAGER • ATLASSIAN • @KARENMCROSS
KAREN CROSS • DESIGN MANAGER • ATLASSIAN • @KARENMCROSS
Growth ExperimentsA journey, not a destination