Product Experience Usability to Improve Growth

Elena VernaVP, Growth and AnalyticsSurveyMonkey

Define what

GROWTH means for

YOU

Acquisition RetentionEngagement

Monetization

Companies try to grow/optimize

Let’s dig into Monetization

Everyone wants more paying customers

Before even touching Product, Understand what

Monetization means for your

company

What are your

monetization KPI’s?

No,Revenue

doesn’t count

KPI = Key Performance Indicator

but what it really means

Key Data Points That Predict The Future

Let’s pick on SM(freemium business model)

Questions you should ask about your conversion

funnel

Conversion based on entry point

● Do all pricing entry points convert equally?

● If not (and they will not), why not?

Types of users that enter pricing

● 1st entry vs. nth entry?

Types of users that enter pricing● 1st entry vs. nth entry?

0 Number of times user enters pricing -> n

Order Rate

User State

● Time since account creation?

○ Churned previously?

● Currently Paid?

Types of users that enter pricing● Time since account creation

0 Time since account creation -> t

Order Rate

Conversion based on user category/locale

● What use cases are price insensitive

● What countries perform better

And Other...

● High intent vs. low intent acquisition channels?

● Mobile vs. Desktop visitors

Now you know WHO,Time To Optimize

Time To AB Test

Users don’t like pricing pages that change on them...

Anytime we AB test we break up pricing page visits by user type:

● Churned Users● Existing Free Users● Brand New Users● Currently Paid Users

Optimizing for Use Case

Customer Satisfaction Use Case

● Logo● Themes● URL customization● Survey re-direct

So focus on relevant features on pricing!

Some wins that we’ve had to get better mix shift● Price display $300 per year vs. $25/month, billed $300 annually

● Showcasing package we want customer to choose

● Position your popular package in the middle of the pricing page

Not as most expensive option

What didn’t work

● Skipping pricing for previously paid users

● Auto-suggesting package

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