optimize your funnel by getting inside your buyer's head
TRANSCRIPT
OPTIMIZE YOUR FUNNEL BY GETTING INSIDE YOUR BUYERS HEAD
David Skok, Matrix PartnersBlog: ForEntrepreneurs.com
3 STAGES OF A STARTUPAnd how the CEO should manage the company
Search for Product/Market Fit
Scaling the Business
Search for Repeatable & Scalable& Profitable Growth Model
WHY DO WE NEEDA SALES PROCESS?
MyProduct.com
HOW IT WORKSDESCRIPTIONOur product allows you …
BUY NOW!
Only $9,999.99
In a perfect world…
WHY DOESN’TTHIS WORK?
BUYER QUESTIONSAND CONCERNS
BUYING PROCESS
How do we respond?
Design a Sales Process
Breakdown the process into a series of stepsthat we want customers to go through
Website Free Trial Purchase
Results in a Funnel
Not all people entering the first step will get to the second, etc.
Studying Funnel Blockage Points
Suspects Suspects
Suspects
SuspectsSuspects
Suspects
Suspects Suspects
Suspects
SuspectsSuspects
Suspects
The Source of most Problems
Vendor-centric funnel design
Suspects Suspects
Suspects
SuspectsSuspects
Suspects
Suspects Suspects
Suspects
SuspectsSuspects
Suspects
NOT MOTIVATED TO DOTHAT THEY ARE
CUSTOMERS WILL DOSOMETHING
YOU ARE HOPING YOUR
THERE IS AN OPPORTUNITY TO UNBLOCK BY GETTING INSIDE YOUR BUYER’S HEAD
JBOSS EXAMPLE
EMAIL ADDRESS BEFORE FREE DOWNLOAD
IMPACT
CUT THE DOWNLOAD RATE BY MORE THAN 10X
FRICTION CONCERNS
Get Inside your Customer’s Head
MOTIVATIONS
FRICTION CONCERNS
Re-design, or try to use what motivates them
JBOSS EXAMPLE• Making $27,000 a month selling documentation
• Solution:• Give away documentation
to get their email address
BUYERTHE
BUYER CENTRIC FUNNEL DESIGN
THE BUYERS JOURNEY
CONSIDERATION
AWARENESS
PURCHASE
THE BUYERS JOURNEY
CLOSEDDEAL
• Moving house• Movers, phones, cable TV, furniture, insurance, etc.
• Just lost my data in hard drive crash• Backup software/service
• Starting a new software project• Dev Tools, etc.
• Performance issues with existing app• APM tools
• Difficulties tracking bugs across multi-tier apps• Bug tracking software
TRIGGERS
Getting to know your Buyer Personae• What are their key business goals?
• How does our product help them achieve those?
• What does their Boss expect of them?
• What pain do they have that we address?• Is it latent pain, or obvious pain?
• How do they describe the pain and what they are looking for?
• (Helpful for messaging)
• Are they out there searching for solutions?• If so, how?
• Is solving this pain a high priority for them?• If not, what features would make it a higher
priority?
• What are the most important features on their checklist?
• What are their reactions to our product/company?
• What will they like? What will they not like?• What are the main questions and concerns
they will have?
• What are the steps in their purchasing process?
• What are their likely decision making criteria?• Who else has to be involved in the decision
(e.g. Business buyer, IT)?
• Who influences them? (Sites, organizations, and people)
• (Helps us figure out how to market to them)
• Other characteristics that are relevant to this purchase
• E.g. Developers:• Don't have a budget• Prefer Open Source, and don't like to pay for
software
MAP BUYERS PROCESS TO YOUR STEPS
Research ShortlistVendors Evaluation ROI &
Justification
Website Free Trial
BUYER
VENDOR
GET INSIDE YOUR BUYERS HEAD
Research ShortlistVendors Evaluation ROI &
Justification
Website Free Trial
BUYER
VENDOR
• How are they reacting as they go through our funnel steps?
• What are they thinking as they go through their process?
OPTIMIZE YOUR STEPS TO FIT
Research ShortlistVendors Evaluation ROI &
Justification
Website Free Trial ROI Calculator
CompetitiveFeatures
Matrix
BUYER
VENDOR
ADDRESS ALL DECISION CRITERIA
AddressSecurity Concerns
3rd PartySecurity Audit &
Whitepaper
BUYER
Developer Sales Processes are different
• Developers are usually not the buyer
A few characteristics of developers
• They like Free and Open Source
• They are cheap, and don’t like paying for things
• Talk to other developers to find out about the latest thing• Highly influenced by super-scale companies like FB, Netflix, Google, etc.• Can be very viral if they love your product
• Early Adopters• Typically see it as cool to work on the latest thing• They are a great entry point for startup technologies
• Have a ton of power over decisions on what goes into the stack
DEVELOPERS ARE YOUR CHAMPION
(NOTE: NOT TRUE IN ALL CASES. SOMETIMES THE DEVELOPER IS THE BUYER)
A GREAT CHANNEL TO YOUR BUYER
ADDS FRICTION TO A STEP WHERE YOU SHOULD BE OPTIMIZING FOR MAXIMUM ADOPTION
COMMON MISTAKE
TRYING TO MONETIZE THE CHANNEL
Who is the buyer?
• Head of Ops
• CTO
• VP Tech or Platform
• Dev Project or Team Leaders
• Etc.
JBoss case: Head of Ops
• Some characteristics:• Job is focused on:
• Uptime (reliability, scalability, security)• Low Latency (great user experience)• Compliance (security)• Data privacy, security, and protection
• Secondary focus:• Doing better on faster product cycles: (Continuous Delivery)
• They want a throat to choke when something goes wrong• Don’t trust that unless they are paying for it, and have a contract
Freemium, Free Trials, Open Source
• The Product is your sales person
• Great strategy• Free products have a chance of going viral
• Greatly lowers CAC, but at the expense of high engineering costs
• Other positives• Addresses the Evaluation phase, and answers a ton of questions
about the product• The customer does the work
The Tricky Thing with Freemium
• Usually have to come up with two great products
Free Product
For-payProduct
• Where things go wrong:
• The first product is not a great standalone offering• Sometimes because of fear of cannibalizing the for-pay product
• The for-pay product is not sufficiently compelling• And the free product remains its greatest competitor
MONETIZING OPEN SOURCE
• Open Core seems to be the way to go
• Two interesting places where there is willingness to pay:• Cloud and SaaS
• Even developers see the power of using SaaS applications and the cloud, and expect to pay for these
• On Prem Deployments• GitHub Enteprise• Jenkins Enterprise
WHAT IS YOUR TIME TO
WOW! ?
Thanks to Gail Goodman of Constant Contact
WOW!
DEFINING WOW!
MiniWow!
A moment where your buyer sees something cool and exciting• Motivates them to continue exploring
Full Wow!
The moment when your buyer gets excited enough to want to buy
TIME TO WOW!
• How many steps?
• How much time does it take?
• How much FRICTION is involved
REMOVE STEPS& REMOVE FRICTION
EXAMPLE
Defining Wow!
• Mini Wow! MomentSees a React component wired up to data
with very little work
• Build a GraphQL Server• Connected to their own data
• Web, iOS and Android clients connect to that data (React/React Native)
• Full Wow! Moment
Buyer Journey (partial)
Validate how easy it is to build a React app
with GraphQLReact
Developer
Play with it(Trial)
Demo/sell to others in company
CTO & Backend
Developer buy in
Play with it(Trial)
Trial involves three hard steps
Set up a GraphQL
Server that fetches our
data
Deploy so it is accessble
by URL
Create React &
ReactNativecomponent
Demo access to
data in iOS & Android
Tons of Friction in first two steps
Build a GraphQL Service
• Have Node installed
• Download a boilerplate project from GitHub
• Npm install some packages
• Run the server
• Open GraphiQL in your browser
• Edit server code
• Switch to GraphiQL in your browser
• Run the query to see the new result
To Deploy to a URL
• Hope your server boilerplate has a production deploy setup
• Identify a hosting provider
• Install the hosting CLI or tools
• Sign up for account on hosting service
• Run deploy command
• Wait for it to deploy
• Open GraphiQL in your deployed server to check it's still working
• Done
Redesign:Wow! in a matter of minutes
Launchpad "new" screen: https://launchpad.graphql.com/new
Ticketmaster ExampleLaunchpad: https://launchpad.graphql.com/9pw9nnkjrExpo client-side example: https://snack.expo.io/B1Bk_-k7-
For more details:Video of Workshop: https://github.com/stubailo/ticketmaster-workshopList of examples: https://github.com/apollographql/launchpad
To view the demo, click here:
https://www.heavybit.com/library/video/optimize-your-funnel-by-getting-inside-your-buyers-head/?23m25s
SUMMARIZING WHAT APOLLO DID:
• Clear understanding of Wow!
• Analyzed Friction and Concerns for buyer
• Redesigned, removing steps and friction
IS IT CLEAR HOW TO GET TO WOW?
WALKME SCREENSHOT
FOR MORE COMPLEX PRODUCTS
TEST USING CUSTOMER SUCCESS(OR EVEN PROFESSIONAL SERVICES)
ARE THERE DIFFERENT BUYER TYPES WHOSE IDEA OF WOW! ARE NOT THE SAME?
Cloud Bees
Easy Onboarding & Team Collaboration
Access Control & Enterprise Security
High Availability + Elastic Pricing
CTO
Wow!
VP PLATFORM
Wow!
TEAM LEAD
Wow!
RE-THINK THE PROCESS
Source:JoshPorter– DesigningforSocialTraction
CONVENTIONALAPPROACH
SIGN UPFOR TRIAL Wow! CONVERT TO
CUSTOMER
WOW! FIRST, REGISTER LATER Wow! SIGN UP
FOR TRIALCONVERT TO CUSTOMER
USING CHROME EXTENSIONS
AWS MANAGEMENT TOOL TRIAL
Connect to your AWS Account
See Management
Console
I’m not comfortable giving you access to my production App
LOOK FOR STEPS THAT HAVE
DEPENDENCIES ON OTHER PEOPLE
Apollo GraphQL Example
Front-EndDeveloper
Wants to tryGraphQL &
Apollo Client
Needs a GraphQLService
Asks BackendDeveloper
Back-EndDeveloper
Funnel Whack-a-Mole
• Solve for blockage points• As you fix one, the problem will move elsewhere
SILOED THINKING
MARKETING SALESCUSTOMERSUCCESS
PRODUCT
THE NEW FUNNEL TEAM
MARKETING
SALES
CUSTOMERSUCCESS
PRODUCT
USE FUNNEL FLOW CHARTS
Website Free TrialHandleother
questionsProposal
High Level Overview
xx xx xxx xx xx xxx
MicroFunnels where needed
Funnel Metrics
"IF YOU CAN NOT MEASURE IT, YOU CAN NOT IMPROVE IT."
- LORD KELVIN
The Beautiful Thing about Funnels…
Governed by very simple Math
Two Key LeversTopofFunnelFlow
(Quantity)
ConversionRate
BookingsTopofFunnelLeadFlow
ConversionRate
AverageDealSize
Secondary Funnel Metrics
CAC
Time
The Key Metrics
VISITORS
CAMPAIGNS TO DRIVE TRAFFIC
TRIALS
CLOSED DEALS
CONVERSION %
CONVERSION %
OVERALL CONVERSION %
FINAL THOUGHTS
A Common Mistake
First Meeting Selling
Selling is the Worst Way to Sell
First Meeting
Build Relationship Build Trust Consultative
Selling
Build Relationship/Trust:Use something of value to the buyer
First Meeting
Build Relationship Build Trust
ConsultativeSelling
Treat your Buyer like a Bank Account
Make a deposit before you try to make a withdrawal
For more details on all these topics:visit ForEntrepreneurs.com
Presentation Slides:forentrepreneurs.com/heavybit
SAAS EXAMPLEFor those who don’t relate to developer tools
ANALYZE TRIAL STEPS AS THOUGH THEY WERE FUNNEL STEPS
Create a full profile
ImportContacts
Do a search for Prospects
See search results
Imagine a Sales Rep signing up for the old LinkedIn
Wow!
Look for blockage Points
Imagine a Sales Rep signing up for the old LinkedIn
HIGH FALL OFF RATES HERE
Create a full profile
ImportContacts
Do a search for Prospects
See search results
Wow!
For an Outlook/Exchange User
Downloadan App
Installthe App
Runthe App
Create a full profile
ImportContacts
Do a search for Prospects
See search results
Wow!
APPLY BLOCKAGE POINT THINKING
FRICTION
MOTIVATIONCONCERNS
ReplacethedownloadedAppwithrequestforemailcredentialsandgetcontactsfromExchange.
Create a full profile
ImportContacts
Do a search for Prospects
See search results
Wow!
• Concern:• I have tons of very private and confidential emails. I don’t
want anyone to read those.
You want me to give youthe password
to login to my email?!!!
APPLY BLOCKAGE POINT THINKING
FRICTION
MOTIVATIONCONCERNS
ReplacethedownloadedAppwithbyconnectingtoContactsoniOS/Android
Create a full profile
ImportContacts
Do a search for Prospects
See search results
Wow!