Startupfest 2012 - Breakthrough Customer Feedback

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Understanding customer feedback and motivation is a powerful way to drive breakthrough ideas for improving product, customer acquisition, conversion and retention rates. This session will teach you to ask the right questions to generate insights for driving success in your startup.

Empresariales Tecnología

Breakthrough Customer Feedback

Sean Ellis
July 11th, 2012
Blog: Startup-Marketing.com
Twitter: @SeanEllis

Twitter @SeanEllis Startup-Marketing.com 1

Typical Mistakes

• Executing without understanding
• Research bias over action
• Wrong insights/wrong time

Twitter @SeanEllis Startup-Marketing.com 2

Always Start with the Objective

1. Key objective right now?

2. Right insights to achieve it
Which questions to ask?
Which method to use?

3. Apply insights to tests

Twitter @SeanEllis Startup-Marketing.com 3

Startup Growth Pyramid

Scale
Growth

Objectives Growth
Preparation

Product/Market Fit

Twitter @SeanEllis Startup-Marketing.com 4

Objective: Product/Market Fit

Scale
Growth

Growth
Preparation

Objective
Product/Market Fit

Twitter @SeanEllis Startup-Marketing.com 5

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)

Twitter @SeanEllis Startup-Marketing.com 6

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]?”

“Very Disappointed” Actions
More than 40% Focus on retention cohorts, start transitioning
Less than 40% Keep iterating product, positioning, and targeting

Twitter @SeanEllis Startup-Marketing.com 7

Objective: Growth Preparation

Scale
Growth

Objective
Growth
Preparaton

Product/Market Fit

Twitter @SeanEllis Startup-Marketing.com 8

Growth Prep Sub-Objectives

• Develop effective promise & hook
• Indentify conversion issues
• Identify key “aha” moments

Twitter @SeanEllis Startup-Marketing.com 9

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)

Twitter @SeanEllis Startup-Marketing.com 10

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)

Twitter @SeanEllis Startup-Marketing.com 11

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)?

Twitter @SeanEllis Startup-Marketing.com 12

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

Twitter @SeanEllis Startup-Marketing.com 13

Objective: Scaling Growth

Objective Scale
Growth

Growth
Preparation

Product/Market Fit

Twitter @SeanEllis Startup-Marketing.com 14

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?

Twitter @SeanEllis Startup-Marketing.com 15

Apply Insights: Breakthrough

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

Twitter @SeanEllis Startup-Marketing.com 16

Summary

• Start with the objectives
• Uncover relevant insights
• Apply insights to testing

Sean Ellis
Blog: Startup-Marketing.com
Twitter: @SeanEllis

Twitter @SeanEllis Startup-Marketing.com 17

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Startupfest 2012 - Breakthrough Customer Feedback

1. Breakthrough Customer Feedback Sean Ellis July 11th, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllis Twitter @SeanEllis Startup-Marketing.com 1

2. Typical Mistakes • Executing without understanding • Research bias over action • Wrong insights/wrong time Twitter @SeanEllis Startup-Marketing.com 2

3. Always Start with the Objective 1. Key objective right now? 2. Right insights to achieve it Which questions to ask? Which method to use? 3. Apply insights to tests Twitter @SeanEllis Startup-Marketing.com 3

4. Startup Growth Pyramid Scale Growth Objectives Growth Preparation Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 4

5. Objective: Product/Market Fit Scale Growth Growth Preparation Objective Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 5

6. 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) Twitter @SeanEllis Startup-Marketing.com 6

7. 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]?” “Very Disappointed” Actions More than 40% Focus on retention cohorts, start transitioning Less than 40% Keep iterating product, positioning, and targeting Twitter @SeanEllis Startup-Marketing.com 7

8. Objective: Growth Preparation Scale Growth Objective Growth Preparaton Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 8

9. Growth Prep Sub-Objectives • Develop effective promise & hook • Indentify conversion issues • Identify key “aha” moments Twitter @SeanEllis Startup-Marketing.com 9

10. 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) Twitter @SeanEllis Startup-Marketing.com 10

11. 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) Twitter @SeanEllis Startup-Marketing.com 11

12. 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)? Twitter @SeanEllis Startup-Marketing.com 12

13. 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 Twitter @SeanEllis Startup-Marketing.com 13

14. Objective: Scaling Growth Objective Scale Growth Growth Preparation Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 14

15. 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? Twitter @SeanEllis Startup-Marketing.com 15

16. Apply Insights: Breakthrough • Best context to reach people? • Greenfield or switchers? • Keep engaging/experimenting Breakthrough ideas after engaging Twitter @SeanEllis Startup-Marketing.com 16

17. Summary • Start with the objectives • Uncover relevant insights • Apply insights to testing Sean Ellis Blog: Startup-Marketing.com Twitter: @SeanEllis Twitter @SeanEllis Startup-Marketing.com 17

Notas del editor

Fast growing, delighted customer base? Fail to effectively uncover insights for breakthrough results Today I’ll show how to unlock them Understand who, why, how get & issues Types of insights critical to our success at DB, LMI, EB
Method – survey, user tests, realtime surveys, email surveys…

Startupfest 2012 - Breakthrough Customer Feedback

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