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[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want
This document discusses how customer feedback is essential for business growth at different stages. It argues that achieving product-market fit through early customer validation is the most important factor for sustainable growth. The document provides advice on gathering feedback to validate problems, understand user needs, iterate the product, and improve messaging and onboarding. It also discusses how feedback can help transition businesses to a growth phase by refining how they deliver value to customers and address friction points. Feedback is also important for scaling growth through optimizing user acquisition, onboarding, and word-of-mouth promotion.
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Similar to [500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want
[500DISTRO] Do You Speak Growth? Examining the Language Behind What Users Want
- 1. Feedback for Growth YourCustomers Hold the Keys to Unlocking Growth @seanellis Sean Ellis July 29th 2014 CEO of Qualaroo, GrowthHackers.com Twitter @seanellis
- 2.
- 3. Beware: “I’d LoveYou If You Were Only….” @seanellis
- 4. Right Feedback isStage Dependent @seanellis Scale Growth Growth Transition Product/Market Fit
- 5.
- 6. What is Product/MarketFit? @seanellis Large group wants/needs your product – “must have”
- 7. @seanellis Product/Market Fit isSingle Most Important Factor for Sustainable Growth @seanellis
- 8. Early Feedback DrivesPM Fit • Validate problem is worth solving • Understand current solution • Partner on building solution • Talk to prospective customers every day @seanellis
- 9. Validating P/M FitGrowth Threshold How would you feel if you could no longer use this product? a) Very disappointed (40%+) b) Somewhat disappointed c) Not disappointed d) N/A – I no longer use your product @seanellis
- 10. Iterate on “MustHave” feedback • How are they using the product? • What is the key benefit? • Why did they seek your solution? • What alternatives did they consider? @seanellis
- 11. Case Study: Weakto Strong PMF in 2 Weeks • Surveyed 100s of early users: 7% “very disappointed” without… • Updated messaging and onboarding to highlight “must have” benefit and use case. • Two weeks later 40% would be “very disappointed” without. @seanellis
- 12. @seanellis Product/Market Fit isSingle Most Important Factor for Sustainable Growth @seanellis
- 13. Feedback to Transitionto Growth @seanellis Scale Growth Growth Transition Product/Market Fit
- 14. @seanellis Create Value DeliveryMachine @seanellis
- 15. Feedback for Describing/Positioning •When recommending, how would you describe it? • What is the primary benefit that you receive? • Why is that benefit important to you? • Focus on answers from “must have” users @seanellis
- 16. Feedback About InitialIntent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
- 17. Feedback About InitialIntent • Most powerful force available to marketers • Feedback: Ask visitors what they want @seanellis
- 18. Understand Friction • Usertesting – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points @seanellis
- 19. Understand Friction • Usertesting – talk out loud task attempt • Survey on success page: What almost stopped you… ? • Exit intent surveys at key drop off points @seanellis
- 20. Tune Value DeliveryMachine • Address intent first • Clear description • Strong authentic promise (connects to intent) • Address fears and UX issues @seanellis Effective Onboarding (Iterate)
- 21. Case Study: ValueDelivery Machine • SEM stalled at $10K/month • Realized weak value delivery engine • Obsessively iterated onboarding for value delivery • Same SEM words scaled to $1M/month - 3 month ROI @seanellis
- 22. Feedback to ScaleGrowth @seanellis Scale Growth Growth Transition Product/Market Fit
- 23. @seanellis Acquire the RightPeople, In the Right Way @seanellis
- 24. Feedback for ProspectOutreach • How did you discover _____ ? (double down) • How do you generally discover (insert category)? Any active seekers? (search) Example: Twitter for growth marketing news • Why is the key benefit important to you? Context for when problem is worst (most receptive) @seanellis
- 25. Word of MouthShould Dominate • Every PM fit improvement accelerates word of mouth @seanellis The key learning from our book: “Startup Growth Engines”
- 26. Questions? @seanellis Thank You. Sean Ellis CEOof Qualaroo & GrowthHackers.com Twitter: @seanellis
Editor's Notes
- #3 Really easy to chase problems… Really want to understand the people who love you. Reverse engineer these people to truly understand everything about them…