6 strategies to uncover growth opportunities for your business
TRANSCRIPT
December 2013
CLAIRE MAYNARD • GROWTH PMM • ATLASSIAN • @CLAIREMAYNIE
6 strategies to uncover growth in your business
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"Growth" is a mindset applied to product development where the true north is user growth. Every strategy, every tactic, and every initiative,
is attempted in the hopes of growing the product's user base.
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
“AARRR”
Pirate metrics
Acquisition
Activation
Retention
Revenue
Referral
Pirate metrics
Signs up Acquisition
Activation
Retention
Revenue
Referral
Pirate metrics
Acquisition
Activation
Retention
Revenue
Referral
Uses product
Pirate metrics
Acquisition
Activation
Retention
Revenue
Referral
Uses product (cont.)
Pirate metrics
Acquisition
Activation
Retention
Revenue
Referral
Pays for product
Pirate metrics
Acquisition
Activation
Retention
Revenue
ReferralShares product
Pirate metrics
Signs up Acquisition
Activation
Retention
Revenue
Referral
Uses
Uses (cont.)
Pays
Shares
JIRA’s funnelLanding page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
Purchased
Still licensed after 90 days
0 10000 20000 30000
Acquisition
Activation
RevenueRetention
JIRA’s funnelLanding page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
Purchased
Still licensed after 90 days
0 10000 20000 30000
Activation
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
7 Friends in 10 Days
FA C E B O O K
“ ”
Upload one file
D R O P B O X
“ ”
?
J I R A S O F T WA R E
“ ”
But how?
Modeanalytics
https://blog.modeanalytics.com/facebook-aha-moment-simpler-than-you-think/
Aha-meter
Rarely taken actions
Retained
Created 8 issues
Rarely taken actions
Commonly taken actions
Retained Created 1 issues
Commonly taken actions
AHA! Actions
Retained Took action
Aha!
AHA! Actions
AHA! Actions
Retained 5 aggregate DAU
Aha!
5 aggregate DAUJ I R A S O F T WA R E
“ ”
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
JIRA activation funnel
Aha moment
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
JIRA’s funnelLanding page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
JIRA’s funnel
38% don’t sign up
JIRA’s funnel
12% of users never signed in
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
JIRA’s funnel
57% never have >1 DAU
JIRA’s funnelLanding page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
P U T I N TO P R A C T I C E
What is an experiment?
Hypothesis A/B test Analysis ProductizeProblem
We believe <this change>
Will result it <a specific outcome>
Because <we have rational to believe this>
What is an experiment?
Hypothesis A/B test Analysis ProductizeProblem
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
The problem
38% don’t sign up
4141
HYPOTHESIS
We believe that giving visitors a shorter sign up process will result in an increase in sign ups because visitors will be less overwhelmed.
Control Variation
Drum roll…
Control Variation
+141%
Control Variation
1.59% purchased
36%
purchased
LEARNING:
Always measure subsequent impact of
experiments.
Test call-to-action (personalize it).
Optimization tips
Remove fields from the sign up form
Add proof elements (privacy policy, security seals)
Remove unnecessary clicks to sign up
1 CTA on the landing page
Always try to remove friction where you can
JIRA’s funnelLanding page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
Acquisition
Activation
4949
ACTIVATION MISSION
Give users a great first impression of your product.
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
Funnel Data User research
Quantitative Qualitative
Gives you the what and where.
Gives you the why.
Landing page
Sign-up form
Sign ups
Proper sign ups
Sign-ins
Created a project
Created an issue
Created >1 issue
>1 DAU
Purchased
Still licensed after 90 days
0 10000 20000 30000
JIRA’s funnel
57% never have >1 DAU
JIRA’s On-boarding
New users
12-step on-boarding
SwitcherExperiencedNewbie
5656
HYPOTHESIS
We believe by offering on-boarding options for each of our evaluator personas will result in more
active users because they will be able to get to the aha moment quickly.
Switcher Experienced Newbie
Control Variation
12-step on-boarding
Drum roll…
Control Variation
+27% active users
LEARNING:
Understand your main user personas in order to give them a clear path to their aha moment.
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
Increase your cadence
Find a process that works
Organize your team(s)
E X P E R I M E N T
L E A R N
M E A S U R E
Generate lots of ideas
Impact Confidence Ease
Focus on learnings
MVP
What we’ve learned
M E A S U R E Y O U R F U N N E L
F I N D Y O U R A H A M O M E N T
U N D E R S TA N D Y O U R U S E R S
E X P E R I M E N TD I A G N O S E T H E P R O B L E M
B U I L D A P R A C T I C E
Thank you!
CLAIRE MAYNARD • GROWTH PMM • ATLASSIAN • @CLAIREMAYNIE