david darmanin, hotjar, the rise of the user, 25.10.2016
TRANSCRIPT
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@DavidDarmanin@DavidDarmanin
The Rise of the User
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@DavidDarmanin
1. Why your Users have now become your biggest Weapon of Mass Growth.
2. The 4 Drivers of GrowthStrategy and why they matter.
3. How to measure your XEmpathy maturity.
The Rise of the User
@DavidDarmanin
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@DavidDarmanin
David Darmanin
CEO & FounderHotjar is used on over 100,000 sites.Grew to €3 Million in ARR in 1 year.
@DavidDarmanin
Entrepreneur and Consultant. Passionate about UX and Marketing – specialized in CRO.
Launched hundreds of tests across dozens of industries over 11 yrs.Generated hundreds of millions of dollars in new revenue.
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@DavidDarmanin2005
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@DavidDarmanin2013
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@DavidDarmanin
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@DavidDarmanin2005
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@DavidDarmanin2013
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
10x increase between 2005 and 2013
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@DavidDarmanin
Consumers are 71% more likely to make a purchase based on social media referrals (Hubspot)
90% Of Customers Say Buying Decisions Are Influenced By Online Reviews (Dimensional Research)
15,100,000 consumers go to social media channels before making purchase decisions (Knowledge Networks)
49% of consumers use Facebook to search for restaurants (Mashable)
77% of consumers are more likely to buy a new product when learning about it from friends or family. (Nielsen)
44% of automotive consumers conduct research on forums (Mashable)
49% of U.S. consumers say friends and family are their top sources of brand awareness, up from 43% in 2009. (Jack Morton)
91% of B2B buyers are influenced by word-of-mouth when making their buying decision. [USM]
Some stats...
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@DavidDarmanin
What’s next?
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@DavidDarmanin
The Age of the ‘Connected’ User
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@DavidDarmanin
Social connections are influencing decisions...
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin2011
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@DavidDarmanin2011
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@DavidDarmanin2011
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
How to win in this new ‘connected’ age...
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@DavidDarmanin
“The only way to win in the long term is to
#PrioritizeYourUsers”
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@DavidDarmanin
“The only way to win in the long term is to
#PrioritizeYourUsers”@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
Strategy is clearly
prioritized around the user
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@DavidDarmanin
Investment in qualitative research
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@DavidDarmanin
Change to team structure based on user needs.
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@DavidDarmanin
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@DavidDarmanin
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@DavidDarmanin
#PrioritizeYourUsers and...
Have a long term plan!
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@DavidDarmanin
Strategy
“A plan of action designed to achieve a long term or overall aim.”
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@DavidDarmanin
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@DavidDarmanin
We have to think of Growth as a Journey...
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@DavidDarmanin
Perception
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@DavidDarmanin
Reality
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@DavidDarmanin
Why #GrowthStrategy?
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@DavidDarmanin
No Strategy‘Wing it’
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@DavidDarmanin
Purpose and Vision
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@DavidDarmanin
Power of Growth
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@DavidDarmanin
Iterative Growth
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@DavidDarmanin
The 4 Drivers of user-focused#GrowthStrategy.
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@DavidDarmanin
Monetization Usage Word of MouthConversion
What do we want to achieve?
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@DavidDarmanin
Monetization Usage Word of MouthConversion
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@DavidDarmanin
Usage Word of MouthConversion
The 4 Drivers of user-focusedGrowthStrategy.
1. DEMAND
Monetization
2. VALUE 3. EXPERIENCE 4. WOW
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@DavidDarmanin
How are we different?
1. DEMAND
How are we different?
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@DavidDarmanin
1. DEMAND
Made.com
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@DavidDarmanin
1. DEMAND
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@DavidDarmanin
1. DEMAND
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@DavidDarmanin
2. VALUE
What is real value to our users?
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@DavidDarmanin
2. VALUE
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@DavidDarmanin
2. VALUE
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@DavidDarmanin
3. EXPERIENCE
Is it ‘fun’ to use our site?
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@DavidDarmanin
3. EXPERIENCE
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@DavidDarmanin
3. EXPERIENCE
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@DavidDarmanin
4. WOW
How can we delight?
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@DavidDarmanin
4. WOW
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@DavidDarmanin
4. WOW
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@DavidDarmanin
RESULT DRIVER WHY MONITOR
1. Conversion DemandGenerate Demand for your brand by positioning yourself and converting
a large % of a large market.
Google Trends
2. Monetization ValueFocus on creating value for your users. The more you do the more you can monetize. Beware quick
wins that can harm other drivers.
Relative Value
Survey
3. Usage ExperienceCreate an experience that your users
truly enjoy. Anticipate their needs and simplify the ‘interface’.
Addiction
4. Word of Mouth Wow!Create moments of delight and
wow. This is the key to word-of-mouth growth.
NPS Survey
The 4 Levers of User-focused #GrowthStrategy
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@DavidDarmanin
1. DEMAND 2. VALUE 3. EXPERIENCE 4. WOW
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@DavidDarmanin
To maximize all 4 drivers you need
XEmpathy
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@DavidDarmanin
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@DavidDarmanin
XEmpathyis the ability to truly empathize with
– and react to – your users’ complete experience.
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@DavidDarmanin
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@DavidDarmanin
1. We are now in the ‘Connected User Era’ – we must adapt or die.
2. Become a true champion for your users.
3. Work with your team to create a clear purpose and vision.
4. Build an action / test plan around the ‘4 levers of #GrowthStrategy’.
5. Review your XEmpathy maturity and focus on improving each area.
6. Listen to your users and become a user / customer yourself.
7. #GiveAShit – act on the feedback and insights you collect.
7 Key Takeaways
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@DavidDarmanin
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