mvp testing and product marketing (case study)
DESCRIPTION
This presentation explores ways to effectively market MVP. It explores various Marketing Mix concepts applied across traditional and digital marketing channels. Significant 2. Testing Your MVP 3. Design of Experiments 4. Marketing Your MVP 5. PPC Funnel 6. Usability Testing 7. Usability StudyTRANSCRIPT
SERGEY SUNDUKOVSKIY PH.D.
Product Marketing1
Introduction2
Background3
Agenda
PPC FunnelA/B TestingTypes of TestsTest ChainingUsability TestingUsability ToolsCase Study
4
Product Marketing
Lie vs. Marketing
5
Marketing Mix
Do You Have a Right Marketing Mix? Right Product (start with small number of features) Right Price (start with one price point) Right Place (start concentrated) Right Promotion (do not make it too nuanced)
7
Types of Media8
Media Mix
Not All Media Created Equal Paid (start with one type) Earned (start building fan base) Owned (maximize the opportunity)
Think of Overall Cost ReductionThink of Small Steps
Tracer Bullets Before Cannonballs
9
Owned Media
It Is Kind of Free. Do Not Ignore It.
10
Marketing Channels
Digital vs. Traditional Marketing
11
Channel Mix
Traditional Marketing TV Radio Print
Digital Marketing Email Search Display Social
12
Consumer Funnel13
Marketing Terms14
PPC Funnel
Offer Velocity Offer ConsistencyOffer Redemption
15
Offer Psychology
It's an exercise in psychology, so to speak.
16
Offer Velocity
CTR Depends on Offer “Energy”
17
Offer Velocity18
Offer Velocity (cont.)19
Offer Velocity (cont.)20
ValuableQualitative
QuantitativeQuant./Qual.
Offer Velocity (cont.)21
Offer Consistency
She Looked Different on Match.com
22
Offer Consistency (cont.)23
Offer Consistency (cont.)24
Offer Consistency (cont.)25
Offer Redemption
Clear Path to Action
26
Offer Redemption (cont.)27
Offer Redemption (cont.)28
Problem 1: Multi-column layout
Problem 2: No headline synchronization
Problem 3: Unclear call to action
Problem 4: Convoluted eye path
Offer Redemption (cont.)29
Solution 1: Single column flow
Solution 2: Headline synchronization
Solution 3: Distinctive call to action
Solution 4: Clear eye path
Offer Redemption (cont.)30
Putting It Together31
Putting It Together (cont.)32
Putting It Together (cont.)33
Putting It Together (cont.)34
Putting It Together (cont.)35
Putting It Together (cont.)36
Putting It Together (cont.)37
Key Takeaways
Specific and focused ad claimsQualitative language and quantitative claimsAction centric, value expressive offerOffer energy carry overLanding pages offer continuity and consistencyHeadline visit purpose reflectionEye path leading to distinctive call to actionSingle column flow
38
Early Testing
It Can Get Complicated
39
Alpha (Are You Interested)
Happy Path
40
Alpha Testing
What Do We Want to Know? Can You Complete a Happy Paths? Are You Confused? Are You Excited? Are You Bored?
41
Private Beta (What Will You Do)
We Are Watching You
42
Private Beta
We Are Watching You Hover Areas Attention Areas Click Areas Used Featured
We Are Measuring You Visit Duration Hover Time Return Frequency
43
Beta vs. MVP44
Public Beta (Charge Them Phase)
Free Trial What Is It For?
45
Public Beta
What Kind of Customer Are You Going To Be? Active Passive Hibernating Advanced Intermediate Novice
46
Product Testing47
Product Testing
Inflection Points Sign Ups Sign Ins Feature Usability Hibernation Churn
48
Decision Making
HIPPO/Highest Paid Person’s Opinion
49
Experimentation Testing
ABT – Always Be Testing
50
Testing History
Aliens Did Not Build Pyramids
51
Testing Testing Tested
A/B Multifactorial Split Testing
Very Different
52
A/B Singlevariate Split Testing
Slightly Different
53
Multivariate Testing
That’s a Lot of Combinations
54
Design of Experiements55
Google Website Optimizer
Omniture Test & Target
Reduction Algorithms
Level and Factors
56
Problem of Choice
Choose Your Poison
57
Experiment Chaining58
Usability Testing
What vs. Why
59
Hotspotting60
Usability Testing
Eye Tracking
61
What Are They Measuring?
AttentionEmotion Task Completion TimeHoveringClicksHotspottingPath
62
Crowdsourcing
Rise of the Crowds
63
Mechanical Turk
Microtasking Crowdsourcing Platform
64
Usability Study Setup65
Usability Study Setup (cont.)66
Usability Study Targeting68
Usability Study Micro-Tasking69
Usability Study Results70
Was not sure what to do
Usability Study Results72
Feedback
It Is All About Uncensored Feedback
73
Usability Study Feedback74
Usability Study Setup75
Usability Study Setup (cont.)76
Usability Study User Targeting77
Usability Study Micro-Tasking78
Usability Study Recording79
Usability Study Survey80
Usability Testing Tools81