Experiment Your Way Out of Beta! Or be stuck in a perpetual cycle of ignorance & low revenue Rick Perreault Co-Founder & CEO Unbounce.com Find me on twitter @rickperreault Slide #1 of 24
Rick Perreault is Co-Founder & CEO of Unbounce, a leading Vancouver-based software company that develops a web based platform which makes it easy for non-technical marketers to build, publish and A/B test landing pages without having to rely on I.T. or web developers.
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1. Experiment Your Way Out of Beta! Or be stuck in a perpetual
cycle of ignorance & low revenue Rick Perreault Co-Founder
& CEO Unbounce.com Find me on twitter @rickperreault Slide #1
of 24
2. What is an experiment? "scientic procedure undertaken to
make a discovery, test a hypothesis, or demonstrate a known
fact."Important because they test your assumptions & get you
closer to the truthIm going to show you 3 types of experiments that
you should use to get out of beta
3. How do I start an experiment?
4. How do I start an experiment? I heard about you from... I
would denitely pay if... I tell my friends... I hate you because...
I love you because... Customer feedback will give you insights
& help ask good questions
5. How do I start an experiment? Surveys quick & easy way
to get lots of customer feedback
6. How do I start an experiment? www.survey.io Step 1: ll out
these 5 form elds
7. How do I start an experiment? www.survey.io How did you
discover sample app? How would you feel if you could no longer use
sample app?What would you likely use as an alternative if sample
app were no longer available?-> What is the primary benet that
you have received from sample app?-> Have you recommended sample
app to anyone? (If Yes, please explain how you describe it) What
type of person do you think would benet most from sample app? How
can we improve sample app to better meet your needs?Would it be
okay if we followed up by email to request a clarication to one or
more of your responses? Step 2: email these 8 questions your
customers, done!
8. Experiment Type #1
9. Experiment #1 I love surveys! Not only for discovery, test
hypothesis as well
10. Experiment #1 My Hypothesis:Customers that pay us the most
& stay with us the longesthave a different product wish list
than those who pay us the least (but make the most noise) My Test
Method: Survey our customers asking them to priorities feature
request & segment to track responses by pricing tiers
11. Experiment #1 Customers paying... $25 per $125 + per month
want month want features A, B, features F, G, C H
12. Experiment #1 Action Item Use a survey to learn what your
customers nd most import (to get out of Beta)If you have different
customer types (Free, Paid, Paid Tiers), segmentI used
13. Experiment Type #2
14. Experiment #2 A/B Test Version A (control) 50%
Trafc100%Trafc Version B (test group) 50% Trafc Running two or more
variations to determine which one converts better
15. Experiment #2 Test ad copy, email (subject/body), website
& landing pages elements, example: 1. Value Proposition (your
headline) 2. Image/Video of product or context of use 3. Core
Benets 4. Request for data (form size) 5. Call-to-action (CTA) 6.
Trust elements (Testimonials) 7. Secondary CTAs (social sharing)
Your conversion rate WILL improve if you test
16. Experiment #2Version A (control) (Variant - new headline)
(Variant - new headline + smaller page)Conversion 10% Conversion
14% Conversion 17.5%
17. Experiment #2 Action ItemUse Survey.io question #4 & #5
results to develop new ways of describing your startup and test it
against what you currently have. I used
18. Experiment Type #3
19. Experiment #3 Fake It Test Developing features are
expensive so you should test interest in the feature before you
spend time developing it.
20. Experiment #3 I Wanted to Know: Would customers be
interested in benchmarking their conversion against their industry
average? Nothing says interested like clicking a Buy Button My Test
Method: Fake Landing page describing the feature with CTA
tracking
21. Experiment #3 Landing PageLink from App CTA, buy for
$5/mo
22. Experiment #3 Landing Page 15% Clicked Buy
23. Experiment #3 Action Item I havent done many fake it
experimentsBest advice read The Lean Startup This action doesnt
require any software or dev time
24. Thank You!Any questions, nd me on twitter
@rickperreault