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