CRO PROS - Optimisation Insights | Journey and Lessons on building a product
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Optimisation Insights Our Journey and Lessons on building a product. Kiran Kumar Co-Founder
Transcript of CRO PROS - Optimisation Insights | Journey and Lessons on building a product
Optimisation Insights Our Journey and Lessons on building a product.Kiran KumarCo-Founder
Today i’ll talk about 3 things
1. Our Background and why we quit our jobs to build a product.
2. Observations of optimisations across Politics, Streaming, News
Media and FS.
3. We share our journey and lessons on Customer Discovery and
2 Frameworks we use to make product decisions.
Background
Ex Tech Corporate Guys - Built several products in both B2C and B2B.
Insight: Key Insights / Observations on the Market
Hypothesis: In today’s competitive environment marketers needed a
solution make sense of all the changes happening on the internet
beyond their own data.
Validation Goal: 40 Customer Interviews / 80% Hit Rate
Success Goal: Build Something People WANT!
Attention Economy(8 Second Era)
Marketers expected to close the sale
Agile + Lean StartupMovement
(experiments)
Experiments (build/measure/learn)
Key Insights we had..
Move to Cloud
When everyone start doing it…
SEO SEM SOCIAL CRO
?
Solution: Capture the worlds best optimisations
Competitor Monitoring
Insights for Brand Marketers
Prospecting for Agencies
Industry Benchmarking
US + Aus Elections
Australian Labor Party
Streaming Media + News Media
Pricing Tests
A B
Reassurance
https://go.competeshark.com/public/57860dda05ae950e7b8b458b
A B
A B
A B
A B
Finance Tech
A B
AB Testing Tools Breakdown in Australia
No Tags 56%
Adobe Target 15%
VWO 9%
Optimizley 21%
*Based on 600 sites
*Based on 2000 sites
Global - AB Testing Tools Breakdown
No Tags 65%
Adobe Target 11%
VWO 4%
Optimizley 20%
Global Active Experiments
Target
VWO
Optimizely
0 125 250 375 500
Active/Enabled Experiments Installations*Based on 2000 sites
Opportunity
Our Journey
Idea
Customer Discovery
Much harder than we thought and we were really
sh!t at the beginning
Learn TechniquesRecording Conversations
Jobs 2 Be Done
Concierge MVP=
PPT
Doing things that don’t scale
Scrappy MVP 1.0
Slightly BetterMVP
AlphaNov 2014
March 2015
April 2015
Our Journey
Closed BetaFeedback
Cycle
Angel Funding
FundingPress
Beta 2.0
:) Quantitive SignupsThese users challenge
your earlier assumptions
April to June 2015
July 2015
Sept 2015
Oct 2015
We quit our jobs!
Our Journey
Startmate ProgramCustomer Creation
Transition to a Sales/Marketing Org
Hustling in the USA
Now!
Jan to March 2016
April - June 2016
Early Days
Customer Interviews
Customer Discovery Interview
40 Interviews LinkedIn
50% connections
50% people we had no connection
Recorded Conversations
Face to Face
Interview Mistakes
1st MistakeEveryone wants to know your idea. Do not talk about your idea. Do not pitch.
2nd MistakeDo not ask about the future.
Interview Questions
1. What’s the hardest part about [problem context] ?
2. Can you tell me about the last time you did this activity?
3. Why was that hard?
4. What have you done to solve that problem?
5. What don’t you love about the solutions you’ve tried?
*CustomerDev Labs
What we learnt…
Take the emotion away from our idea & dig deep into the problem.
Stories are better than statements
If there aren't looking for a solution, the problem isn’t big enough
50% of your
solution Make their life
easier! (save time, make more money)
the other 50% Make them look
good!
Today
How do we know what to work on?
Today, we make all our decisions using 2 frameworks:
• Dave Mcclure AARRR (Pirate Metrics) and OMTM (Focus)
• Customer Success
1
2
Activation issue!!
OMTM (one metric that matters!) This is our focus this week!
Solution
Product Fix can take time
Success Gap
Success Gap: Invoke Chat to fill gap. Social Proof/Trust
LESSONS LEARNT• Focus on One Key Metric at any given time and communicate that with everyone.
• Users don’t always know what they want. Ask for Faster Horses. Don’t ask users for
a solution (but most are able to explain their problem really well)
• Great products build value over time (eg Evernote, Dropbox, Google Analytics)
• Invest in Customer Success early
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