atlascamp 2014: know your funnel

June 3-5, 2014 | Berlin, Germany

Dave Meyer, Ecosystem PMM, Atlassian

Know Your Funnel

• Find customers

• Win them over

• Keep them forever

We should all be like Bonobos.

”“Know thy customers.

assumptions = hypotheses

Take a second look at your funnel.

Discovery

Conversion

Retention

Discovery

DISCOVERY

Where do my visitors come

from?

What do they see on my

page?

Where do they go next?

DISCOVERY

DISCOVERY

DISCOVERY

48%

DISCOVERY

DISCOVERY

DISCOVERY

7%

10%

ADVANCED TOPICSDISCOVERY

Advanced topicsFocus on keywords

Tagline and highlights should be clear

Screenshots and video you can be proud of

• How are visitors reaching my site?

• Which makes them convert?

• Are they ready to take the next step?

Know the top of your funnel

Conversion (winning)

In an ideal world, you would contact every evaluator directly.

TRIALS

Three questions to ask every customer

TRIALS

What are you trying to accomplish?

How did you find out about my product?

How does my product help you? How does it get in the way?

TRIALS

Learn + Scale

TRIALS

Emails to evaluators

FAQs and documentation

Getting started content in your product

TRIALS

Installed and ready to go?

TRIALS

Getting started content in your product

50%

TRIALS

TRIALS

Atlassian is big and has a lot of developers and designers to run tests so

they can optimize these experiences. I don’t have that kind of time!

TRIALS

Atlassiantests

.

TRIALS

Atlassian tests.

TRIALS

Retention

Benchmarks

0%

20%

40%

60%

80%

2012 Q4 2013 Q2 2013 Q4 2014 Q1

RETENTION

Great supportAtlassian Verified: 12% more likely to renew

RETENTION

Stay up to date

RETENTION Stay up to date

new feature!

RETENTION Stay up to date

RETENTION

Engage

Do I feel comfortable with 500 or 5000 users depending on my add-on?

RETENTION

With (other) ExpertsIs an Expert willing to take on the risk to sell my add-on?

Do Experts have the materials necessary to sell it?

Do Experts have the materials necessary to renew it?

RETENTION

Learn

Vielen Dank!