atlascamp 2014: know your funnel
DESCRIPTION
To make informed decisions about your business, you need a clear understanding of your end-to-end customer experience. How do they find out about your product? How can you make sure to keep your customers year after year? And what about every step in between? In this session we will walk through each step of the customer funnel, examine the available data, and identify the best opportunities for improvement.TRANSCRIPT
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!