Product Experience Usability to Improve Growth
Elena VernaVP, Growth and AnalyticsSurveyMonkey
Define what
GROWTH means for
YOU
Acquisition RetentionEngagement
Monetization
Companies try to grow/optimize
Let’s dig into Monetization
Everyone wants more paying customers
Before even touching Product, Understand what
Monetization means for your
company
What are your
monetization KPI’s?
No,Revenue
doesn’t count
KPI = Key Performance Indicator
but what it really means
Key Data Points That Predict The Future
Let’s pick on SM(freemium business model)
Questions you should ask about your conversion
funnel
Conversion based on entry point
● Do all pricing entry points convert equally?
● If not (and they will not), why not?
Types of users that enter pricing
● 1st entry vs. nth entry?
Types of users that enter pricing● 1st entry vs. nth entry?
0 Number of times user enters pricing -> n
Order Rate
User State
● Time since account creation?
○ Churned previously?
● Currently Paid?
Types of users that enter pricing● Time since account creation
0 Time since account creation -> t
Order Rate
Conversion based on user category/locale
● What use cases are price insensitive
● What countries perform better
And Other...
● High intent vs. low intent acquisition channels?
● Mobile vs. Desktop visitors
Now you know WHO,Time To Optimize
Users don’t like pricing pages that change on them...
Anytime we AB test we break up pricing page visits by user type:
● Churned Users● Existing Free Users● Brand New Users● Currently Paid Users
Optimizing for Use Case
Customer Satisfaction Use Case
● Logo● Themes● URL customization● Survey re-direct
So focus on relevant features on pricing!
Some wins that we’ve had to get better mix shift● Price display $300 per year vs. $25/month, billed $300 annually
● Showcasing package we want customer to choose
● Position your popular package in the middle of the pricing page
Not as most expensive option
What didn’t work
● Skipping pricing for previously paid users
● Auto-suggesting package
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