How to improve your conversion funnel without changing your product

Slide 1

Slide 1 text

How to improve your conversion funnel without changing your product (And why every Product Manger should care about Marketing)

Slide 2

Slide 2 text

2 Hello! I am Yohanes Frezgi Medium: h+ps://medium.com/@yofrez Twi+er:@yofrez

Slide 3

Slide 3 text

Why should a PM care about Marke3ng? ● Great product shouldn’t need help ● Product Market Fit ● Word of Mouth ● Virality 3

Slide 4

Slide 4 text

Meet Fever ● Fever is a mobile-only event discovery platform focused on disrupting the offline entertainment market 4

Slide 5

Slide 5 text

What is going on here ? ● Weekend ? ● Great Venue ? ● Great Event ? ● PR ? 5

Slide 6

Slide 6 text

What are analy+cs told us ● Age: Between 17-22 ● Location: West Village ● Email domain: .edu 6 NYU Students

Slide 7

Slide 7 text

But our marke+ng focus didn’t reﬂect our best users Google Keywords ● New York Events ● Things to do in New York Facebook Ad Campaign ● Lives in Manhattan ● Age:18-35 7

Slide 8

Slide 8 text

How we pivoted our marke0ng outreach Sponsored FB Post and Self generated content We sponsored posts on popular college FB pages and eventually created our own network of social pages that generated millions of followers over :me. Influencers Identified the most popular students on campuses and got them to share events with their network ….this was 2014 Referral Program Standard user get users program targeted to college students. 8

Slide 9

Slide 9 text

How did we do this ? 9 Traffic Attribution Analytics Aggregator Product Traffic A2ribu5on Analytics Aggregator

Slide 10

Slide 10 text

Deﬁning your Marke/ng Approach 10 Traffic App Spray and Pray Outreach based on CTR rate cost and keywords. Hard to quanitify the impact of performance marketing. Traffic Channel Optimization Marketing is optimized by channel, with lower converting channel being discontinued. Attribution Analytics App Traffic Channel, Content, Product Optimization Optimize Channel, Creative, and Product making a end to end user centric solution. Attribution Analytics App Aggregator Channel Channel Creative Experience

Slide 11

Slide 11 text

Onboarding 11 Dynamic Onboarding VS. Generic Sign Up

Slide 12

Slide 12 text

Re-engagement 12 Personalized Web Push Campaign VS. We Miss You Email

Slide 13

Slide 13 text

Paid Media 13 Dynamic Content Optimization VS. Generic Banner Ad

Slide 14

Slide 14 text

Want big impact? Use big image. 14 Why Should Product Managers Care About Marketing

Slide 15

Slide 15 text

Marketing + Product 15 = Better Customer Experiences (And much higher conversion rates)

Slide 16

Slide 16 text

Thanks! Any questions? You can ﬁnd me at: ● @yofrez ● h5ps://medium.com/@yofrez 16