Product Experience Usability to Improve Growth

1. Elena Verna, VP Growth at SurveyMonkey

1.1. https://www.linkedin.com/in/elenaverna

2. Monetization

2.1. Monetization KPIs

2.1.1. NOT revenue

2.1.2. Revenue is the result, when you notice a change in revenue it's already too late

2.1.3. KPI should predict the future

2.2. SurbeyMonkey has a freemium model

2.2.1. They rely on the viral loop, so the free users are very important

2.3. Segmenting your users: Find out the types of users that enter the pricing page

2.3.1. User state

2.3.1.1. Time since account creation

2.3.1.1.1. The longer they wait before seeing the pricing page the less likely they are to upgrade

2.3.1.2. Churned previously?

2.3.1.3. Currently paying?

2.3.2. Conversion based on user category / locale

2.3.3. Desktop vs. Mobile

3. Optimizations

3.1. Pricing page changes are not welcome, users are put off if that happens

3.2. Customize the features that you show based on the use case

3.3. Price display: 300 per year vs 25/month, billed 300 annually

3.4. Showcasing package we want customer to choose

3.5. Decoy package: add an additional package that is more expensive simply to convince people to buy the previous one

4. What didn't work @SM

4.1. Auto-suggesting package

4.2. Skipping pricing for previously paid users