Product Experience Usability to Improve Growth
by Laura Bârlădeanu

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