We Have 1.06 Merchandise.
I wrote that assertion on a whiteboard at the beginning of a web site brainstorm session.
What does 1.06 merchandise imply?
1.06 sums up my frustration on the adoption fee of our new merchandise. Yup, Unbounce is now greater than only a touchdown web page builder. We launched two new merchandise, particularly “overlays” and “sticky bars”, and we grouped them collectively below an umbrella time period “Convertables”.
The number one represents our flagship industry-leading touchdown web page product (100% of our prospects have adopted it), and the .06 represents the tragic adoption fee of our new merchandise (6%).
And sure, you’d be appropriate in case you famous that “Convertables” isn’t an actual phrase, however then neither is Unbounce, so we went with it after a notable quantity of company-wide polling, and common company groupthink. Extra on that later.
So, how does this state of affairs end in me writing 30 weblog posts about our merchandise?
Rewind to October fifth: I used to be in a gathering with fellow co-founders Rick, Carl, and Carter, brazenly expressing my frustration with the adoption numbers, and Carter interrupted me to ask, “Okay, advantageous, however what are you going to do about it?”.
Then this video occurred…
Superior, proper?! Yeah, it’s, till the second I spotted it’s been precisely 301 days since I final wrote a weblog submit (I’ve been specializing in public talking), making this degree of bravado a tad audacious at finest. Aaand, sure I understand I used to be just a little intoxicated within the video.
However, I’ve discovered over time, that being a bit ridiculous in my guarantees is the one approach I actually know find out how to get shit completed. Once I inform everybody that I’m doing one thing huge, the self-imposed peer stress is what motivates me to ensure I full my mission.
Enter Product Consciousness Month (PAM)
This brings me to our weblog. We’ve by no means written a lot about our merchandise on the weblog, in reality, we’ve actively prevented it to let the content material communicate for itself as an academic pillar of the neighborhood, and to stay non-salesy.
I’ve realized although, that it doesn’t make a lot enterprise sense to be that overtly humble in all advertising communications. There has to be a solution to stability exposing folks to your product with out it detracting from the expertise.
It’s my fault in some ways. Once I began our weblog again in 2009, I had a mission to be completely different from our rivals, to not come throughout as a salesman, and simply to offer worth and entertaining content material that stood out.
We dominated the realm of conversion content material for a few years, however in an more and more aggressive SaaS martech house, our content material is not primary, and it’s time that we modify our method.
Which is why we’re doing a weblog takeover for the entire of January.
Our objective is to discover a weblog matter we’ve not coated earlier than, but in addition to reveal a clear window – transparency is considered one of our six core values at Unbounce – into our journey as an organization, as a advertising workforce, and myself personally, to change into higher at advertising our new merchandise.
For me, it’s the primary time I’ve ever been concerned in product advertising, which is able to make it an interesting private journey reinventing myself as a distinct form of marketer.
I’m additionally reducing the variety of talking gigs I do in 2018 in half, as a result of let’s be trustworthy, on this second, the success of Unbounce could be extra quickly impacted by me staying dwelling than being on the street.
Alongside the best way, I’ll be opening up the Unbounce vault to share our core metrics with you. It will embody our churn and product adoption metrics, which we hope to have the ability to carry in an enormous approach all through this 30-day experiment. There can be information check-ins all through, with a midway report, after which a full “Outcomes Present” on the finish.
I’ll even be digging into our analytics to see what the engagement and attribution appears to be like like for each one of many 30 weblog posts.
Among the content material will revolve across the learnings and experiences of changing into a greater product marketer, and the remaining can be an exploration of the methods we’re attempting to rethink what our merchandise are, what they imply to our prospects, and the way we will do a greater job speaking their advantages (with some case research and new methods of pondering – I hope).
I say “I hope” as a result of I’m scripting this as you learn it. That’s what tends to occur once you decide to one thing as absurd as 30-in-30.
Observe Alongside << Mid-Publish CTA
I encourage you to observe alongside by subscribing to our weekly replace emails on the backside of the web page. I’m actually eager to have our neighborhood (that’s you) assist us discover how to do that correctly, and hopefully, we’ll all learn to do a greater job of selling our merchandise.
You too can subscribe by clicking right here to launch a popup (utilizing the on-click set off characteristic) which incorporates the subscribe type. << product advertising a lot?
Aaand I’ve configured it so that you’ll see an exit popup once you go away this web page. Word, that I’m doing this to point out the product in a related and hopefully helpful method.
Unbounce Product Adoption Metrics
How will we measure adoption at Unbounce? To grasp, it helps to clarify just a little about how we outline a buyer. Within the previous days, a buyer was any signup, somebody who began a 30-day trial. Over time we discovered we must be measuring just a little deeper into the shopper lifecycle, and determined a buyer was somebody who paid us twice; as soon as after the 30-day trial, and once more after sixty days.
In 2017 we modified this additional to somebody who pays us 3 times, giving us a significantly better sense of true churn numbers.
To be thought of a buyer who has adopted our merchandise, we’ve got an extra set of app utilization standards:
For touchdown pages adoption means: a buyer who has constructed and printed a number of pages, has arrange a customized area, configured an integration with one other instrument, and has paid us 3 times.
Full transparency: 6% adoption for a brand new product sucks.
So what went improper? Why was adoption so low?
Properly, first, and most significantly, product advertising is basically arduous.
We additionally made a number of (effectively supposed) errors, particularly…
Mistake #1: We referred to as a popup an overlay.
Mistake #2: We created a fictitious umbrella time period “Convertables” for less than two baby merchandise, and for a number of months, just one baby product.
Mistake #three: We assumed that folks would discover and use these two merchandise, hidden behind stated umbrella time period within the app.
Mistake #four: We assumed that the purposeful consumer of our touchdown web page product can be the identical one who wants to make use of popups and sticky bars.
How will we un-f*** this downside?
The very first thing we’re doing is eradicating public-facing mentions of the time period “Convertables”. This has excited the advertising workforce as a result of it’s a lot simpler to market one thing when you understand how to explain it, and a multi-product worth prop is far tougher than a single-product worth prop.
Past that, the method I’m taking is a mix of 4 major tenets:
- First, is an idea I name “Productizing Our Know-how” or POT for brief. That is about discovering new and novel ways in which our platform can be utilized, that folks both haven’t imagined or just didn’t know was potential.
- Second, is exploring the complete Unbounce ecosystem, from the app, to the web site, our content material channels, and our neighborhood, to see how we may do a greater job of exposing the advantages of our merchandise to those that can profit from them.
- Third, is utilizing the Product Consciousness Month weblog takeover to create interactive demonstrations proper right here on the weblog – the objective of which is to scale back the Time to Worth (TTV) by creating extra apparent ah-ha moments.
- Fourth, understanding who the assorted goal personas and purposeful customers of the completely different merchandise are, and adjusting our concentrating on and advertising communications to seek out and communicate to these doubtlessly completely different customers.
With reference to #three the weblog takeover, in case you check out the highest of the display screen, you’ll see a header bar like this:
Or this one, in case you have scrolled down the web page:
For those who have a look at the hierarchy of data from left to proper, you see: 1) Who we’re: brand, 2) What we do: worth prop, three) The best way to take motion: the three huge orange buttons.
That is vastly completely different to the remainder of the weblog, which retains the navigation of the entire web site (I’ve thought that was incongruent for a very long time).
My hope is that the brand new header bar helps extra folks know what we do, and the way our merchandise will help. I’ll be monitoring engagement with the three CTAs and evaluating these 30 posts towards our different weblog content material by way of its capability to get folks to enroll.
Productizing Our Know-how: Touchdown Pages, Popups, & Sticky Bars
I had my very own ah-ha second once I began imagining all of the ways in which I may hack/modify/prolong the methods the Unbounce conversion platform can be utilized. Now we have three core items of product expertise (not together with our AI/Machine Studying efforts that may energy our expertise sooner or later): touchdown pages, popups, and sticky bars.
By taking our core tech, combining the obtainable options, with new jQuery scripts, CSS, and a few Third-party integrations, it’s potential to create a plethora of latest “mini-products” that if embraced by the neighborhood, may inform future product course.
Check out the spreadsheet under. That is my POT matrix. The whole sheet presently homes over 120 new product concepts.
(Click on picture for full-size view)
Throughout the highest (in yellow) are the core merchandise, their options (reminiscent of concentrating on, triggers, show frequency), and the completely different hacks, information sources, and integrations, that may be mixed to provide the brand new merchandise listed in inexperienced within the first column.
Every product is flagged as being in considered one of three states:
NOW: These merchandise are potential now with our present characteristic set.
MVP: These merchandise are potential by including some easy scripts/CSS to increase the core.
NEW: These merchandise would require a a lot deeper degree of product or web site improvement to make them potential. These are the examples that got here from “blue sky” ideation, and are a helpful higher anchor for what might be completed.
I’ll be explaining these use circumstances in larger element because the month progresses, and I’ll be constructing a few of them immediately into these weblog posts as I write them. << FTR it will contain me reverting to my long-extinct coding background to hack the shit out of the weblog to point out you what I’m speaking about.
Please Observe Alongside
That’s the intro, that’s what occurred, and what we’re going to do to try to repair it. Subscribe to the weekly e mail updates, be a part of the dialogue within the feedback, and chat immediately with me on Twitter.
There may be additionally a calendar on the backside of each submit that may hyperlink to all 30 PMM matters as they roll out.
What’s approaching day 2 of PMM?
Tomorrow’s submit is known as “50 Artistic Concepts Your Advertising and marketing Crew Can Use to Enhance SaaS Product Adoption & Consciousness”. It’s based mostly on the outcomes of rapid-fire brainstorms which uncovered quick-win techniques all product entrepreneurs can use to reveal your merchandise in small and easy methods, to construct to a vital mass of consciousness.
This must be very related to anybody in advertising, and doubly so to these working for a SaaS enterprise.
Right here’s to kicking off 2018 in a blaze of product advertising glory.
p.s. Please soar into the feedback under to let me know what merchandise you’re presently attempting to take to market.