• 4. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY • 5. “You will get all you want in life if you help enough other people get what they want.” • 6. You’ll learn how to... • 7. Start with an audience • 8. WHO ARE YOURCustomers? • 9. START WITH A SPECIFICAudience @ • 10. WHERE DO THEYHang out? • 11. Where do they hang out? • 14. HOW SHOULD YOUEngage? • 15. People who are responsible for improving web user experiences have a problem communicating what needs to be improved. Problem Hypothesis • 16. Who are your customers? PEOPLE WHO DESIGN Websites • 17. Where do they hang out? • 18. How should you engage? HELP THEM BE MORE Awesome • 19. Build an audience early ORIGINAL CRAZYEGG TEASER FROM 2005 • 20. Build an audience early 23,000 PRE-LAUNCH EMAILS 200,000 CUSTOMERS 7 FIGURES REVENUE • 21. Crazy Egg 100% BOOTSTRAPPED 4 FULL-TIME EMPLOYEES Crazy Egg is PROFITABLE • 22. What is User Experience? • 23. Who are your customers? • 24. Where do they hang out? • 25. How should you engage? • 26. Build an audience early • 27. How to reach your customers... • 28. BUILD YOUR OWNChannel • 29. Publish awesome content Content is king. • 30. Start a blog SELF-HOSTED • 31. Start a blog DRIP EMAIL MARKETING • 33. Design for conversions • 36. Create content that teaches • 37. Create content 50 INFOGRAPHICS 300 POSTS 10,000 COMMENTS • 38. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICS • 39. “Employ two people for the same job, keep one.” Nick Warren • 40. 4000 Tweets 500 Likes 300 LinkedIn SharesCASE STUDYBOUNCE RATE DEMYSTIFIED • 41. 3900 Tweets 707 Likes 366 LinkedIn SharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE? • 42. Be consistently awesome • 44. Start a blog $7.35 COST PER SIGN UP • 45. YOUR CHANNEL HELPS YOU Grow • 46. YOUR CHANNEL HELPS YOU Learn • 47. !“The only way to win is to learn faster than anyone else.” Eric Ries • 48. MARRY THE PROBLEM NOT THE Solution = • 49. “Just because you can doesnt mean you should.” Jason Jacobs • 50. Not the solution 3 YEARS $1,000,000 BURNED INFINITE LOSS • 51. !“Dont try to do marketing if you have something that people dont want.” Noah Kagan • 52. FIND THE COREProblem - • 53. “Better mouse traps are easier to sell.” Seth Lieberman • 54. ALWAYS BEGIN WITH AHypothesis ? • 55. Start with a hypothesis • 56. Customer Development ! • 57. !Our hypothesis is that product manager type people have a problem doing effective customer research. Problem Hypothesis • 58. LEARN HOW TO ASK THE RIGHT Questions ? • 59. “You need to hear the feedback... the good and the bad.” Glenn Gaudet • 60. What we wanted to learn • 61. “Become a student of your customer.” Caroline Beaulieu • 62. How we learned 20 phone interviews 3 paper user tests 2 landing pages 1 hacky mvp • 63. What we learned ! • 64. What we built MICRO SURVEYS - • 65. What we built POWERED BY KISSINSIGHTS LINK • 66. How we track it • 67. How we track it

1. CUSTOMER DEVELOPMENT
FOR
RAMEN LOVERS
Hiten Shah
May 2012 - RamenCamp

2. HTTP://PERFECTFUELCHOCOLATE.COM
@PERFECTFUEL

3. @hnshah #RamenCamp

4. DOING BUSINESS ON THE WEB FOR
9 YEARS
AND PLENTY OF FAILURES ALONG THE WAY

5. “You will get all you want in life if you help enough other people get what they want.”
Zig Ziglar
HELP ME HELP YOU! EMAIL ME ANYTIME
HSHAH@KISSMETRICS.COM

6. You’ll learn how to...
1 Create an audience
2 Build your own channel
3 Discover core problems

7. Start with an audience
The lifeblood of your business is
people. They interact with you and
even pay you… they are your users...
your customers. Start getting to know
them as fast as possible.
“There is no black magic to
successfully attracting
customers via the web.”
Rand Fishkin
- Who are your customers?
- Where do they hang out?
- How should you engage?

8. WHO ARE YOUR
Customers?

9. START WITH A SPECIFIC
Audience
@

10. WHERE DO THEY
Hang out?

11. Where do they hang out?
HTTP://BOARDREADER.COM

12. Where do they hang out?
HTTP://SEARCH.TWITTER.COM

13. Where do they hang out?
HTTP://TECHNORATI.COM

14. HOW SHOULD YOU
Engage?

15. People who are responsible for improving web user experiences
have a problem communicating what needs to be improved.
Problem Hypothesis

16. Who are your customers?
PEOPLE WHO DESIGN
Websites

17. Where do they hang out?

18. How should you engage?
HELP THEM BE MORE
Awesome

19. Build an audience early
ORIGINAL CRAZYEGG TEASER FROM 2005

20. Build an audience early
23,000
PRE-LAUNCH EMAILS
200,000
CUSTOMERS
7 FIGURES
REVENUE

21. Crazy Egg
100%
BOOTSTRAPPED
4
FULL-TIME EMPLOYEES
Crazy Egg is
PROFITABLE

22. What is User Experience?

23. Who are your customers?
ONLINE MARKETERS WITH
Websites

24. Where do they hang out?
#measure ON TWITTER

25. How should you engage?

26. Build an audience early
10,000
TWEETS
89,000
FOLLOWERS
$0
BUDGET

27. How to reach your customers...

28. BUILD YOUR OWN
Channel

29. Publish awesome
content
Content is king. Great content gets
people excited, it educates them, it
helps them be successful and even
makes them want more!
“No matter what, the very first
piece of social media real
estate I'd start with is a blog.”
Chris Brogan
- Start a blog
- Create content
- Be consistently awesome

30. Start a blog
SELF-HOSTED

31. Start a blog
DRIP EMAIL MARKETING

32. Design for conversions

33. Design for conversions

34. Design for conversions

35. Design for conversions

36. Create content that teaches

37. Create content
50
INFOGRAPHICS
300
POSTS
10,000
COMMENTS

38. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS

39. “Employ two people for the same job, keep one.”
Nick Warren

40. 4000
Tweets
500
Likes
300
LinkedIn
Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED

41. 3900
Tweets
707
Likes
366
LinkedIn
Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A
WEBSITE?

42. Be consistently awesome

43. Be consistently awesome

44. Start a blog
$7.35
COST PER SIGN UP

45. YOUR CHANNEL HELPS YOU
Grow

46. YOUR CHANNEL HELPS YOU
Learn

47. !
“The only way to win is to learn faster than anyone else.”
Eric Ries

48. MARRY THE PROBLEM NOT THE
Solution
=

49. “Just because you can doesn't mean you should.”
Jason Jacobs

50. Not the solution
3
YEARS
$1,000,000
BURNED
INFINITE
LOSS

51. !
“Don't try to do marketing if you have something that people don't want.”
Noah Kagan

52. FIND THE CORE
Problem
-

53. “Better mouse traps are easier to sell.”
Seth Lieberman

54. ALWAYS BEGIN WITH A
Hypothesis
?

55. Start with a hypothesis
HTTP://CUSTDEV.COM

56. Customer Development
!
Our hypothesis is that (certain type of person)
have a problem doing (certain type of task)
Problem Hypothesis

57. !
Our hypothesis is that product manager type people
have a problem doing effective customer research.
Problem Hypothesis

58. LEARN HOW TO ASK THE RIGHT
Questions
?

59. “You need to hear the feedback... the good and the bad.”
Glenn Gaudet

60. What we wanted to learn
1 What are they doing now?
2 What are other tools missing?
3 Who is involved?
4 How frequent / severe is the pain?
5 What are other customer complaints?

61. “Become a student of your customer.”
Caroline Beaulieu

62. How we learned
20 phone interviews
3 paper user tests
2 landing pages
1 hacky mvp

63. What we learned
! People are not doing customer research.
! They want private feedback and targeting.
! It requires developer involvement.
! It is a constant pain.

64. What we built
MICRO SURVEYS - HTTP://KISSINSIGHTS.COM

65. What we built
POWERED BY KISSINSIGHTS LINK

66. How we track it
http://www.kissinsights.com/?
utm_source=suview&utm_medium=dark&
utm_campaign=google.com
UTM CAMPAIGN BUILDER: HTTP://KISS.LY/UTMBUILD

67. How we track it

68. KISSinsights
OVER 20,000
SIGN UPS
KISSinsights is
PROFITABLE
$0
MARKETING BUDGET

69. THANK YOU!
Hiten Shah
hitenism.com
hshah@kissmetrics.com