Personalized product experiences, in-product meeting prompts, and how to sequence tests across the buyer journey
Kirsty Finlayson · Chameleon
Published September 6, 2024Explore the lesson. Sign in to access the slide download.
Chameleon presents five product-marketing experiments aimed at improving conversion across a buyer journey. Examples include personalized product experiences, in-product meeting prompts, and a broad-to-specific approach to iterative experimentation.
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“product marketing we have one full-time product marketer and myself I was originally director of product marketing before I went into the overall marketing function and then when we show our results I'll be showing muy mix panel and dream data which is our attribution platform so these five experiments they're not all running for the same people at the same time I like to think about it as like your shopping Journey”
“back home not in this conference venue uh you should see your brand and you should see your brand colors on what the product could look like so this is all about that five star experience I wonder what the results were once's again we've saw a huge conversion lift here we're looking at 150% conversion rate optic across all signups or email subscribers or demos booked but when we actually zoomed in on”
“was we put a friendly face this is our head of growth here on a product tour within chameleon we tried to keep it like pretty casual like hey I'd like to share some best practices I'd like to have a quick coffee chat with you would you be Keen I think what made this one really really great is that we had this embedded calendar paart so when people were shown this product to her they weren't leaving our app they were actually staying within it and they also”
“but we're now at number 13 and before we were like number 30 in our category and with the results of this experiment here we've definitely got more confidence to keep going and invest more okay these are cool where to begin um I think with these experiments I've shown my number one piece of advice is start bro if you have a page on your”
“Chameleon Has a Strong Organic Motion H1 2024 top channel performance Direct Organic Reviews (G2) These three channels alone expected to bring $5,000,000+ in influenced pipeline in 2024 We continuously test and iterate here. Different experiences, different markets/personas. Tools and tactics”
“First touch: Try Interactive Demos 50% play rate Site wide CVR = ~1% Post-demo CVR = ~3% Result”
“Website fatigue is real I’m sure you’ve all got great product updates Fresh product, fresh home, more conversions 3. Multiple Visits: Show Product Content Experiment”
“Collecting G2.com reviews felt never-ending Our outreach was sporadic (not drinking our own champagne) What if… we made the ask more contextual? 5. For Customers: Automate Your Reviews Experiment”
Video
5 Product Marketing Experiments That 2x-ed Our Conversion Rate - Slide Deck
Director of Marketing at Chameleon, a digital platform helping teams create in-app onboarding and user education experiences.
Adam Robinson · Retention.com
Alina Vandenberghe · Chili Piper
Stephen London · Fello
Senraj Soundar · Koncert
Shiyam Sunder · TripleDart
Shahrouz Varshabi · Designity
Each slide with a short explanation of what it shows. Open the slide text for its exact wording.
19 passages
SaaSOpen, September 2024 5 Product Marketing Experiments That 2x-ed Our Conversion Rate Kirsty Finlayson Director of Marketing @ Chameleon (chameleon.io)
The talk is organized around experimentation tools and tactics, observed results, and how to replicate the work.
Over the next 20 minutes I’m going to show you how to run multiple product marketing experiments Tools and tactics Organic first Smart stack Results we saw How to replicate More activation More pipeline Where to start Find your wins
A channel performance chart compares direct, organic search, and review sites across deal counts and influenced value. Direct and organic search have the longest deal bars, while review sites show more influenced value than deals.
Chameleon Has a Strong Organic Motion H1 2024 top channel performance Direct Organic Reviews (G2)
A callout says these three channels were expected to bring $5,000,000+ in influenced pipeline in 2024, and notes that the team continually tests and iterates.
Chameleon Has a Strong Organic Motion H1 2024 top channel performance Direct Organic Reviews (G2) These three channels alone expected to bring $5,000,000+ in influenced pipeline in 2024 We continuously test and iterate here. Different experiences, different markets/personas. Tools and tactics
The diagram links tools used to make changes with tools for analysis and customer engagement, then lists Mutiny, Mixpanel, and Dreamdata as the tools used to show results.
Mutiny Chameleon CMS (Statamic) Customer.io Our Tech for PMM Experimentation Make changes Show Results Mutiny Mixpanel Dreamdata Tools and tactics
A numbered journey places first touch, direct landers, repeated visits, calls, and customers along a path from first discovery toward conversion.
1 2 4 3 5 First touch Customers Direct landers 5+ visits Call me, maybe?
The experiment responds to fierce competition by showing value faster to first-time visitors with interactive demos, including on product pages and high-traffic blog posts.
Competition is FIERCE Show value faster for first-timers Tried adding them to our core product pages/high-traffic blog First touch: Try Interactive Demos Experiment
The result panel reports a 50% play rate, site-wide CVR of about 1%, and post-demo CVR of about 3%, with a separate conversion card showing 2.96%.
First touch: Try Interactive Demos 50% play rate Site wide CVR = ~1% Post-demo CVR = ~3% Result
The experiment addresses confusing SaaS homepages and the gap between ideas and implementation by presenting a tailored landing experience.
SaaS homepages are confusing most of the time It’s hard to connect an idea to implementation How can we give homepage “landers” a five-star experience 2. Direct: Product and Personalization Experiment
The result panel reports a 146% conversion lift, 3,856 visitors, a 0.39% conversion rate, and 15 conversions for the variation.
SaaS homepages are confusing most of the time It’s hard to connect an idea to implementation How can we give homepage “landers” a five-star experience 2. Direct: Product and Personalization Experiment Result
For returning visitors, the experiment uses fresh product content to counter website fatigue and encourage deeper engagement.
Website fatigue is real I’m sure you’ve all got great product updates Fresh product, fresh home, more conversions 3. Multiple Visits: Show Product Content Experiment
The result panel reports a 225% increase in session length, a 6% bounce rate for repeat visitors, and about 5% CVR.
3. Multiple Visits: Show Product Content Experiment Result 225% increase in session length 6% bounce rate for repeat visitors ~5% CVR
The team targeted active users who were not progressing by replacing generic email outreach with a contextual calendar pop-out and a snooze option.
We had lots of tyre kickers in the product Email outreach wasn’t landing Active – but why not progressing? 4. Book a Call: Make the Offer Contextual Experiment Calendar pop-out Snooze
The result panel reports that 10% booked a demo and that engagement was high; it also shows a 9% completion rate.
4. Book a Call: Make the Offer Contextual Calendar pop-out Snooze Result 10% booked a demo (pretty good from being blanked) Engagement score high Something we’re moving to be more “embedded” and always on
The slide describes sporadic review outreach and proposes making the review ask more contextual inside the product.
Collecting G2.com reviews felt never-ending Our outreach was sporadic (not drinking our own champagne) What if… we made the ask more contextual? 5. For Customers: Automate Your Reviews Experiment
The combined in-app and email flow is presented as making G2 a top pipeline channel, restoring rankings and social proof, and giving the team confidence to invest more.
5. Use In-App AND Email for G2 Growth Result Phenomenal! G2 is now a top channel for pipeline $$$ Regained rankings and social proof (leader badges) Confidence to invest more
The closing guidance recommends starting broadly, learning quickly, using a free or budget A/B testing tool, and testing on paid traffic when time is limited.
Cool Experiments… Where to Begin 🥴 Start broadly, learn fast Website great Test on paid Find an “ok” page CHANNELS NO TIME NO TOOLS Free/budget A/B testing tool Your PMMs should be using these!
The recap emphasizes five accessible experiments, more pipeline, demos, and buzz, and encourages teams and product marketers to participate.
Over the last 20 minutes, I showed you: EXPERIMENTS Five wins you can take away Easy to launch, low-effort setup Keep them in your pocket! RESULTS YOU CAN TOO! More pipeline More demos More buzz Let the team share, win, and fail Let PMMs get involved in experiments
The speaker closes with a thank-you and a QR code for the audience.
SaaSOpen, September 2024 Thank you! [redacted email] Kirsty Finlayson Director of Marketing @ Chameleon (chameleon.io)