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
Find a passage in the slides and open the original deck.
19 passages
SaaSOpen, September 2024 5 Product Marketing Experiments That 2x-ed Our Conversion Rate Kirsty Finlayson Director of Marketing @ Chameleon (chameleon.io)
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
Chameleon Has a Strong Organic Motion H1 2024 top channel performance Direct Organic Reviews (G2)
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
Mutiny Chameleon CMS (Statamic) Customer.io Our Tech for PMM Experimentation Make changes Show Results Mutiny Mixpanel Dreamdata Tools and tactics
1 2 4 3 5 First touch Customers Direct landers 5+ visits Call me, maybe?
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
First touch: Try Interactive Demos 50% play rate Site wide CVR = ~1% Post-demo CVR = ~3% Result
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
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
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
3. Multiple Visits: Show Product Content Experiment Result 225% increase in session length 6% bounce rate for repeat visitors ~5% CVR
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
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
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
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
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!
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
SaaSOpen, September 2024 Thank you! [redacted email] Kirsty Finlayson Director of Marketing @ Chameleon (chameleon.io)