5 Product Marketing Experiments That 2x-ed Our Conversion Rate

hey everyone happy Friday so my name is Kirsty I work at chameleon we are a user onboarding platform you've probably seen us in the wild before but you won't even know it we do what we say on the tin we blend in like a chameleon so today I want to maybe pick up the pace a we bit to finish up I'm going to give you five quick product marketing experiments that you can take away you can run yourself and I hope you

can get a quick win out of them okay so for the next 20 minutes we're going to talk about the tools and tactics that I use as a director of marketing to get these wins we're very heavy on organic so we're going to be zooming in on that in particular I'm going to talk about her stack what we're using how you can get more activation more pipeline more money self sounding good and where you can start to find

your wins so as I mentioned chameleon we have a really really strong organic motion majority of our pipeline is actually coming from three channels now those are direct organic I'm going to call SEO here and reviews now reviews has actually been quite a new one for us which is interesting and we're putting a lot of effort into

G2 so over the past six six months we've brought in about 2.5 million in influence pipeline I think that's going to go up to about 5 million hopefully more um on these three channels we are consistently testing and iterating so if you want to chameleon website now camilon doio H you're going to find about 30 to 50% of all the visits are going to have something

happening with them we might be typing in your company name we might be company putting your brand on there or it might just be like a little side pop like hey what to come along to a webinar now each has a different experience different Market different Persona that we're going after we're a small team uh our marketing team at the moment is four people so you can really do this if you're Scrappy if you're staying lean

there's four tools I'm going to talk about today number one is muy it is our AB testing platform can live without it I'm on it every day uh I'm going to talk about chameleon if I wasn't talking about my own own product that would be a bit weird we've got our website builder it's damic it's a blog-based website builder pretty simple and customer iio which is our email tool got tools and tactics going on in the middle in

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

so if you're walking past the storefront you're having your first touch with a shop your first touch with the brand is like looking into the window going I like that t-shirt I can imagine on me then we're going to zoom into direct lenders like people coming into your shop people coming into your product we're going to talk about people returning what you can do there hire to get more people to B demos call me maybe and finally we'll look at customers

where you can run experiments there so first touch we are thinking about the people that are they're walking past the store maybe they're coming on to your website they haven't heard of you before we can't assume that they're going to come to your homepage and think yeah this is a tool for me they might end up on your blog they might end up on a feature page we're not sure so one experiment that we ran here

was trying interactive demos that's effectively like imagining your own product being used um by your potential customer like imagining wearing that t-shirt CL people land on your website theyve probably got like 20 different tabs open and competition is really really Fierce here so you want to show value as quickly as you can with interactive demos we thought that was a really good way of showing off without

actually getting people into a product they can play around they can click around so we added it to our product pages and hi traffic blog Pages it was huge we got a great result out of this 50% of people who came onto these Pages was engaging with an interactive demo our sitewide conversion break was hovering at about 1% whether that was on the blog whether it was on a feature page but after people had engaged with an interactive demo that

went up to 3% so the stat that I'm showing here is someone who has reached a step in their interactive demo and then created an account let's get you another win a second win here is people who are now coming to your website they know your brand name they've typed it in they've come direct you want to give them a little bit of a Special Touch they know what they're looking for and it could be you so with

this experiment here we thought we could roll out the red carpet for our visitors to chameleon and we did that with a touch of personalization so here we're trying to show okay you might not be able to imagine our product on you quite yet like imagine that t-shirt on you quite yet but what if we show you so we use Clear bit and muty here to personalize a homepage if you go into k. when you're

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

people booking a demo from the homepage who come direct we saw what is that there yeah 146% um we got about double the leads coming through which is amazing as they were chatting to our sales team and they could already imagine what the product might look like on top of that we also got a fair bit of buzz on this one on LinkedIn people were like have you put my company on your homepage um there was a bit of delight there which was really

cool to see okay so now let's go back to that shop idea people have come back they are ready to you know start touching the t-shirts thinking about which one could be for them this is an experiment that we ran for for people who had come to chameleon five times or over and we thought about our product marketing content that we had our release notes they're usually like hidden in a corner

of your website that not really that many people go to uh so we brought them into the homepage because people get bored of homepages they come time and time again and if you can change that content and just surprise them Delight them we thought we could probably get more people to convert and we did uh people stayed around for much longer we saw about two times increase in session length six% Bunch rate which I thought was pretty cool people were

staying and they weren't jumping back off and the conversion rate here actually went up to 5% so I promised you conver uh product marketing experiments that would get you a two times increase in conversion here's one that's nearly five okay so fourth product Market marketing experiment that I want to share with you is when you actually get people into your product now that's like when people are coming into the shop

they're having a look around they're thinking about what could be but why aren't they buying and why aren't they engaging with us we had a lot of tar kickers within our products and we were trying to reach out to them via email people weren't responding we're looking at product data too we're like they are actually like pretty engaged with our product but why would they talk to us so one experiment here that we did

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

had the opportunity to snooze if they weren't quite ready to book no problem but we were going to give it another go so the result in this one it was a smaller one because we were targeting people who had been in the app for a while but hadn't really done anything but 10% of them booked a demo which is pretty cool when we weren't able to talk to them they weren't resp responding they weren't responding to our emails we measured something here also called the

engagement score and that's were people like clicking around with it were the rage clicking out of it and we found the engagement score here was actually pretty high people were happy about having this pop up and to look forward to the future in this one we're actually thinking about how we can make it even more embedded we're going to put this as like an always on card within our product that people can take at their own base so may

be more findings to be had there and finally my fifth experiment of the day which I think might be one of my favorites too uh we had a big problem in that we weren't getting enough reviews on G2 uh G2 was actually pretty painful for us we were about number 25 in our digital adoption platform category which it was hard it wasn't going so well and

it felt NeverEnding like we were constantly emailing people we were constantly telling the sales team to see if they could ask for a review um and we weren't getting anywhere one thing that we did really wrong here too like our Outreach was sporadic we're just like once a quarter trying to ask people to give us a five star review and it wasn't working so we thought what if we could make the ask more contextual here more human more

natural and what we did was we embedded the as within our app here that $25 for a G2 review was no longer a product tour it was an always on that we keep changing the picture on so that people didn't get fatigue looking at it and then we ran our review campaign with customer IO that went out quarterly so there was always some kind of ass going on for people here

I was phenomenal it was great H G2 is now one of our top three channels for pipeline uh we saw we got most recently 90 reviews from this embedded C that we have in our own product and more from email too we got back our leader badge which was great we had slipped away from that and we regained our rankings it's still like an uphill battle we've got a lot of work to do and

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

website with a lot of traffic or if you have a big segment of users where you think you can make impact I'd recommend there because you're going to learn so much faster than just trying to Target like a niche group of people on your website on top of that website is my favorite for testing like I said we have up to about 50% of our traffic having experiments there um so give it a goal see what happens maybe you've got a blog page that is performing really well and

people people just aren't converting from it it's easier to make the winds there from a low conversion rate to like a high conversion rate to just that little bit higher um another thing you might be thinking is like oh you show me really cool tools here um that's okay you can start simple a lot of the tools that I showed they have like a free or a budget option I know there's a lot of AD testing tools out there I think bwo is one which has a free tier and I so

that's pretty easy get started with um I know I talked about product marketing experiments here uh you might be thinking like why pmm getting involved with this but I think these are the people who can bring their messaging and knowledge into like your website planning your email planning your inaps like they should be getting involved and then another thing you might be thinking is I've got no time uh a quick hack that we found actually is

if you want to get results quickly you can try testing on page on Google search uh a little bit of like messaging copy there messaging testing on your copy can go a long way and like I said there find an okay page and see if you can make it great so over the last 20 minutes I showed you five wins that you can take away I hope they're pretty quick pretty exciting for you all to do um I think they're pretty easy to launch and

they're low effort in they're set up and maybe keep them in your pocket think about one that you could launch I'd love to hear if any of them go well for you uh you're going to get more pipeline you're going to get more demos more Buzz hopefully and you can do it too you can let the team share win maybe fail along the way I've got many more fails that I could share but it wasn't such a catchy title as five WIS yeah let the team get involved I

think pmm are great for experimentation so thank you for joining me for this quick far presentation I do share a lot of my experiments on LinkedIn if you want to connect this is the QR code to do so and I'd love to hear if you take any of them away and what the results are so thank you

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