In this webinar, we partnered with Appcues to help product managers and marketers with ways in which they can drive growth by running in-app experiments.

1. How Product Teams Drive Growth With
In-App Experimentation
Jeff Vincent
Sr. Product Manager, Appcues
Ben Winter
Growth Marketer, Appcues
Utkarsh Rai
Product Marketer, VWO

2. Ask Questions on Twitter
#AskVWO

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We’ll be covering how to:
● Improve user onboarding and feature adoption
● Use in-app messaging to engage your users
● Optimize your in-app experience and conversion at
the same time
● Culture of testing and how it shapes your roadmap

4. In-product experimentation
allows you to match the
testing velocity between
product and marketing.

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Hey this is an important centered headline
THIS IS A SUBHEAD AND A GREAT PLACE TO PUT INFO
For first impressions:
Use the EMBED framework
Appcues

9. ● Establish your team
● Map your current onboarding & data
● Brainstorm your tests
● Execute on those tests
● Do it again
Steps of the EMBED
framework for onboarding:

11. Appcues
But how do you get good data?

12. ● What makes a good long-term customer?
● What are the major events that those
customers have in common?
● What can be done in onboarding alone,
versus updating the product itself?
● How can you leverage other forms of
communication (email, Slack) to engage
customers and encourage behavior?
● How do you connect your in app messaging
to your up funnel marketing content?
Ask yourself these questions:
Appcues

16. Appcues
Bottlenecks

17. Who here has a team an
engineering team with
extra bandwidth?

18. ● Empower your product managers or UX
designers to build and ship in-product
experiences
● Get the right attributes for an install the
first time
● Focus on divergent thinking and testing
Breaking down bottlenecks
13Driveuserengagementandretention-Appcues.com

19. ● We can use the double diamond model of
design process for product experimentation
● Too few product folks spend time on actual
divergent experiments
Divergent thinking

21. Appcues
Product personalization

24. Recent VWO Experiment using segmentation
Before After

25. Using The Culture Of Testing
In a testing culture, leaders obsess about choosing the right metrics.
Helps in validating feedback and bring-in stakeholders
Being iterative with the entire process
Gives you the opportunity to plot your own program
Gets you to build a testing velocity

26. Real World Examples of Building a Testing Culture

27. Real World Examples of Building a Testing Culture

28. Few ways VWO uses its in-app real-estate
Product Adoption - VWO Chrome Extension
Cross-Selling - PushCrew

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Key takeaways:
● How to utilize the EMBED framework
● How to keep simplicity and intuition in mind
● Bottlenecks were made to be broken
● People vs. Products
● Building a culture of testing

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Thank You!
Q&A