Piktochart Use case

Step 1

Discovering untapped market potential

Part of my responsibilities included prioritisation of topics for the inbound marketing strategy. The research indicated 400+  search queries, driving a total of 3,500,000 unique searches each month.

I got to structure queries per topic and intent. Following I’ve used logarithms to weigh in the volumes and difficulties per keyword to get the overall potential for each topic.

The framework indicated that ~900 000 people each month are looking to build a business proposal or wonder how a converting one looks like. 

Step 2

Time to value in 10 minutes

So we knew ~900 000 people each month have the intent to build a business proposal or want to know how a converting one looks like.

We had the technology, know-how, and clients to validate the scope. It turns out only 30% of business proposals sent get a response. Still, people spend hours researching best practices and creating business proposals. 

We created product experience to satisfy people’s need and help them build one in less than 10 minutes.  My role included managing the whole project from scope to deployment.

 

Step 3

Built the foundations of the product marketing function

Piktochart has 17 000 000 users, but at the time had limited insights on user personas, use case, conversion rate per persona, as well as their LTVs.

Armed with the Jobs To Be Done Framework we gathered qualitative and quantitative insights to understand better out customers and their needs.

As a result we’ve validated value propositions for four different segments. 

Step 4

+11.6% on purchase completion rate

After Piktochart released a new pricing strategy, we’ve iterated on the design and copy with rapid UI and copy experimentation.

We ran 6 incremental UI and copy iterations in two months that improved the conversion rate on the original design with 20%. 

The changes contributed to a purchase completion rate increase of 11.6% on a quarterly basis.