Here are the slides used in Dmitry Dragilev's talk on Action Class. The class video can be found at http://www.appsumo.com/action_class .

1. Kick Ass Conversions & Traffic Dmitry Dragilev zurb.com

2. What does ZURB do? We help people build better products and services online through consulting, our products, education materials, training andevents.

3. What is this class about? Position – What the hell is this thing?Promote – Getting trafficPrice – It’s all about conversionPlace – Making it viral

4. Position It

5. Position it. Get together at a coffee shop to figure out: What your product is. Why people will use it. Who will use it. How they will use it. If you don’t do this….

6. What is your product?

7. What is Verify? Examples: Click Test Click Test Report Preference Test Label Test

8. Positioning: What is your product? What Is Verify?Verify is not:A way to monitor user behavior and see where they clicked/if the site worked or not. (Usability testing)A way to ask users about what they would do in a certain scenario. (Focus Groups)Verify is:In the middle of focus groups and usability. It’s concept testing. Upload a screenshot and ask your customers a question

9. Positioning: What is your product? What Is Verify?Verify is the fastest way to collect and analyze user feedback on screens or mockups. See where people click, what they remember, or how they feel.Proof Points:Turn loose feedback into structured data you can act onQuickly verify specific ideas before implementing themRun simple tests on screensGather valuable feedback from your customersCollect information that's halfway between a survey and usability test

10. Why would people use your product?

11. Positioning: Why would people use it? Why would people use Verify?So why use it? The results of using Verify:Improved webpage comprehension and usabilityImproved landing page performanceFind simple problems that hit you over the headFaster product decision making

12. Who would use your product?

13. Positioning: Who would use your product? Who would use Verify?So who would use it? Target Audience:Product managers who are testing ideas and conceptsBrand managers who want feedback on their branding activitiesDesign teams that want to collect feedback from their team/customersMarketers that want to test the effectiveness of their website initiatives

14. How would people use your product?

15. Positioning: How would people use your product? How?So how would they use it? Ready - upload a screenshoot and ask a question. Customizable tests allow teams to target specific product goals.Run - Share the URL over Twitter, Facebook, LinkedIn, etc. Lowers the barrier for product teams to quickly collect user feedback.Report - Get data to verify your concept and move forward. Actionable reporting makes testing more useful and easier to share (report)

16. Positioning: Ask Friends and Business Contacts

17. Promote It

18. Promote: Lessons #1 Building Relationship with Reporters It’s just like datingNot Adult Friend Finder type of datingGenuine RelationshipReporter wrote at least three articles you connect withYou helped them out more than they helped you

19. Promote: Lessons #2 The Actual Pitch Connects with current trends (Verizon iPhone, Starbuck Logo, Usability)Communicates dead simple uses casesYour grandmother should understand itVerify helps you see if ads are getting in the way or content isn't getting read Verify can help you test landing page performance- it's a guerrilla marketing tool.

20. Promote: Lessons #3 Building Traffic to Your Site Mini Free version of your tool. (example) Publish Case Studies. (example)  Publish Lessons Learned. (example) Publish Resources for people to use. (example) Publish Opinions about current events. (example) Get influencers to speak/contribute. (example)

21. Price It

22. Pricing: It’s all about conversion Ask people what they would pay and give it a try. How?Make sure to have clear conversion triggers in place. How?Use chat on the site to boost conversionsExperiment with promotions and sales

23. Place It

24. Placing/Distribution: Build virality into the tool – How? Virality of Sharing TestsVirality of Taking Tests

25. Write a What? Why? Who? How? Research a popular a blogger, send them an email about a story they wrote Think about the triggers/pain points in your tool Think about how to make your product viral Your Homework!

26. Keep in touch! zurb.comzurb.com/blogzurbplayground.comzurbsoapbox.comtwitter.com/zurb