Sergii Iurevych. Launching your first marketing app on Shopify: Talkable experience
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1. Why we decided to launch the app on Shopify and what we've got in the result? 2. Self-serve marketing app must haves. 3. How to get 5-star authentic positive reviews? 4. When is the right time to invest into paid ads?
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Sergii Iurevych. Launching your first marketing app on Shopify: Talkable experience
- 1. LAUNCHING YOUR FIRST MARKETING APP ON SHOPIFY Sergii Iurevych Head of Product @ Talkable
- 3. 500 10% 6 $50K Customers Install rate Qualified leads Generated in 2 months from launch Referrals
- 5. QUICK START
- 6. GET FIRST VALUE ASAP
- 7. HELP & BEST PRACTICES
- 10. SUPPORT
- 11. MARKETING FOR A MARKETING APP
- 12. NOT UNTIL 20+ REVIEWS
- 13. SUPPORT = 5* REVIEWS
- 14. FORUMS, BLOGS
- 16. GLOBALIZATION
- 17. THINK WORLDWIDE
- 19. CUSTOMIZATIONS
- 20. DIVIDE & RULE
- 21. BUILD → LEARN → BUILD
- 22. RELEASED IN 3 MONTHS
- 23. PRODUCT USAGE IS KEY TO MAKE THEM PAY
- 24. 1. Onboarding 2. Get first value quickly 3. Help section 4. Support 5. Deep integration
Editor's Notes
- Intro How we find customers Suggestion: grow your customers Insight: publish the app on Shopify Intro to Shopify and their app store Email from Aly, show numbers
- Intro to Talkable and how it works Who are our clients? How we work with leads and disqualify them Talkable in numbers: ~ $7M ARR from Referrals, ~300 customers (mostly mid-sized), ~50 people in Kyiv, ~10 people in SF. CS team,PS team codes up fancy looking referral campaigns.
- Talkable Referrals Shopify app: ~500 SMB customers, we generated them ~$50K in two months from launch. 10 qualified leads came inbound from the free app Why we built it? To grow our clients as they use the app heavily, promote your brand, push features to paid Shopify customers
- Smooth & quick start. 33% skip it. Automate – 0 configuration. Those who pass, pass within 2 minutes timeframe. Story: coupon auto-sync.
- Quick aha moment. First referral, email blasts. ⅔ pass the onboarding. ½ stayed launched. But only ⅓ gets to their first aha moment – a referral in our case. Insight: email blasts that boost first success moment.
- 20% of clients would like to read a help guide with best practices without reaching out to support. Clients value benchmarks. 30 frequently asked questions: setup, promotion it goes beyond the app boundaries, overall UX matters.
- Lots of people just give it a try. ½ will delete your app 20% clients come back: support re-installation without losing data Mark sites as archived, do not delete them Suggestion: you may delete your site after several months or even a year
- Deep integration with their store and ESP Tell about recharge and other frequently used apps Story: anonymous vs logged in users, we don’t require user accounts, win win
- Great support drives positive reviews Intercom vs native support feature of Shopify Insight: Monday and Friday are usually busy
- We burned ~$1,000, on app with no reviews Do not to invest until at least 20 reviews Insight: Shopify gives us 300 weekly impressions, 10-20% install the app
- 16 reviews is a median for free apps https://asoft.co/shopify-apps/store-analysis Shopify randomly pick the app of the day, be ready for a traffic spike at any moment Insight: featuring your app can 4X your users count in one month Siggestion: join Indie Hackers community to find such insights
- Post on blogs and Shopify forums Insight: we doubled our weekly traffic this way
- We disqualify prospects making less than $4M in annual sales Suggestion: we route them to the free app if they are on Shopify, through Salesforce Insight: 10 leads came inbound from the free app
- 100% of the copy should be translatable Language determines currency formatting (french CAD vs english CAD) Suggestion: CSV language import Insight: people are fine with English inside admin
- Users value flexibility, they always think about interconnection between apps Suggestion: Reporting inside your app is a bad idea, people analyze data within their store Insight: usually ~10 apps installed if not more, tell about ESP integration
- Regular updates, think twice before allowing customizations Bug fixes should be impactful Insight: campaign appearance saved support time
- Solve one thing at a time Simple admin, zero configuration Suggestion: expand through different apps but with one shared account
- It took us 3 months to build the free app as a separate product with different design but a limited set of already existing features. Cut the corners: people will need to see their first value quickly. Otherwise they won’t be able to see all those great features you’ve built. You can ship additional stuff later. Tell about Shopify QA process.
- Pricing. Both value and usage are crucially important. Even if your users see value, they won’t buy unless they use the product a lot. In apps with very low infrastructure costs people value time they can save using the product. You cannot charge a lot of some extra features even if they are cool. However, you can charge a lot if they see a time saving in it.
- Let’s recap what’s important.