Product Marketing Management Test

You are a product manager at a B2B SaaS company that has recently transitioned to a product-led growth (PLG) strategy. The company has always had a strong focus on customer success and wants to ensure this continues under the new strategy. You have been asked to recommend a strategy that aligns customer success with the PLG approach. 

You have the following data:

1. The company's product has a free trial version with limited features.
2. The conversion rate from free trial to paid customers is 15%.
3. The churn rate for paid customers is 5%.
4. The average customer support ticket resolution time is 48 hours.
5. The Net Promoter Score (NPS) is 30.

Which of the following strategies would best align customer success with the PLG approach?

A: Increase the number of features in the free trial version to attract more users.
B: Decrease the price of the paid version to increase the conversion rate.
C: Improve the product's user experience and provide self-service resources to empower users.
D: Increase the customer support team size to reduce ticket resolution time and improve customer satisfaction.
E: Launch a referral program to improve the NPS and attract more users through word-of-mouth.

Your friend, Missy opened a new online store to sell heels. The heels come in 6 sizes: 34, 36, 38, 40, 42, 44. Missy did not want to invest too much capital upfront, so she decided to stock only 3 sizes: 36, 38 and 40 and display “out of stock” message for the remaining sizes. She used Google and Facebook ads to get visibility, and the market responded well. A lot of people ordered heels in the sizes she stocked, so she kept restocking the same sizes as they kept selling out.

She meets you over a cup of coffee and shares her story, and asks if you have any recommendations to increase conversion. What would you recommend?

A: Set up analytics and custom events on her online store to check how many people are clicking on the sizes she doesn’t have in stock.

B: Setting up analytics is not a good idea since it reduces website speed and impacts user experience.

C: Change CTA button to “Buy Now” to increase sales.

D: Procure a larger variety of heels in the same sizes that have been selling out.

E: It is possible that a different combination of heel sizes would increase conversion. 

F: Try a smaller stock of all the other sizes just to see if it sells.

G: Call up some of her customers to understand which sizes they are looking for and understand the market need.

H: Use FOMO (fear of missing out) to your advantage with messaging like “this item is in 43 carts”

I: Pick only 5 star reviews you have received and display on your store for each product to increase trust.

You are a product manager responsible for introducing a new product line of high-end headphones into the market. These headphones are designed for audiophiles and music enthusiasts who seek premium sound quality and craftsmanship. As part of your pricing strategy, you need to determine the most suitable pricing approach.

Which pricing approach would be most appropriate for this scenario?

You are a product manager at a tech company that has developed a new AI-powered photo editing app. The product is now in the growth stage of its lifecycle, with steadily increasing user numbers each month.

The marketing team has proposed two strategies:
1. Strategy A: Invest heavily in social media advertising to acquire new users.
2. Strategy B: Focus on improving SEO and content marketing to increase organic user acquisition.

Based on the product's lifecycle stage, which strategy should be prioritized and why?

A: Strategy A, because it is necessary to rapidly acquire new users during the growth stage.
B: Strategy B, because it is important to focus on organic user acquisition during the growth stage.
C: Strategy A, because social media advertising always leads to higher user acquisition.
D: Strategy B, because SEO and content marketing always lead to higher user acquisition.
E: The decision cannot be made without additional information.

Pink Village is the leading movie theatre in Singapore, and offers a wide variety of new and upcoming movie releases with varied cinematic experiences. Given the coronavirus pandemic, they need to implement safe distancing measures. They came to the conclusion that after every 2 seats in a row, 2 seats should be kept vacant. 

They need to alter the online booking experience accordingly, such that users should not be able to purchase an odd number of tickets. You are the product manager for the online ticketing system. What changes would you make?

A: Users should be able to purchase any number of tickets.

B: The “Buy Now” button should disappear if the user has selected an odd number of tickets. 

C: Users who select an odd number of seats should see an error pop-up when they click on the “Buy Now” button. 

D: When a user selects an odd number of tickets, they should see a message on the same screen notifying them of the restriction. 

E: If a user is trying to purchase 3 tickets, they should be charged for 4 tickets. 

F: This is an extremely confusing flow, we should temporarily halt online bookings, and only allow users to purchase tickets at the movie theatre.

Sam has an ecommerce startup. With the recent growth, they are looking to convert the website from a static website to a dynamic website. What are the additional SEO considerations they would have to implement?

A: good internal link structure
B: more keywords for better SEO
C: dynamic XML site generation
D: dynamic image generation 
E: dynamic title and description generation 
F: mobile friendly pages
G: higher page speed

You are an SEO analyst for a website that relies heavily on high-quality images. Although these images enhance the user experience, you've observed that they're significantly slowing down the website's load speed. What would be the best way to optimize these images for SEO without compromising the user experience?

A: Remove images to improve page load speed.
B: Use smaller images with lower quality to reduce page load time.
C: Implement lazy loading, optimize image file sizes without losing quality, and use descriptive alt text.
D: Use only one high-quality image per webpage to minimize load time.
E: Include all images in the website's sitemap to help search engines index them faster.
F: Add descriptive alt text for all images.

Your friend Bojack has an e-commerce store which sells premium cotton tees. He is hoping to use SEO to increase sales. The same tee is sold in small, medium & large sizes. The urls are as follows:

- bojack-tee.com/white-tee/
- bojack-tee.com/white-tee/small
- bojack-tee.com/white-tee/medium
- bojack-tee.com/white-tee/large

What recommendations would you give to Bojack?

A: Create a base page for white tee bojack-tee.com/white-tee/, individual size pages (/small, /medium, /large) should be linked from this base page

B: Change the sizes to parameters & ensure canonical URL for parameterized URLs is set to the base URL

C: Create more pages with customizations to increase coverage (e.g. bojack-tee.com/white-tee/small/same-day-delivery) 

D: URL structure looks correct, Bojack should focus on link building only for the base page bojack-tee.com/white-tee/

E: Write unique content for the /small, /medium, /large pages, focused on the sizing of the tee

Below we are given the traffic data for a few URLs of adaface.com:

Which of the following are correct?

A: Low bounce rate of adaface.com/aptitude-tests/ might be because of relevant content in the page
B: adaface.com/aptitude-tests/ has lowest bounce rate solely because of lowest page load time
C: adaface.com/team bounce rate is high due to high page load time
D: adaface.com bounce rate is high because it has a lot of irrelevant content
E: Heavy image in the first fold can increase page load time
F: Incorrect canonical URL can increase page load time