Lack of performance (slowness, data loss) destroys the feeling of mastery. Conversely, sending an email asking users to get the app alone led to more unsubscribes than app downloads. When web signups clicked on this content on their mobile devices, we asked them to get the app, and because they were now confident in the value, they did get the app. And once the core value is reinforced, you can actually introduce more friction to deepen the value created. changed the emails to deliver on the value we promised in the first experience, instead of telling users what we thought was important about the product. From his must-read article on onboarding: Show don’t tell.ĭeliver value first and then people will be willing to suffer through friction like an app downloadĬasey Winters worked on growth at Pinterest early on and saw how pairing email outreach with a great onboarding experience helped drive activation. Follow-up emails and social push notifications should deliver actions that create customer value instead of trying to “educate” your customer on the product.Prominent in-product invites can capture the intent to share socially when someone has a particularly good moment in the product.People want to both be seen feeling masterful and they seek to affirm their positive experience by checking in, This is cool… right? These positive emotional experiences cue people’s desire to reach out socially and share their experience with their social group. It can be a familiar UI or workflow that’s super responsive and smooth, or unexpectedly good customer service. Novel experiences don’t have to be totally new capabilities, but they can be. Your product has to ✨work✨and it has to work. Novelty is an emotional state that amplifies and complements someone’s feelings of mastery. When we say “surprise and delight” or “product polish” we really mean the feeling of This is cool that accompanies a novel experience. Focus on delivering that value immediately. People love to feel as if they are in control.ĭetermine what the top 2–4 capabilities or workflows of your product are, and use those as the onboarding experience. Products that give people a feeling of mastery the first time they use it make people feel especially in control. This is especially true for messaging and other networked products, where the product grows in value with each person who uses it. Before there’s a team, a single person has to have a great experience using the product and want to share it with other people. That feeling is why great onboarding kickstarts organic growth and expansion.
Mastering a new workflow makes people feel in control, like This just works. Feelings of mastery + novelty drive sharing. This is what makes onboarding the most critical part of any growth strategy - successfully onboarded users retain well and go on to drive massive organic adoption. If a tool is not useful, people will simply not come back. The ability of a brand new user to understand and complete the core workflows of a product determines whether your product delivers immediate value to your customers - Day 0 value.
If you take away just one thing from this guide, let it be this: People make decisions because of the way they feel. These are insights I picked up from running product and growth at Slack, designing games at EA and my own venture-backed company, and investing in productivity & collaboration companies at Lightspeed Venture Partners.
RAPIDCART SHOWS ONE PRODUCT HOW TO
Each section ends with questions you can bring back to your team to help you figure out how to build a product you can sell. The goal of this guide is to provide a concrete, human behavior-centered overview of how to build a sellable product. However, the choices we make when building a product determine how we can sell it, for what price, and how effective our tactics will be. Go-to-market generally refers to everything about how a product is positioned, packaged, marketed, and sold. A successful go-to-market will create and amplify interest in using your product among your target customers. The hardest thing about going from 0–1 is not building something, it’s getting people to care about your product. Zero to 1: Product Fundamentals for Go-To-Market
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