The Fundamentals of User Adoption
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A strong user adoption strategy is the foundation for fostering growth and being proactive against churn. UserIQ’s CEO, Rachel Orston, laid out the fundamentals of user adoption and what changes as you scale at SaaStr Annual 2018. You can find the recording of Rachel's presentation on UserIQ's User Adoption Toolkit: http://bit.ly/2phKSS4
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The Fundamentals of User Adoption
- 1. THE FUNDAMENTALS OF USER ADOPTION What Changes and What Doesn't as You Scale Rachel Orston CEO, UserIQ
- 2. WHO AM I? ➔ CEO, USERIQ ➔ Native Californian...Moved to ATL in 1994 ➔ 4th Startup, Last one (Silverpop), sold to IBM in 2014 ➔ Two kids in Middle School. 146 days left until it’s over. ➔ Married to a Divorce Attorney - 17 yrs strong*
- 4. “A healthy, growing SaaS company with -5% churn has 73% higher revenue than one with 5% churn.” — Tomasz Tunguz
- 5. If a software company grows at 20% annually, it has a 92% chance of ceasing to exist within a few years.
- 6. CHURN & BURN: A Tough Starting Point
- 7. CHURN & BURN: A TOUGH STARTING POINT
- 10. CUSTOMER GROWTH
- 13. START WITH WHY Basic Easy & IntuitiveDifficult PRODUCT EASE OF USE USERVALUE Irrelevant WOW Moment
- 15. GET TO THE WHAT Identify the top 10-20 behaviors and user flows (steps of behaviors) that are used by retained users: Most Retained Users Most Churned Users ≠ No Correlation
- 16. GET TO THE WHAT Identify the top 10-20 behaviors and user flows (steps of behaviors) that are used by retained users: Few Retained Users Few Churned Users ≠ No Correlation≠ No Correlation
- 17. GET TO THE WHAT Identify the top 10-20 behaviors and user flows (steps of behaviors) that are used by retained users: = Correlation Most Retained Users Few Churned Users
- 18. IF YOU DON’T HAVE ENOUGH DATA – ASK
- 19. Customer Success + Product Management: THE MARRIAGE OF WHY AND WHAT
- 20. THE GREAT DIVIDE Customer Success Customers Product Management The Great Divide Nearly 62% of respondents said that Customer Success Teams were solely responsible for onboarding and other customer journey touchpoints More than 80% of teams work in separate applications or spreadsheets More than 70% of Product Managers spend little to no facetime with customers
- 21. THE REALITIES OF ALIGNMENT: Respondents said the most important factor in creating alignment was understanding customer needs (88%) Respondents felt least aligned on who their ideal customer actually is (55%) ? http://info.useriq.com/CSPMAlignment
- 23. EXAMPLE WOW MOMENT Is my trial in-app onboarding driving the right feature adoption and conversion? Create an In-App Campaign Create a SegmentName a Feature
- 24. How active are my users? What features are my users interacting with most?
- 25. What features are most indicative of stickiness during onboarding What features are most likely to convert a free user to paid
- 26. THE PRODUCT MANAGEMENT USER FLOW Signup Name Feature Named at least 1 feature? Create Campaign Create Segment View Feature Details Yes No
- 27. THE CUSTOMER SUCCESS USER FLOW Signup Move from Trial to Paid (First value delivered) Desired Outcome SUCCESS MILESTONE Onboarded Logical Advocacy Ask Logical Upsell Opportunity SUCCESS MILESTONE SUCCESS MILESTONE SUCCESS MILESTONE ACQUISITION ENGAGEMENTONBOARDING
- 28. MERGE YOUR EFFORTS Signup Name Feature Named at least 1 feature? Create Campaign Create Segment View Feature Details Yes No User Assistance SUCCESS MILESTONE SUCCESS MILESTONE SUCCESS MILESTONE $ Engagement ONBOARDING
- 29. “Hello!” “Time’s Up” “Just Got Paid” “You did WHAT?!” “No, you didn’t….!” FOCUS YOUR EFFORTS
- 30. 1. How long does it take to get to Wow!? (Time to Wow!) 2. Can we shorten the number of steps required to get to Wow!? 3. What is the drop-out rate of users on their way to Wow!? 4. Which step in the process has the highest drop-out rate? 5. Why are users failing at that step, and can this be addressed? 6. Is the Wow! moment clear and strong enough? 7. What is the Wow! to Work Ratio? 8. Are different buyers interested in seeing different Wow! moments? TIME-TO-WOW* David Skok: “Growth Hacking: Creating a Wow Moment”
- 32. MOMENTS OF TRUTH 1. Major turning points in the relationship 2. Crisis 3. Unexpected Delight
- 35. Time To WOW
- 36. THANK YOU!