Product-Led Growth: How to Build a Product That Sells Itself by Wes Bush

Author:Wes Bush [Bush, Wes]
Language: eng
Format: epub
Tags: How to Build a Product That Sells Itself
Publisher: Product-Led Institute
Published: 2019-05-27T22:00:00+00:00

When you’re running onboarding sessions, really seek out the top three outcomes. Knowing them will help you eventually catapult people into areas of the product that matter to them.

After your first onboarding session, here are the next steps:

1. Write down the key outcome(s) that someone wanted to accomplish.

Put this in a spreadsheet or somewhere you won’t lose it. Each time you onboard a new trialer, add to this list. Eventually, you’ll learn which outcomes are most important. If you’re looking for an “Aha!” moment, you’ll get it—in real time.

These key outcomes will guide your marketing and initial onboarding, but that’s getting a little ahead of ourselves. For now, focus on helping your user. Things do not need to scale at this point. You can create trial accounts manually, set up APIs for integrations, and even give users your personal cell phone so that they can call you in the middle of the night (kidding).

Over time, you’ll find out what needs to be automated by the sheer number of requests and how painful they are for your team to manage.

2. Focus on where you need to offer a helping hand.

People will find it challenging to accomplish critical outcomes in your product, especially if you’ve been a sales-led company that’s now trying to transition to a product-led organization.33 That’s okay. You just have a lot of ability debt to chip away.

When reviewing onboarding sessions, take special notes of when people mess up. This is an opportunity for you to improve your product experience or add a helpful tooltip.

3. Lastly, clear the damn path.

You’re going to have garbage that prevents users from experiencing a key outcome in your product. When it comes to your onboarding, every step that doesn’t help your user experience a meaningful outcome should be removed.

Just like in the Snappa.com example I shared earlier—in which an email activation step kept 27% of new signups from ever logging in—you need to challenge each step. By removing the email activation step from the initial onboarding experience, Snappa boosted their MRR by 20%. Removing one unnecessary step from your onboarding may not have such a monumental impact, but it just might!

By challenging each step in your onboarding, you’ll create a superhighway for your users to accomplish a key outcome in your product. In Part III, I’ll share a framework that streamlines your onboarding and helps your users become successful.

Now that we’ve covered the UCD framework, I want to challenge you. Even if you do a terrible job understanding and communicating your value, there’s one thing you can do that will keep your business running smoothly: Deliver on your value.

If you can do that one thing, and get consistently better at it, you’ll build a strong foundation for your product-led business—as long as you avoid one killer mistake.

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