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

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*

3. WHY USER ADOPTION?

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

8. CUSTOMER GROWTH

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!