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THE FUNDAMENTALS OF
USER ADOPTION
What Changes and What Doesn't as You Scale
Rachel Orston
CEO, UserIQ
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*
WHY USER ADOPTION?
“A healthy, growing SaaS
company with -5% churn
has 73% higher revenue
than one with 5% churn.”
— Tomasz Tunguz
If a software company grows at 20%
annually, it has a 92% chance of
ceasing to exist within a few years.
CHURN & BURN: A Tough Starting Point
CHURN & BURN:
A TOUGH STARTING POINT
CUSTOMER GROWTH
The Fundamentals of User Adoption
CUSTOMER GROWTH
The Fundamentals of User Adoption
The Fundamentals of User Adoption
START WITH WHY
Basic Easy & IntuitiveDifficult
PRODUCT EASE OF USE
USERVALUE
Irrelevant
WOW Moment
The Fundamentals of User Adoption
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
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
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
IF YOU DON’T HAVE ENOUGH DATA –
ASK
Customer Success + Product Management:
THE MARRIAGE OF WHY AND WHAT
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
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
The Fundamentals of User Adoption
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
How active are my users?
What features are my users
interacting with most?
What features are most indicative
of stickiness during onboarding
What features are most likely
to convert a free user to paid
THE PRODUCT MANAGEMENT USER FLOW
Signup
Name Feature
Named
at least 1
feature?
Create
Campaign
Create
Segment
View Feature
Details
Yes
No
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
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
“Hello!”
“Time’s Up”
“Just Got Paid”
“You did WHAT?!”
“No, you didn’t….!”
FOCUS YOUR EFFORTS
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”
The Fundamentals of User Adoption
MOMENTS OF TRUTH
1. Major turning points in the relationship
2. Crisis
3. Unexpected Delight
The Fundamentals of User Adoption
The Fundamentals of User Adoption
Time To
WOW
THANK YOU!

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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
  • 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