Thread by @gonelf

Lately I've been challenged by someone to get better at product growth. So while I was learning more about it I was practicing it with @nocodery.
Here is what I've learn, experimented and results.

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Product growth it's all about making your product experience worth while from the moment a user lands on your page to the moment the user gets some value out of it.
Or Time-to-Value
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So, our job is to make the live of the user easier and not harder (sounds easy but it can be tricky)
Or decrease the value gap.
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I'll give an example.
NoCodery's twitter shares links to job offers, so you can read all about that job offer in a click.
Twitter post -> job offer
Promise -> value
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And then if you'd like the job offer you'd have to sign up to apply.
Call to action (nothing wrong here)
This is what I'd call a "hot lead"
Someone that has seen value and will go the extra step of signing up.
Should be easy right?
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Wrong!
Here's the flow 👇
1. Press the button
2. Go to sign up
3. Enter your email and password
4. Go to your email
5. Maybe login into your email
6. Look for NoCodery's email
7. Open mail
8. Click the link
9. See confirmation
10. Find the job offer
11. Apply
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Yes it was that easy 😂
So, what does product led growth tell us?
That you should decrease friction on your product user's journey or in other words decrease the number of steps between perceived value and experienced value.
Because every step you have it's a chance to quit.
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So how many steps could I remove to make the users life easier?
Way to many.
So, I watched this video and got some ideas.

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1st of all do I really need the user to confirm their email? Not really, if they need some support I can send them a confirmation on demand.
With that out of the way I've just cut 6 steps from the 11.
That was pretty good already, but could it be better?
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Yes, why did the user had to got to a different page to sign up and than go back to the job offer?
Sure it could save the previous page's link and redirect the user there, but it could even be better.
So, I've made it possible to login/sign up from a modal.
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Now, our flow that had 11 steps initiall after a user lands on a job offer to application, had been decreased to 3!
1. Press the button
2. Enter your email and password
3. Apply!
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And this would also happen when you wanted to buy a course.
You have to really want the course to get through 11 steps before you could enter your credit card information and get to the course.
So, we've also improve that in the same way.
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Results:
We got more sign ups which were dropping.
We had a 20% increase in our website visits per day.
Sales stayed the same but that was the primary objective.
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If you want to know more about product growth here's some of the things I've been watching/reading.
👉 @wes_bush Product led masterclass (+ book)
👉 Product led summit summit.productled.com
👉 Become a good growth PM
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Let know if you have more references that I should look into, I'd love to learn more.
Please share if you had any similar experience I'd love to know.

Next, I'm planning on improving the newsletter.

End of thread.
#productgrowth #productmanagement