Welcome to our quick guide on elevating your product-led growth (PLG) strategy through a highly personalized user experience. Nearly 60% of organizations grapple with complexity when adopting free products, so it's crucial for product managers to streamline the onboarding process and prioritize conversions.
Why persona-based product-led growth matters
As organizations delve into the realm of PLG, they often face intricacies that impede seamless adoption. Our guide addresses these challenges head-on, providing actionable insights to navigate the complexities.
The onboarding process is a critical time when users decide the value of a product. Our blueprint places a strong emphasis on prioritizing conversions and aligning your efforts with revenue targets. Past onboarding, offering customization and personalization will be a huge help in keeping your customers, so stick around to see how to find the perfect balance of both.
Users vs. buyers: Deciphering the persona puzzle
Distinguishing between users and buyers is pivotal. Users focus on product functionality, while buyers emphasize business value and cost. Managers, analysts, and designers typically fall into the user category, activating the product. In contrast, buyers, such as C-suite executives, are more inclined to convert and purchase.
So, how exactly do you distinguish between users and buyers? We’ve got a handy little way to think about it so you won’t get confused.
Crawl: Collecting job titles
Initiate with a simple approach by asking for users' job titles during sign-up. While this may introduce some slight friction, the payoff is significant in creating a tailored experience, and we’re all about that.
Walk: Leveraging enrichment services
Move beyond basic data collection by employing enrichment services like Clearbit and tools like MadKudu. This reduces form fields, enhancing the signup experience while ensuring accuracy in user roles. Tools are there to make your life easier, so don’t skip out on them!
Run: Statistical analysis for personalization
Conduct a statistical analysis to understand activation and conversion rates for different roles. Plot the data on a 2-by-2 chart to unveil insights, challenging assumptions and refining the understanding of user and buyer behavior. Charts will give you perspective you might otherwise lose out on.
Personalizing the onboarding experience
Reducing friction for users
Everyone knows friction is bad. To expedite user value realization and minimize friction, showcase examples and templates of successful product usage. Encourage users to invite others, extending the account penetration and increasing conversion potential.
Promoting benefits to buyers
For buyers, emphasize joining product overview calls to elucidate business benefits. Focus on showcasing product value rather than just your product’s features. Encourage inviting team members, aiming for deeper account penetration. Explore premium tier benefits to align buyer needs with the value of your stellar product.
Personalization vs. customization: A nuanced distinction
Personalization and customization, though aligned in purpose, differ in execution. Don’t get conceded! Personalization, driven by the provider, tailors content based on data-driven assumptions. Customization, on the other hand, empowers users to personalize their experience.
Finding harmony in personalization and customization
Harness the synergy of both approaches. Personalize content for a tailored user experience while granting users the flexibility to customize their journey. Striking this balance ensures optimal user engagement and satisfaction for your product.
Unleashing the power of a personalized user experience
Armed with insights into user and buyer personas, coupled with strategies for personalized onboarding, you are ready to propel your product-led strategy forward. This approach, while seemingly straightforward, has the potential to be transformative.
