Be More Valuable, Faster
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Time to value - how long it takes for a customer to sign up, set up, and get some initial value from your product/service - is the most important metric you're probably not optimizing.
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Be More Valuable, Faster
- 1. Be More Valuable, Faster Cindy Alvarez General troublemaker at Yammer (Microsoft) Author of Lean Customer Development
- 3. What is “time to value”?
- 4. How long does it take before: • Customer is reassured that they’re in the right place • Customer feels less stupid than when they started
- 5. Why does time to value matter? • Retention • Retention • Retention • Retention • Retention
- 6. Why are we terrible at this?
- 8. “Proxy” value feels like a…
- 9. True value is usually slow, so… • Might have to use “proxy” value • MVV (minimum viable value) • Social proof • Preview + progress
- 10. Value changes as customers evolve
- 11. It’s only 1% of the product…
- 12. THIS 1% of the product
- 13. How do we get better at this?
- 15. Remember the pain • Sign up as a new user each month • Every new employee signs up and keeps notes on what sucks • User test the signup regularly (in- person or virtual)
- 16. Verify the value
- 17. Verify the value • “How would you recommend our product?” • “What did you come here today to do?” • Watch customers on “value prop” screens
- 19. Give good directions • Set expectations up-front • Write good copy (HIRE SOMEONE) • One clear call-to-action
- 20. Be a human
- 21. Be a human • Be opinionated about best way to proceed • Cheerlead along the way • Offer help when someone is stuck • Remind customers why they’re here
- 22. Questions?
- 23. Credits to Noun Project Artists http://thenounproject.com/arslan.s http://thenounproject.com/liliane.lasserbe http://thenounproject.com/alexzabbey http://thenounproject.com/teekay http://thenounproject.com/aenneb http://thenounproject.com/arjunadamson http://thenounproject.com/arielkotzer http://thenounproject.com/edward http://thenounproject.com/bravo http://thenounproject.com/adamatmullin http://thenounproject.com/tina.abihachem http://thenounproject.com/AaronDodson http://thenounproject.com/karsten.barnett.9 http://thenounproject.com/Simon%20Child http://thenounproject.com/useiconic.com http://thenounproject.com/jakobvogel/ http://thenounproject.com/warpaintmedia/