How To Really Improve User Activation To Unlock Growth [ProductBoard’s Example]

E27
23:49
February 14th 2021

Product-Led Growth Series # 2

In this episode, we dived into product growth and activation. User Activation is the key to growth. We talked about:

2:02 - What makes Matheus passionate about product growth?

3:08 - How is he always optimizing for user activation?

4:04 - What's the confusion around activation?

5:03 - How is he thinking about the sign-up flow optimization?

6:28 - Does adding social proof really help?

7:59 - How user research really helps with activation?

11:27 - How did product walkthroughs help?

12:44 - How should we really look into data while doing the user research?

17:24 - What's the difference between Product Growth & Product-Led Growth?

Key Lessons

Product Growth is a discipline between product and marketing. It's like science and art together. That's why it's so interesting.
To fix activation you can always find some low-hanging fruits like improving the sign-up flow and conversion/funnel optimization.
People think you can fix activation and you're done. You're not done, activation is a continuous optimization of the funnel.
To improve sign-up flow, you can add AuthO to reduce friction to login. You can always find more friction points tp improve the funnel conversion.
Before asking questions in user research, try to look into the quantitative data. Find out the problems in the funnel.
Product walkthroughs did help with user activation.
Product Growth is a discipline and Product-led Growth is a Go-to-Market Strategy.

Links

Growth Marketing Stories

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