[How Does a Customer's Need for Progress Create Demand?]
Have you ever wondered what is going on inside someone else's head?
Why do customers who have learned about your product fail to try it?
How can you use marketing to create demand in potential customers who have not taken that risky first step like the early adopters?
The answers lie in figuring out whether your product can actually help someone feel progress. Progress enabling is a core demand-side catalyst in early stage product marketing.
A core piece of the marketing process is understanding how an emotional or mental demand for progress tunes a potential customer's strategy for choosing your product. You may have heard of "Jobs to Be Done" theory. There's a piece of this theory that I have used when talking with founders about how they shape marketing messages and strategies for early stage product.
Take a look at the image. These "levers" of progress making forces are good ways to interpret what a customer might be experiencing when they choose your product. How can you exploit this? There's a conceptual approach and then actual steps.
Conceptually: It's important to approach this by undrstanding that a customer wants to assign a job to your product. In other words, they don't choose your product because it's cheaper than the competitions or because it's blue or red, or big or small. They aren't worried about features. What they are concerned with is, "How does this help me do the thing that I want to get done?"
As the founder, who is also managing marketing, you need to interpret that inner drive, and then translate that back to the customer as a phrase, a story, or a design concept that helps them see that journey in your product.
Okay right, so how do I do that? Good question.
Tactics
1. Find early adopters of your product. You have obviously had early success, that's why you are contributing time, thoughts and money to this marketing project. You need to talk to those early adopters.
2. Ask them to sit down for an interview with you after telling them you would like to interview them about their personal journey in choosing this product. This can be on the phone or through online video, but it's ideally in person. You want to be able to see body language, facial expressions, and feel the tone of the person when you ask them questions about their journey.
3. Work through a series of questions with them that focus on their emotional state and their approach to the product. There might be several types of questions here, but what you are trying to dig for is: "What were you thinking when you chose this product? What were you feeling?"
4. At this point, you want to really get super detailed about exactly what they wanted, how they obtained it and what was the result of that success. Ask them to play a movie in their head, and they are the star of that movie, and ask them to describe, step by step, as if they are in that movie, exactly what happened when they chose your product.
5. Take copious notes about this. Try to interview a series of people in this same manner. Make it a logical process and standardize it.
At the end of this process, you should have a trend. Each of these customers should show you something that is similar to each other customer about the WHY of their choosing.
It should resemble something close to this image. There should be encounters with each of these progress-making forces.
Your marketing story then needs to take the shape of offering the product as a catalyst or an enabler of this progress. No one product will look the same in terms of its storytelling characteristics.
If you want an example of what a progress-making story looks like in marketing, you should watch the video about Snickers that I have put at the end of this post. You should be able to see exactly what I am talking about. The marketing for this product is a story, not about the features of the candy, but about the progress that the customer feels, exactly as he feels it. And the product is simply the prop in that customer journey. It's about experience.
I hope this helps early stage founders understand the forces of progress that are in a customer's life. If you would like to talk about your marketing strategy, please ping me by leaving a comment or sending me a message. At AppWorks, we love spending time with founders and figuring out these hard problems.
Video: https://youtu.be/vW6ZXHWvaGc
If you are a founder who would like help getting better at building, marketing, or driving revenue growth, come join us at AppWorks Accelerator for the 2020 session beginning in March, applications close on December 16: http://bit.ly/32YvBYh
Doug Crets
English Communications Master, AppWorks
why customer experience is important 在 AppWorks Facebook 的最佳貼文
[3 proven ways to increase funnel conversion]
It takes 30 seconds or less for your customer to decide if they want to stick with your product or move on. If you want to increase traffic conversion, you can’t afford not to work on user onboarding, this means crafting an exceptional experience for new users. Scott Belsky, founder of Behance, who also advised Uber, Periscope, and Pinterest with their onboarding, recommends startups to spend up to 30% of their energy allocated to the “first mile” of your product, especially if you have aggressive growth aspirations. During your customer’s “first mile” experience, make sure they understand:
1. [Why they are there]
You are here to find out how to increase conversions, so you keep reading right? Do the same for your customers, reiterate their purpose so they stay engaged and interested in their why. Your customers will leave as soon as they feel alienated or when their actions drifts from their why. By reassuring their doubt about investing time in your product, you have successfully convinced them to stay.
2. [What they can accomplish]
Scott and his team saw a 14% increase in conversion after improving Behance’s onboarding, this had a greater impact on growth than any other new feature for Behance that year. Show the results of your product to your customer. Think beautiful mockups for Sketch, eye catching marketing material for Canva. It’s important to demonstrate what can be accomplished to keep interest, engagement, and commitment for what's to come.
3. [What to do next]
Great! Now you understand how to set up your customer for success, all that is left to do is give clear instructions on the next few steps. They don’t need to know how to use your entire product right away, your goal here is to keep it simple so users can feel successful quickly. Demonstrate your product’s “Aha” moment, bonus points if your onboarding empowers your customers to achieve something rather than showing (how-to videos) or explain (blog post) to them how to use your product. Let your users actually progress towards their goal, let them feel successful and they’ll stick around.
It’s important to keep iterating your “first mile” experience as your audience change from innovators to early adopters and beyond. It’s about being conscious in understanding your new users needs, and design your product experience as it grows beyond power users. New users are not the same over time, you’ll need to address different cohorts of users if you want to successfully cross the chasm.
AppWorks Accelerator is now accepting applications for AW#20. If you're an AI/blockchain founder and want be a part of the strongest founder community in Greater Southeast Asia, be sure to apply: http://bit.ly/30YUIs6
- Jack An
Analyst, AppWorks
why customer experience is important 在 AppWorks Facebook 的最佳貼文
【 Are your features killing your product? 】
Product adoption success is determined by how easily your customers can experience value. Improving adoption is about designing an experience to help customers better realize that value. Here are three things a founder should know when it comes to designing product adoption:
- Match your customer’s expectation
A customer’s journey towards your product starts before they leave their current provider. Expectations are carried through from their current provider when searching for a new solution, they expect a similar controls/interface/workflow when solving a similar problem. Even if your unique features can bring immense value, if it doesn’t match their expectations, they’ll likely abandon your product due to feeling lost, alienated and confused.
- The timing of your Aha moment
This is when your value proposition that brought in the customer is fulfilled. Is the first Uber that rolls up to the curb with the exact number plate showing on your phone, or the first match one receives on Tinder. You need to identify the Aha moment and make sure your customer experience this as soon as possible. The sooner your customer experience this the more likely they are to convert and retain. This is why Twitter/Pinterest/Quora/Facebook all insist new accounts follow multiple people as soon as it is created.
- Let users discover features naturally
Onboarding is good but keep it to the basics and leave some room for customers to breath and experience the product themselves. Instead of shoving everything down their throats and leaving them confused and lost, by providing hints or bread crumb like features one at a time, can lead to a better experience overall and it’s much easier for your customers to digest and realize value.
Having great features but poor product adoption design is another common mistake I’ve seen many founders make. Once you have built your awesome features, it’s important to understand how your customers experience your product and very important to optimize this engagement.
-------
Apply to AppWorks Accelerators' next AI/blockchain only batch (AW#19) to be a part of the strongest founder community in GSEA >>> http://bit.ly/30GTqmK
Jack An
-Analyst, AppWorks
why customer experience is important 在 The Importance of Customer Experience (CX) | QuestionPro 的相關結果
Delivering exceptional customer experiences ensures you high customer loyalty and customer retention. The higher the customer loyalty, the more purchases they ... ... <看更多>
why customer experience is important 在 The Importance of Customer Experience - Blog Smart Tribune 的相關結果
Outstanding customer experience is at the heart of every successful business. When customers feel valued and enjoy the overall experience of ... ... <看更多>
why customer experience is important 在 What Is Customer Experience? (And Why It's So Important) 的相關結果
A remarkable customer experience is critical to the sustained growth of any business. A positive customer experience promotes loyalty, helps you ... ... <看更多>