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As businesses and product managers we love to shout about being "data-driven." Data is obviously fundamental, but with an industry average conversion rate of 3%, most of our data
is internal-facing and biased towards the minority of existing customers who have successfully converted. What about the majority who are non-customers? We are often blind to why non-customers fail, yet break-through products can come from understanding the potential customers who never show up in your dashboards and models. Let’s stop navel gazing and consider how we can better uncover insights that can drive growth, as well as useful, usable and delightful products.