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Be More Valuable, Faster

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Cindy Alvarez
Cindy Alvarez

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 Cindy Alvarez General troublemaker at Yammer (Microsoft) Author of Lean Customer Development
What is “time to value”?
How long does it take before: •  Customer is reassured that they’re in the right place •  Customer feels less stupid than when they started
Why does time to value matter? •  Retention •  Retention •  Retention •  Retention •  Retention
Why are we terrible at this?
Curse of knowledge
“Proxy” value feels like a…
True value is usually slow, so… •  Might have to use “proxy” value •  MVV (minimum viable value) •  Social proof •  Preview + progress
Value changes as customers evolve
It’s only 1% of the product…
THIS 1% of the product
How do we get better at this?
Remember the pain
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)
Verify the value
Verify the value •  “How would you recommend our product?” •  “What did you come here today to do?” •  Watch customers on “value prop” screens
Give good directions
Give good directions •  Set expectations up-front •  Write good copy (HIRE SOMEONE) •  One clear call-to-action
Be a human
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
Questions?
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/

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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
  • 2.
  • 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
  • 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)
  • 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
  • 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
  • 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/