Communicating your value clearly and simply is the core of a successful product-led growth strategy. That’s where the conversational bumpers from the Bowling Alley Framework come in.
In this course, you will:
Ramli John:
So you first want to segment emails by customer jobs. I said this last week, and I said it two weeks ago, if you can take one thing from this program that will improve, that's almost ... And I'm not going to say 100%, but I'm going to say it's 99% guaranteed to improve your onboarding and improve your conversion, is this one concept.
Ramli John:
Segmented onboarding really is conversion steroids. If you can think about how to segment your onboarding for that particular persona or, in this case, I argued that it should be for customer jobs, then you can personalize the sales pitch, every messaging, the way you onboard them, the tools that they need to learn, the features that they need to learn, and it will just make everything flow better because it's targeting for that particular user and segment.
Ramli John:
One example you can do to this is with Wave. In your onboarding flow, is there a way so that you can figure out what is it? What is that job? What is that first strike? Don't have to guess. You just ask them. What would you like to do with Wave today? Is it send professional invoices, manage your accounting, run effortless payroll? Selecting one of these, now you know what that aha moment. It's sending that invoice because they've just told you that's their first strike. It's managing the accounting. It's getting their expenses and income come through to their accounting and seeing, "Oh, this is so much easier."
Ramli John:
Is it running effortless payroll? It's like sending a payroll for the first time with Wave and just really realizing how easy it is. This is a great way to think about it. And what Wave does is it customizes the walkthrough or tour based on what you select. And also, one amazing thing now is you can customize your onboarding emails. Now you can really speak to that pain. You can speak to that frustration. You can really speak and share how your product is really so much more better than the current alternative that they're using. And you can also speak to the anxiety.
Ramli John:
Remember the four products making forces. All of those things might be different for different customer jobs. And now you can really speak to those anxieties that they might be having if they want to adopt an invoice, or maybe it's the habits that they have right now regarding sending invoices. If you know what customer job they sign up for, then you can really be targeted more when you email.
Ramli John:
So this really is the first step. Focus on one customer job for now and then repeat the next three steps that I'm going to share with you for other segments or other personas that you want.
Ramli John:
Now if you do have different personas like, for example, maybe you're targeting IT. Somebody from IT who needs to sign up versus somebody who is a marketer or a non-technical person. Then 100% I think you need to definitely be thinking about this and really targeting the messaging. And even the ask. Right? If you ask somebody who's non-technical, "Hey, can you do this? I do JavaScript?" But a non-technical person might not have access to that. Versus if you know somebody does have access to their code and they're a programmer, then you can make those asks and really target those emails a little bit better.
