Communicating your value is the unshakeable core of a successful product-led growth strategy. If you have simple pricing tiers and plans, users will upgrade on their own. If you have complicated pricing or users have to reach out to understand your “unique” pricing model… game over, you’ve lost a ton of sales you didn’t even know you could win.
In this course, we’ll cover:
Wes Bush:
The second part of this lesson is really just on how. How do we create a seamless upgrade experience? Let's say we've identified our value metric. What do we do now? How do we create this seamless upgrade experience? How can we create this seamless experience? Well, it really comes back down to the bowling alley framework. We did touch on this a bit earlier, but I'll relate it to how it comes down to your pricing strategy and why it's so important. Whenever we talked about the straight line onboarding experience, our core focus was how can we build an experience that contains the absolute minimum number of steps for a user to experience value? So we think about that on a straight line perspective, maybe there we can narrow down our product at 10 critical steps in order for someone to strike out and get value from our product.
Wes Bush:
That's what we're trying to do, but along the way, we need to obviously have product and conversation bumpers to really push them in the right direction if they get in the gutter or they get lost in the product. One of the big piece here that we're going to touch on is just product bumpers, how important they are whenever it comes to upgrading people and when to use them. Each of these pieces can be applied to not just helping your users to be successful, but really how can you help your users create an upgrade experience where they can self-serve and really, truly buy your product for their talking to anyone. This is really what we're going to quickly go through here is just, what does this look like as it relates to your seamless upgrading experience?
Wes Bush:
I want to ask you, what does someone need to do to successfully pay for your product right now? Think about it. There's maybe they have to reach out to a sales rep right now, but even if you add freemium or a free trial, how would they purchase your product? Do you even have a self-serve solution where they could purchase your entry-level plan? I totally understand if you still want to keep your enterprise plans and keep that a demo model going for the enterprise, but for maybe the smaller plans, how are they going to purchase your products? What does that flow look like? What you're going to get here in this next probably five minutes is really just a bunch of ideas around how you could successfully help these people buy your product.
