We’ve been running some tests to optimize this checkout flow and when we switched to one of them, results tanked. It led to a late night working to switch it back so we could try another revision.
Seemingly small changes have a HUGE effect on a person’s likelihood to convert. But it’s more about their ability to quickly understand things.
So here’s my prompt for you product marketers and copywriters out there is…. One of these screens in the Law Insider checkout flow gets 3x the number of signups compared to the other. Which do you think it is and why?
I saw a debate on LinkedIn over whether or not it’s “dated” for the sales rep dress up for sales calls. Most people who chimed in are sales reps that choose to not dress up and tend to wear hoodies and hats on calls.
I personally keep a collared shirt on a hanger and a hairbrush right by my desk so I can get ready for a customer facing call in 10 seconds if needed.
On days where I have a lot of calls, I stay dressed up with proper shoes. Why shoes? No one will see them in Zoom call, right? Sometimes it’s about feeling the part as much as it is displaying the part.
If you have terrible sound, or a feedback echo, even a three piece suit won’t save you. The experience for the other side is just too painful.
If you aren’t going to dress up, good lighting can still make you look 10x better and more prepared.
In order of importance:
- Sound
- Lighting
- Wardrobe
There’s a real difference in mindset and results between those folks who see Closed Won as the destination vs. those that see it for what it is. A point in time.
Product-led Pipeline?
When asked for a discount…
In-app Product Nudges Based on Actual Usage
Thinking of adding a passive aggressive “Do Nothing” plan to the pricing page. 🤣 WDYT?
Do Nothing Free Forever. Cancel Anytime.
Perfect for those who would rather do things the old fashioned way and don’t want to accelerate their workflow.
✔️ No productivity or quality gains for your contracts. ✔️ No recurring subscription costs. ✔️ No passwords to remember. ✔️ No time savings.
Button: [Do Nothing]
What if companies put an equal amount of effort into the 30 days after the sale…
as they do the 30 days before the sale?
Build products and features that get better the more you use them them.
If you have an update or a new feature that people are going to want, sometimes all you have to do is tell them about it.
B2B sometimes gets too wrapped up in launch methodologies and approvals and they forget to do the simple things.
tfw the feature starts to get some legs with customers.
#productmarketing
IKEA's Three Customers and Why You Should Care
I bought a domain. Again.
Product Marketing and Sales Enablement at their finest.
The HELP Method for creating product marketing content.
I’m no expert, but I do have some product marketing experience and I’ve never seen the “shame customers into buying a product they don’t want” strategy work out so well.
Onboarding Segmentation as Product Marketing and Customer Education
Every Product Maketing hire should go through onboarding as a sales rep before (or concurrently with) anything else. ⬇️
You need to understand their world as it exists today before you can level it up.
What else should be on every PMM’s 30/60/90?
#productmarketing
Amazon’s packages aren’t “easy-open”.
They are “frustration-free”.
Lead with the problem, not the benefit.
#productmarketing
Launching any product without social proof is ill advised.
Giving early adopters a “backstage pass” to how the product is made, and giving them a voice in the product’s direction in exchange for a customer testimonial is a pretty big win for everyone.