Elena Verna: evaluation

Transcript context

…A lot of contrary intakes here. I love this. Elena, we've reached number 10. And I know number 10 is like a special one where it's more than one. Quick. Fire. So number 10 is going to be my little fire round. My fire round on little things that I just see people spending way too much time on it. It hurts my heart, because it's not going to drive any results on them. So number one. Color optimizations. Because the love of God, a blue is a blue is a blue. As long as it's accessible and as long as it's bright enough, off you go. You do not need to test the shades of blue or test it against green or so on. Pick a color, move on, please don't spend time on it. That's an early 2000s tactic. It doesn't work anymore. We pass that in technology sector. Number two. Third party signups. A lot of times we think, oh, we're going to get so much more acquisition if we add Google Auth or if we add Facebook Auth or Slack Auth or Microsoft Auth, whichever auth you want to add to it. In some cases, it's very important to have third party auth. So for example, if you are a developer product, please have a GitHub auth. It's kind of unnecessary. The developers already have the account there, have them connect with it as opposed to create a new one. However, if you're a productivity product, email is fine for the longest time. Gmail is nice. It's not going to drive more acquisition for you. You're just going to do a makeshift, and two more people... ... more acquisition for you. You're just going to do a makeshift and two more people using it. It's not going to create incrementality, it's not going to improve your activation, it's not going to improve your retention. It's not a growth tactic. It's part of you just customer experience that you want to invest into. Number three, on the fire round, one email wonders. We stress too much about this one email that we're going to send to this one customer group. And we're like, oh gosh, how much lift is it going to cost? It'll never cause any lift. You will never work as a one-off email. Too few people open it on average, 25% open rate. At best you'll get 40 to 50% open rate. Too few people click it. One email will never do anything. If you're going to go into email, please think about it as a series about communication, about how it interacts with product communication. It's a whole strategy. It's a whole thing. Please don't stress about one-off email. Never test a change in one email. It'll never work. You're going to have to do the whole god damn thing and see how it's going to do. Not just one email, just never going to work. I'm definitely guilty of this one. That is a really good one for sure. And it's so obvious in hindsight, so I love that you share that.…

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