Lenny Rachitsky: belief

Transcript context

…the instant messengers are downloadable and they have hundreds of millions of customers, so let's study their download and install process and see if we have any ideas that we could borrow from that. So again, some inspiration, tried some of those things, it was a combination of just trying a bunch of different stuff that ultimately led to, I wouldn't say there was one big gain, it was a bunch of small gains. Awesome. So a few things for people to try if they're like, "Hey, how do I improve my activation rate? How do I improve my conversion rate?" Just drill further into what is stopping people from progressing. Ask them, "Why did you bounce here? What did you think this was going to be? Why didn't you end up using this? " Look for inspiration from other products, I think people probably already know that. You talked about earlier this idea of the positioning, having a big impact of just figuring out. They want an antivirus software. Let's make that very clear. "Hey we've got the best antivirus software, that's what we're here for." So there's probably just messaging that you find works a lot of times, right? I mean your two big levers on driving a conversion are increase desire, reduce friction. And so you definitely want to increase the right desire. Sometimes it can also just be reminding people along the way of what benefits you're going to get. In the case of LogmeIn, it was probably the most complicated funnel I've ever seen because you couldn't even get to the aha moment while you're sitting in front of the computer. You had to actually go to a different computer and to use the service to remote control the computer you're in front of. So it's not surprising that there was so many steps where we could lose people, but we just weren't that intentional about designing each of those steps initially. And it wasn't until we thought through why would we lose someone at this step and studying the data, which steps were we losing the most people at? Then deeply trying to contextualize why are we losing them there, coming up with a set of tests that we want to run and then having a good way of deciding which one to test first and ultimately focusing the tests on the areas where we're losing the most people.…

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