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To keep users after their free trials
end, offer last-minute perks based
on their levels of satisfaction

Source: Growth Bites

The day after a user's trial ends, Mention sends an email with a run-of-the-mill survey asking, on a scale of 1 to 10, how likely they are to recommend the software to a friend. If the score is less than 6, they simply send an email thanking the user for their feedback. If the score is 6 to 8, they extend the user's free trial. And if it's 9 or 10, they offer the user a discount on upgrading to a subscription.

By sending this survey, Mention gives users who are on the fence more time to decide, while giving their bigger fans one more reason to pay — and one more reason to spread the word. This tactic worked so well for Mention, they reduced churn by half.

What's trending?

The role that KPIs, Metrics, and Analytics play in growth

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“What isn’t measured isn’t managed” — Peter Drucker

True that!

At Solveo, we review a lot of startup pitch decks, and it’s always amusing to see just how wildly unrealistic their forecasts can be. Even the best ideas and teams can look like they’re living in fantasy land when their projections are filled with outrageous numbers.

Setting realistic targets for key performance indicators (KPIs) is crucial—because, believe it or not, aiming for the stars might not be the best approach if you’re still figuring out how to launch the rocket. Founders and product managers often wrestle with metrics like monthly active users (MAU), daily active users (DAU), and retention rates. Getting these targets right can be the difference between looking like a visionary or just another dreamer.

Understanding the difference between Metrics & KPIs

At a fundamental level, metrics and Key Performance Indicators (KPIs) both involve measuring performance, but they serve different purposes.

Metrics are simply numerical data points that track specific actions or events. For instance, if someone clicks the “Leave a Message” button on your site, that click is a metric. Metrics provide raw data without context—how you interpret this data depends on your objectives and analysis.

KPIs, on the other hand, go beyond basic metrics. They include insights that help you understand how well your business is performing in relation to specific goals. KPIs are typically benchmarks with defined values that allow you to gauge success by comparing actual results to industry standards or historical performance. For example, industry-specific email open rates serve as benchmarks to help you set realistic targets for your campaigns.

The classic mistake – Vanity Metrics

Before we get serious about this, let’s talk about vanity metrics first. These numbers look impressive but don’t reveal much about your business’s success. Metrics like likes, followers, and shares can be fun to track, but they don’t tell the full story of how well your business is performing. For instance, having 10,000 website visits sounds great, but if only a handful of those visitors sign up for your service or become paying customers, that large number of visits loses its value, right? They might make you feel good, but they don’t necessarily indicate whether your marketing strategies are working or if your business is growing.

The outcome? Focusing on metrics that reveal how well your strategies are working and guide you toward effective improvements is important, rather than just celebrating big numbers that don’t lead to real results.

And what leads to real results?

Actionable Metrics

Read the whole blog here 👇

Give value upfront with “zero-click content”

Source: Demand Curve

Ever see a social media post that reels you in with a strong hook?

You dive into the post to get the finality you crave.

Searching, searching, and… it doesn’t come.

You have to click to their website and parse a 5,000-word essay to get your answer.

This is the opposite of delighting. It’s annoying.

This is also the opposite of “zero-click content." Clicking is a requirement to get value.

Zero-click content gives you value without needing to leave an email or post. Clicking is an enhancement to the experience, not mandatory.

This insight is also zero-click content. You already got value. If you want to learn further, you can click to read the full article from Amanda, but you don't need to.

Being successful in 2024 requires building trust, affinity, and relationships. Zero-click content does that. Tricking people to go to your website does not.

And on top of that, nearly every algorithm prefers content that keeps people on the platform.

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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