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Reduce churn by sharing your product roadmap

Source: Growth Bites

If your product lacks important features, your users may churn and opt for a competitor. Keep them invested by showing where your product is heading. Better yet, have them vote to inform the roadmap.

Malte Scholz, co-founder of Airfocus, understands that people choose products based not only on the current feature set but also on what's planned for the future. He kept his customers engaged and excited by sharing his product roadmap on Trello and even encouraging customers to offer direction by voting for the features they're most excited about. It's no surprise that Airfocus saw a 3% decrease in churn when they started doing this. If you want to give this a shot, they recommend not sharing more than 2-3 months out. And be careful not to over-promise.

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Growth Talks with Dragana, CEO and Co-founder at Solveo: KPIs and why they matter

_{Brought by Solveo}

This month, we’re excited to introduce Dragana, who will be guiding us through a crucial subject: KPIs and why they matter.

She has worked with companies across various industries, including retail, aviation, e-commerce, and finance, using KPIs and metrics to guide and optimize marketing campaigns, ensuring data-driven results for us and our clients.

Many founders have unrealistic expectations about these numbers and don’t always know what’s typical in their industry. Dragana aims to help clear up these misconceptions and provide useful benchmarks to set realistic goals.

To better understand Dragana’s approach, we chatted with her about KPIs, metrics, analytics, and how to set achievable targets. Keep reading…

What’s a common mistake businesses make with KPIs, and how can they avoid it?

“A common mistake businesses make with KPIs is focusing too much on vanity metrics—those that look good on paper but don’t necessarily provide actionable insights or drive meaningful business outcomes. For example, metrics like social media followers or website visits might appear impressive, but they don’t always correlate with revenue growth, customer satisfaction, or long-term success”.

How do you handle situations where KPIs are not meeting expectations? What steps should be taken?

Telling a client that their goals are unrealistic when they reach is a challenging task since they believe they have a fantastic product. Instead, we try to demonstrate this through small steps and small tests, to avoid a big failure. The clients often want something to happen, but we shouldn’t just shoot in the dark to impress them. Instead, they should become aware of the real situation on their own so that we can manage it better, and at some point, start setting more realistic goals.

If you could only track one KPI forever, which would it be and why?

“Very tough decision. If I had to track only one thing, I would probably always look at the year-over-year (YoY) change in customers. I believe this would indicate whether any other metric or activity I’m not monitoring is working or not.”

Ok, so this was only a sneak peek into our conversation. If you want to get more insights read the whole interview here 👇

Create SEO “back doors”

Source: Demand Curve

Zapier is the best-known automation platform.

Despite its popularity, many people don’t understand all it can do. It’s a little too multi-purpose for its own good. It's also not known outside of the tech community bubble.

This is why Zapier takes a “back door” approach to SEO.

In other words, Zapier:

• Creates content explaining one of its product’s use cases.

• Example: Using Zapier to automate time tracking.

• Finds popular keywords related to that use case,

• Such as “time boxing” or “Pomodoro technique.”

• Creates content for those keywords, with a link to the explainer content. This link acts as the “back door” to Zapier’s product.

Zapier’s article on Pomodoro timer apps targets keywords related to the Pomodoro technique, which receive more than 175,000 searches per month. It also links to Zapier’s article about time-tracking automation.

It may seem weird for Zapier to write about the Pomodoro technique. But someone using the Pomodoro technique can be even more efficient by using Zapier.

Using the back door strategy, Zapier can attract a wider audience than if it were to simply target keywords related to automation. Not everyone knows that things CAN be automated.

All kinds of companies can try this strategy but it’s most helpful to those that offer an innovative solution—something that isn’t well-known enough to have many Google searches.

It also works for companies with multi-purpose tools, like Airtable and Notion.

Thank you for reading! ✌️

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

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