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How to maximize your product's superpower - data.

Updated: Jul 13, 2023


Today, I'm going to delve into a crucial aspect of product-led growth in SaaS businesses: the power of product data to create tailored user experiences.


In an era defined by customer-centricity, personalization has become a non-negotiable.


This is especially true for SaaS products, which are rarely one-size-fits-all solutions. Even within niche markets, different types of users interact with and benefit from products in varied ways.


Tracking product data

In the rapidly evolving SaaS landscape, data has emerged as the new gold - underpinning most decisions, strategies, and actions.


However, simply collecting data isn’t enough – knowing how to interpret, analyze, and apply it effectively is what truly differentiates thriving businesses from the rest.


This is especially crucial in a product-led growth (PLG) model, where the product itself serves as the primary driver of customer acquisition, conversion, and expansion.


Here are 4 key reasons why you need to leverage data to unlock your product’s growth:


1️⃣ Tailored User Experiences:


Data empowers you to create highly personalized experiences for different user segments, driving engagement and retention.


2️⃣ User Behavior Insights:


Gone are the days of guesswork. Analyzing user behavior allows you to identify what's most valuable to your users and iterate on your product accordingly. 3️⃣ Smarter Investing:


Data-driven insights lead to informed decisions on where to allocate resources for the biggest returns.


4️⃣ Product-Led Qualification:


Scoring leads based on usage data, also known as product-qualified leads (PQLs), is a more accurate and efficient method of determining lead quality and readiness to buy.


The list goes on, and we will explore each of these and more on their own.


But today, I’m going to be focusing on the first aspect - Tailored User Experiences.

 

It’s time to enter the world of personalization.

 

The secret to building powerful and enjoyable user experiences is being able to answer:


Who are they and why are they here?


Personalization

We’re going to walk through the dual approach of asking and tracking to better answer these questions.


But we won't stop there. We'll also explore how to leverage product data in real time to create dynamic, personalized user experiences, both within the product itself and in-app or out-of-app messaging.


Asking


In your onboarding journey, make sure that you’re asking the right questions that will allow you to segment your users and ultimately personalize their entire experience. (This tactic should also be utilized in other user journeys, even at later stages of product adoption).


See this example breakdown of Miro’s “sign-up profiling” by Elena Verna:


Miro personalization example

  1. Get a sense of what they care about so that you can speak to their specific needs and underlying motivations, and design their product experience accordingly.

  2. Set yourself and the rest of the company up for success by getting powerful insights into their buying potential and role in the buying process.


Tracking


Beyond simply asking, it's vital to track user behavior within your product. This is where product data comes into play.


By observing which features they interact with most, how frequently they engage with your product and what patterns emerge from their usage, you will gain invaluable insights into their needs and preferences.


This tracking is not a one-time process, but should be a continual part of your product management. User needs and behavior can change over time, and staying in tune with these changes enable you to adapt the user experience accordingly.


The power of product data truly shines when it's used in real time to create a dynamic and personalized user experience. This requires a combination of tracking user behavior, analyzing it and then instantly adapting the product or communication based on this data.


Real-Time Personalization of Product Experience


In-app changes based on real-time data can provide a highly personalized and interactive user experience. These changes can range from simple UI tweaks to more comprehensive shifts in functionality.


For instance, if a new user is exploring different features but hasn't yet interacted with a powerful but less intuitive tool, a timely in-app prompt or tutorial could guide them. Similarly, if a regular user tends to use a specific tool at a certain time of day or in response to a specific event, ensuring that tool is prominently displayed and readily accessible can streamline their workflow.


Real-Time Engagement Through Messaging


Whether it's in-app or out-of-app, real-time data can guide your messaging and engagement strategies.

For example, if a user appears to be struggling with a feature (evidenced by repeated failed attempts or prematurely exiting the process), an automated in-app message offering help could be triggered.


Out-of-app engagement, such as emails or push notifications, should also be tailored based on real-time user behavior.

For example, if a user hasn't logged in for a while, an email highlighting new, relevant features or content might encourage them to re-engage.


Conclusion


To wrap up, the power of product data in crafting tailored user experiences cannot be overstated. It's the compass guiding SaaS businesses towards more engaged, satisfied, and loyal users.


As technology evolves and user expectations rise, those who can harness this power in real-time will be best positioned to thrive.


The goal is not just to collect data, but to transform it into meaningful, personalized experiences that resonate with each user.


Remember, in the landscape of SaaS, personalization isn't an option; it's the way forward.

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