What we love about designing for retention is the very real impact it has on the growth of a company. That’s why we were so excited to chat with Yoav Aziz, Yotpo’s head of growth. In the rate Yotpo is growing we just knew there was a lot more going on there than clever campaigns and good targeting, and boy were we right. So how did Yotpo almost tripled installations you ask? By removing the eggs from the cake-mix.
A chat about Yotpo’s small but very effective growth team
Yotpo, one of the startups on the “Deloitte Technology Fast 50, Israel”, helps businesses increase customer engagement by adding user-generated content to their buyer’s journey (like reviews and photos).
Founded in 2011 as a small review app, Yotpo now serves a variety of clients, from small shop owners to big brands. Yoav is signed on some amazing growth optimization results at Yotpo (Appcues case study) and previously at Fiverr (Unbounce case study). So here is the inside scoop on Yotpo’s growth team.
Product Managers for Marketing
Before we jump in, can you tell us more about the growth team and its responsibilities?
Yoav: My growth team at Yotpo is made up of 3 people: me, a product manager, and a marketing specialist.
On the product side, we are responsible for the whole funnel. Starting with the lead generation — when the user signs-up and ending with the conversion — when the user becomes a paying customer.
On the Marketing side, we help the Marketing team with the research, A/B testing, ideation, wireframes and more. Depending on their needs.
What do you mean by responsible for the whole funnel?
Yoav: We divide our responsibility between 4 pillars of the users’ flow through the funnel:
1. Top of the Funnel — When new users arrive to the platform through the various channels, it is up to us to increase the number of people who actually sign up to the platform every month.
2. Activation — From the installation to the onboarding. What is the experience of the user after the signup- Here we tackle the stage where users think: “Ok, I installed YOTPO, now what?”.
This is not a product that produces value for the user after an hour, it takes time for the system to pull all the data, send all the emails, get the reviews, add them to the users’ website. We need to continuously check on the users and provide help through the process. If we don’t, we might lose them.
3. Retention — Here our goal is to increase engagement and re-activation. So the user signed up, had the widgets up and running, now the question is “how do I make her come back and use additional features?”. The more she uses the product, the more value she gets.
4. Revenue — The last pillar is where we offer the users product up-sells and try to decrease churn. The users can initiate the upgrade or they becomes leads and are forwarded to our sales team.
That sounds like A LOT, how do you decide what to focus on?
Yoav: We have a company level quarterly “off-site” meeting. In this meeting, we discuss our future objectives and then everybody can pitch ideas no matter how crazy they might sound.
Afterward, we have a joint democratic discussion about priorities.
The chosen ideas are turned into prioritized tasks and assigned to teams with a suggested schedule. We end up with a Trello board with high/low priority tasks for each of the 4 funnel pillars.
How does customer feedback affect your priorities?
Yoav: Usually, users don’t come up to me and say “Yoav, if you add this feature I will pay”, and I don’t believe in asking users what they need.
Instead, we use different tools to find out what our users are doing and what kind of problems they’re facing.
Two of the tools we use a lot are Mixpanel and FullStory. On the one hand, we get aggregated information on every step of our funnel and on the other, an option to see what users actually do with the product.
I also get all the support ticket straight to my inbox without waiting for someone to forward them to me. And we devote time to read all the cancellation surveys and NPS feedback.
The Cake-mix Effect
So what did you learn about your users that had a major impact on the product?
Yoav: We identified a churn problem. The users had trouble understanding the ROI of our product. So we created a dashboard for the users that shows them how many of their clients interacted with our widget, how many read the reviews and what they do afterward. It also shows how many sales resulted from the widget. This dashboard had a huge impact on our retention and churn.
Another good example is our installation flow, our previous installation flow had around 35% completion rate, so we set out to improve it.
First, we asked the users to edit the subject and body of their emails. On the second step, we asked them to edit the colors of the widget, only then they were asked to add the code to their website.
The new flow has over 80% completion rate, we managed to almost triple our installation completion rate by moving these two easy-to-complete steps to the beginning of the installation flow. A classic remove eggs from the cake mix move.
Less Planning, More Doing
Can you share some tips on tackling onboarding or retentionproblems?
Yoav: I think we should leave the theories, the plans, and the best practices behind and see what is actually happening in our product by replaying user sessions.
For each session I recommend answering the following questions:
● Who is this user?
● In which stage of the journey did she come to the platform?
● What is she trying to achieve?
● What does she do on the platform?
● Why does she do it?
I know it sounds difficult but staying on the higher theoretical level won’t get you results, being very detail oriented will. And remember, there is no magical formula, each company and each case is different.
We loved Yoav’s tips and want to thank him for taking the time and sharing from his experience. The main take away for us- you don’t need a huge budget or a big team to make a big impact, you just need a relentless will to learn from your user’s behavior and try things out.