Mastering onboarding | Lauryn Isford (Head of Growth at Airtable)
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- Опубліковано 7 чер 2024
- Lauryn Isford is a product growth leader and practitioner, who most recently led Growth at Airtable, and is about to start something new 🤫. In today’s episode, we get into the many tactics Lauryn has learned about optimizing onboarding flows. Lauryn describes how overhauling Airtable’s onboarding led to a 20% increase in activation rate, the company’s unique segmentation process, and why North Star metrics are so vital. Lauryn also shares her framework for a PLG growth funnel, and how to use a reverse trial to leverage the benefits of both freemium products and trials. If you’re looking to find growth opportunities within your funnel, this episode is for you.
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Find the full transcript here: www.lennyspodcast.com/masteri...
Where to find Lauryn Isford:
• Twitter: / laurynisford
• LinkedIn: / laurynisford
Where to find Lenny:
• Newsletter: www.lennysnewsletter.com
• Twitter: / lennysan
• LinkedIn: / lennyrachitsky
Referenced:
• Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days: www.amazon.com/Sprint-Solve-P...
• Blue Bottle coffee: bluebottlecoffee.com/
• Airtable: www.airtable.com/
• How to determine your activation metric: www.lennysnewsletter.com/p/ho...
• Elena Verna on Lenny’s Podcast: www.lennyspodcast.com/elena-v...
• The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company: www.amazon.com/Ride-Lifetime-...
• Rocket Men: The Daring Odyssey of Apollo 8 and the Astronauts Who Made Man’s First Journey to the Moon: www.amazon.com/Rocket-Men-Ody...
• Fifth & Mission podcast: podcasts.apple.com/us/podcast...
• The White Lotus on HBO: www.hbo.com/the-white-lotus
• Belfast: www.imdb.com/title/tt12789558/
• Figma: www.figma.com/
• Miro: miro.com/
• Zoelle Egner on Lenny’s Podcast: www.lennyspodcast.com/videos/...
In this episode, we cover:
(00:00) Lauryn’s background
(03:48) Lauryn’s spicy take on experimentation
(06:44) Why doing the right thing for customers should be the ultimate goal
(08:54) How Airtable rolled out Airtable Forms with A/B testing
(11:38) The importance of onboarding
(13:15) Airtable’s onboarding revamp and how it increased activation by 20%
(16:57) How Airtable’s guided onboarding wizard improved the user experience
(18:00) Why reducing reliance on tooltips can be a good idea for complicated products
(20:06) The importance of meeting users where they are
(22:52) How Airtable segmented users by learning styles
(24:10) Airtable’s activation metrics
(27:22) How the week-four multi-user collaboration metric was operationalized
(30:45) Other metrics Airtable used
(34:34) When Airtable changed their North Star metric
(36:26) How much time to give a North Star metric before pivoting
(38:05) Trials vs. freemium and what a reverse trial is
(42:51) How to have self-serve options when you’re not fully self-serve
(46:04) Onboarding experiences that aren’t very helpful
(47:31) How to help users understand features
(48:42) Why user education is more important than pushing premium features
(50:03) The role of guardrail metrics
(51:40) Lauryn’s PLG growth funnel framework
(54:26) How Lauryn’s framework helps teams communicate more clearly
(55:57) How Lauryn structured the growth team
(57:53) B2B growth as an emerging space
(1:00:18) Lightning round
Production and marketing by penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
This lady is so friggen well spoken. I listen to this podcast this morning on my walk and was so impressed by how well she articulates shit. Well done Lenny and well done Lauryn 👏
Was going to comment the same thing. So impressive.
Hey Lenny, keep up the great work. I discover you recently, and you just seem like a great guy. Love your podcasts ❤
Thank you for a great session
Great insights here thank you
Thanks For this
You should split the screen so we can see both people at the same time. Pretty weird to see it switch between speakers!
Interesting feedback! Is there a particular point that felt weird, or throughout? I find watching one person just sitting there listening is boring.
@@LennysPodcast I think it's most noticeably strange when there is active/rapid dialogue. Definitely see your point for the longer monologue sections!
@@JMoore315 great feedback! Will see what we can do here.
I am not sure how I feel about this podcast. Her take on experiment in the beginning and her example is rather confusing to me.
She sounds and looks is reading, not spontaneous talk