a single source, nothing corroborates it

Nudge the outcome you cannot promise

Where you cannot guarantee the result a customer is buying, ship the things that raise the odds of it: teaching material, or a feature that lifts completion at the point it matters. Reflect each customer's own measure of that outcome back to them inside the product and say something when they hit a milestone.

The method

1. 01

   Where you cannot guarantee the higher outcome, ship things that nudge it: teaching material on marketing, or features that lift checkout completion.

2. 02

   Surface each customer's own value metric back to them inside the product and message them when they hit a milestone. FeedbackPanda tracked things like feedback written and lessons taught.

3. 03

   Pick a headline metric one rung above what you control, because a customer can succeed at your promise, fail at their own goal, and cancel anyway.

4. 04

   If your customers are businesses, define your job as making those customers look good at what they do.

What it returned

• 34%

  Shopify reports gross merchandise value immediately after revenue in the same size type, and survives cancellation rates where only 34% of stores last a year because the survivors grow so much.

• Shopify's fast checkout for shoppers who have bought at any other Shopify store raises the share of carts that convert.

Sources

• B2BJustin Jackson · justinjackson.ca · B2B · undated
• Using the Needs Stack for competitive strategyJason Cohen · longform.asmartbear.com · Measure the next level up · 2023-06-04
• The Bootstrapped Founder Newsletter Episode 12 – January 31st 2020 – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · Bootstrapping in Practice · 2020-01-31