#55 The Growth Dilemma
A little over a week ago, we went live with a new Honestly website. I'm not going to go into detail since I shared more about it here.
Instead, let's discuss when you shouldn't focus on growth.
We're working on an ongoing project with a SaaS (Software as a Service) company. They came to us with priority objectives aimed at custom acquisition. Their goals were to grow 10% per month. They had even identified several "low hanging fruit" opportunities. Everything was in place and we were excited to play a role in their success.
But. There was one thing.
During the onboarding process, we discovered critical UX and performance issues, and bugs in the app which was causing significant retention problems. This resulted in the app losing almost as many customers as it was gaining on a monthly basis.
If we turned on the marketing engine in the current state of the SaaS, we'd produce a fraction of the potential ROI available.
A better play to call is to fix the "leaks" and resolve the issues first so marketing and optimization can work to its full impact.
Until next time.
P.S. Looking for a project to try this out: Lobe.io
P.P.S. This new release from Tennis System is on repeat: P A I N
P.P.P.S. Not the happiest book but there's a lot to learn from Jennifer Wright about how to make any subject interesting: Get Well Soon