The Leak at the First Screen

Who this book is for

Người làm sản phẩm ở doanh nghiệp Việt Nam: product manager, product owner, trưởng nhóm sản phẩm ở công ty phần mềm, ứng dụng di động, sàn thương mại điện tử, fintech và bộ phận số của doanh nghiệp truyền thống; làm việc hằng ngày với kỹ sư, thiết kế, đội bán hàng và chăm sóc khách, thường không có đội nghiên cứu người dùng hay phân tích dữ liệu riêng.

Sound familiar?

• Sign-ups grow while weekly active users stay flat.
• Doesn't know which screen new users leave from.
• The welcome tour has five pages that almost everyone skips.
• Every department wants to add one more step to sign-up.

Each chapter answers one question

1. Chapter 1: Does a sign-up really mean a new user?

   What is the first useful thing users can do in my product?

   New users stay when they do something useful for the first time, not when they finish signing up.

2. Chapter 2: Where exactly do users walk away?

   At which step does my product's funnel lose the most people?

   A funnel only shows the leak when each step is measured separately.

3. Chapter 3: How many users does one extra field cost?

   Which step in the first use could be postponed or dropped entirely?

   Every extra input field is another reason to leave.

4. Chapter 4: Does an empty screen welcome newcomers or scare them?

   What do new users see before they have any data of their own?

   An empty screen is the scariest screen for a new user.

5. Chapter 5: We fixed the leak, so why don't users return?

   Are this month's new users returning more than last month's?

   Fixing a leak only matters if users still come back next week.