Читать книгу Build Better Products - Laura Klein - Страница 22

The answer to this question may very well be “we won’t.” That’s fine. You can offer value to people without contacting them later. When I walk into a Starbucks and pay for a coffee with cash, they don’t get any data on me, and it’s still a fine exchange for them.

Of course, there are also ways for them to collect my data if I choose to give it to them in exchange for something, like signing up with my email address in order to get a free coffee on my birthday.

However you feel about privacy or giving away your data or holding data from someone else, understand that, when you ask somebody for something like their name or their email address or for the right to contact them in some way, you are asking for something of value to them, and you need to offer them something of value in return. Maybe that’s access to your product, but a lot of people won’t hand over an email address or a Facebook login without understanding the value you’re giving them.

This is what I call the conversion step. Now, for those of you who work in ecommerce, I’m using this term a little differently than you may be used to. For most ecommerce products, the conversion metric is the sale. You talk about converting a visitor into a buyer, but I’m talking about it a little differently. A conversion in this case is something that happens when there’s any exchange of value—it could be a visitor creating an account or signing up for your mailing list. It’s that moment when they decide to join your product in some way.

Typical answers to this question could be:

• Have the user fill out a profile for better recommendations.

• Ask for an email address on a landing page in exchange for early access to a new version of the product.

• Get the user’s mobile number and permission to text them when their car arrives.

One important thing to note is that you should always include the reason the person would give you the information when defining this step of the User Lifecycle Funnel.