Are you making your users PSYCHd? 👀

👉 The secret of Product Growth experts  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Hey Folks! Brutally honest confession (let me know if you can relate...) some days I'm so pumped I can get a full day of work done in 3 hours, but on some days...I'm feeling completely useless and I'm getting distracted by my own fingernails. (Yes, yes, I've tried Pomodoro 🍅, Timeular, WorkMode, StayFocused...StayFocused nuclear option...I can't get rid of my hangnails...) The difference between a super-productive Emilia and a super-useless Emilia is typically how PSYCHED she is. Smart Product Growth Managers use this difference as their secret weapon. 🪄 Darius Contractor, Head of Growth at Messenger,  is one of them. As he wrote in his brilliant post on [Increasing Funnel Conversions with the Psych Framework:Â](  "A secret of the top growth experts in tech is to think about every UX interaction as an emotional event." "But far from being random or beyond our control, emotion-driven interactions can be broken down into components, optimized at each step and replicated to get better results for onboarding and conversion." Darius developed a framework to systematically measure and improve the ways your User Experience affects user emotional energy - and introduced a "unit of emotional energy" - the PSYCH: [Image] Now, how do you measure the Psych? According to Darius: "A user at 100 Psych is maximally committed to their current experience, does not need further motivation, and will overcome most challenges. For example, a person who needs to file their taxes tonight will do whatever it takes to download their W2 from their company’s payroll site. They’ll complete a forgotten password step, suffer through a poor interface they’ve never used before, and read through confusing numbers in order to get their taxes done in time. A user at 0 Psych is exhausted and disinterested, to the point of abandoning their current experience. For example, a person accidentally clicking on an ad who realizes they’ve ended up on a scam site will have no motivation to continue and will bounce." Users' psych naturally fluctuates across the user journey, and is increased or decreased by different interactions with your product: [Image] Crux of the issue? You aren't the IRS. Your users aren't going to get a $100 fine if they don't use your product (of course, you can use FOMO and Loss Aversion to boost your users' PSYCH - but you need to [demonstrate valueÂ](first.) You need to put in the work to make sure your users' PSYCH (ideally) increases with every interaction, or at least doesn't dip into the negative level (if your psych is net-negative, your users are very likely to churn.) Spoiler alert: ❌ No, you can't improve your users' PSYCH by removing the "X" button [Image] What if I don't want to be shown around, Wordtune? Just like I can't make myself excited about some tasks by removing distractions, and will still do whatever it takes to relieve the emotional pain - you can't make your users psyched about your product by forcing them on a product tour. [Everybody still hates]( them, btw. You need to design your users' journey to maximize the level of excitement they feel about your product. [Animated thumbnail for video]( [Watch this Video Rant]( 👉 How to do it: foster [Value Realization]( to boost users' PSYCH Why do your users get excited about your product? 🤔 - they want to get a certain result = realize the value - they want to avoid painful consequences, asap - they see the ROI of using your product ​Value realization is when a user/ customer experiences and recognizes the value of your product or service. It's what drives free trial users to upgrade, and what prevents paying users from churning. The problem is - a lot of companies fixate on certain features they think their users should adopt (hence the wild ideas like removing the "X" button on a modal linked to a product tour 🙄) To foster value realization, you first need to define value for each user.  You can do it really easily by simply asking them about their main goal:  [Image]I built this modal in less than 2 minutes with zero code in Userpilot. Sign up for [the free trial](to see how fast you could build one. Understanding what value means for your user will help you significantly reduce Time To Value, which is one of the key metrics of Value Realization (see below).  👉 Minimize Time-To-Live Are you still making your users talk to sales before upgrading? Or maybe you're forcing them to email Customer Support to launch your product, because you're lacking proper self-serve support? There's nothing that dunks the PSYCH more than forcing a motivated user who wants to start using your product NOW to schedule a call/ send an email. A lot of them won't do that and will drop out at this point. How much revenue $$$ are you leaving on the table by .e.g not implementing a Resource Center in-app? [Image]  Join our webinar on Product-Led Savings to find out! Yes, we've literally calculated your cost-of-missing out on going Product-Led based on average ticket resolution costs across 20+ companies. It's gonna be [super-interesting](, so don't miss it. [Image](  👉 Show your ROI I often can't believe why some companies, whose products lend themselves perfectly well to displaying the Return-on-Investment - skip showcasing their ROI to their users. If your users' get a clear quantifiable value from using your product - show it to them. IN THEIR FACE. Of course, it would make sense if you display different graphs depending on user goals - based on the first in-app survey from the first point. [Image] How do you measure Value Realization? 🤔 There are five metrics you can use to measure value realization: - [Time to value]( (TTV) - Time to live - Return on investment (ROI) - [Net promoter score]( (NPS) You can [read more about each here.]( Because I'm guess the length of this email is not making you PSYCHed anymore 😅 [Image] See you all next week! Emilia Korczynska, Head of Marketing at Userpilot I'm a marketing manager obsessed with product growth. Wanna talk? Simply respond to this email!  To make sure you keep getting these emails, please add emilia@userpilot.co to your address book or whitelist us. Want out of the loop? Don't remember you subscribed at all? We get it. We sometimes don't remember how we got to our office today let alone how we subscribed to this or that email. 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