Introduction:
Adpiler, a SaaS platform designed for salespeople and freelancers to create and manage client proposals, faced a critical challenge with their product positioning. Despite the platform's initial success, the company noticed that their flagship feature, pinpointing, was rarely used by their power users. To address this, Adpiler engaged us to conduct a comprehensive research project aimed at understanding the true value their users derived from the product and to refine their positioning accordingly.
Work Done:
To tackle Adpiler’s challenge, we designed and executed a detailed research plan focusing on user selection, interviews, and analysis. Our approach included:
- User Selection and Recruitment:We identified and segmented two key user groups: Power users (long-term, high-engagement users) and Fresh users (newly onboarded customers). Power users were selected based on retention, monthly revenue, and product engagement, while Fresh users were recruited through a Google Optimize experiment directing them to a Demo Call-to-Action on the homepage.A series of targeted email campaigns with financial incentives were used to secure interviews with these users.
- We identified and segmented two key user groups: Power users (long-term, high-engagement users) and Fresh users (newly onboarded customers). Power users were selected based on retention, monthly revenue, and product engagement, while Fresh users were recruited through a Google Optimize experiment directing them to a Demo Call-to-Action on the homepage.
- A series of targeted email campaigns with financial incentives were used to secure interviews with these users.
- Interview Process:We conducted in-depth interviews with both Power and Fresh users to explore the value gap between actual value (as experienced by Power users) and perceived value (as seen by Fresh users).Key questions explored user expectations, alternative solutions they considered, and the specific value they gained from using Adpiler. Notably, it emerged that 9 out of 10 Power users were not utilizing the pinpointing feature, which was previously thought to be a flagship component of the product.
- We conducted in-depth interviews with both Power and Fresh users to explore the value gap between actual value (as experienced by Power users) and perceived value (as seen by Fresh users).
- Key questions explored user expectations, alternative solutions they considered, and the specific value they gained from using Adpiler. Notably, it emerged that 9 out of 10 Power users were not utilizing the pinpointing feature, which was previously thought to be a flagship component of the product.
- Insights and Repositioning:The interviews revealed that the primary value Power users found in Adpiler was the ability to keep all their ads in one place, a consistent phrase echoed across interviews. This insight led to a major repositioning of the product to highlight this key feature rather than the pinpointing functionality.The research also provided actionable feedback that helped refine other aspects of the product and its marketing, ensuring alignment with user needs and expectations.
- The interviews revealed that the primary value Power users found in Adpiler was the ability to keep all their ads in one place, a consistent phrase echoed across interviews. This insight led to a major repositioning of the product to highlight this key feature rather than the pinpointing functionality.
- The research also provided actionable feedback that helped refine other aspects of the product and its marketing, ensuring alignment with user needs and expectations.
Outcomes:
The research-driven approach led to significant improvements for Adpiler:
- Product Repositioning:
Based on the insights gained, Adpiler optimized its positioning to focus on the central value of ad management rather than pinpointing, aligning the product’s messaging with what users truly valued. - Improved Customer Lifetime Value (LTV):
Although customer acquisition costs increased slightly due to the refined targeting, the overall lifetime value (LTV) of customers saw a marked increase, validating the effectiveness of the new positioning.
This project underscores the importance of deep, user-centric research in understanding product value and optimizing positioning. By focusing on what truly mattered to their users, Adpiler not only enhanced its product but also set the stage for long-term growth and success.
