Escaping the Build Trap: How Effective Product Management Creates Real Value

by Melissa Perri

The team set out to pull the data, splitting up into two groups. One team was analyzing the acquisition funnel, looking at every step a user took from the time they got on the site until they signed up. There the team found very low conversion rate from people who went on the site to those who actually signed up and paid. “We see that we are doing well with marketing, but even with the discounts we already have, they aren’t signing up. How do we figure out what is stopping them? We don’t have any of their information,” said Monica. “Have you heard of a tool called Qualaroo?” asked Rich, the lead developer. “It allows us to poll people when they go toward the back button or try to leave the page. We can ask them what’s stopping them from signing up. I can easily add this to the site in about 10 minutes.”