The hidden story behind your product metrics
Most of the time, it’s not what you think! When product analytics reveal low user engagement, conversion, and completion rates, you understand what is happening, but you wonder why.
After engaging with end users to uncover the reasons, the insights are often completely different from what we assumed.
Product assumptions: common pitfalls to watch
Here are some examples of common misconceptions that can derail your product:
1. All users have the same needs: different user segments often have vastly different requirements and preferences. For example, frequent, experienced users might want advanced features like keyboard shortcuts and customisation options, while new or occasional users prefer simple, guided interactions. Even within the same product, some users might use it daily for complex tasks while others only need basic functionality. Understanding these different user groups helps create better-targeted solutions.
2. Content overload: more is not always better: while product teams often believe users want comprehensive information, reality shows users prefer simplicity and clarity. Users typically scan rather than read thoroughly, looking for specific information to solve their immediate needs. Dense content can overwhelm and disengage users. What they actually want is concise, scannable, and digestible information with visual guidance that helps them make quick decisions. The key is strategically presenting essential information while keeping cognitive load low.
3. Mobile-first is always best: though mobile optimisation is crucial, assuming it's always the primary user preference can be misleading. Many users still prefer desktop for complex tasks, especially in productivity tools or detailed work. The key is understanding when and why users choose different devices, allowing for better prioritisation of feature improvements across platforms.
4. Users instinctively understand the product's value: products must clearly demonstrate their value proposition. Users often struggle to see a product's worth if it's not immediately apparent how it solves their problems. Simple improvements in messaging or feature highlighting can significantly impact value perception.
5. Adding trendy tech features equals innovation: teams often rush to implement the latest technologies (AI, VR, blockchain) without validating user needs. However, users typically prefer reliable, simple solutions over cutting-edge features. Before investing in new technology, validate whether it truly solves user problems or just adds complexity.
Each of these assumptions can significantly impact product success. The key is consistently validating assumptions through user research and feedback, adjusting strategies based on actual user behaviour rather than team assumptions. This approach not only improves user satisfaction but also helps identify market opportunities that competitors might have missed.
Missed opportunities
Engaging with users doesn’t just help you improve your current product - it opens up valuable opportunities to stand out in the market. When you actively listen to users, they reveal not only where your product could improve but also where competitors are falling short. These insights are goldmines for uncovering unaddressed needs and pain points that competitors haven’t resolved.
This gives you the chance to develop features or make enhancements that directly address gaps in the market, creating a stronger competitive edge. By taking advantage of these insights, you’re not just keeping up with competitors; you’re positioning your product as a preferred choice, tailored precisely to meet user demands that others are overlooking.
In other words, engaging with your users isn’t only about solving immediate issues; it’s about leveraging insights to innovate in ways that add significant value and set your product apart.
Getting started with user experience research
This is why it's important to engage with your users and discover why. Here are essential steps to begin meaningful user research:
Start early: Begin user research before making significant product decisions
Keep it regular: Make user engagement a consistent part of your development process
Listen more, assume less: Focus on understanding user perspectives rather than defending your assumptions
Act on insights: Use the gathered information to make informed, user-centric decisions
Measuring success
Track these metrics to validate the impact of your user research:
Net Promoter Score (NPS) improvements
Reduced customer support tickets
Increased user engagement rates
Higher conversion rates
Lower churn rates
Faster time-to-value for new users
The bottom line
Remember: your product exists to serve your users! While analytics show you what's happening, only direct user engagement can tell you why. The most successful products are those that evolve based on real user needs rather than assumptions. When you make user research a priority, you're not just building a product – you're building a solution that users actually need and love.