- Product Management
- Marketing
Relevance at the core of user acquisition
January 9 — 2025
In the digital products world, user acquisition often represents a major challenge. But beyond the simple quest for new users, how can we ensure they stay engaged in the long term? The answer lies in an approach centered on relevance and empathy.
The reality of acquisition
Traditionally, user acquisition follows an exponentially decreasing model: you need to reach a large number of people to obtain a few loyal users. This journey goes through different stages that naturally flow together, starting with capturing attention, then awakening interest, followed by acquisition itself and activation, culminating in retention. However, reality can often differ from this ideal model. Sometimes, acquisition tactics attract unqualified users who undermine retention objectives. So how do we attract users who will be loyal?
Relevance as a cornerstone
The most effective acquisition tactics implement a simple principle: relevance. Relevant communication creates synergy between an organization's communication objectives, whether it's about its products, digital product features, or values, and users' true aspirations, encompassing their needs, expectations, and deep aspirations. Relevance is achieved when a tactic, social media post, or advertising campaign truly meets users' needs.
The importance of user research
This approach first requires empathy from digital product managers, as it demands focusing on users, even if it means putting organizational imperatives second. To maximize relevance, it's crucial to invest in understanding users through research that can take multiple forms: surveys, interviews, concept testing, etc. Finding the right balance in research efforts is essential. The goal isn't to pursue endless research, but rather to reach that optimal point where additional efforts start generating diminishing returns. In short, just enough research should be done to have a clear idea of users' or customers' needs.
Communicating about user needs
Communication initiatives for acquisition must then be aligned with this research's results. They can, for example, crystallize around answers to questions. The answers to these questions contain the communication pieces that will generate acquisition.
Regarding features, how have usage obstacles been eliminated?
How has the experience been optimized to save users time?
Concerning highlighted products or services, what truly sets us apart from the competition?
What aspects generate the most satisfaction among users?
More broadly, in terms of values, what is the worldview we wish to promote?
Reaffirming the company's fundamental purpose is also an avenue to consider.
Organizations also often have the reflex to highlight their newest features to attract new users. However, it's important to keep in mind the oldest features (often key, heavily used features) which constitute strong selling points. Even if these features may now seem mundane to those who developed them, they remain new and attractive to new users.
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Acquisition success doesn't solely rely on marketing tactics but on a delicate balance between what the company wants to communicate and what users are really looking for. By maintaining this balance and staying attuned to users' needs, it's possible to create more effective and sustainable acquisition strategies.