How Appear.in reduced churn in half through user research

About this talk

In the product-led era, products become our main marketing channel. The bar is set too high for a new product that needs to do the job that is hired for effectively and in an efficient manner. Under these circumstances, businesses just don't have the luxury not to speak with their customers any more.

Whereby (former Appear.in) is one of the businesses that do so. In this interview with Sean Percival, CMO at Whereby and former partner at 500startups and Vice President of Marketing at Myspace explains how he and his team, managed to reduce churn in half through user research and experimentation.

Key takeaways: - How to get user feedback that will lead to successful experiments - How to structure the whole process from 0 to 1 - How to create an experiment-driven culture internally