Why are you not upselling your features? | GrowthMail#12

Hi 👋,
It’s Omer from The GrowthMail. The newsletter covering the best product growth tactics. This time I’m going to back to basics with a pattern I really liked.

Today you likely spend more time on LinkedIn than you did in 2022
(or perhaps more than you are willing to admit :)

Obviously, this is all intentional.

And here is one example for an engagement fly-wheel that illustrates it beautifully:

Chaining userflows that provide extra value for users is a force multiplier.

Example: Users seeking higher reach for posts would benefit from posting in a group.

Let’s imagine you are the PM rolling this experiment - what are you trying to achieve?

Key KPIs:

✅ Grow groups - Users per group (join rates / group size)
✅ Group’s engagement - Posts per Group (probably posts /user as well as total unique posts per group)

What would you keep an eye on?
🔍 Posts’ quality (how would you measure that? Perhaps avg post engagement score.)
🔍 Groups’ overall engagement (churn rates, group’s DAU or WAU/MAU?)

Let’s assume this is a successful experiment. What are the secondary effects?

🔁 Group notifications → could drive overall DAU
🔁 Post notifications → could drive overall DAU
🔁 Maybe a small nudge upwards for DAU/MAU

🏆 And the holy grail - retention - which is super hard to prove a causal link to, but safe to assume benefits from higher engagement.

eCommerce upselling is perhaps the most classic go-to when it comes to upselling. Borrowing from the OG is always a way to get great ideas for AB tests.

• Leveraging customer segmentation to upsell the next item:

And a funky one:

Bumble’s unique selling point is “Girls first”. After a match, a guy has to wait for the match to message him. This creates a weird next-step situation.

If the matchmaking platform’s north-star is to get everyone to meet their soulmates faster, does it make sense to meet more people as the next move?

Or perhaps the goals is to drive engagement == get the guys to spend their likes so they end up buying more likes? 👿

I’ll let you decide.

Apply this concept with your product.

• What’s the next value-driven offer for your users right after they check-in at a restaurant / gym / escape room?

• What’s the next value-driven offer for your users right after your key userflows is over? after they post, share, match?

Post → Share in a group
Match → one-click conversation starter
Check out → suggest complementary products