How Users Read on the Web: Combining Credibility and Product-led Growth Strategies

How Users Read on the Web: Combining Credibility and Product-led Growth Strategies

In today's digital age, where information is readily available at our fingertips, credibility plays a crucial role. When it comes to the web, users are often skeptical about the credibility of the information they come across. With the anonymity that the internet provides, it becomes unclear who is behind the information and whether a page can be trusted. It is in this context that the concept of credibility comes into play.

To enhance credibility on the web, several factors come into play. High-quality graphics, good writing, and the use of outbound hypertext links all contribute to increasing credibility. When authors include links to other reputable sites, it shows that they have done their homework and are not afraid to let readers visit other sources. This act of referencing other sites adds a layer of trust and credibility to the information presented.

However, it's important to note that users rarely read web pages word by word. Instead, they tend to scan the page, picking out individual words and sentences. Research has shown that a staggering 79 percent of users always scan any new page they come across, while only 16 percent read word by word. This scanning behavior can be attributed to the busy nature of web users who are seeking to gather information quickly and efficiently.

When users scan a web page, they are looking for the straight facts. Exaggerated language and promotional content only serve to impose a cognitive burden on users, as they have to filter out the hyperbole to get to the core information they seek. This cognitive burden can hinder credibility, as users recognize when a site exaggerates or uses promotional language.

Now, let's shift our focus to the concept of product-led growth (PLG). Product-led growth is a business strategy that relies on using the product itself as the main vehicle to acquire, activate, and retain customers. One company that has successfully implemented this strategy is Loom.

Loom utilized the PLG strategy to attract and convert 14 million users across 200,000 organizations. By allowing prospects to experience the product before making a decision, Loom generated thousands of sign-ups within two weeks of launch. This approach aligns with the critical guiding principle of fast or instant time to value. Gaining initial trust is essential, but it's equally important to cultivate loyal users who become evangelists for the product.

To earn user loyalty, Loom focused on addressing user needs instead of modeling competitors or shipping features blindly. They implemented features such as notifying users when someone watches their video, which created a sense of engagement and involvement. By showing users and contributors the progress of each feature request, Loom made them feel included in the development process. This level of transparency and user-centric approach builds trust and loyalty.

Furthermore, Loom's GTM (go-to-market) strategy involved launching an existing product in a relatively new market. Similar to Slack, Loom targeted the business and enterprise teams market. They even tailored their homepage to tell their story better for this specific market segment. Loom's strategy also involved launching a beta version of the product, gathering user feedback, and iterating based on relevant and requested feedback. They created dedicated landing pages for each use case, showcasing the different ways Loom could solve users' problems. This personalized approach resonates with users and helps establish Loom as a go-to resource hub.

To apply these strategies to your own business, here are three actionable pieces of advice:

1. Prioritize credibility: Invest in high-quality graphics, good writing, and outbound hypertext links to increase the credibility of your web content. Reference reputable sources to show that you have done your research and are not afraid to let readers explore other perspectives.

2. Embrace product-led growth: Utilize your product as the main vehicle to attract, activate, and retain customers. Focus on providing instant value and addressing user needs. Engage with users, involve them in the development process, and show them that their feedback matters.

3. Tailor your GTM strategy: Identify a target market and launch your product specifically for that market. Gather user feedback, iterate based on their needs, and create dedicated landing pages for each use case. Establish yourself as the go-to resource hub for your target audience.

In conclusion, credibility matters on the web, and users rarely read word by word. They scan for the straight facts and are deterred by exaggerated language. On the other hand, product-led growth strategies, as exemplified by Loom, focus on providing instant value, addressing user needs, and cultivating loyal users. By incorporating these strategies into your business, you can enhance credibility, attract and retain customers, and drive growth in the digital landscape.