Hila Qu
Hila Qu is an Executive in Residence at Reforge as well as a renowned growth advisor, angel investor, and published author (her book about growth was named one of the top 10 business books of 2018 in China). Previously, she served as the Director of Growth at GitLab, where she implemented and scaled their PLG motion, and VP of Growth at Acorns, scaling them from 1 million to 5 million users.
Growth & Retention Skills
A successful product-led user journey removes the 'gatekeeper' barrier, allowing end-users to discover, use, and upgrade without human intervention.
"I think the key properties also of PLG products, think about it should have a very low barrier to entry. Usually it has a free version, free trial. You don't need get approval from your boss to use it..."
Auditing a user journey for PLG readiness requires identifying and removing human-mediated gates that block users from seeing the product immediately.
"A lot of the companies, if you go to their website, especially B2B companies, you'll see the biggest CTA is called book demo. They don't have anything else. The first step for you to do is submit a fo..."
An activation milestone is only meaningful if it is rooted in data that proves a specific user action directly leads to higher conversion or retention.
"Two, you want to understand you usage behavior of those free users, which features do they use and which features kind of correlates with a higher conversion rate, retention rate, all of that. If you..."