Why your users don’t convert

From clicks to value: driving meaningful growth

You might be investing thousands (or even millions) in driving traffic, optimizing your site, launching acquisition campaigns, and hiring a Growth Hacking team… But what happens when users arrive and do nothing? Let’s say you’re getting a good number of visitors and sign-ups… but very few are converting. What’s going wrong with your product or service?

We could dive into lots of details but… to simplify, there’s a gap between your promise and the value delivered. What do I mean? If your registered user doesn’t quickly experience the value of your product, they’ll simply leave. (And that means your final conversion—whether in price, usage, or acquisition—will also suffer.)

In other words, instead of basing your growth on a conversion funnel, you could build it around the real value your user receives at every stage of their journey. So how do you identify what “value” really means from your user’s perspective?

First, start by selecting your best customers—the ones who actively use the product, pay for it, and have low friction. Through research—ideally interviews—identify their Jobs-to-be-Done: the “job” they expect your product or service to help them accomplish. Once you clearly understand that value, you can easily map their real experience: from the moment they realize they have a problem, through the search for solutions, to product activation and the actual value delivery. There it is. That’s the foundation for a Customer-Led Growth strategy.

Once you discover the moments where users truly receive value from your product or service, you can build an entire strategy around amplifying that value, define metrics to measure it, and lead teams to execute it. And those thousands (or millions) you’ve spent generating traffic? They’ll finally pay off with real ROI.

So the question is: Are you growing through value... or just through the funnel?