Sascha Zierfuss

Don't forget that the loudest users might not be your most important segment... Before marking a piece of feedback as valuable, refer to your personas, look into contract values, check their in-app behavior.

Goals are important, but don't forget to also set aside time to implement the received feedback. In a product-first organization that's part and parcel, however in many companies we're tied to a defined roadmap. In those cases, you can put a framework in place where, as an example, you spend 60% of your time on roadmap, 20% on feedback and another 20% on quality and more technical topics. Then you use this for planning your roadmap.

Social media can be very helpful, but also very difficult to work with. Some platforms might be more receptive to your product, or your adverts, so before carpet bombing it's good to look into the audience and adjust your messaging accordingly.

Makes sure to leverage your colleagues' talent as much as you can. You may not have the budget to get the full weight of the marketing team behind you, but you might be able to ask a couple of them to at least review your copy or share some assets.

One thing to aim for would be to only run one experiment at a time. Sounds obvious, but for larger products you may have multiple teams working on different parts of it at the same time, if you all release at the same time then how will you know which part made an impact? You'll need to coordinate with your colleagues to give you a bit of time to collect data without being affected by their changes or, if you can, show different changes to different user cohorts (users that see X, do not see Y) and then you can track the impacts of each change independantly. Don't forget to continue tracking once all changes are live at the same time, just because individually they were positive, doesn't mean they will be once together.

First part of measuring is to identify goals that you're aiming for. These can be guesses, but they should at least be educated guesses. For instance, start measuring a given KPI now, even before making any changes, and then you'll at least have a comparison point.