Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor

Narrow down jobs to be done (from interviews with high-spending users, competitor angle analysis). Run Meta ads with very similar, fairly neutral visuals but different messaging overlays and ad text, one per job. Then test framings: pains, gains/benefits, the literal job, or the situation. Judge on cost per trial if budget and data allow; otherwise on click-through rate, and confirm CTR winners elsewhere (email, push, five-second tests on UsabilityHub asking which message people prefer and why). Only once an angle wins consistently, work it step by step into the app store page, onboarding and in-app copy.

Went to a dog park, asked strangers walking their dogs to sign up and send one real question about their pet (supplied one if they had none), and watched them go through the flow while recording on a phone. Thank-you: a free one-year subscription. Guest also buys people coffee in cafes to test products the same way.

Recruit people who solve the same job with other solutions via userinterviews.com or respondent.io. Screener: ask which of several pain points apply, mixing in bogus options instead of a yes/no question so people cannot guess the right answer. In the interview, confirm their job, current solutions, likes/dislikes and where they looked for alternatives; later, run think-aloud tests of your onboarding to find hesitations. Also ask existing users what nearly stopped them signing up and what questions friends asked when they recommended it.

Ladder added a live cheer feature so other users can cheer someone on while they work out.

Onboarding asks many questions about who you are and what you want from a workout app, then pairs you with a specific coach whose style fits; different coaches serve different jobs (e.g. host vs his wife). Coach pre-selects the week's workouts, which can be customized in seconds.

Cal AI pays many creators (and puts spend behind some posts) for TikTok day-in-the-life videos: workout, come home, snap a photo of a meal, get calories, move on. Shows the core differentiator (logging by photo) as part of normal life rather than as an ad.

Welltory pulls the user's data in during onboarding and immediately shows some insights about them, instead of telling them the app can give insights.

Keep the $40/year tier with advanced multi-source weather data; add a $20/year tier based on the cheap Apple weather data for users whose job doesn't need the expensive data. Also meant as a retention option for users who won't pay $40. Not launched yet.

Tallow and Ash boosted an organic social post saying sorry about their previous packaging (it made a mess), and that the new packaging fixes it, speaking directly to why customers bought (reduce waste).

Coopah ran an ad with fitness influencer Esme showing marathon times that weren't improving, then training with Coopah: training less, feeling better and hitting her goal time.

Headspace asks what you are struggling with; choosing anxiety and stress shows very different in-app content than choosing sleep.