Why Your Product-Led Growth Isn't Converting (And How to Fix It)
Picture this: You're on a first date, excited to grab coffee and get to know someone new. But the moment you sit down, they start talking about marriage, baby names, and your future together. Awkward, right?
That's exactly how most product-led growth companies are showing up to their users.
The Coffee Date Problem
I've been studying PLG companies for a few years, and I keep seeing the same pattern. The signup pages promise transformation – "10x your productivity!" or "Our advanced AI will revolutionize your workflow!" But when users actually log in, they're dumped into a complex dashboard with zero guidance on how to get that promised value.
It's like promising someone a great coffee date and then immediately asking them to plan your wedding.
Here's what's really happening: You've solved acquisition, but activation is broken.
The mismatch isn't between what your product can do and what users need. It's between what you promised them and what they experience in those critical first moments after signup.
Why Most PLG Companies Get This Wrong
Most companies think activation is a UX problem. But I believe it's actually a go-to-market problem.
You made a promise in your marketing that reeled them in. Maybe they saw your ad, read your landing page copy, or heard about you from a friend. That promise was their "coffee date" moment – they were curious enough to give you a shot.
But then you immediately:
Overwhelm them with features they don't need yet
Ask for their credit card before they've experienced any value
Force them through generic onboarding that doesn't match their specific use case
Show off all your "amazing" features instead of delivering on your core promise
The result? Users ghost your product faster than a bad [insert your favorite dating app] date.
Introducing the Promise Path Payoff Framework
After studying hundreds of PLG companies, I've developed what I call the Promise Path Payoff framework. It's designed to bridge that gap between acquisition and activation by treating onboarding like the relationship-building process it actually is.
1. Promise: The Hook That Actually Delivers
Think of your homepage promise like a YouTube thumbnail – it needs to be compelling enough to get the click, but you better be able to deliver on it immediately.
The key question: Can you deliver that value within minutes of signup?
If your homepage says "automate your content workflow 3x faster," then the moment someone logs in, they should be able to do exactly that. Not after they configure 20 settings, watch three tutorial videos, and talk to your sales team.
Take Notion, for example. Their core promise when I first signed up a decade ago was simple: "Manage all your projects in one place." And you know what? The moment I logged in, I could create a page and start organizing my projects. They didn't force me to use databases, AI features, or advanced workflows. They let me experience that core promise immediately.
The rule: Most companies overpromise transformation and underdeliver clarity.
2. Path: Go-to-Market Driven Onboarding
This isn't just about user experience – it's about creating an onboarding flow that's driven by your go-to-market strategy.
Tailor the path based on who signed up. Airtable does this brilliantly. When you first sign up, they ask what you do, where you work, and what you're looking to manage. Then they show you relevant templates and use cases. Sometimes tools are amazing, but users aren't sure what they could use them for.
Build nudges like an SDR would.
Instead of saying "Click here to find your dashboard,"
try "Hey, do you need help building your first campaign?"
or "Want to see what other marketers are doing at this stage?"
Remember: Activation isn't about showing how great your product is. It's about showing users what progress they can make.
3. Payoff: Help Them Taste the Win
This is where you help customers feel like winners. And I don't just mean functionally – I mean emotionally.
Give them feedback like:
"You just published your first campaign!"
"You've saved 2 hours using this feature"
"Your team collaboration just improved by 40%"
These aren't just metrics – they're micro-moments of delight. It's like when someone on a date tells you they love your smile. You already know you look good, but it still feels nice to hear it.
Great PLG companies constantly remind users: "I'm keeping the promise I made to you."
The Real Impact
Here's what I've learned: Activation is actually the most critical part of your entire marketing funnel. When you get activation right, you don't just convert better – you retain better too.
The number one indicator of churn? Users who never got to experience your full product in the first place.
Don't Lead With the Ring
The brands that win with product-led growth are patient and intentional. They know exactly what it takes to make customers feel heard. They optimize for curiosity, not commitment.
So here's my advice: Don't lead with the ring. Lead with coffee. Lead with a promise you can actually keep.
Because at the end of the day, users don't care about your "amazing features." They care about whether you can solve their problem quickly and clearly.
Want to audit your own PLG experience? I've put together a comprehensive PLG audit checklist that covers all these points and more. It's the same framework I use when analyzing product-led growth companies, and you can grab it for free!
