Product StrategyEmerging Pattern

Let customers self-select their outcome to identify which converts easiest

For products serving multiple use cases, asking users their goal upfront helps identify which outcomes attract customers who convert most easily. This enables focused marketing and product investment.

When to use

When your product serves multiple use cases and you need to focus marketing efforts

Don't do this

Treating all users identically when they have different goals and conversion propensities

1 Founder Who Did This

1
Calmby Calm team

First-time visitors see What brings you to Calm with options like sleep better, reduce anxiety, improve focus

Result:Self-selection enables identifying and focusing on outcomes that bring in highest-converting customers
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