Career frameworks, A/B testing mistakes, counterintuitive onboarding tips, selling to developers | Laura Schaffer (VP of Growth at Amplitude)
Lenny's Podcast: Product | Growth | Career
Intro
This chapter explores a groundbreaking A/B testing experiment that resulted in a surprising 5% increase in conversion rates by adding questions to the signup process. It also discusses innovative experimentation methods and their implications for career development in growth-driven strategies.
Brought to you by Public—Invest in stocks, treasuries, crypto, and more | Eppo—Run reliable, impactful experiments | Writer—Generative AI for the enterprise
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Laura Schaffer is the brand-new VP of Growth at Amplitude. Prior to this role, she spent over 10 years leading product management and growth teams at Twilio, Bandwidth, and Rapid. In today’s episode, we talk about the role of experimentation and data in growth, and Laura shares stories of big wins from her time leading growth teams. She explains how customer insights helped her uplevel her career and how she (surprisingly) thinks about qualitative versus quantitative data. We wrap up our conversation by discussing where the best ideas come from and what you need to know if you’re selling to developers.
Find the full transcript here: https://www.lennysnewsletter.com/p/career-frameworks-ab-testing-counterintuitive
Where to find Laura Schaffer:
• LinkedIn: https://www.linkedin.com/in/lauraschaffer/
Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• Twitter: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
Referenced:
• Elena Verna on Lenny’s Podcast: https://www.lennyspodcast.com/elena-verna-on-how-b2b-growth-is-changing-product-led-growth-product-led-sales-why-you-should-go-freemium-not-trial-what-features-to-make-free-and-much-more/
• Bandwidth: https://www.bandwidth.com/
• Twilio: https://ahoy.twilio.com/
• Jeff Lawson on LinkedIn: https://www.linkedin.com/in/jeffiel/
• The Surprising Power of Online Experiments: https://hbr.org/2017/09/the-surprising-power-of-online-experiments
• Reforge: https://www.reforge.com/
• Online Experimentation at Microsoft: https://ai.stanford.edu/~ronnyk/ExPThinkWeek2009Public.pdf
• The Simple Path to Wealth: Your Road Map to Financial Independence and a Rich, Free Life: https://www.amazon.com/Simple-Path-Wealth-financial-independence/dp/1533667926
• Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones: https://www.amazon.com/Atomic-Habits-Proven-Build-Break/dp/0735211299/
• James Clear on The Tim Ferriss Show: https://podcasts.apple.com/us/podcast/648-james-clear-atomic-habits-simple-strategies-for/id863897795?i=1000592431628
• The Great British Baking Show on PBS: https://www.pbs.org/food/shows/great-british-baking-show/
• Hotjar: https://www.hotjar.com/
• Amplitude: https://amplitude.com/
• Builder: https://www.builder.io/
• ChatGPT: https://chat.openai.com/
• Lenny Bot: https://www.lennybot.com/
• Segment: https://segment.com/
• Senior Growth PM, Monetization, at Amplitude: https://boards.greenhouse.io/amplitude/jobs/6636704002
• Lead Growth PM at Builder: https://boards.greenhouse.io/builder/jobs/4814755004?gh_src=30cfda2d4us
• Growth PM at Rapid: https://jobs.lever.co/rapidapi/8d2611d1-6463-4919-9817-31f61e730831
In this episode, we cover:
(00:00) Laura’s background
(04:15) How to carve your own career path, and an example from Bandwidth
(05:50) Laura’s career growth framework
(10:18) The value of customer insights
(12:25) The “voice of the customer” report
(16:14) Leaning into your strengths
(18:16) The experiment that shifted the way Laura thinks about friction
(20:20) Questions that improved Twilio’s onboarding and conversion rate
(28:53) Thinking about the psyche of your users
(31:26) The hot dog analogy for burying “scary stuff”
(33:58) Why it’s better to be iterative and why experiments fail
(36:21) Saving money by validating fast
(41:58) Where the best ideas come from
(49:51) Experimentation lessons
(52:54) The amount of time a growth team needs to be successful
(54:43) The big change at Twilio that led to tens of millions of dollars
(58:41) The need for both PLG and enterprise, and how Amplitude plans to tap into PLG
(1:05:42) What it’s like to serve developers
(1:11:16) Lightning round
Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
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