Whimsical Onboarding Breakdown - Full Whimsical Case study. (16+ actionable insights for your business.)

Analyzing Whimsical's Homepage Strategies for SaaS Success

One glance at Whimsical's homepage and it's clear that this company knows how to make a strong first impression. Let's dive into the specific strategies, features, and design elements Whimsical uses to drive traffic and generate revenue, and how you can implement these techniques for your own SaaS or micro SaaS venture.

1. Clear Value Proposition

Whimsical immediately communicates its value proposition with the headline: "The hub for visual collaboration". This is supported by a brief, yet powerful subheading that lists key benefits: "Combine diagramming, whiteboarding, and more with Whimsical".

• Why it works: This approach instantly informs users about what the product does and how it can help them.
• Actionable Insight: Craft a value proposition that is concise, specific, and directly addresses the needs of your target audience.

2. Compelling Call to Action (CTA)

The "Get Started" button is prominently placed in the center of the page. It’s large, contrasts well with the background, and uses actionable language that encourages immediate engagement.

• Why it works: Placing a clear CTA in a highly visible location helps to guide users toward their next step.
• Actionable Insight: Ensure your primary CTA stands out and is above the fold. Use persuasive language that motivates users to take action.

3. Easy Navigation and Access Points

The navigation bar at the top offers quick access to essential areas like Pricing, Contact Sales, Log In, and Sign Up. These options are crucial for users to find the information they need without hassle.

• Why it works: Streamlined navigation helps reduce friction and improve user experience, making it easier for users to find key sections of the site.
• Actionable Insight: Organize your navigation bar to include links to the most critical sections, such as product information, pricing, and user account access.

4. Visual Appeal

The design employs a vibrant color scheme with a visually appealing background that enhances the overall aesthetic without overpowering the main content.

• Why it works: A pleasing visual design helps maintain user interest and makes the website more engaging.
• Actionable Insight: Invest in quality design that aligns with your brand and creates a positive first impression.

5. Trust and Credibility

Although not visible in this specific section, effective use of testimonials, client logos, or partnership acknowledgments can help build trust with potential users.

• Why it works: Showing credibility increases user confidence in your product.
• Actionable Insight: Incorporate elements that build trust, such as user testimonials, success stories, or client logos.

Conclusion

Whimsical’s homepage is a masterclass in effective SaaS web design. By clearly communicating value, simplifying navigation, and creating a visually engaging environment, they set themselves up for higher user engagement, improved conversion rates, and ultimately, greater revenue. Adapt these strategies to your own product, and watch your key business metrics soar.

Key Strategies for Driving User Engagement and Conversion on Whimsical’s Email Verification Page

Analyzing Whimsical's email verification page offers several key takeaways for founders looking to optimize user engagement and conversion rates. Let’s dive into the specific strategies employed by Whimsical and explore how you can implement these tactics in your own SaaS or micro SaaS product.

• Simplicity and Clarity: The email verification page is designed to be clean and straightforward. The message is concise, eliminating any potential confusion for the user. This approach minimizes friction and guides users smoothly through the verification process, which is essential for maintaining a high conversion rate at this critical step.
• Visual Cues: The use of an envelope icon with a document inside immediately communicates the task at hand—email verification. This visual reinforcement helps users understand what they need to do without having to read lengthy instructions. Incorporating similar easily recognizable icons in your app interfaces can enhance user comprehension and speed up task completion.
• Call to Action (CTA) Placement: The primary CTA is prominently displayed at the center of the page with the text “Please verify your email.” The secondary actions—“Resend email” and “contact Whimsical support”—are provided as hyperlinks below the main message. This logical hierarchy helps users focus on the primary action first while still providing alternatives if needed. Similarly, ensuring your CTA is clear and the most prominent element on the page can drive higher engagement rates.
• Support Accessibility: By offering immediate options for troubleshooting (“Resend email” and “contact Whimsical support”), Whimsical reduces the potential for user frustration and drop-offs. Proactively addressing common problems and providing easy solutions can significantly enhance user satisfaction and retention. Consider adding contextual help and support links in critical parts of your app to assist users efficiently.
• Brand Consistency: The consistent use of brand colors (purple in this case) and style reinforces Whimsical’s brand identity. Keeping your branding consistent across all user touchpoints not only makes your product look more professional but also builds trust and recognition with users. Design your user interfaces to reflect your brand consistently and cohesively.
• Personalization: The use of personalized email information ("[email protected]") makes the interaction feel more tailored. Personalization, even in small elements, can significantly improve user experience by making the engagement feel more relevant. Integrate personalization elements into your app wherever appropriate to make users feel valued and understood.

By examining these specific strategies used by Whimsical, you can derive actionable insights to improve your own SaaS product. Implement simplicity, clear visual cues, effective CTAs, accessible support, consistent branding, and personalization to enhance user engagement, optimize conversion rates, and drive revenue growth.

Enhance User Collaboration with Whimsical: Strategies and Design Elements

Whimsical does an excellent job of ensuring its users can effortlessly set up collaborative workspaces. Let's delve into specific strategies and design elements that make this a seamless process, ensuring high user engagement and retention.

• Intuitive Workspace Creation: The user interface for creating a new workspace is straightforward, reducing the cognitive load on users. From a usability standpoint, this is critical as it ensures that new users don't feel overwhelmed.
  • Actionable Insight: For your SaaS product, consider simplifying user onboarding processes. A clean, minimalistic approach to setting up key features can enhance user satisfaction and lead to higher engagement rates.
• Auto-Join Feature for Coworkers: The ability to allow coworkers to automatically join a workspace is an excellent example of reducing friction in team collaboration. It speeds up the onboarding process for new team members without the need for constant administrative oversight.
  • Actionable Insight: Implement similar features that reduce user effort in your collaboration tools. By allowing seamless invites and auto-joining capabilities, you can enhance collaborative efficiency and user satisfaction.
• Clear Communication of Functionality: On this screen, each main feature (workspace creation, auto-join) is clearly delineated and described. This transparency about what users can do and how it works simplifies the user journey.
  • Actionable Insight: Ensure that your product's key functionalities are clearly communicated through tooltips, instructional text, or onboarding tours. Clear explanations can reduce confusion and improve user onboarding experiences.
• Feedback Mechanism: The confirmation message "Your email has been confirmed!" serves as a real-time feedback mechanism. It reassures users that they are progressing correctly through the setup process.
  • Actionable Insight: Implement immediate feedback messages in your application to guide and reassure users. Real-time feedback can enhance user confidence and reduce errors, leading to higher user retention.

Adapting these strategies from Whimsical can significantly improve your product's user engagement, conversion rates, and overall revenue growth. Whether you are developing a new feature or refining an existing one, these actionable insights can help you drive performance and user satisfaction.

How Whimsical Uses User Onboarding to Tailor Experiences and Drive Engagement

Analyzing the user onboarding screen from Whimsical, we can extract several actionable insights for creating a tailored and engaging user experience for SaaS platforms. Let's break down the strategies utilized and how they can be adapted to improve user engagement, conversion rates, and overall customer satisfaction.

Segmented User Profiles

• User-Centric Design: Whimsical asks users to identify their primary area of work early in the onboarding process. This segmented approach allows them to offer a more personalized experience, enhancing relevance and engagement. Users feel catered to, knowing their specific needs will be addressed.
• Insight for Product Development: By collecting this data, Whimsical can continuously iterate on its product based on the specific needs of different user groups, ensuring that feature updates and new releases are aligned with user demands.
• Application Tip: Implement similar segmented onboarding questions to gather data about your users' roles. Use this data to create personalized dashboards, targeted messaging, and tailored tutorials that speak directly to different user segments.

Clean and Intuitive UI/UX Design

• Minimalistic Layout: The UI is clean and focused, with no distracting elements. The straightforward design helps users quickly identify and select their area of work, reducing cognitive load and preventing drop-offs.
• Contrast and Hierarchy: The use of contrasting colors and a simple hierarchy through button placement and spacing makes navigation intuitive. This simplicity encourages users to complete the onboarding process.
• Application Tip: Prioritize UI/UX design by adopting a minimalistic, user-focused approach. Ensure high contrast between elements, clear hierarchies, and intuitive navigational flows to improve user experience and conversion rates.

Data Collection for Tailored Content

• Personalized Content Delivery: Asking users about their roles allows Whimsical to tailor content, tutorials, and product features to fit their unique needs. This personalization can lead to higher user satisfaction and retention.
• Contextual Recommendations: With accurate user data, Whimsical can provide contextual recommendations and content, guiding users to the most relevant and valuable features of the platform.
• Application Tip: Use initial onboarding questions to collect data that will help personalize user experiences on your platform. Create specific tutorials, feature highlights, and content that meet the distinct needs of each user group.

Encouraging User Interaction and Feedback

• Interactive Elements: By offering users predefined categories and allowing them to interact with the onboarding process, Whimsical encourages a form of engagement right from the start. This interactivity can make users more invested in the platform.
• Feedback Loop: The collected data establishes a feedback loop that Whimsical can use to continuously improve their service offerings. This helps in understanding user needs and pain points more effectively.
• Application Tip: Incorporate interactive elements in your onboarding process and collect feedback to understand user needs. Foster a culture of continuous improvement by using this collected data to enhance your product offerings.

By implementing these specific strategies from Whimsical, other SaaS founders can create more engaging and tailored user experiences. The key lies in understanding your users deeply and designing every aspect of your platform with their needs in mind. Adapt these practices to your industry or context to see significant improvements in your user engagement, conversion rates, and revenue growth.

Insights on How Whimsical Drives User Engagement and Revenue Growth

Analyzing Whimsical's interface provides a treasure trove of actionable strategies that any SaaS entrepreneur can implement to drive key business metrics like user engagement, conversion rates, and revenue growth. Let's dive into the specifics.

Efficient Onboarding Process

• Clear Navigation: The left sidebar, with its minimalistic icons and clear labels such as "Create New," "Recent," and "Teams," makes it easy for new users to understand how to begin their journey. This reduces friction, making users more likely to stick around.
• Invitation Feature: The prominent "Invite People to This Workspace" prompt encourages collaboration from the get-go, thereby increasing user engagement through shared interactions. Micro SaaS founders can adopt a similar approach, ensuring easy collaboration and multi-user workflows, essential for B2B SaaS.

Streamlined Workspace Management

• Organized Sidebar: By categorizing elements into "My Files," "Teams," and "Templates & Themes," users can quickly navigate and locate their assets, increasing productivity. Implementing such segmentation can help users manage their tasks more efficiently.
• Teams & Collaboration: The "Create a Team" option under Teams facilitates seamless team creation and project management, critical for growth in collaborative environments.

User Interface and Engagement Features

• Intuitive Tool Panel: The vertical toolbar equipped with various tools for creation (e.g., shapes, text, comment) enables users to effortlessly build and edit projects. This encourages frequent interaction with the platform.
• Interactive Elements: The bottom toolbar includes undo/redo options, zoom control, and help features, providing users a robust environment to experiment and learn without fear of permanent mistakes. This feature alone can improve user confidence and reduce churn.

Customizable with Templates and Themes

• Template Gallery: Providing a repository of templates and themes allows users to kickstart their projects, which can significantly reduce the time to first value (TTFV). Founders can boost user conversion rates by offering pre-designed templates that cater to industry-specific needs.

Gamification and Social Proof

• Engagement Prompts: Notices like "Invite People to This Workspace" act as soft gamification, prompting users to take action that reinforces their commitment to the platform.
• User Badges and Achievements: Incorporating elements that show user progress or achievements (although not shown in the image) can provide motivation to engage more deeply. Implementing similar features can improve user satisfaction and retention.

By understanding and adapting these design principles and engagement strategies from Whimsical, you can significantly improve your own application's performance. Whether through intuitive navigation, robust collaboration features, or template galleries, each of these elements can contribute to a more engaging and revenue-generating SaaS product.

Optimizing User Engagement and Conversion with Whimsical's Dashboard Design

As an expert in the SaaS domain, examining the image from Whimsical’s user interface provides a wealth of insights into effective strategies for boosting user engagement and improving conversion rates. Let’s delve into specific practices and how they contribute to Whimsical's success, and explore how you can apply these strategies to your micro SaaS product.

Clear User Guidance and Onboarding

• Progress Indicators: Whimsical employs step indicators (5/7) which help users track their progress through the onboarding process. This not only sets clear expectations but also encourages users to complete the steps, increasing the likelihood of higher user onboarding completion rates.
• Tooltips and Tips: The diagram includes context-specific tips, such as pressing ‘K’ to open the Link search menu. Providing these quick tips within the interface helps users quickly learn functionality, lessening the learning curve, thereby reducing user frustration and improving engagement.

How to Adapt: Implement step-by-step onboarding guides that visually indicate user progress. Integrate contextual tips or tooltips that provide valuable information without overwhelming the user with too much at once.

Interactive and Visual Elements

• Flow Diagrams: The use of connected diagrams simplifies complex processes, making it easier for users to understand and interact with the application. The visual nature of flow diagrams helps in quick comprehension, particularly for complex workflows.
• Visual Cues: Whimsical labels and color-codes various types of cheese (Hard, Semi-soft, Soft) which makes the UI more intuitive and engaging. These visual cues assist in data categorization and quick recognition, enhancing the user experience.

How to Adapt: Utilize flow diagrams or similar visual aids to illustrate processes within your app. Incorporate clear visual cues and color coding to improve data visualization and make your interface more intuitive.

Seamless Collaboration Features

• Team Collaboration: The inclusion of team-based workspaces (‘Everyone at Moodjoy’) makes it clear that Whimsical places a high emphasis on collaboration. Effective collaboration tools ensure users can share and work together efficiently, driving user retention.
• Invite Options: Clearly defined elements like ‘Invite People to This Workspace’ encourage users to bring others into the platform, facilitating organic growth through network effects.

How to Adapt: Integrate team collaboration features if your service benefits from shared workflows. Also, make it straightforward for users to invite others to join, leveraging the power of referrals to grow your user base.

Adaptive Design for Enhanced Usability

• Responsive Design: Noteworthy in the image is the inclusion of a mobile interface view, ensuring that the functionality is consistent across devices. This responsive design approach increases accessibility and ensures a wider user base.

How to Adapt: Ensure your app is fully responsive and provides a seamless experience across various devices. Test your user interface on multiple screens to guarantee functionality and ease of use.

In essence, Whimsical’s interface offers a blueprint for successful SaaS design by prioritizing user guidance, visual engagement, collaboration, and responsive design. By adopting these strategies, you can enhance user engagement, drive higher conversion rates, and sustain revenue growth for your SaaS product.

Analyzing Key Strategies and Features of Whimsical's Interface for Micro-SaaS Success

If you're building or operating a micro-SaaS, understanding how successful apps drive traffic and generate revenue can be incredibly valuable. Let’s delve into the strategies, features, and design elements utilized by Whimsical, as highlighted in their interface.

1. Centralized Navigation: Enhancing User Experience

• Clear Categorization: The left-side navigation panel offers clear categories such as "Recent," "My Files," and "Teams." This segmentation reduces cognitive load and makes it easier for users to locate necessary files and projects.
• Quick Actions: The prominent "Create New" button allows users to quickly start a new document, board, wireframe, or project. It’s a hallmark of efficient user-centered design that improves user engagement and satisfaction.

Actionable Insight: Implement an easily navigable sidebar that categorizes user resources efficiently. Make prominent quick action buttons to keep users engaged and minimize time spent on basic tasks.

2. Visual Layout: Driving Engagement through Design

• Color-Coded Sections: Each type of resource (Doc, Board, Wireframe, Project) is color-coded. This intuitive design helps users quickly find what they are looking for and enhances usability.
• Dashboard Organization: The "Manually Sorted" section allows users to customize the order of their items. This flexibility in organizing resources caters to individual workflow preferences, increasing user satisfaction.

Actionable Insight: Utilize color-coding to differentiate between various resources or sections of your app. Allow customization in the dashboard to accommodate different user preferences and workflows.

3. Team Collaboration: Fostering User Interaction

• Team Features: The left panel prominently features team-related functionalities, like "Create a Team" and "Invite People to This Workspace." This focus on collaboration can drive user engagement and organic growth as teams expand.
• Unified Workspace: Each team has a unified space where all related documents and projects are easily accessible. This consolidation eliminates the need for users to jump between different dashboards, streamlining their workflow.

Actionable Insight: Incorporate robust team collaboration features into your SaaS product. Ensure that teams have a unified workspace to facilitate better cooperation and increased user interaction within the platform.

4. Integration and Ease of Access: Strengthening User Retention

• Templates and Themes: Accessible from the left panel, these pre-designed elements can save users time and help them get started quickly. Templates can also promote best practices and consistency across projects.
• Simple Onboarding: The "Invite People to This Workspace" call-to-action simplifies user onboarding. Simplified onboarding can significantly boost user retention and reduce churn rates.

Actionable Insight: Provide templates and themes to help users get started quickly, and simplify onboarding for new users. These steps can enhance user experience and lead to higher retention and lower churn rates.

Implementing these specific practices from Whimsical's interface can substantially improve key business metrics such as user engagement, conversion rates, and revenue growth. By focusing on intuitive navigation, visual design, collaboration features, and ease of access, you can build a more robust and user-friendly micro-SaaS product.

Analyzing Whimsical's Onboarding Process: Key Strategies for SaaS Success

The onboarding process is a critical touchpoint in the user journey, and Whimsical's approach can teach us a lot about maximizing user engagement and retention from the very start. Let's dive into the specific elements they employ and understand how these contribute to their overall objectives.

• Personalized Welcome: Addressing users by their first name in the welcome message ("Hi Sarah, Welcome to Whimsical! We're thrilled to have you on board.") creates a personalized experience and makes users feel valued from the get-go. This small detail can significantly enhance a user's emotional connection to the product.
• Resourceful Introductory Content: Whimsical introduces a short video that walks users through the primary features of the app. Video content is highly engaging and offers a quick, clear understanding of the product. Founders should consider integrating concise introductory videos that highlight key functionalities and benefits.
• Action-Oriented Guidelines: The email prompts users to "Dive into boards" by starting from a template or opening a fresh board. This action-oriented guidance encourages users to interact with the product immediately, driving engagement and improving conversion rates by shortening the time to the 'Aha!' moment.
• Simple Design and Clear Call-to-Actions (CTAs): Whimsical’s interface is clean and the CTAs are prominent. The phrases "Start from a template" and "open up a fresh board" are both underlined, making them stand out and inviting users to take immediate actions. When designing your apps, ensure your CTAs are clear, concise, and visually prominent to drive user actions efficiently.

By applying these practices, you can create an onboarding experience that not only engages users but also drives them to take meaningful actions early in their journey. Let's discuss how these strategies can be adapted to different contexts:

1. Personalization: Utilize user data to personalize communication at various stages. Whether it’s a SaaS for project management or a fitness app, personalized messages and tips can make a significant impact.
2. Engaging Introductory Content: Consider creating a short, engaging video or interactive walkthrough that resonates with your user base. Ensure the content is easy to understand and highlights key aspects of your product that solve user pain points.
3. Encourage First Actions Quickly: Reduce friction by guiding users toward meaningful first actions right after they sign up. For example, if you're developing a task management tool, prompt new users to create their first task immediately.
4. Effective CTAs: Make sure your CTAs are powerful and aligned with user expectations. Use actionable language and place them strategically within the user interface for maximum impact.

By carefully designing your onboarding process with these principles in mind, you can enhance user engagement, improve conversion rates, and ultimately drive revenue growth for your SaaS product.

Driving User Engagement with Whimsical's SaaS Interface

Analyzing the provided segment from Whimsical, it's clear that this well-crafted interface demonstrates a variety of strategies that can drive user engagement and facilitate value realization for users. Let’s delve into what Whimsical is doing right and how you can adapt these strategies to boost your own SaaS product’s performance.

Effective Strategies to Engage Users and Boost Product Adoption

• Personalization:

  The email addresses the user by name ('Hi Sarah'), immediately creating a personalized experience. Personalization is crucial in making users feel valued and understood, leading to higher engagement rates. For your SaaS, ensure personalization elements such as user names, specific recommendations, and usage reminders are incorporated to foster a deeper user connection.

• Educational Content:

  Whimsical provides a detailed guide to commonly-used flowchart shapes, positioned as a way to help users "Level up your flowchart game." This educational approach not only assists users in mastering the tool but also drives repeated usage. Consider offering tutorials, webinars, or in-depth guides on key features of your product to enhance user expertise and usage.

• Template-based Approach:

  Highlighting that they've "handpicked three top-tier templates," Whimsical emphasizes immediate value with minimal setup. Templates enable users to quickly get started and see results without extensive initial effort. Implement industry-specific templates or use-case scenarios in your SaaS to help users easily understand and apply your tool's capabilities.

• Call to Action (CTA):

  The "Use this template" link serves as a clear, actionable step for users to engage with the content directly. Strong CTAs guide users towards meaningful interactions and prompt them to take the next step. Incorporate clear and compelling CTAs throughout your interface to drive user actions and conversions.

• Value Proposition Clarity:

  The content succinctly describes the benefits of using the provided templates - "expressing ideas clearly and streamlining your workflows." Clearly communicating the value of your SaaS product is essential. Ensure every interaction with your users highlights how they will benefit, whether it's saving time, increasing productivity, or achieving better results.

• Concise and Visual Design:

  The use of both text and visuals to explain the flowchart concepts ensures comprehensive understanding. A balance of written instructions and visual aids makes information more digestible. In your own product, use a combination of text, images, and videos to make complex information more accessible and engaging for your users.

Adapting Whimsical's Strategies for Your SaaS

• Segment Your Audience:

  Just as Whimsical tailors its content to users looking to improve their flowcharts, segment your audience based on their needs and usage patterns. Create targeted content and features that address the specific challenges or goals of each segment.

• Regularly Update Educational Content:

  Keeping users informed with up-to-date guides and tutorials can continuously empower them. Regular updates not only educate but also remind users of your tool's evolving capabilities. Schedule periodic content refreshes and announce new features or best practices to keep your audience engaged.

• Feature User Stories:

  Showcasing how others have successfully utilized your product can inspire and guide new users. Incorporate case studies, testimonials, or user-generated content that highlights real-world applications and benefits.

By implementing these targeted, user-centric strategies, your SaaS product can not only attract and retain more users but also drive meaningful engagement and growth. Adapt these insights to fit your unique product and audience, and watch your key metrics improve.

Key Traffic-Driving Strategies and Revenue Generation Insights from Ahrefs Homepage Design

Analyzing Ahrefs' homepage provides valuable insights into effective strategies for driving traffic and generating revenue. Let's dive into the specifics of their approach and pull out actionable steps you can incorporate into your own SaaS or micro-SaaS venture.

1. Engaging Headline and Value Proposition

• Clear and Compelling Message: The headline "With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic" immediately communicates the product's primary value. This reduces any frustration for potential users who might feel intimidated by SEO complexity.
• Actionable Insight: Ensure your headline is crystal clear and speaks directly to how your product solves a common user pain point or achieves a high-desired benefit. This can significantly improve user engagement and conversion rates.

2. Effective Use of Social Proof

• Trust Indicators: Displaying the number of trials started in the last 7 days (+2,510) and showing logos of high-profile clients (Facebook, Adobe, LinkedIn, Netflix, and Uber) acts as powerful social proof.
• Actionable Insight: Highlight key statistics and well-known clients or partners prominently on your homepage. These elements help build trust and credibility quickly, encouraging new users to engage with your product.

3. Clear Call-to-Action (CTA)

• Prominent CTA Button: The "Start a 7-day trial for $7" button in bright orange contrasts sharply against the blue background, making it impossible to miss. The subheading "trials started in the last 7 days" adds urgency and momentum.
• Actionable Insight: Always have a clear, prominently placed CTA that stands out visually. Ensure the language creates a sense of urgency or exclusivity. A well-designed CTA can significantly boost your conversion rates.

4. Strategic Use of Colors and Simplicity

• Color Scheme: Ahrefs uses a simple and consistent color scheme. The blue backdrop gives a sense of trust and reliability, while the orange CTA button grabs attention.
• Minimalist Design: The clean, uncluttered design ensures visitors focus on the core message and CTA.
• Actionable Insight: Adopt a consistent and minimalist design. Use colors strategically to guide the visitors' attention effectively. A clean design not only enhances the user experience but also directs focus to critical areas, improving engagement.

5. Pain Point and Solution Focused Content

• Problem-Solution Statement: The opening statement speaks directly to the pain point of needing professional SEO knowledge to rank higher. This is immediately countered with Ahrefs' solution, making the product appear indispensable.
• Actionable Insight: Shape your content to address common pain points and follow with how your product provides a solution. This approach not only captures attention but also aligns your product’s value with the user’s needs.

By integrating these strategic elements, you can enhance user engagement, build trust quickly, and optimize conversion rates, all of which are critical for driving revenue growth. Adapt these strategies to your specific industry and user base to see significant improvements in your key business metrics.