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If your browser has fewer than 12 open tabs right now, congrats on your mental stability.

 

The rest of us are juggling:

So when a brand looks at me and says,

 

I feel seen.

 

 

 

We live in a world where choice is everywhere.

 

Too many choices.

Too many tabs open.

Too many “solutions” that all claim to be the solution.

 

So here’s my take:

 

 

Let’s say I need a fitness watch (I don’t, but let’s pretend we do).

 

Or a new pair of training shoes (never enough of these tbh).

 

Garmin. Nobull.

 

Two brands that instantly cross my mind.

 

So I do what every consumer does: I go to their website.

 

And instead of panic-inducing feature dumps or 47 SKUs with microscopic differences, I’m met with something refreshing:

 

 

They don’t ask me to self-diagnose.

They don’t make me decode specs.

They route me.

 

That guide is the conversion engine.

 

 

!!!Here’s where it gets interesting!!!

 

In service-based businesses—especially SaaS—the “aha” moment often shows up after the sale.

 

The positioning does the job of getting someone in the door:

 

 

But that ACTUAL make-or-break moment happens in…

 

 

That’s where the customer silently asks:

 

“Did I buy the right thing?”
“Where do I even start?”
“Is this actually for someone like me?”

 

Headspace is a strong example.

They don’t drop you into a blank meditation library and say good luck.

 

They immediately ask:

And then they put you on a path.

 

Not because the product changes—but because the experience does.

 

 

I want to be super duper precise here.

 

There isn’t one single, universally agreed-upon stat that says “X% of users churn in the first 30 days.” I can’t confirm a definitive number.

 

But:
 

Across SaaS research and onboarding studies (Appcues, Wyzowl, product-led growth reports), one thing is consistent:

 

 

The first few weeks are when users decide:

And brands that help customers choose a path early don’t just convert faster—they retain longer.

 

Confidence reduces churn.

 

 

You don’t need a massive product catalog or a complex quiz to do this well.

 

Here’s what actually works:

 

If your site or onboarding relies on “browse and explore,” you’re outsourcing decision-making to an already overwhelmed brain.

 

Not the feature.

Not the plan.

The situation:

People don’t want options.

They want direction.

 

Early success builds belief. Belief drives retention.

 

 

Here’s the rule I keep coming back to:

If a customer has to guess where they belong, you’ve already lost momentum.

 

Make the path obvious.
 

The rest gets easier.

 

 

→ Okay WalMart has really been crushing holiday campaigns—and this one is one big ol’ “ambiance” 30 minute ad. BRB digging to see their agency of record because they GET THEIR AUDIENCE. I came across this ad via a member on our team, she said it was the BEST anti-ad. 1.3M views, on the WalMart YouTube channel, likely played on TVs in living rooms coast to coast. Such a fab example of meeting their audiences where they’re at (on YouTube, trying to set the Christmas vibe in their homes).

 

→ Has anyone located a Cadbury secret Santa poster yet????? Not I. Then again, I don’t live in a major city… such a creative use of ad budget: they’ve planted posters to send a secret Santa chocolate (if you find one) FOR FREE. Check it out here.

🎁

^^yep that’s right!!! Next week + the following, I’ll JUST be doing a campaign breakdown and I’m gonna keep it short, sweet and fun. Might even sneak in some surprises. 👀

 

See you again on Christmas Eve :)