Everyone is different. We all have different needs, preferences and abilities. Therefore, website design should take into account that not everyone has the same access to information. Web accessibility is the process of making digital content accessible to everyone, regardless of their physical, technical or mental abilities. Many people assume that accessibility limits user interface design. This is not the case. In fact, there are more and more positive examples of good design that is also accessible. With the growing importance of accessibility, there are simply more opportunities for designers to exercise their creativity and create stunning designs that are both functional and visually appealing.
What does Product-Led-Growth mean?
Product-led growth (PLG) is a strategy in digital marketing in which the product itself takes centre stage in order to boost the growth of a company. By using the product, customers are encouraged to buy more of this product and recommend it to others. Product led growth has proven to be an extremely successful growth strategy, particularly in the digital technology sector.
Companies like Slack, Figma, Zoom and Dropbox have used PLG to achieve exponential growth.
The 3 pillars of Product-Led-Growth
These three pillars form the basis for a successful PLG strategy in which the product is the driving force behind the company's growth.
1
Product centring
At PLG, the product takes centre stage. Companies develop and design their products so that they are easy for customers to use, valuable and self-explanatory. The product should be designed in such a way that it encourages customers to familiarise themselves with it and use it on their own.
2
User-orientation
PLG attaches great importance to understanding and taking into account the needs and feedback of users. Through continuous user feedback and data analyses, companies can improve their products and adapt them to the requirements of their target group.
3
Distribution through the product
Companies that use PLG rely on the product itself to attract and retain customers. This is done through self-service functions, free trial versions, freemium models and viral marketing. The product should motivate customers to discover and use it on their own, without intensive sales efforts.
The WCAG standard sets out a number of success criteria that websites must meet in order to be accessible and understandable to all users. There are 3 levels of conformance: A, AA and AAA. Depending on the number of success criteria a website meets, it is classified in one of these three categories.
Level A is the lowest level and includes only the basics of web accessibility. AA is the intermediate level and requires a site to be a little more thoughtful. AAA is the highest level of compliance and means that a website addresses all aspects of the standard.
It is important for businesses to know which level of compliance they should be aiming for. Obviously, the higher the level, the greater the effort. But even small steps can go a long way to ensuring that the website is accessible to all users.
Why UI/UX is so important in a PLG strategy
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Faster time-to-value
A simple and intuitive design that quickly guides users to the most important features can dramatically reduce time-to-value (TTV). This is crucial as customers expect immediate benefits in today's fast-paced digital world. Example: A tutorial or onboarding process guides users through the main features immediately after their first login. This creates an "aha moment" that immediately conveys a sense of value. This positive impression encourages willingness to use and contributes to rapid value creation.
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Increased customer retention
The more pleasant the user experience, the more likely it is that the customer will remain loyal to the product. High customer retention is a key factor for the long-term success of a company. Example: Gamification elements, such as points systems or rewards, encourage users to continue using the product and thus achieve higher retention rates. Customers who feel rewarded by positive experiences are inclined to enter into long-term relationships.
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Reduced usage churn rate
Frustration and confusion are the main reasons for a high churn rate. A clear UI/UX design can remedy this by providing users with a smooth and error-free experience. Example: Clear error messages and intuitive recovery options help the user to avoid or correct errors, which reduces the churn rate. A trouble-free user experience increases satisfaction and minimises the desire to abandon the product.
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Reduction in customer acquisition costs (CAC)
A successful UI/UX design can act as a central element. Satisfied users share their positive experiences, which can drastically reduce CAC. Word of mouth is one of the most cost-effective ways to acquire new customers. Example: Integrating sharing options or "Invite a Friend" features can encourage the user to share the product on their social network, which reduces CAC through word of mouth. Other users are more likely to trust recommendations from their own social circle.
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Increase in customer lifetime value (CLV)
An intuitive design makes it easier to naturally integrate cross-selling and upselling options into the user experience. This enables companies to generate more sales from existing customers and increase their long-term value. Example: Through small, initial commitments such as saving personal preferences or participating in a community, users gradually become more integrated into the product. This creates trust and loyalty, which leads to higher upsell rates and therefore increased CLV. Customers who have already made a commitment are more willing to purchase additional products or services.
Conclusion
In summary, web accessibility is an increasingly important issue that requires collaboration between designers, developers, copywriters and content creators. To ensure that a website is accessible, the WCAG 2.0 guidelines should be followed. Although it can sometimes be difficult to follow all the guidelines, it's important that we all do our part to make the web accessible to everyone.