#EVERNOTE SIGN IN PROBLEM FREE#

When you take a look at the survey results, About once per month is the biggest percentage by far, with just over 75 responses. That includes people using the app A few times per day and About daily. We’ve mentioned before that Evernote is essentially a daily-use product, but daily users accounted for only 21.38% of responses. When we asked people, How often do you use Evernote? The results were really scary: Pulling focus away from their core value proposition also drove down engagement across Evernote’s entire user base. As one of the first moves in the market, Evernote was in a position to dominate their competitors, but their early focus on niche apps failed and gave the rest of the market a clear understanding of what not to do when building a note-taking app. Product stagnation led to an unengaged user baseīy trying to build a product for everyone, Evernote paradoxically made it more difficult to provide the kind of experience that many of their users want. That means that when Evernote builds features that appeal to the other 75% of their customers, they can’t capitalize on the diehard fans who really care and are more willing to pay. As a product that is designed for daily use, we found that only about 25% of Evernote customers use the app every day. When you get feedback on a survey saying that the product is great, that puts your product team is in a tough spot because they don’t have any signals about what to work on in the future.Ī lot of this can be traced back to their freemium acquisition strategy, which brings in users who are all over the map with their requirements and usage habits. These survey responses are worrying, especially the 14% who aren’t using the product every day and the 13% who have no feedback at all. I love it, and it’s great for my business.” We followed up to ask customers why they would be disappointed, and here’s what we found:Ģ5% said it keeps them organized - “I use Evernote to organize shopping lists, keep track of kids activities, and make lists for practically everything in my life.”ġ4% said they use it for taking important notes - “I’d be disappointed because it helps me take notes during work for important meetings.”ġ3% said Evernote is great - “Evernote is just great. And to move the needle on that number, they’ll have to make significant changes in the way they think about their customers. This means that Evernote is not providing the type of value that customers expect from a note-taking app.

What we’re looking for is a threshold of at least 40%. When we asked customers, How disappointed would you be if you could no longer use Evernote? They received a product-market fit score of 23%, meaning that only 64 of 277 people we surveyed would be disappointed if they could no longer use the service. Limiting accounts based on number of notes or storage size could potentially have the same negative impacts on customer perception of their brand. While both Hiten and I don’t know if limiting syncing on devices was the best choice when they updated their plan, it’s hard to see if there is another value metric that would have been a better choice. Had Evernote made these changes earlier in their lifecycle, customers would have been trained to expect more changes in their plans.

By adding limits to the number of devices a user can sync to on their free plan, they effectively alienated a big part of their user base. Their biggest mistake was waiting too long to revamp their pricing model, giving free users a significant amount of time to get used to and rely on certain features. Riding that leading curve helped propel their growth early on, but when they didn’t change with the times, it put Evernote in a really difficult position. They were also one of the first companies to double down on mobile apps. How freemium acquisition can go wrong over timeĮvernote was one of the first big freemium players in 2008, and they executed that acquisition strategy better than anyone else.

#EVERNOTE SIGN IN PROBLEM FREE#

Evernote sign in problem