There is no such thing as “organic” users.
Businesses are willing to spend lots of money on traffic attribution and paid channel analytics.
But almost nobody cares about “organic” users. As if they naturally come to your product all by themselves. Nope!
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No users naturally come to any product. All users learn about your product somehow. Maybe it’s paid marketing, word of mouth, content marketing, search, or some other way.
“Organic” doesn’t say anything about the channel or user. It’s just another way of saying you don’t actually know how these users learned about your product. And that you have a blind spot where growth opportunities often hide.
So what can you do? And just as importantly, why?
Ask “organic” users how they found your product. Add the question to the sign-up form or survey a few current users.
The answers will likely show discovery mechanisms you had no idea about. Often entire growth loops are hiding inside the “organic” user segment.
With this knowledge, you can double down on high-return channels and be more purposeful with growth loops in your product.
“Organic” users can conceal tons of growth potential. Sometimes we just need to be a little bit more curious.
