How Canva leverages Product-Led Growth to Drive Organic Branding

Key highlights from the episode

• 00:01:47
  Introduction, current job role, and past experiences
• 00:03:47
  Growth in usage and adoption of Canva as a product
• 00:05:07
  What product-led growth means for a consumer brand like Canva
• 00:09:05
  How product drives branding, acquisition, and engagement at Canva
• 00:12:43
  How Canva retains low-frequency users
• 00:17:36
  Building a growth team from scratch and setting the goals
• 00:22:15
  Canva's free to paid conversion strategy
• 00:24:53
  How Canva drives traffic to premium offerings and paywall
• 00:27:16
  Adding friction into the user journey to convert into paid subscribers
• 00:29:34
  Balancing Conversion Rate Optimization with User Experience
• 00:32:50
  How Canva differentiates itself from competitors through its product
• 00:35:42
  Key takeaways from growth and product-led approach perspective
• 00:38:20
  Quick fire round of questions