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Build World Class User Onboarding
The document discusses essential strategies for creating effective user onboarding methods that enhance customer retention and satisfaction. It emphasizes capturing users' hearts and minds, creating a smooth signup process, and aligning in-app touchpoints for success. Additionally, it provides practical tips for reducing friction and ensuring that users understand the product's value quickly.
In this document
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An introduction to user onboarding and its importance in transitioning users from unfamiliarity to satisfaction.
Discusses the impact of poor onboarding on businesses and humanity, emphasizing its critical role in customer retention.
Numerical data showcasing how effective onboarding increases trial to paid conversion rates across various platforms.
Steps to enhance user onboarding before signup, including capturing user hearts and minds.
Strategies for conveying a clear value proposition, contextualizing the product, and focusing on improving customer lives.
Explores how to uncover and present the moment that makes users realize the product’s value.
Promoting product value through videos, testimonials, and social evidence to build trust and credibility.
Strategies to ease the signup process by removing obstacles and ensuring a smooth transition for users.
Best practices for first impressions, maintaining user engagement, guiding new users through the app, and aligning with activation strategies.
Emphasizes the need to measure, identify pain points, and roll out improvements in user onboarding.
Recap of key stages in user onboarding: capturing hearts, minds, simplifying signup, and aligning touchpoints.
References to sources of inspiration, designs, and an invitation for further discussion about building great products.
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Build World Class User Onboarding
- 1. BUILD WORLD CLASS USERONBOARDING Methods, Tools and Hacks @0zne
- 2. Let’s start at There’sa person that loves you the end
- 3. How did she/hegets from:
- 4. completely unfamiliar to intrigued toexploring to investing ultimately satisfaction
- 5. That, in anutshell, is what user onboarding is about :)
- 6. If your companyexists to change the world
- 7. Crappy onboarding meansit’s changing a lot less...
- 8. In that way, Andas a business, humanity is poorer your company is literally poorer
- 9. “ Excellent onboardingis absolutely critical to customer retention ” Sean Ellis - GrowthHackers.com
- 10. +100%+10% +106%+100% +252% KajabiHubspotAppsumoCustomer.ioGroove Useronboarding impact Trial to paid conversion rate increase
- 11. To solve pooronboarding Let’s turn the clock all the way back before a user sign up
- 12. and follow thesteps ;)
- 13. 1. Capture usershearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints
- 14. 1. Capture usershearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints Pre-signup Signup Post-signup
- 15.
- 16. Value Prop We aregoing to nail 4 things Context Aha! moment People
- 17. Start with anextremely clear value proposition Mailchimp is doing it right Value - Context - People - Aha!
- 18. Place it directlywithin the context of a familiar activity Value - Context - People - Aha! app’s place inside the context of real-world workflows.
- 19. Value - Context- People - Aha! Focus on making better people This isn’t what you sell This is Potential customer Your product Awesome person doing rad shit
- 20. Value - Context- People - Aha! A B Which one do you think is most irresistible?
- 21. Value - Context- People - Aha! B Which one do you think is most irresistible? Because it focuses on making better people, not on a list of features
- 22. make people better atiterating on designs Value - Context - People - Aha! Know what you are making people better at make people better at remembering things make people better at communicating
- 23. Value - Context- People - Aha! Find your “aha! moment” “oh! I can throw fireballs by eating flowers?”
- 25. Unlock your aha!moment as fast as possible “Wait, I can rent movies without going to the video store?” “Hold on, I just drag my files into this one folder and they’re automatically on all my devices?” “Whoa, I can have super strong passwords without having to remember any of them?” Value - Context - People - Aha!
- 26. “If your “ahamoment” comes deep inside your product, you’ve already lost.” - Samuel Hulick - User onboarding expert
- 27. ● 1-3 minutevideo ● Explain your product value ● Narrative-driven by nature Alternatively, do an “explainer video” PROs: You control the story, it goes through user's ears :) CONs: Less easy to adapt, expensive
- 28. Sandwich Video iskilling this game Robinhood video generated 1 million signups before launch! click to watch video
- 29.
- 30. If you can’tsell people on using your product in person, replacing yourself with a video isn’t going to suddenly make things click.
- 31. Ultimately don’t blindlyfollow the lead of the Twitters, Facebooks, and LinkedIns. They have the enviable position of presuming everyone knows what they offer.
- 32. We’re ready tostop talking about the user and start talking about ourselves
- 33. Now we justneed to get sign-off from the mind. We’ve already captured their heart
- 34.
- 35. Think beyond features Specificways your product exceeds all the other options How your product is just as good as all the other List your product qualities Quality #1 Quality #2 Quality #3 Security Speed
- 36. Communicate qualities in4 ways Testimonials Approvals Success Numbers
- 37. Testimonials are effectiveat establishing trust and credibility Logo Face TitleName intercom.com
- 38. Transparency, confidence, and generositycan go a long way. If you were featured, let people know!
- 39. If you havethe power of numbers, let prospective users know Where there’s smoke, there’s fire.lydia.com
- 40. Including with socialmedia counters
- 41. HTML hit counters Btw,this is not new ;)
- 42. It’s for thissame reason that restaurants seat people at street-facing windows first: restaurants that appear crowded are probably crowded for good reason.
- 43. Make your userbase more successful Kind of person Slack helps people become Very specific and relevant vitality real-world indicators. Impressive! slack.com
- 44. All that’s leftto do is pave that path so nobody loses their way in your signup! We’re well on our way
- 45. Path the wayin signup 3
- 46. Remove frictions that slowpeople down We are going to focus on 2 things Don’t let users drift away
- 47. Remove frictions that slow peopledown Screw CAPTCHAs unless you’re absolutely dying from spam. Study about CAPTCHAs by
- 48. Do you absolutelyHAVE to: ● Get their phone number at signup? ● Have them confirm email before using the app?
- 49. If many informationneeded, consider breaking down into consumable steps N26 signup is composed of 15+ steps easy to take.
- 50. Don’t let users driftaway Ever seen a field for a coupon code and opened a new tab to do a search? That’s your flow being allowed to drift, and it’s dangerous.
- 51. Requiring email addressto be confirmed is a big-time drifter Allow provisional access until email is confirmed to keep user in
- 52. By now yourusers should have taken the first step by signing up. Let’s align in-app touch points to set them for success at every turn.
- 53. Align in-app touchpoints 4
- 54. First impression -One seat - Cut steps - Tour 4 rules to follow
- 55. Make sure thisfirst impression ends with a cherry on top First impression - One seat - Cut steps - Tour
- 56. To do soprovide users a taste of success Buffer first experience aligns with product essence: scheduling social updates. First impression - One seat - Cut steps - Tour
- 57. Vimeo first experiencedoes not expect people to wait while their first upload takes 40 minutes to process First impression - One seat - Cut steps - Tour Make first win achievable from one seat
- 58. Let’s see howGoogle Doc shrunk a chain of dependencies down from 5 to 2. First impression - One seat - Cut steps - Tour Cut as many steps as possible 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it
- 59. Does your GoogleDoc absolutely HAVE to have a name? Google just default edit to “Untitled document”. 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
- 60. Do you absolutelyneed to save it? There’s nothing happening here that an autosave couldn’t 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
- 61. Do you absolutelyneed to copy the link manually? In Google Doc the link is automatically selected and copied 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it First impression - One seat - Cut steps - Tour
- 62. 1. Click createnew doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it 1. Click create new doc 2. Name the doc 3. Save the doc 4. Copy the embed code 5. Paste it2. Google shrunk the chain and sacrificed very little power to create a doc First impression - One seat - Cut steps - Tour
- 63. First impression -One seat - Cut steps - Tour PRODUCT TOUR
- 64. There’s a slimchance a tour will clear up some confusion There’s a greater chance it will just provide an annoying delay First impression - One seat - Cut steps - Tour
- 65. When to builda tour? First impression - One seat - Cut steps - Tour
- 66. Whenever YOU needinformation that’s critical and isn’t likely to be changed often Netflix focus mode” draws focus away from the single task at hand First impression - One seat - Cut steps - Tour
- 67. How to builda tour? First impression - One seat - Cut steps - Tour
- 68. Actively guide thenew user through performing the activity Rather than describing, Optimizely gets the user to actively engage with it First impression - One seat - Cut steps - Tour
- 69. Or setup quests Firstimpression - One seat - Cut steps - Tour Setup quests are the opposite of product tour as they encourage exploration
- 70. Use smart interface Youcan see in the background the cool place you get to land as soon as you finish First impression - One seat - Cut steps - Tour
- 71. Or make itpublicly accessible Show what other customer are seing once they use the product First impression - One seat - Cut steps - Tour
- 72.
- 73. First impression -One sit - Cut steps - Tour Align it with your activation Activation
- 74. Twitter saw amassive spike in signup retention once started encouraging people to follow instead of search or tweet. Everybody knew people they were interested in ;) Twitter activation = ~ 30 followers
- 75. First impression -One sit - Cut steps - Tour Align it with your activation Follow ~ 30 people
- 76. Use these toolsto measure each steps of your onboarding satisfaction Temper.io Gotcha.io Medallia.com Now measure
- 77.
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- 79.
- 80.
- 81. Congratulations! Your product madegreat step toward great user onboarding!
- 82. 1. Capture usershearts 2. Capture users minds 3. Path the way in signup 4. Align in-app touchpoints Remember the process
- 83. Great books Iused to write these slides ;)
- 84.
- 85. thanks to thisguy for the design inspiration @mxbraud
- 86. You can alsovisit my blog .com
- 87. THANK YOU! Enzo Avigo @0zne enzoavigo@gmail.com Let’stalk about building great products