From Signed-up to Satisfied by Des Traynor, Co-founder, Intercom

From signed up to satisfied

@destraynor, @intercom

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✔ Top of funnel ✔ Landing page design

There are dozens of ways to get your first 10,100,1000 users

The next funnel

1,000,000 sign-ups after 4 daysor

1,000,000 active users after 16 months

How do we get from signed up, to success?

🚀

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage 💩

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage 💩Signs up

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage 💩Signs up Onboarding

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage Signs up OnboardingHappy

Customer

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage Signs up OnboardingHappy

Customer

Content / SEO

Advertising

Virality

Word of Mouth

Media/PR

Homepage Signs up OnboardingHappy

Customer

Former customer

Happy Customer Of Another Product

💩

💩You have to work very hard to stop it all going to

Onboarding is the new “conversion”

What makes a successful onboarding?

WHAT IS CUSTOMER

Onboarding?

Trying it out

Buying and paying for it

Getting set up for success

Buying more over time

Learning about changes

Every time you change your product your definition of

success should change too

“Signing up for your app is the one thing every user is guaranteed to do”

Most product owners sign up for their product once.

mysql> CREATE USER 'monty'@'localhost' IDENTIFIED BY 'some_pass';mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'localhost' -> WITH GRANT OPTION;mysql> CREATE USER 'monty'@'%' IDENTIFIED BY 'some_pass';mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'%' -> WITH GRANT OPTION;mysql> CREATE USER 'admin'@'localhost' IDENTIFIED BY 'admin_pass';mysql> GRANT RELOAD,PROCESS ON *.* TO 'admin'@'localhost';mysql> CREATE USER 'dummy'@'localhost';

And when they signed up, it probably looked like this

1. Product tour is out of date 2. Help docs are out of date 3. Welcome email is out of date 4. Product video is out of date

What most people get wrong

💡 Neglected onboarding is net negative

over time

Statement / Section Title

Statement / Section Title

Real dogfooding means opening a new tin every day.

Never stop signing up for your product

The current generation of billion dollar businesses have obsessed

over onboarding

You can’t onboard everyone

Need

Desire

Capability

Need

Desire

Capability

Need it. Want it. Can’t make progress

Need

Desire

Capability

Want it. Can make progress Don’t need it

Need

Desire

Capability

Need it Can make progress

Don’t want it.

The first wave of onboarding focussed mostly on pointing out UI

The second wave of onboarding followed Gamification principles

Modern onboarding requires you to understand your user’s definition of success,

and break down barriers to get them there.

“Top Tips” & tweaks won’t get you there…

Optimizing vs.

Redesigning

Don't get sucked into black hole of tiny optimizations. Know when to reset.

Optimize ?

Redesign?

Change in product

LotsLittle

PerformanceGood

Bad

Optimize Redesign

Redesign?

Change in product

LotsLittle

PerformanceGood

Bad

Optimize Redesign

RedesignRedesign

Change in product

LotsLittle

PerformanceGood

Bad

An Intercom example

<script> window.intercomSettings = { app_id: "c3lidf39", name: "Nikola Tesla", // Full name email: "nikola@example.com", // Email address created_at: 1312182000 // Signup date }; </script>

<script> window.intercomSettings = { app_id: "c3lidf39", name: <%= user.name %>, email: <%= user.email %>, created_at: <%= user.signup_date.to_i %> }; </script>

HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO

Install the JavaScript correctly

2011

2012

2013

2014

The product had changed, so the onboarding should change

HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO

Install the JavaScript correctly

HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO

Get their users into Intercom

Email address to new app conversion rate

0%

10%

20%

30%

40%

50%

May June July August September October November

CSV signup launch

~30%

~45%

New apps by signup type

May June July August September October November

JS installsImports

Need

Desire

Capability

Need it. Want it. Can’t make progress

Need

Desire

Capability

Need it. Want it. Can make progress

Relentless focus on high impact work

1. Billion dollar businesses are now built on great onboarding

2. Great onboarding is built on a great understanding of your customer’s goals

3. Your onboarding must improve as your product improves

4. No snacking.

Thank you

@destraynor, @intercom

Slides? des-slides@intercom.io