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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 Product tour is out of date 2. Help docs are out of date 3. Welcome email is out of date 4. Product video is out of date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: "[email protected]", // 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.
