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“What can I do to make my user onboarding messages better and
get the most conversions?”
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Here, at SparkPage, we get asked this question all of the time.
App marketers want to know how to move downloads to users and passive users to
long-term customers.
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To help, we’ve come up with 13 onboarding fast-facts.
They will help you onboard, activate and convert your users and grow faster than
ever before.
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What is the purpose of a welcome message?
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That’s a lot to ask of one message!
So what do you do?
Try a single call to action.
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Ask yourself:
And make that your single call to action
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Social networking app Nextdoor has an awesome example of this...
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Their welcome email has one,
simple CTA:
“Create Your Neighborhood
”
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It encourages the user to complete the next step in their onboarding journey
There is
•no confusion, •no choice
•no oversell
Just simple, straightforward and clickable!
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Welcome emails seem like a no-brainer,
Right?
Yet, an astonishingly high number of apps aren’t bothering to send them!
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In fact:
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Think your customer is going to remember you after 3 weeks of no contact?
Probably not...
A welcome message should be your top priority!
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Pocket is an app that’s on the ball when it comes to welcome messages...
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Within 5 minutes of signing up, a
user gets a “Welcome to
Pocket!” email.
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Remember!
The risk of being forgotten is almost always bigger than the risk of over
communicating.
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Onboarding isn’t about selling or showing off.
It’s about getting users engaged with your app.
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So avoid the sales talk.
And use Motivation.
•Tailoring your emails towards user interests and reminding them why they signed up for your product.
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Motivation can come in many forms including:
• social proof•case studies
•emotive content
The goal is to show that you, as a marketer, understand your customer’s
needs. www.sparkpage.com
Let’s look at an example from Perfect Audience to see motivation in action.
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They include testimonials of customers that show their successes.
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It perfectly appeals to what Perfect Audience’s users want
- a high return on their investment
•shows they understand their user’s goal
•motivates them to get there
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Onboarding messages are traditionally one sided.
But what happens when you ask for a reply?
Great things!
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Sending an email saying:
“What are you struggling with?”
Can get you lots of great quantitative data and give you a competitive edge.
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Groove decided to ask their users “Why did you sign up?”
And amazingly their users talked.
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Groove got a 41% response rate and lots of valuable feedback.
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Users got a sense Groove was listening.
And Groove got lots of valuable insights about how to better their product.
Great results for such a simple message!
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There is always a fine line between badgering, motivating and suggesting.
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You don’t want to drive users away.
But you also don’t want users to miss out on what you’re offering.
You need to find the right way of sending marketing emails.
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But how?
Try tapping into user data.
Find out what similar users do, what they like and what they use.
And use this to cross and upsell!
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Netflix is a great example of how to cross sell to your users.
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They send an email with the subject line:
“we think you might like…”
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It is filled with suggestions based on what similar users have enjoyed.
It’s much more likely to appeal to a customer because it is based on their
interests.
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Message frequency can be tricky to get right.
Too many messages is annoying, make them unsubscribe, or be seen as SPAM.
It’s a delicate balance.
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One tip to figure out frequency is to measure a user’s interaction with your
product.
If they are regularly engaged and considered to be successful, don’t email
them as much.
They are happy, using your product, you already have them hooked.
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Buffer is an expert at leaving their users alone as engaged users receive minimal
messages.
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It is only when a user’s feed is
empty that they get a prompt
to...
“Go to Buffer and add more
posts”
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No annoyances, or over emailing.
Just thoughtful, engaging messages.
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Bombarding your users with messages all of the time is a big mistake.
But not engaging users at all can be even worse.
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Shying away from sending emails can be detrimental for your growth.
And long periods of silence gives users time to forget you and move on from your
business.
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Aviva, an insurance business, has some interesting results when they started
sending more emails.
They had been contacting customers only once a month encouraging policy
renewals.
And it wasn’t working.
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They decided to double the amount of
messages they were sending per month.
And…
It lead to a 292% rise in
engagement!
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However,
Finding the right message frequency is something that will be specific to your
users.
A/B test your frequency to find the optimum amount and optimize your
campaigns.
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Businesses can seem cold and faceless.
And welcome messages can be the perfect way to say “hey, we’re human too!”
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Try:
•Using a less formal tone•making emails more fun•And use “I” and “we”
It comes across as friendly, more enjoyable to read and more clickable.
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HubSpot added a little bit of a human touch and personality to their emails.
And the results were amazingly positive.
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They tested two emails:
One with the sender “Hubspot”.
One with the sender
being a team member.
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The team member email got 31% more clicks than the one just from HubSpot.
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That’s some impressive results for such a simple change!
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It’s only natural that interactions with your business will fluctuate.
A user might use your product everyday...Then drop to once a week…Then drop to once a month...
Then churn.
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Try using data.
Track user behavior and target them with tailored messages.
It’s clever way to prevent churn.
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KickStarter has done a great job at not letting customers go easily.
After a user is finished with a campaign, it is common to find drop offs.
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Kickstarter is clever and don’t let the
customer fade away without reminding them that they still have something to
offer.
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They recognised that this is a drop off point and expertly planned an encouraging
email to stop customers from slipping away.
It’s a great one to add to your onboarding campaign.
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We bet during a free trial you can predict the users which will convert and which
ones will churn.
They display certain behaviors that that gives away the likelihood of them converting to a paying customer.
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Why not use this knowledge to get positive looking customers to convert faster?
Sending an email when they are most engaged and seeing the value is the best
time to ask them to convert.
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Like SquareSpace.
They don’t wait around for a user to finish their free trial to ask them to convert.
When they see a customer enjoying their product they ask them to upgrade.
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Just 4 days into a 14 day free trial
they send an invite to upgrade now.
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They aren’t afraid to jump at the opportunity to ask if a user is ready to
upgrade.
And you shouldn’t either.
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Keeping users motivated and then moving them to convert can be challenging.
There is a tactic you can use to nudge users to convert – urgency.
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Urgency makes users feel as though they are missing out on something great.
And implies “act now or your chance is gone”.
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Shopify use urgency by telling users they onlyThey use big bold copy to inform their
customer “Your free trial is about to end”
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It’s an effective push that says to your user
“You need to act now. Your time is running out!”
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Some users will start the sign-up process and fail to complete it.
But just because they failed to complete sign-up doesn’t mean they are a lost
cause.
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They could still be interested in your business.
So taking a cue from eCommerce and start sending abandoned cart emails.
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Virgin America is a business that don’t let their customers just walk away.
They send a compelling reminder email that encourages them to come back.
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It’s simple email that reminds a
user they are still there, waiting for them their return.
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It’s a gentle nudge to get a customer to come back in a friendly, non-obtrusive
way.
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Not everyone converts.
It’s a fact of business.
The question is – what do you do?
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You create an effective win-back campaign.
Remember!
Just because a user decided not to become a customer now, doesn’t mean they won’t
again.
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Netflix is relentless in their win-back campaigns.
Over the course of a year, they send 9 emails to encourage a user to come back.
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The first email arrives a month
after the user has left.
It’s a gentle reminder that Netflix is still
there.www.sparkpage.com
If the first email fails, they send
another and another.
Culminating in a big final push – another
free trial.
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Netflix never gives up on past customers.
And neither should you!
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These 13 tips may seem daunting.
So be thoughtful.
Incorporate each email one or two at a time and soon you will have an awesome
onboarding flow.
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And don’t forget to:
Test, Monitor and Measure.
It’s the best way to find how to onboard, activate and convert your users.
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