from signed-up to satisfied by des traynor, co-founder, intercom
TRANSCRIPT
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From signed up to satisfied
@destraynor, @intercom
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AdsSEO
SEMSocialWOM
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Sign up now Sign up now
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Sign up now
Sign up now
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Sign up now Sign up now
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✔ Top of funnel ✔ Landing page design
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There are dozens of ways to get your first 10,100,1000 users
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The next funnel
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1,000,000 sign-ups after 4 daysor
1,000,000 active users after 16 months
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How do we get from signed up, to success?
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🚀
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage 💩
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage 💩Signs up
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage 💩Signs up Onboarding
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage Signs up OnboardingHappy
Customer
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage Signs up OnboardingHappy
Customer
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Content / SEO
Advertising
Virality
Word of Mouth
Media/PR
Homepage Signs up OnboardingHappy
Customer
Former customer
Happy Customer Of Another Product
💩
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💩You have to work very hard to stop it all going to
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Onboarding is the new “conversion”
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What makes a successful onboarding?
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WHAT IS CUSTOMER
Onboarding?
Trying it out
Buying and paying for it
Getting set up for success
Buying more over time
Learning about changes
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Every time you change your product your definition of
success should change too
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“Signing up for your app is the one thing every user is guaranteed to do”
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Most product owners sign up for their product once.
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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
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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
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💡 Neglected onboarding is net negative
over time
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Statement / Section Title
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Statement / Section Title
Real dogfooding means opening a new tin every day.
Never stop signing up for your product
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The current generation of billion dollar businesses have obsessed
over onboarding
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You can’t onboard everyone
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Need
Desire
Capability
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Need
Desire
Capability
Need it. Want it. Can’t make progress
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Need
Desire
Capability
Want it. Can make progress Don’t need it
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Need
Desire
Capability
Need it Can make progress
Don’t want it.
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The first wave of onboarding focussed mostly on pointing out UI
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The second wave of onboarding followed Gamification principles
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Modern onboarding requires you to understand your user’s definition of success,
and break down barriers to get them there.
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“Top Tips” & tweaks won’t get you there…
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Optimizing vs.
Redesigning
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Don't get sucked into black hole of tiny optimizations. Know when to reset.
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Optimize ?
Redesign?
Change in product
LotsLittle
PerformanceGood
Bad
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Optimize Redesign
Redesign?
Change in product
LotsLittle
PerformanceGood
Bad
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Optimize Redesign
RedesignRedesign
Change in product
LotsLittle
PerformanceGood
Bad
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An Intercom example
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<script> window.intercomSettings = { app_id: "c3lidf39", name: "Nikola Tesla", // Full name email: "[email protected]", // Email address created_at: 1312182000 // Signup date }; </script>
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<script> window.intercomSettings = { app_id: "c3lidf39", name: <%= user.name %>, email: <%= user.email %>, created_at: <%= user.signup_date.to_i %> }; </script>
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HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Install the JavaScript correctly
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2011
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2012
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2013
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2014
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The product had changed, so the onboarding should change
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HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Install the JavaScript correctly
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HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Get their users into Intercom
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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%
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New apps by signup type
May June July August September October November
JS installsImports
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Need
Desire
Capability
Need it. Want it. Can’t make progress
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Need
Desire
Capability
Need it. Want it. Can make progress
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Relentless focus on high impact work
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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.