user onboarding

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ONBOARDING 101 DESIGN FOR CONVERSION 4.0 – GROWTH HACKING

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Onboarding 101 applies to every product or service startup that wants to attract and retain users. Onboarding is no longer an after thought whereby eager entrepreneurs seeking to monetize skip or relegate this task to a single sign up form. While most people would assume sign-ups are sufficient to win customers, this is not the case. Introducing onboarding as part design, part product development and the rest marketing & support to actively court the customer from the day they visit your website to sign up.

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Page 1: User Onboarding

ONBOARDING  101 DESIGN  FOR  CONVERSION  4.0  –  GROWTH  HACKING

Page 2: User Onboarding

Overview  Ge$ng  started  •  What  is  onboarding?  •  What  it  looks  like,  and  why  it  ma8ers?  

Planning  Your  User  Onboarding  Experience  •  Discovery  to  sign  up  journey  mapping  •  When,  what  &  how    to  communicate?  –  Onboarding  Emails      •  Piecing  it  together  –  objecGve  +  content  +  design  

Mini  Exercises    •  Map  out  your  user/customer  onboarding  flow  (5mins)  •  Design  &  test  your  email  (5mins)    

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What  is  ‘onboarding’?

“Onboarding  is  your  first  date  with  your  user  —  you  don’t  want  to  talk  their  ear  off  and  you  want  to  be  as  charming  as  possible.  Simply  put:  tell  the  user  only  what  they  need  to  know,  in  as  few  words  as  you  can,  to  make  them  like  you.  And  be  as  wi8y  or  delighYul  as  

you  can  while  doing  it.”  –  MK  Cook,  dtelepathy  

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Why  do  I  need  it?  

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Approaches

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 “Everything  at  once”  Approach  (walkthrough)

Page 7: User Onboarding

 “Setup”  Approach  

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 “Do  Something”  Approach  

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Great  user  onboarding  is,  necessary.

Map  out  your  user  onboarding  flow  -­‐ Think  about  what  ma8ers  most  to  your  users.  Results,  not  features.  

-­‐   Consider  all  touch  points,  and  the  overall  experience.    -­‐ Communicate.    Let  your  users  know  what  to  expect.    

 

 

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Map  out  the  flow..

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Zapier  USER  SIGN  UP  JOURNEY     MarkeGng  Website    

Below  Fold  Landing  CTA  

Above  Fold  Landing  CTA    

Start  FREE  Today  

Sign  Up  

Use  Zap  Now   PRODU

CT  PRO

DUCT  

Verify  &  Con

firm  

Explore  

Sign  Up    or  Log  In  

Pricing  &  Plans  

How  It  Works  

Homepage  NavigaGon  Login  

Sign  Up  

Start  FREE  Today  

Start  FREE  Trial  

Create  You

r  Zapier  A

ccou

nt    

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Communica]ons

Here’s  some  ways:  -­‐ Email;  follow-­‐up  aher  registraGon/sign  up,  outreach  to  inform  what  more  they  can  do  with  your  product/service  &  engage.    

-­‐   In-­‐  app  noGficaGons;  walkthrough  interesGng  features  to  help  users  perform  their  tasks  &  meet  their  objecGve    

-­‐ -­‐  Tool  Gps  or  other  hover  over  UI  elements  e.g.  light  boxes    to  elaborate  on  funcGonaliGes.    

 

 

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Post  sign-­‐up  light  box  

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Post  sign-­‐up  pop-­‐up

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Post  sign–up  emails  1:    Verify

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Post  sign–up  email  2:  Welcome  &  Engage

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Post  sign–up  email  3:    Reten]on/Conversion

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Tips  &  tricks  (final  notes) 1  If  it’s  tricky,  spell  it  out  –  don’t  skip  any  step!  if  longer  

the  onboarding,  show  end  is  insight.      2  Be  opportunis7c  –  aher  first  impression,  think  of  

opportuniGes  to  deeply  engage  your  user.    3  Make  it  fun  –  delight  your  users!  

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Mini  Exercises You  work  for  a  file  sharing  service  startup.    You  have  just  launched  a  website  where  users  can  learn  more  about  features  and  sign  up.  Your  sign  up  requires  users  to  create  an  account  before  starGng  to  use  your  service.  Upon  sign  up,  users  can  access  your  file  sharing  dashboard.  You  are  a  bit  concerned  your  users  do  not  know  how  to  navigate  inside  the  dashboard,  and  as  such  you  have  also  set  up  support  center  and  knowledge  base  arGcles.  You  want  to  inform  your  users  how  to  get  started,  and  communicate  that  you  are  available  via  email  or  hotline  should  they  require  assistance.      To  do:  1.  Map  out  your  user  onboarding  flow  2.  Design  your  email  copy  

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Great  user  onboarding  is,  necessary.

Map  out  your  user  onboarding  flow  -­‐ Think  about  what  ma8ers  most  to  your  users.  Results,  not  features.  

-­‐   Consider  all  touch  points,  and  the  overall  experience.    -­‐   Communicate.    Let  your  users  know  what  to  expect.    

 

 

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Resources  (to  help  you  keep  hacking!)

User  Onboarding  h8p://www.useronboard.com/  

GrowHack.comh8p://www.growhack.com/  

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Resources  (to  help  you  keep  hacking!)

UX  Archive  -­‐  Onboarding  Mobile  uxarchive.com/tasks/onboarding  

 

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Other  useful  links Zapier’s  Blog    h8ps://zapier.com/blog/user-­‐onboarding-­‐user-­‐interface-­‐inspiraGon/    Conversion  XL  on  Onboarding  Emails  h8p://conversionxl.com/onboarding-­‐emails/#.    Appcues  Onboarding  Academy  h8p://appcues.com/academy/intro/    Get  Response  Web  Form  Builder  h8p://www.getresponse.com/features/form-­‐builder.html        

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THANK  YOU!   You’ve  just  heard  from…    

       

[email protected]   liyslmn