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Strategies for better onboarding

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Retention is the new growth, but how do you get there? The answer is onboarding. Onboarding lets you connect the dots for your customers at key moments, so they find more value in your product. And, customers who see added value will buy your product time and time again.

In a recent webinar, Intercom's co-founder Des Traynor and product manager Patrick Andrews explain why onboarding is your next big growth lever and provide an inside look at our newest release – Product Tours.

Read on to learn:

• Why customer onboarding is your next big opportunity.
• Best practices to successfully onboard new customers.
• Keys for using onboarding to increase adoption and retention.
• The future of onboarding and an introduction to Product Tours.

Veröffentlicht in: Technologie
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Strategies for better onboarding

  1. 1. Your hosts Des Traynor Patrick Andrews Co-Founder Intercom Senior Product Manager Intercom
  2. 2. ● Why customer onboarding is your next big opportunity ● Best practices for successfully onboarding new customers ● Why onboarding should be a continuous process ● An introduction to Product Tours What we’ll cover
  3. 3. Why customer onboarding is your next big opportunity
  4. 4. Media / A.R. / P.R. YOUR WEBSITE Website design Product marketing Customer case studies A/B testing etc. SIGN UP ACTIVE USER ? Advertising Blogging Virality Word of Mouth
  5. 5. YOUR WEBSITE SIGN UP ACTIVE USER THE SUBJECT OF TODAY’S WEBINAR
  6. 6. An average product loses 77% of new users after 3 days
  7. 7. Quick! We need more water; I don’t care what it costs.
  8. 8. Would you rather 1 million signups in 4 days or 1 million active users in 16 months Here’s a question for all of you:
  9. 9. 1M sign ups in 4 days
  10. 10. 1M active users in 16 months
  11. 11. So... a product with great retention is a healthy product and onboarding is the key to retaining customers. Let’s talk about onboarding.
  12. 12. Why is it SO hard?
  13. 13. Design is hard when you’re trying to make one interface achieve more than one goal.
  14. 14. Your first time users… Designing onboarding is hard because... - don’t know your UI. - don’t know where to start. - aren’t yet convinced this is the product for them. - don’t use the same terms as you do. - have 11 tabs open, including 3 of your competitors. - may or may not have a very specific task to do. - has a whole team they’ll need to convince as well. - are likely to get distracted. - are likely to get demotivated.
  15. 15. Designing onboarding is hard because... HELP ME DECIDE IF THIS IS THE PRODUCT FOR ME HELP ME UNDERSTAND YOUR USER INTERFACE AND LANGUAGE HELP ME GET STARTED USING YOUR PRODUCT HELP ME SELL MY TEAM ON ADOPTING THIS PRODUCT HELP ME GET MY DATA INTO THIS PRODUCT HELP ME SEE WHAT’S SO SPECIAL ABOUT THIS PRODUCT HELP ME REMEMBER TO FINISH SETTING THIS UP AND MORE... HELP ME INTEGRATE YOUR PRODUCT WITH MY CURRENT WORKFLOWS
  16. 16. Build what you sell, sell what you build.
  17. 17. Source: Kathy Sierra (headrush.typepad.com)
  18. 18. YOUR PRODUCT MARKETING YOUR PRODUCT UI
  19. 19. Best practices for successfully onboarding new customers
  20. 20. Signed up, started a trial and converted recently – How did they know? What did they need to see? First, interview some groups of people Signed up, started a trial and cancelled recently – What went wrong? What was missing? Would anything have changed their mind? Currently on a trial with your product – What open questions do they have? What else are they doing? What were they doing before they came to your product? Signed up and then ghosted – What were they looking for? Are they an actual prospect? If talking to customers is hard, you’re in the right webinar.
  21. 21. Part of your goal is to convince your customers to continue to adopt your product. Why should they? To do this, you need to maximize their reasons to switch, and minimize the reasons to stay with their current solution (if any). Work out your WHY
  22. 22. You can’t onboard everyone People have to: 1. Need your product 2. Want your product 3. Be capable of using your product Having clarity on the jobs and conditions you’re onboarding under lets you design with precision. Be wary of the perils of maximization. Decide who your onboarding is for
  23. 23. Understand your customers’ definition of success and break down the barriers to get them there at just the right time. Always onboard with context
  24. 24. One size fits none onboarding.
  25. 25. For complex products, you may need to tailor onboarding to user intent.
  26. 26. Q: What do your ‘most successful’ users achieve in their first ‘X’ days? Make sure you’ll know if an onboarding change helps with this or not. If your metrics are proxies, ensure you have a counter metric too. Define your ‘active’ users and measure them
  27. 27. Onboarding should be a continuous process
  28. 28. 1. Onboarding should adapt to where the customer is in the lifecycle
  29. 29. 2. Onboarding should adapt to your continuously changing product
  30. 30. January Conversation routing Mobile help center Article search in Messenger February Slack integration Native UTM tracking New packaging Meeting scheduler Better qualification March Product refresh Restrict reassignment Link to conversation part Conversation Ratings API April Messenger 4 Content Showcase App Article Search app Stripe Subscriptions app Shopify app Get a Demo app Google Calendar app Product Hunt app MailChimp app Google Meet app Statuspage app Campaign Monitor app Aircall Now app Data Attributes API May GDPR Launcher location Notes in Inbox profiles Account ownership June Apps in messages Salesforce app Teammate activity logs Export conversation metadata Improved tag reporting Articles link preview image Time on Page for UAMs Apps in lead qualification Automatic disqualification Advanced lead qualification Launcher visibility rules July App Store Article inserter app Ask a question app HubSpot app Marketo app Discovery mode Mobile home screen Bulk actions in Inbox August Custom Bots Webhooks and APIs Conversation transcripts Zoom Webinars app Content showcase app September Custom bot identity Duplicate Custom Bots Toggle gifs+attachments Sales reports Control groups Revenue reports Clearbit Reveal app October Answer Bot Video Bots Google Analytics app Updated scheduling apps Track visitor actions Customize conversation context Qualification data in Custom Bots November Priority in Inbox Custom Bots for users TLSv1.1 Accessible Messenger Office hours in reports API versioning Redesigned webhooks Control Operator delay Help Centre header text Improved Inbox reports December Pinned apps Apps in email Pipedrive app
  31. 31. 3. Always be onboarding
  32. 32. Reality check We know this is hard. It requires continuous planning, design, engineering and team coordination.
  33. 33. Your roadmap is already full
  34. 34. An introduction to Product Tours
  35. 35. Create interactive guides to walk new signups through the steps to get started. With Product Tours you can...
  36. 36. Spotlight new features. With Product Tours you can...
  37. 37. Make your onboarding contextual with powerful audience targeting. With Product Tours you can...
  38. 38. “After implementing Product Tours we found that new users who took the tour activated at 4x our existing rate.” Andy Allen Co-founder and Director, Hike SEO
  39. 39. Reduce support inquiries. With Product Tours you can...
  40. 40. Harness the power of video. With Product Tours you can...
  41. 41. Get started with onboarding in no time with a code-free and simple tour builder. With Product Tours you can...
  42. 42. “Product Tours allowed us to save hundreds of development hours compared to a custom- built solution. Our support team is empowered to make changes and add new tours as our platform evolves.” Seth Greenlaw Community Manager, ViewPointCloud
  43. 43. Want to watch the webinar? Check out the recording.

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