The activation is one of the most crucial step in your product, it’s the moment when a simple visitor becomes a full user. But beware! it’s not just about making your website or your app convert well, it’s also about having the best-in-class first experience. During this 45 min. workshop, Côme will give you the tips and tricks to improve your on-boarding experience and your activation rates ;)

1. #TFWORKSHOP
HIGHWAY TO THE WOW EFFECT:
GOLDEN RULES OF ACTIVATION
CÔME COURTEAULT
GROWTH HACKER
AT THEFAMILY
@C2PRODS

2. AARRR
Acquisition
Activation
Retention
Referral
Revenue

3. IT’S A GAME OF VALUE
Value to users: save time & learn
how to use the product
Value to companies: turn visitors into
buyers & increased loyalty

4. THERE ARE TWO PARTS
TO ACTIVATION
Signup
Onboarding

5. 1. SIGNUP

6. WHAT’S YOUR VALUE?
UVP: Unique Value Proposition
Relevant, clear, different - but not a slogan!
Are you a pain killer (save time, save
money) or vitamins (feel better)?

7. BUILD DESIRE
Have a promise
Fight fears of the user
You can also add social proof ;-)

8. HOW DO YOU
LOOK?
Be clear! 1 section = 1 idea
Call to action: visible,
understandable & sexy

9. value proposition: clear and appealing
visual explanation: how does it work?
call to action: obtain great benefits from signing up

10. SIGNUP FORM
Two options: long form or short form

11. FRICTION OR NOT?
“The quality of users tends to decrease slightly when you
require less fields or less pieces of information from them.”
- Matthew Berman, Distribution Hacker at 500 Startups.
“If setting up an account, listing a service, and being up and
running to start selling take more than five minutes then
there is something wrong.”
- Micha Kaufman, CEO at Fiverr.

13. jerevedunemaison.com

14. THE BEST SOLUTION?
It depends on your business!
In general
Volume => short form
Niche => long form

15. LONG FORM => CHAT?
A possible alternative to long form: chats
You can emulate a chat with typeform.com
Check out Facebook bots! (chatfuel.com)

16. SOCIAL LOGINS
In Europe: Facebook = 75% market share
Great way to reduce friction but always let
an alternative to the users ;-)

17. 2. ONBOARDING

18. NEXT!
The user signed up. Now, the goal is
to provide a positive first experience
Achieve the “wow” effect

19. TWO OPTIONS
Guided tour
Assistant

20. GUIDED TOUR
Easy to implement
Great way to go over many features
BUT: poor experience
Not involving, not care
Tool: introjs.com

21. ASSISTANT
Take the user by hand and help
him set up the app properly while
showing him how it works
But: more complicated to develop

22. COMMIT THE USER
Don’t overwhelm the user with ALL your
features. FOCUS on the important ones!
Get him to commit: to do at least 1 action

23. THE HOOK MODEL
Because the user will invest (for instance
comment on a photo on Pinterest), he will
come back (to see answers, etc…)
Read: Nir Eyal’s Hooked

25. THINK ABOUT THE FLOW!
Take a white board and list every step
through which a user goes
Check useronboard.com

26. www.useronboard.com

27. www.useronboard.com

28. www.useronboard.com

29. THE TWITTER EXAMPLE
What are the metrics that separate active
users from inactive ones?
For Twitter it was: follow 30 accounts
So they built their onboarding around that!
(Check @SeanEllis’ presentation:
http://unbounce.com/cta-conf/
Sean_Ellis_CTAConf2014.pdf)

31. IT’S ALL ABOUT CULTURE
If you’re a community-driven business,
onboarding is where you give the right
culture to your users!
(For instance: AirBnB)

32. TRACKING IS VITAL
Tracking will help you identify:
(a) Gaps in your onboarding
(b) Red flag metrics
(c) Qualitative data on users

33. GAPS IN THE FUNNEL
See where the conversion rate is low and
experiment to make it better
Have a “macro” funnel you monitor continuously
+ sub-funnels you can check when you need

34. RED FLAGS METRICS
Are there early signs that user
will not be active in the future?
Can you detect when a user is
about to churn?
For instance: staying less than 5
minute on the onboarding can be
a red flag

35. QUALITATIVE DATA
With tools like hotjar.com, you can get
heat maps and screen recordings
helping you understand how users
behave on your website / app.

36. DRIP CAMPAIGNS
Email is your friend! Measure the
behaviour of your users and send
emails accordingly ;-)
For instance, if they don’t complete
the signup and/or onboarding, send
them emails to reactivate them!
Tools: mixpanel.com, intercom.io,
getdrip.com…

37. CHECKLIST
Start with a general funnel
Zoom-in where you have low
conversion rates
Run qualitative analyses
Remember: a good onboarding
is key to a good retention!

38. LET’S TALK!

39. SEE YOU SOON!
LOVE.
THEFAMILY.CO