Key takeaways: -Design based on the assumption that the user knows nothing -Define KPI/metrics specific to on-boarding flow -The product team needs to be hands-on in order to understand on-boarding issues

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How to Drive User Engagement by
FreedomPop Director of PM

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8. Maulik Parikh
TONIGHT’S SPEAKER

9. Drive user engagement through
optimal on-boarding

10. Agenda
- Introduction
- Onboarding Engagement Connection
- FreedomPop/UNREAL Mobile onboarding challenges &
solutions
- Benchmark
- PM Tips maulik@freedompop.com

11. Introduction
- Early Career in ERP Systems Consulting
- MBA as a stepping stone into Product Management
- Worked at Accenture, Warner Bros & FreedomPop

12. Onboarding Engagement Connection
Bad user onboarding can lead to:
- steep drop after signup
- low free → paid conversions
- churn/non-renewals
In case of app based product, 77% of users drop an app just 72
hours after download*
*From CleverTap.com

13. Onboarding Challenges at FreedomPop/UNREAL
Mobile
- Get product in user's hand at correct address
- Explain steps needed for our cell service which is VoIP
based
- Help site revamp
- Clearly explain free trial and recur charge

14. Solution to onboarding challenges
Bad Address Issue
- Post checkout Address Correction page where we get 5%
address change

15. Solution to onboarding challenges
For VoIP part , we introduced app tutorials, onboarding
emails , no usage email apart from packaging instruction,
Post Checkout page. We are using every channel possible
without being over intrusive.
Screenshot of
no usage email

16. Solution to onboarding challenges
- Help site was monolithic where only search was allowed
Pro Tip : Review help queries periodically to make sure you have right content

17. Solution to onboarding challenges
Free trial end date ( feature in-progress)
- Introduce concept of Service start date

18. Results
For FreedomPop brands
- We have seen 5% increase in unboxing rate. (across all
sales channel)
- We use to get 100 support ticket per day related to
onboarding. We have around 300 new sign-ups per day.
There has been about 18% reductions in Support tickets

19. Benchmark
- DropBox and Nest have good onboarding
Fun fact : DropBox has best free trial to paid conversion ratio

20. PM Tips
1. Seek feedback from all team members, don't be in
vacuum
2. Create Minimal Sellable Product (MSP), find out what it
takes to deliver ideal product and aim to deliver in half the
time-frame *
3. Know your Product well, even as you move up in your
career. Learn details by answering Support tickets, QA
4. Use data from multiple sources if possible
5. Don’t get carried away by tools/process hype
*From Sachin Rechki

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