Design a great customer onboarding process

2. Design a Great Customer
Onboarding Process
Vishnu Gopal

3. Why?

4. Customer Onboarding =
From the first time customers get in touch with
your product to the time when they signup/
login, to when they start using the product.

5. Customer Onboarding =
1. Landing page.
2. Signup Page.
3. “Shortest path to a functional wow”

6. Landing page

7. 1. Can your landing page be
discovered organically by search
engines?

8. Example: you are building a meeting app.
Does your website mention “meetings app” prominently
in the landing pages? Will Google ever redirect organic
visitors to your product?

9. Be as specific as possible. Mention your
target customer segment & use cases too.
See InvisionApp.com website.

10. 2. Does your landing page’s first
fold have relevance?

11. First fold = the visible part of the page without scrolling.
Within the visible part of the page, does the landing
page adequately convey “why I as a customer should be
interested in the product?”

12. Why I should be interested in this
product should be
super obvious.

13. 3. Does your landing page build
credibility?

14. Do customers get the impression after viewing your
landing page that other people also use/like your
product?
Is the team behind the product trustworthy?

15. Pro tip: please do not use SV.CO
logo to build trustworthiness.
Use your customers’ logos.

16. If you don’t have customers, use internal product stats.
example: when Scripbox.com first started, they used
data from back-testing their algorithm as credentials.

17. 4. Signup has to be as
frictionless as possible.

18. Frictionless = as easy/fast as
possible.

19. So Facebook/Google/Mobile
number signups over email
signups.

20. Examine the way Slack does
signup.

21. 5. “Shortest path to a
functional wow”

22. Functional wow = the time taken for a
customer to see landing page, signup and
then start using the product to get results.

23. Example: for Zoom.us on Mac,
shortest path = clicking URL,
downloading app, video-conferencing.

24. Example: for Google Hangouts on
Mac/Chrome, shortest path = clicking
URL, instant video-conferencing.

25. One newish idea: deferred
signup. You signup when it’s
required. See moqups.com

26. So todo: submit a revised
product with a great onboarding
experience.

27. See Rubric for more pointers.