Read on Twitter
A Complete Look at Improving Onboarding
How to Keep Your Customers / Users
+ Reduce Churn
(A thread)
How to Keep Your Customers / Users
+ Reduce Churn
(A thread)
1/ Onboarding matters because it touches every single one of your users/customers.
At its simplest, itâs defined as the experience between signing up and becoming a user.
At its simplest, itâs defined as the experience between signing up and becoming a user.
2/ With most products, time & attention are often inversely proportional: as time goes on, users are less interested in spending active time w/ your product.
The onboarding phase (when they first begin to use the product) marks peak levels of attention, engagement & enthusiasm
The onboarding phase (when they first begin to use the product) marks peak levels of attention, engagement & enthusiasm
3/ There are 2 types of onboarding:
Active (ex: white-glove experiences to get a user started)
Passive (actual design features that affect UX)
Both @Superhuman and @yac provide examples of active onboarding processes by directly engaging new users w/ personalized communication
Active (ex: white-glove experiences to get a user started)
Passive (actual design features that affect UX)
Both @Superhuman and @yac provide examples of active onboarding processes by directly engaging new users w/ personalized communication
4/ Onboarding is your chance to leave the BEST 1st impression.
When onboarding is designed well, it increases the chance of successful adoption, and can drive growth and retention.
Primary determinants of product retention rate are user experience & behavior during onboarding.
When onboarding is designed well, it increases the chance of successful adoption, and can drive growth and retention.
Primary determinants of product retention rate are user experience & behavior during onboarding.
5/ Acc to @HubSpot, there are 3 phases of retention:
Short-term (Week 1): Use product more than once
Mid-term (Weeks 1 - 4): Establish pattern of usage
Long-term (Week 4+): Rely on product as indispensable
Short-term (Week 1): Use product more than once Mid-term (Weeks 1 - 4): Establish pattern of usage Long-term (Week 4+): Rely on product as indispensable
6/ The biggest drop in product retention is usually in the short-term phase, or during onboarding, which makes it the best target for improvements.
User experience and behavior during onboarding can also be used to predict long-term retention.
Letâs use Facebook as an example.
User experience and behavior during onboarding can also be used to predict long-term retention.
Letâs use Facebook as an example.
7/ The Facebook growth team split users into 2 groups: those who became engaged and those who didnât.
They discovered engaged users added at minimum 7 friends within 10 days of signing up.
That number became their activation metric and helped drive # of platform users to 1B+
They discovered engaged users added at minimum 7 friends within 10 days of signing up.
That number became their activation metric and helped drive # of platform users to 1B+
8/ A major step toward improving retention is defining the âAha!â moment.
Acc to @BostonVC, the Aha! moment is âwhere your buyer suddenly sees the benefit they get from using your product, and says to themselves âWow! This is great!ââ
Acc to @BostonVC, the Aha! moment is âwhere your buyer suddenly sees the benefit they get from using your product, and says to themselves âWow! This is great!ââ
9/ Your job is to figure out the Aha! moment, not to assume.
Define a performance metric that will indicate success (ex: long-term retention)
List out all user metrics you track during onboarding
Perform regression analysis to figure out relationship b/n metrics
Define a performance metric that will indicate success (ex: long-term retention) List out all user metrics you track during onboarding Perform regression analysis to figure out relationship b/n metrics
10/ Letâs review onboarding best practices.
1st emphasize the Aha! moment or product value.
Hereâs an example of what users see when signing into @BookCameo for the first time. This video that creates a visual of the emotional impact & benefits. https://twitter.com/jmj/status/1169713091744956416?s=20
1st emphasize the Aha! moment or product value.
Hereâs an example of what users see when signing into @BookCameo for the first time. This video that creates a visual of the emotional impact & benefits. https://twitter.com/jmj/status/1169713091744956416?s=20
11/ Next, clearly define your activation metric.
For example, the Aha! moment for Drift is setting up the first bot, which is also tied to long-term user retention.
So simplifying the setup process was essential, which they addressed with a basic, step-by-step walkthrough.
For example, the Aha! moment for Drift is setting up the first bot, which is also tied to long-term user retention.
So simplifying the setup process was essential, which they addressed with a basic, step-by-step walkthrough.
12/ Third, keep it simple and brief.
With @SlackHQ, they set up a process that is not only brief, but also highlights key features.
In-app prompts quickly introduce new users to different aspects of the platform + encourage interaction (note the gamification elements!).
With @SlackHQ, they set up a process that is not only brief, but also highlights key features.
In-app prompts quickly introduce new users to different aspects of the platform + encourage interaction (note the gamification elements!).
13/ Finally, personalize the experience.
@Flipboard is a great example of this. They let users select what kind of content they want to see in the app to create a more individualized content experience.
@Flipboard is a great example of this. They let users select what kind of content they want to see in the app to create a more individualized content experience.
14/ Another great onboarding experience that is personalized and simple:
@public
(They even incentivize completion and retention by giving users free stock from one of a select group of high-profile companies)
@public
(They even incentivize completion and retention by giving users free stock from one of a select group of high-profile companies)
15/ This thread is based on and inspired by content from @gaby_goldberg, @jacksonjonson, @uxcam - thank you!
Here's an analysis on Fiverr growth to a $5B valuation this year: https://twitter.com/ccmarce_writes/status/1313441482012065796?s=20
Here's an analysis on Fiverr growth to a $5B valuation this year: https://twitter.com/ccmarce_writes/status/1313441482012065796?s=20
